How UX Design helps boost digital marketing performance?

Lollypop Design
5 min readNov 16, 2022

Introduction

While UX design aims to understand and optimize user experiences, marketing focuses on creating brand awareness and boosting conversion. Therefore, many suppose that these two areas are totally disparable and there is no matching point among them. With that perspective in mind, the role of UX experts in Marketing campaigns is sadly still ignored. That’s why we hardly ever see the appearance of UX designers in Marketing teams. However, Forrester in 2016 reported that a good UX design could help increase 400% conversion rate in Marketing campaigns.

So, at which points do UX Design and Marketing match with each other? And how do UX experts contribute to the effectiveness of Marketing campaigns? Let’s figure it out in this article!

Where do UX Design and Digital Marketing Collide?

UX in digital marketing refers to the impressions, sentiments, and experiences customers have while dealing with digital marketing touchpoints including mobile applications, landing pages, and content.

Some aspects that UX Designers can improve during a Digital Marketing campaign include:

  • Buying process
  • Website information accessibility
  • Ease of access
  • Load speeds
  • Advertisement placements
  • Brand voice and tone

Jared Spool, in his interview with Martech, emphasized that UX is the most important driver of all Marketing metrics. The effort to optimize UX Design not only helps businesses improve the experience of their potential customers but also promotes Word-of-mouth marketing. Users having positive experiences tend to share with others about how satisfied or convenient they feel about your products or services and recommend them to try.

5 ways that UX design improves the effectiveness of digital marketing.

1. Optimize customer experience

A good UX design does well in building relationships with customers. It makes users feel like a marketing campaign isn’t wasting their time. McKinsey once emphasized that optimizing customer journeys can not only increase 20% customer satisfaction but also raises business revenue by 15%. In addition, as customers are satisfied with their experience, it’s likely that they become loyal to the business.

2. Improve SEO quality

Any marketer can use SEO tools to explore keywords and incorporate them into digital content. However, with a decent UX, your content on Google Search can be more exposed to visitors and encourages them to explore your website longer, which subsequently helps lower your bounce rate.

Along with bounce rate, pogo-sticking is another criterion that Google looks at to rank content and offer their users the best search results. Pogo sticking describes a situation when a user quickly navigates back and forth between pages in search results. This is a clear sign that users are unable to find what they’re looking for on the site. Websites with a high pogo sticking or bounce rate will be ranked low on Google Search. Therefore, the importance of UX design in SEO ranking is unparalleled.

3. Optimize mobile experience

Statista indicated that nearly 60% of website traffic comes from mobile devices in 2022. Additionally, over 60% of users prefer purchasing products or services from a mobile-friendly website. A research on Experience Dynamics also found that mobile users are 5 times more likely to abandon a task if a website isn’t optimized for mobile.

Given those figures, the importance of optimizing mobile experience is undeniable and UX Designers can help with this. By providing a great mobile experience, companies can retain conversion rates and boost SEO ranking.

4. Reduce cost

Digital marketers spend a significant amount of time and money on Pay-per-click (PPC) and Google AdWords in order to generate traffic and enhance conversion rates. However, if you get visitors to your site and they can’t find what they’re searching for, you’ve cost your investments.

According to McKinsey, improving customer journeys may save up to 20% on customer service expenditures. A poor user experience, on the other hand, affects your search engine visibility. If Google notices a high number of clicks back from your site, your pogo sticking will rise and you will stop ranking for specific keywords. If this occurs, your chances of appearing on the first search page are limited to none, which also means that your efforts and investments to increase organic traffic have been in vain.

5. Build conversions

It’s fantastic to attract attention from potential customers towards your marketing efforts, but convincing them to register, join up, or place an order is a different issue. A report of Design Management Institution revealed that design-led companies have outperformed 228% compared with the Standard and Poor in retaining their stock market advantage over the last 10 years.

A strong UX design may effectively lead potential customers through all phases of the purchasing process and increase conversion rates for organizations. Furthermore, UX may develop conversion funnels that clarify hurdles that visitors confront, allowing marketers to remove that path.

Conclusion

Given the value and benefits of UX, it’s necessary to place UX Design at the heart of your digital marketing initiatives. By doing this, you can optimize your campaign performance and drive more conversions.

Unfortunately, as Martech’s experts underlined, there are no clear analytics indicators or KPIs that would indicate that integrating UX into the process of developing your campaigns will increase performance. The only thing you can do is launch a marketing campaign that incorporates UX value, then assess the results in comparison to earlier campaigns that didn’t.

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