The Value of User Experience (UX) in Digital Marketing Today

What is User Experience?

The quality of experience a browser has online has a direct impact on whether or not they make a purchase. If a brand’s website is outdated, difficult to navigate, or poorly structured, customers are very likely to click through and find a different website that can meet their needs and provide a more seamless experience. When customers abandon a website, it leads to fewer conversions, higher bounce rate, poor Google rankings, and damage to business reputation. Thus, brands need to ensure that they provide their customers with a great online experience. When a brand builds a website or app, it should be easy to navigate, clear, functional, aesthetically appealing, well-structured, and compatible with desktop and mobile. To underline the importance of user experience, here are some statistics published by ‘Think with Google’:

  • Well-designed websites have up to 200% higher conversion rates than poorly designed websites
  • 88% of customers are less likely to return to a site after a bad user experience
  • More than 50% of internet users say they won’t consider buying from a brand with a poorly designed mobile site.
  • People with a negative mobile experience are 62% less likely to buy from this brand in the future

If you want improve your understanding user experience, the University of Cape Town (UCT) offers a range of online marketing courses.

Why is user experience important in digital marketing?

A good UX improves customer satisfaction

The goal of a “good UX” is to provide a seamless and intuitive experience for customers, which will result in increased customer loyalty and satisfaction. To create this experience for their customers, brands must understand their customers’ needs and wants, and must design a user interface that aligns with these criteria. The brand must also continuously refine this user experience, to ensure that it meets customer needs. By using UX design principles such as accessibility, functionality, consistency, familiarity, and clarity, brands can create a satisfying online experience that will lead to better customer satisfaction and brand loyalty.

Good UX improves SEO (search engine optimization)

A good UX increases rankings on search engines like Google. When a potential customer finds a website that meets their needs, they are more likely to click through to the website and make a purchase or perform other desired actions, such as making an inquiry. Google favors companies that can meet the needs of their customers in this way. Google’s algorithm promotes websites that have a high click-through rate and low bounce rate because this indicates that the website provides a good user experience, meets the search intent of web browsers, and meets the needs client.

A good UX improves conversions

As shown above in Google stats, well-designed websites have a 200% higher conversion rate than a poorly designed website. The better a website’s user experience, the more likely its visitors are to become paying customers. Some of the UX principles that lead to higher conversions include highly visible calls to action (like buttons that say “buy now” or “call us”), clear navigation menus, great photos and videos of products, good website speed, and highlight advertised bonus features like free shipping.

Learn all about good UX in UCT’s online marketing course

A good user experience is an essential part of a strong marketing strategy – and without it, brands won’t meet their customers’ needs. If you want improve your understanding from user experience and digital marketing in general, take a look at the University of Cape Town (UCT) Online Marketing Short Courses. Marketing is essential for any brand that wants to stand out in an increasingly competitive online environment. This course will provide you with the marketing knowledge necessary to create a distinct customer experience. Whether you’re new to marketing or want to expand your marketing knowledge, these online marketing courses will teach you everything you need to know about the most important aspects of traditional and digital marketing.


Think with Google, “Website user experience: How to convert customers and make them to visit again”, July 2019. website-user-experience-how-to-convert-customers-and-get-them-visit-again/

Google/Heart+Mind Strategies, USA, “Getting Things Done on Mobile”, n=1,847, smartphone users 18+, December 2017. -145/marketing-strategies/app-and-mobile/website-user-experience-how-convert-customers-and-get-them-visit-again/

Google/Purchased, United States “How Brand Experiences Inspire Consumer Action”, April 2017.

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