User Experience in Marketing Success

My rule of thumb is to build a site for a user, not a spider.

– Dave Naylor

A user is the one who uses the services or products provided by your business. And in the era of 2020, the user generally consumes services, information or products through online platforms and takes the experience of interacting with your business. Hence, the user experience is an indispensable element in the entire cycle that drives a business towards success. 

In today’s world, the user experience can be defined as the person using his or her mobile phone to look up for online shopping, browsing through the internet, booking tickets to travel, talking to his or her friends, or just simply looking through his or her social media news feeds. It all boils down to how the user experiences your services. The better the user experience is, the more the chances that a mere visitor converts into a loyal customer. 

by Paras Pandya

Hence, UX Designer is supposed to work in tandem with the marketing professionals and keep the potential user in the mind when the website for the business has to be created. Well, it won’t be wrong to say that the user experience is the key factor to grab a user’s attention on the website, keep them engaged and drive them to conversions. And this applies to the products, services or websites that form the market today. Considering this, seven factors describe online user experience and hence build a formation of a successful digital platform that your business has to offer:

  • Useful
  • Usable 
  • Findable
  • Credible
  • Desirable
  • Accessible
  • Valuable

Let us see each of the above-mentioned factors in detail.

Useful:

This is a no-brainer. Why would a company launch a product that is not usable or lacks a purpose? The product you are targeting to launch has to be useful. If it lacks usefulness, it would fail to muster the eyeballs, let alone people buying the product. 

For instance, why would you give a peephole in a door that has half of the glass in the door apart from the wooden structure? Useless, right? Hence, the significance of the usefulness of the product cannot be undermined. 

Usable:

Usability enables a user to reach the end goal efficiently with the product. Poor usability of the product would even get you out of the competition before you even enter it. Let’s talk about the bulky portable CD players. Bulky, but useful. Enter the sleek, minuscule, light-weight and portable iPod from the Apple Company and CD players were thrown out of the business.

Findable:

The product being findable refers to the ability of the user to find it online through digital platforms. Be it the content or the product. The user won’t buy the product that is difficult to find. Let us look at such an example. A user purchases a book and peruses the contents on the index page. He finds a topic that seems listed on page number 20 of the book. He goes to page number 20 to find that it has another topic and gradually the reader finds that the index is pointless because the chapters in it are not ordered as put in the index. And it would be difficult for the reader to find the desired chapter in the book. What is the chance that you would buy such a book? Probably zero, right? Hence, the product should be findable in the digital world.

Credible:

As Randall Terry says, “Fool me once, shame on you. Fool me twice, shame on me.”

Credibility is the idea that a user can trust and believe in your product or the service your business has to offer.

Today the users are so fast-paced; your business won’t stand a second chance if you provide a product or service they can’t trust. In this era, every field has a lot of options to explore. Once the user loses trust in your product and feels that you are a clown with bad intentions, they are going to leave you and take their interest elsewhere.

Desirable:

Apart from all the above-mentioned factors, the product or service that you opt to market should be desirable. The user should want to take your product or service. Let us look at Tim-Horton Coffee shop and Starbucks. Both of them provide almost similar kinds of coffees. The café-made beverages and the merchandise. But if for a day, Starbucks chooses to give out free French Vanilla Latte to every customer, people would queue up in front of their stores. That does not mean that Tim-Horton is a bad brand. But, Starbucks being a popular brand among the celebrities, it is more likely that the customer will brag about the coffee offered by Starbucks and would create a desire in other people to buy coffee from the same brand even though the Starbucks coffees are a dollar costlier than the Tim Horton coffees. 

Accessible:

Accessibility is the idea that product experience is available to the users having a full range of abilities- this includes those who are impaired in some way like hearing loss, impaired vision, mutated limbs, etc. The whole purpose of accessibility gets lost and accessibility is often neglected because people think that people disabled in some ways constitute a very small segment of the overall population that they are targeting. According to statistics, the USA has almost 19% of disabled people of the entire population and this percentage is likely to be higher in the lesser developed nations. 

That becomes one in five people who are disabled. Hence, if the product is not accessible to the entire population, including the disabled, your product is going to die a slow death. Above all, the user-accessible design is now a legal obligation in many jurisdictions and failure to design such products may result in fines. 

Valuable:

Finally, the product must be able to deliver value to the user who buys it and the company that sells it. Without any value to the product, the initial success it finds will dwindle quickly.

For instance, if you sell a product worth Rs. 1000 and it manages to solve Rs. 10000 issues, the chances are higher your product will sell like hotcakes. But, Rs. 10000 product won’t see the light of the day if it solves Rs. 100 problem. 

Hence, if the above-mentioned factors are taken into consideration while keeping the user tendency in mind, it is more likely to bring your business a sizzling success.

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