User experience (UX) is not just the domain of the design team. Creative marketers need to understand it too. Don’t worry, reading this article will help! In fact, the success of your work may depend on it…
Is your website easy to use? Can potential customers find what they want quickly enough? How effectively can they navigate around the site? A poor user experience (UX) can negatively impact overall customer experience, so it makes sense to check that your website provides an effective UX. Andy Clowes shows how businesses can optimise the design of digital offerings based on customer requirements to improve profits overall.
Don’t get weighed down by poor B2B website design and risk an even worse user experience. Verity Dearsley explains the concept of growth-driven design and how it can engage visitors, lift ROI and propel your business onwards and upwards.
There’s been a major shift in how businesses grow, how buyers purchase and how businesses build meaningful conversations and customer relationships. Companies that align their mission, strategies, action plans and tools with the way buyers think, discover and purchase will have a huge competitive advantage, says Todd Hockenberry. So, take a long look – is your website truly your best-ever and most enticing shop window? Here’s how to make sure it is, and that it deals with changes in buyer behaviour in order to stay ahead of the curve. Check out this expert user experience guide.
Don’t miss this 33-page guide to the latest developments in consumer-generated content (CGC).
Bill Hess discusses how to place ad content on your site that is welcomed, not blocked. He believes website owners can protect their sites against ad-blockers by taking more care, claiming visitors are annoyed by irrelevant ads, not all ads. So, be aware of the difference, get to know your audience and tailor the ad content accordingly in order to boost your sales.
Are you analysing where e-commerce transactions are taking place and what devices your customers use most? Patrick O’Doherty has been examining information about conversions and device use and here reveals some trends and takeaways.
Big Data is everything, marketing practitioners from agencies around the world agree. But it isn’t easy to stay abreast of it all and many feel overwhelmed by data, data, everywhere. Don’t be engulfed by the Big Data wave, says Bart Omlo – who brings together comments from senior marketers on how companies are adjusting their strategies and using the latest technology to keep up with the ever-increasing data flow.
For long-term business profitability, e-retailers aim to encourage repeat custom by providing visitors to their websites with a simple and efficient user experience (UX). But not all online strategies are completely ethical, says Hilary Stephenson – some deploy psychological persuasion techniques, such as scarcity ‘offers’ or unclear signposting. She cites e-commerce research that reveals some larger organisations – such as fashion brands – have used ‘dark UX’ website design patterns to prompt ‘fear of missing out’ impulse buys. It’s not a good look for the e-retailer, she says, and explains why.
Wonderfully convenient or a bit too close for comfort: when does personalisation and detailed data usage become just a bit too personal? And how on earth can marketers tell when their carefully crafted messages are actually creeping their targets out? It was the subject that was under discussion at a masterclass in London recently. Here’s what the experts had to say about walking the tightrope between too much and too little: