User experience (UX) is one of the most important – if not the most important – considerations to include in your digital marketing strategy in 2021.
With UX, we can quickly validate our decisions in order to continuously improve and learn from our mistakes.
Empathizing with your customers is crucial. Organizations of all sizes have goals and objectives, but often fail to consider the impact those decisions have on their customers. There is a delicate balance between stakeholder representation and the needs of your users.
The best digital experiences are often the ones you don’t remember
The easier – or more intuitive, a digital product or service is to use, whether it’s a website, digital user interface, or app – the more likely it is that the user will convert.
Most of the time, the best digital experiences are the ones you don’t remember. If we asked you to think about the websites that you recently visited, then most likely all you will remember is the bad times. That’s because people’s expectations are higher than ever.
UX is an expectation, not a priority, for Gen-Z
The needs and requirements of the younger generation and digital natives have never been so high, and these requirements will only increase in the future.
For example, an older user would be far more tolerant of poorly optimized websites, while a digital native would be frustrated and instantly deviating from it, regardless of how curious they are.
We can no longer rely on users to tolerate bad experiences. You have to be hit at least in the middle to keep them busy.
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Respond to the needs and expectations of two different target groups
It’s easier than you think to strike a balance between the younger and older generations.
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Because the older population is more likely to accept less sophisticated experiences, we recommend focusing on optimizing for a young audience and adapting the experience to include older users.
Experiment with dayparting your messages to keep them current and relevant, and see how you can tune your tone to resonate with different audiences.
Why having a brand new website isn’t automatically UX’s holy grail
UX is not only intended for new buildings, but for everyone. It can be practiced on a single page or an entire website, and you can target existing websites for conversions.
If you’re happy with your current design but want to increase engagement, we encourage you to review experiences in specific areas and change those sections ad hoc to improve what’s on offer. Sometimes smaller changes can make all the difference to drive engagement and increase conversions.
Applying user-centric design principles to your digital product or website has never been more important. So approach your next project with one question and challenge yourself repeatedly: Is it easy to use and does it add value for the user? If so – do it afterwards.
The future of digital marketing
What is happening now is the clearest and most urgent warning sign for businesses of all sizes – act now and act quickly because the world we knew in January 2020 is not returning.
The future won’t wait.
Download the Future of Digital Marketing eBook 2021 here today.