UX Optimization for Improving Your Brand Experience
Unpacking UX optimization
While design is important for creating user-friendly experiences, so too is the way in which your brand looks. Your brand experience is just as important as the user experience itself. Improving your user experience involves more than just adding a new graphic to your website or app.
You need to carry along all parties involved in order to properly improve your user experience. Doing this means incorporating strategies that will have a long-term impact. Particularly on the way people interact with your brand and its digital presence.
If you’re not already familiar with what an online UX strategy might look like or how you might begin implementing some of these strategies, we’ve compiled an overview of the best UX improvement strategies you can take right now.
Read on for details about each strategy and tips on how you can use them in your own company
Discussing UX design tools
UX is the cognitive experience a person has while interacting with a product or service. A product can include websites, apps, and physical locations, but UX also extends to digital marketing.
All marketing is about how people perceive and interact with your brand, but the process is different when doing so for digital vs. physical spaces.
Incorporating UX design tools is a great way to ensure the digital UX optimizes the experience for the device you’re using and the person using it. An example of these types of UX optimization avenues can be seen with Maze’s ux design tools, ensuring implementation of a way to optimize the experience for the person using your content, not for the device itself. You do this by designing your digital presence to be easy to use, efficient, and engaging. These types of top-notch design tools are pivotal in being able to adequately optimize the overall experience for users accordingly.
This requires research and data, so you can’t just wing it. In-depth research will help you uncover user needs and outcomes, and it will also allow you to plan your digital presence accordingly.
Research your audience
Before you can optimize your user experience, you need to know who they are and what they need. We’ll go into more detail about how to conduct research below, but in short, you want to find out who your audience are and what their needs and desired outcomes are.
As you conduct your research, keep in mind how your ideal customer differs from your actual customers. This can be difficult, especially if you’re just starting out and you don’t know who your customer is yet.
Don’t worry, this will come with time, but you’ll need to start somewhere. In the meantime, you can do a quick audit of your customer base and identify some customers who may be indicative of your ideal customer.
Plan your site architecture
Next, you need to determine how your brand will look and feel. The way your brand is presented online should match how it feels in-person. This includes the type of architecture you’ll use for your site, the overall aesthetic, any marketing materials and images you use, and more.
You want to make sure your brand has a consistent visual language and architecture across all digital properties. This will create a cohesive experience that everyone from your web visitors to your app users can understand.
It will also make it easier for them to find what they need and find their way around your brand and digital presence. When it comes to the visual language and architecture of your digital presence, use your research to inform your decisions.
What themes do your customers seem to gravitate towards? Can you incorporate those elements into your visual language and architecture? This will create a brand presence that is easy to understand, easy to navigate, and easy to engage with.
Focus on user needs and outcomes
Next, you need to focus on your user needs and desired outcomes. What do you want your brand to convey and how will you do it? Will your brand be focused on functionality, quality, style, or some other aspect?
By answering these questions, you can begin to formulate a brand strategy that is clear, concise, and relevant to your target audience.
In doing so, you’ll also be able to determine your target customer personas, their needs, and goals. From there, you can begin to formulate a user experience strategy that will help you reach your goals.
Test your strategy
Before you can claim victory in the battle for digital strategy supremacy, you need to test your strategy. This doesn’t just have to be a one-time trial either. You’ll want to test your strategy regularly so you can make adjustments as necessary.
As part of this regular testing, you should be recording metrics such as: How many people are clicking your links, what devices they’re on, and how long it takes them to get to your site.
You should also be tracking your return on investment (ROI) for your digital strategy.
The first thing that you need to do is to make sure that you have a digital team. This team should consist of digital marketers, social media managers, and content writers who are tasked with making sure that your brand is at its best in every channel.
It is crucial that you are able to create a consistent experience for your customers. In order to be successful with your integrated approach, you should use different channels to deliver your marketing message.
The two most popular channels used for digital marketing strategies are websites and mobile apps. According to Statista, 56 percent of people surveyed claimed to use mobile apps as the most frequently used channel by brands.
Using both channels is essential to improve brand loyalty. Websites and apps can have different features. Some businesses use social media channels to host their content while others prefer to publish videos and images on their blog or website.
You must choose the channel that will best fit your brand’s messaging and content strategy.
Many brands try to use digital marketing as an opportunity to sell more products or gain more followers. However, these goals are not measurable and will not give an accurate sense of how successful your digital marketing strategy is.
Measurable goals are simple, short-term tasks that you set for your team. A digital marketing strategy is useless if it does not drive the right actions from your team. Therefore, the first step in setting measurable goals is to define the digital channels that will be used in the strategy.
You can use digital analytics software to measure the performance of your channels. You can also use customer satisfaction surveys to see how your customers feel about the experience they had while interacting with your brand.
Time-bound action plans
It is important to have time-bound action plans to help you stay focused and make deadlines. Your team must have a clear schedule so that they know when they are supposed to be working on a particular channel or activity.
This schedule can be shared with all team members so that there is no confusion about when they are supposed to be working on their tasks. A time-bound action plan can help your team understand what they should be doing for your digital marketing strategy.
You can assign each member of the team with a particular task such as posting content on social media channels, developing a website for your brand, or creating and distributing e-books.
Another key component of a successful digital marketing strategy is accountability measures. This helps avoid any blame-shifting that may occur among team members. The best way to avoid blame-shifting is by setting up accountability measures.
You can use project management software like Basecamp to track all the milestones and tasks for your digital marketing strategy.
This can help you stay organized and track how your team members are doing. Accountability measures can also be tied to financial metrics so that all team members have a direct link between their performance and the company’s success.
Continuous feedback loop
It is important to create a continuous feedback loop within your strategy. This loop can help you identify what is working and what is not in your digital marketing strategy. There are many ways to gather feedback while creating a continuous feedback loop in your strategy.
One of the best ways to gain feedback is to use customer surveys. Using customer surveys will help you get customer feedback on what they think about your brand’s experience.
You can ask them about their experience while interacting with your brand and how satisfied they are with the results. You can also create a customer experience survey for your customers to give them an opportunity to rate their experience while interacting with your brand.
By gathering feedback from your customers, you can identify the channels, content, and offers that are working well and those that are not.
If you don’t know where you’re going, how will you know when you get there? If you’ve done all the above, you’ve taken the first step towards developing a holistic digital strategy. There isn’t a perfect strategy, but strategies that are informed by research and data, along with an understanding of your user needs and desired outcomes, will yield success.
The best digital marketing strategies are those that take advantage of the latest advancements in technology. These strategies should focus on creating experiences for your customers that will keep them coming back for more.
It is important to invest in digital channels like video content, mobile apps, website redesigns, and social media campaigns so that you can improve brand experience and build brand loyalty with every interaction your brand receives.
The idea of a brand experience is not a new one. However, the digital era has made it more accessible and affordable for all marketers to implement in their brands. A good digital marketing strategy will involve using different tactics in order to achieve the company’s end goal: increasing brand loyalty and improving customer experience for every customer who interacts with your brand.