User experience isn’t just key to successful multichannel marketing. It’s key to digital marketing success in general.
How your customers experience your brand has a lot to do with what they see and interact with, how easy your websites and apps are to navigate and use, how many times they must click to get the desired result, and so on.
Now, there is no way to control a user’s experience on third-party platforms – Facebook, YouTube, Medium and the like. But once they land on your website, you’re solely responsible for their experience.
Because It Will Help Users Achieve Their Desired End Faster
A business exists to make money. And, no one is in the dark about that fact.
But every business has a different way of serving their customers. If you intend to serve your customers well and match them up with solutions that will benefit them, then you can’t afford to leave user experience to chance.
If you do, you could end up confusing, misleading or leaving your prospects and customers without a way to move forward. It could be something as simple as the fact that the checkout button on your store doesn’t work. So, even when your customers go to buy something from you, they can’t. This sounds obvious, but it can happen.
User experience is about clarity and ease of use. The easier and more straightforward it is for your prospects to get what they want, the better reputation you will create with them. So, when they go looking for another solution that solves their problem, they’ll think of you first.
Because It Will Build Your Credibility
Have you ever had a poor experience with a business? We all have. And it usually leaves a bad taste in your mouth.
Some people will give a business the benefit of the doubt. But others will move on and find other solutions simply because they have a better experience with a competitor. It doesn’t mean your product or service is inferior. But it does mean that there are issues with your overall design, navigation, shopping cart and so forth.
When your user experience is robust, you’ll build credibility with your audience. You’ll gain the reputation for being able to deliver on your promises quickly. People today have short attention spans, so you don’t want to keep them waiting. Cision says the average human being now has an attention span of eight seconds.
These days, people don’t necessarily notice when everything goes right. But they do see when things go wrong.
Because It Will Affect Conversions & Your Bottom Line
Arguably, the most important reason for prioritizing user experience is conversions and your bottom line.
All things being equal, it would be better to collect more emails and turn more sales with the same amount of effort, wouldn’t it?
If the experience you offer matches or exceeds user expectations, there’s a good chance you’ll grow your database and product sales faster.
So, user experience isn’t just for the user. It’s for you as well. Everyone benefits when your owned media is set up correctly.
Multichannel marketing is growing fast, and it won’t be long before every business embraces it. Omnichannel marketing will soon be on its heels.
There are some obvious challenges with multichannel marketing, such as the fact that you need to dedicate resources to every platform you use. But that’s just the starting point. Beyond that, you need to optimize your user experience to ensure the best results possible.
What is your user experience like? Is it optimized to serve your target audience?
Let us know in the comments below.