Our short answer? Yes. And here are our thoughts behind it. If you’re in marketing, you may not pay a lot of attention to user experience design. It might seem like something that should be confined to the development team’s agile meetings. And although you probably stay current on marketing trends, there’s not much talk about UX in the marketing and advertising world. But consider what it would look like if UX was another tool in your marketing arsenal. What kind of results would you see?
The two disciplines of UX and marketing overlap in a big way: pleasing customers. You may think it’s an unlikely partnership at first, but marrying these two fields is very effective when the common goal is to build a product that users will get excited about and adopt for the long-term.
When you start thinking about UX as a part of your marketing, you cross-check that your product will be everything you’re promising: it will work great, and it will better the lives of its users. It will be loved. And when a product is loved, well, it’s easier to sell. A better, higher-functioning product puts an exclamation point behind your marketing efforts.
We don’t have to convince you that UX works. There are mountains of data to support that. But, if you’re a marketer fighting for more budget to integrate UX into new product development, these facts will help you make the case. Good user Experience:
- Increases willingness to pay by 14.4%
- Increases probability of users switching to your brand by 15.8%
- Boosts likelihood to recommend a product by 16.6%
What you need to know:
Marketing generates momentum for revenue and sales. Building a product that is useful, useable, and desirable positions you for lasting success.
If you think it’s time for your company to start thinking of UX as a marketing tool, lay the groundwork for company-wide adoption of the idea. Present Sell your case to thought leaders and decision makers. It may take some convincing because, traditionally, marketing managers or CMOs don’t work side-by-side with the development team. The lack of association fuels the misconception that their work is unrelated. Here’s your selling point: when divisions share a mission to charm your customers, they unite to improve customer satisfaction and the bottom line.
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