The first impression is critical, whether in an interview or online marketing. Research shows that it takes less than one second for a visitor to decide whether your site is likable or not. That means you need a fantastic website for your audience to stay on the site longer. With millions of sites online, website owners must find their unique style and voice that will stand out in the noisy arena. An attractive website is attention-grabbing. However, for your visitors to stay on the site, you need excellent user experience (UX).
User experience is vital in digital marketing. Imagine this scenario; you have launched a robust social media campaign, and you are generating multiple leads. However, when your visitors get to your site, they leave within three seconds. It can be disappointing to attract leads only for them to turn to your competitors. Therefore, you should work on your website before marketing. B2B companies often make the mistake of emulating the UX design of a B2C company. Instead, they should focus on creating a perfect user experience for their visitors.
Read on to find out what user experience means to B2B companies and its importance in online marketing. Also, learn a few tips that will improve the user experience on your website.
What is User Experience?
User experience focuses on increasing visitors’ satisfaction. It is achievable through enhancement of usability and accessibility of a website. The most important role of user experience is to improve the experience of your visitors and make it easy to navigate. While a good user experience may go unnoticed, a poor UX is unforgettable and unforgivable. Even search engines will give you a low ranking for the poor user experience. Moreover, with the internet generation relying on visual search, every site owner needs to bring their A-game. If you aren't sure of what your site requires, our experts can assist you in designing a website and optimise it for your B2B business. Here is what a user-friendly website should include:
How fast does your website load a page? If your site takes longer than three seconds, you need to find ways to improve its speed. Besides, your site needs to be organised for easy navigation. It is also wise to build a buyer persona before creating your site, to ensure every aspect of the website is serving your target audience.
Compatibility to Mobile Devices
With the majority of users accessing the internet through their phones, your site has to be responsive to mobile. Search engines like Google are also using a mobile-first approach to rank websites.
A website with good user experience has high-quality content that provides useful information to the visitors.
A relevant call-to-action gives visitors a direction as they navigate your website. It guides them through the purchase process.
User experience combines marketing efforts with customer support. Therefore, your visitors should be able to leave a comment or raise concerns on the site and expect a speedy response.
The Importance of Website User Experience in Digital Marketing
Customer satisfaction is a crucial objective for every business. Besides, the end-user should enjoy exploring and navigating the website. So why is user experience vital for your website? And how does it benefit marketing?
1. Boosting Conversion Rates
The purpose of marketing is to attract customers. Therefore, if a visitor finds the information relevant to a service they are searching for, they will visit the website. The user experience determines whether the prospect will complete the purchase or abandon the site. If the navigation is seamless, the bounce rates will be low, and the conversion rates high.
2. Increased Visibility
The user experience affects your sites ranking on Google. Apart from speed, which search engines take seriously, bounce rates affect the performance of a site. On the other hand, visitors spending time on your site improves ranking. It is an indication that you are offering valuable content.
3. Guides Through the Buyers' Journey
A great user experience maps out a customers’ journey. That is from the moment you click on the link to the end of the purchase process. The steps ought to be straightforward with CTAs to nudge visitors towards a purchase.
Ways to Optimise the User Experience for Your Website
1. Improve the Page Speed
Every second is crucial in online marketing. Therefore, the more time it takes your site to load a page, the higher the bounce rates. Consequently, you need to stay on top of your site and graphics speed. Google provides solutions to boost your website’s speed.
2. Attractive CTAs
Visual cues assist visitors in navigating the website. Therefore, you need to create attention-grabbing CTA buttons and utilise colours to create an appealing design. You should also use active words in bold letters that will drive visitors to take action.
3. High-Quality Images
Content with images, visuals, and videos have 94% more views compared to text content. It is also highly shareable, and visitors remember 65% of the details in the pictures or data in the graphics. Therefore, websites should diversify their content to improve their user experience. However, that does not mean you stuff your site with stock images. You should select high-quality images and generate relevant infographics for your website.
4. White Space
A congested website has high bounce rates. How do you expect your visitors to figure out the confusing layout and the scattered information? The more white spaces you have between your content, the easier it is to navigate your site. That breathing room breaks up your content into digestible bits.
5. Make Your Website Mobile-Friendly
How responsive is your website to other devices? You risk losing 80% of your organic search if your site is not sensitive to screen sizes. Therefore, you need to adjust the responsiveness of your website for better visibility.
6. Improve Web Security
Buyers are wary of data breaches and violation of privacy. Therefore, if they see a red flag, they will run for the hills. Improving the security of your website should be your top priority. Remember to display the security measures to ease the worries of the visitors.
Creating a better user experience for your target audience should your main objective. Once you appreciate the impact of user experience on your marketing goals, you will work towards giving your customers the best.