UI/UX Design and Inbound marketing: the perfect combination!
You’ve probably heard of the $300 million button before! No?
It happened as part of a very light redesign of a process to purchase an e-commerce website. The problem was the fact that many users did not finalize their purchases on the site because of the form. A form, however, ultra-basic: login to the site, email, password or a “register” button…
After a study of user behaviour, it turned out that new users were reluctant to register before doing anything. Some new users did not know if they had been here before, and even regulars had difficulty remembering their information.
The solution to the problem proved to be particularly simple. The “Register” button has been replaced by a “Continue without registration” button.
- The result: $300 million earned! A concrete example that proves that UX (user experience) can build customer loyalty and especially acquire new prospects.
So, to combine UX and Inbound Marketing, follow the guide…
Analyse your personas
Before you even start redesigning your website, study your personas. A step that should not be taken lightly, as it is crucial. It will allow you to rebuild your site around the expectations and satisfaction of your prospects. The better you understand them, the more power your site will have to convert.
To be as efficient as possible and collect as much qualitative data as possible on their user experience, several methods are available to you.
Use the correct analytical technique
For example, you can submit an assignment of Eye Tracking to a panel of your future prospects.
It is a proven neuromarketing technique. How does it work? Several sensors will record eye movement to define hot and cold areas. The most attractive parts stand out directly and you have in image the reading path of your prospects.
Because the positioning of your CTAs, slogan, price, offers, explanations… are of great importance in the conversion process, this technique is probably the most elaborate today to define the ideal location of each of these elements.
Another technique to use, less expensive, is the user path interview. To check the correct understanding of your website, test a panel of your people and without guiding them, ask them to produce a specific action. For example, “buy a pair of navy-blue men’s shoes on your site”. Then check live how your user reacts. Is he getting lost? Can it bounce back? And above all, does it achieve its goals?
All these techniques will allow you to optimize your website as much as possible and above all make it ultra-efficient for YOUR prospects!
Create new wireframes
Once you have highlighted the needs of your prospects, rework the structure of your website using wireframes (functional models). Several software programs, such as Axure or Balsamiq, allow you to create the framework of your pages in a few clicks.
Think user: combine SEO and UX
However, SEO and UX are now almost inseparable on some points. They share many common indicators:
- Internal and external links
Previously used to satisfy search engines, they are now used in a “user” logic. UXs therefore consider the location of links and their relevance to SEO, but also to the needs of future prospects.
- The content
The content of a site must be structured and hierarchical. The reading must also be clear to users and robots with the use of bold words, italic citations and especially the presence of keywords.
- Website integration
Working on HTML formatting tags is essential. They are read and understood by search engines and make it easier for you to read your prospects. For example, many websites do not respect the hierarchy of titles. However, it is important to use the “h1” before the “h2” and so on.
All these good practices are essential to take into account even before creating your website. They are part of the foundations of your marketing strategy.