Finding the right balance between creative marketing solutions and user experience can be a difficult task. However, if you have a website redesign on the horizon, it may be your chance to get ahead of the competition.
Let’s review the basics of the necessary creative marketing solutions you can use to improve user experience.
Always start with objective based design.
Identify your sales cycle prior to beginning your content planning. It is important for both marketing and sales teams to fully understand the consumer behavior as it pertains to the sales cycle, and to know how long it takes from discovery to closing as a customer (even for repeat purchases). Think of the following as a road map to guide your current and potential customers through their journey with your product or service.
- Design with a purpose
- Identify goals
- Establish a voice and tone style guide
- Stick to the guide
To learn more about lifecycle, behavior, and buyer persona-based design, follow the links below:
- FAQ Friday: Customer Lifecycle Marketing
- Explore the Benefits of Customer Lifecycle Marketing Strategy
- Increase Customer Retention Rate with Lifecycle Marketing Analytics
- Customer Lifecycle Marketing Strategy Framework
- Thought Leadership Monday Mashup: Customer Lifecycle Exploration
Incorporate video and interactivity for brevity and clarity.
Next, plan to incorporate video and interactivity in your website redesign. This is a great way to engage your users instantly.
It also helps when industry giants co-sign on the massive effect of digital video marketing. The Nielsen Group recently released a comprehensive study assessing the value of online videos. The report found that:
- Digital videos are more effective than television ads.
- Video ads are viewed in entirety 87% of the time.
- Overall viewer retention of digital video content is 64% (as opposed to 46% of television ads).
When your website is easy to use, your website visitors are logically more likely to visit it. Another great benefit of a structurally sound framework and method of design is transparency. If a website visitor is on your site 5 to 10 times a month and each time they return to the site and its hot spots are moved around, links are broken, or they encounter 404s around every corner, chances are they will lose trust in your brand, and your ability to provide the information they are in search of. Keep in mind, 94% of people cite website design as the reason they mistrusted or rejected a website.
Be sure to distribute the power of your website to logical touch points. Incorporate effective selling tools that will produce more highly qualified leads, brand recognition, and increased sales.
Video can connect the visitor to your product or service in a faster time than reading a blog article. Not to mention the engagement and shareability rates are much higher with video since most people prefer it to other platforms. Interactivity can be associated with ease of use because it simplifies a process, creates engagement, extends time on the site, and builds a relationship in a way that static websites can’t.
Streamline your customer experience with user experience.
Improving the user experience for most companies means cracking down on the silos within their business. If your print ad voice and tone differ from your digital voice, your messages are crossed and could be detrimental to your brand. If your brand is struggling with aligning your sales, marketing and advertising voice, your best bet is to begin your work here. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room."
For instance, take a look at this list of the many ways to improve the consistency of your brand and the content you are publishing.
Have weekly editorial meetings.
Be sure to invite at least one member from each department: sales, marketing, and advertising. If possible, each team within your company should be represented.
Involve the whole crew.
If you are looking to glean insight about the inner workings of your user experience and how it compares to your customer experience, invite the whole team. Be sure to plan the structure of your meetings. That way, you can avoid long drawn out meetings where most of your crew becomes disinterested and thus turn into uninformed non-participants.
Set goals for your marketing, sales and ad teams.
Try to incorporate all three teams in a way that will help advance progress and build an open line of communication between the three.
Remember it is not enough to 'know your buyer personas'.
There is a great difference in knowing and who your buyer personas are and understanding their needs, wants, and pain points. In order to develop a site that provides your website visitors with an unforgettable user experience, you should know them like you know your friends. A great example is buying a gift for someone you ‘know’ and buying a gift for your best friend. You are probably a much better gift giver to someone you know on a deeper level, for a long period of time, than you would a co-worker or the leader of your daughter's girl scout troop.
In a recent blog post, we highlighted some of the questions we use to develop buyer personas.
Here are a few questions you may want to ask when researching and interviewing for your buyer personas:
- How old are you?
- Where do you work?
- Where do you live?
- Where were you born?
- Where or how did you grow up?
- Are you married? Do you have children?
- What is your highest level of education?
- How did you do in school?
- Did you attend college?
- What was your major?
- What are your best subjects in school?
- How do you retain and process information best?
- What does your employment look like today?
- Have you owned your own business?
- How often do you use email at work?
- How often do you use social media at work?
- What is your job title?
- How do you serve the needs of your company / organization?
- How long is your commute?
- What is your company role?
- How often do you check your email?
- Do you prefer to read, watch, or listen to information?
- How do you prefer to learn new things?
- How do you prefer to consume your daily news?
- How much time per day do you spend on:
- Social media
- News websites
- Learning new programs / platforms / software
- What social media sites do you use more than once a day?
- What social media sites do you use more than 3 times a week?
- What social media sites do you use about once a week?
- Do you prefer one social platform over the others? If so, which one?
- How are you using our products or service currently?
- Why are you using our products or service currently?
- How are our services best suiting your needs?
- Where do we need to improve our product or service?
- When do you find our product or service most beneficial?
- When do you find our product or service to be cumbersome or difficult to use?
By streamlining your content production, the look and feel of your website, your brand, and the voice-and-tone of your customer experience, these solutions all aim to help improve your user experience.
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