User experience (UX) is one of the most – if not the most – important considerations to consider in your digital marketing strategy in 2021.
UX allows us to quickly validate our decisions so that we can continuously improve and learn from our mistakes.
Empathizing with your customers is essential. Businesses of all sizes have targets and goals, but they often ignore the impact those decisions will have on their customers. It’s a delicate balance between stakeholder representation and the needs of your users.
The best digital experiences are often the ones you don’t remember
The easier – or more intuitive a digital product or service is to use, whether it is a website, digital interface, or application – the greater the likelihood that the user will turn into a conversion. high.
More often than not, the best digital experiences are the ones you don’t remember. If we’ve asked you to rethink the websites you’ve been to lately, you’ll probably only remember the bad times. This is because people’s expectations are higher than ever.
UX is an expectation, not a priority, for Gen Z
The needs and demands of the younger generation and digital natives have never been higher, and these demands will only increase in the future.
For example, an older user would be much more tolerant of poorly optimized websites, while a digital native would be frustrated and instantly walk away from them, regardless of their curiosity.
We can no longer trust users who tolerate bad experiences. They should be met in the middle, at a minimum, to keep them engaged.
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Meet the needs and expectations of two different audiences
Finding common ground between the young and the old is easier than you might think.
Since older demographics are more accepting of less refined experiences, we recommend that you focus on optimizing for a younger audience and tailor the experience to include older users.
Experiment with updating your messaging to be timely and relevant, and explore the flexibility of your tone to resonate with different audiences.
Why a brand new website isn’t automatically the holy grail UX
UX isn’t just for new builds, it’s for everyone. It can be done on a single page or an entire website, and you can make conversion-focused improvements to existing websites.
If you are happy with your current design, but want to increase engagement, our advice would be to review experiences in some areas and make ad hoc changes to those sections to improve the offering. Sometimes smaller changes can make all the difference in boosting engagement and increasing conversions.
Applying user-centered design principles to your digital product or website has never been more important. So, approach your next project with one question in mind and use it to challenge yourself over and over: is it easy to use and will it add value to the user? If so, continue.
The future of digital marketing
What is happening now is the clearest and most urgent warning sign for businesses of any size – act now and act fast, because the world we knew in January 2020 is not coming back.
The future will not wait.
Download the 2021 edition of the Future of Digital Marketing eBook today here.