If you’ve spent the time to put together an effective and engaging campaign that works to bring customers to your site, the last thing you want to have happen is for those customers to lose interest or leave your site before taking action. A good user experience (UX) on your website and landing pages is vital in making sure that your campaigns succeed in the goals that you have set for them. In today’s article, I look at five ways you can improve your customer’s user experience and get better results from your campaigns.

1) Consider customer knowledge

Not every customer comes to your site with the same information. Some customers will already know everything they need to know about your product and will want to move through the sale process as quickly as possible, without interruption. Others will be looking for information and guidance before they make their decision. Most will fall on a spectrum somewhere in between. In setting up your campaigns and building your landing pages, bear in mind the different types of customer you have and the differing amounts of information they will need, and try to lead the right person to page that gives them what they need to make their transaction with you as easy as possible.

2) Make it flow

The core of good user experience design is making sure that the customer is lead though the page, following the layout and information without interruptions and without them having to search for what they need. Make sure that key information is at the top of the page, above the fold, and that your layout encourages the user to move their attention from one element of your page to the next. Place your calls to action regularly throughout the user’s journey, to ensure that no matter how far through your content the user progresses, they are encouraged to take action.

3) Know what you want

Every marketing campaign should be pursuing a specific goal, and your user experience should be driving your users to complete that goal. Make sure that you know exactly what it is that you are trying to achieve, whether that be an email sign up, to contact you for more information, or to purchase an item. Knowing what you specifically want to achieve means that you know what to emphasise within the page, what your call to action should be, and what to test for.

4) Make sure you look good everywhere

The ways that your users have to access your content are now more varied than they have ever been, with users accessing media from smartphones, laptops, smart TVs and more. Responsive web design is absolutely essential in making sure that your content looks its best on any platform. Make sure that you incorporate responsive design into the creation of your pages, and make sure that your content still looks good and flows correctly no matter what platform your users might be using.

5) Test everything

As with everything else in a marketing campaign, never simply assume that your user experience is perfect. There are a wide variety of tools available to help you test and optimise your material. A/B testing, click maps and scroll maps are all vital to helping you understand how your users are navigating your pages, what is getting their attention, and where they are disengaging. Test everything, make improvements, then test again.

John Rowbottom Design and Marketing is a Sutherland Shire based company offering marketing and design services to businesses throughout Sydney and Australia. If you would like to find out more about how we can help you achieve your goals, visit us today at jrdm.com.au.

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