In order to decide on the aspects of User Experience marketers should focus on we must first understand the difference between a marketer and a UX designer as they do not necessarily share a common goal. The purpose of marketing is ultimately to increase product sales for the product or service which directly feeds into the bottom-line of the company. UX design, on the other hand, focuses on building the best experience for the user and not necessarily adding to the bottom-line although most often it does contribute.
I will look at this using my industry, skincare, as an example. User Experience focuses on the look and feel, which is the presentability and emotional connection of the product and usability of a product. In the skincare industry the look, feel and usability of the marketing products such as the company website or even the product design are integral in the buyer decision process. Usability is an integral part of the user experience. It is (among other things) how easy to use, efficient, and pleasant a user interface is for a user. Company’s and UX designers, in particular, have to focus on looking at the brand and the products from the buyer’s perspective. Your website is your strongest marketing asset, so creating a good UX for it is the best way to make it an effective marketing tool.
The aspects of user experience that marketers in the skincare industry should focus on are the desirability, findability, and accessibility of their marketing tools such as the company website.
A brand such as mine that focuses on anti-aging skin-care would have a completely different website design from a brand that focuses on skin-care for teens. Buyers of a more mature demographic may seek a sleeker more mature brand image versus a fun and funky design for young persons, which is where UX comes in. As my company focuses on a more mature demographic, our UX design implements understanding for our demographic with regards to their ability to navigate online and therefore immediately upon visiting the website, buyers are greeted with a pop-up offering one on one customer service assistance via live chat.
That demographic would be looking for an honest, credible website, possibly a website that has statistical proof that the products work and research figures, a satisfaction guarantee listed on the website, brand values displayed such as vegan, cruelty-free, etc, before and after photographs showing results from the products, showing desirable packaging and simple easy to use design. They purchase based on their motivations for buying the product as well as views and values associated with the product based on the design of the website. The initial look of the website is also what helps buyers determine if the brand is credible. Have you ever been on some websites that left you feeling, well…
Buyers secondly consider the functionality, features, and accessibility of the website. How easy it is for them to use the website, how easily they can navigate and find what they’re looking for and navigate to purchase their items. My company’s website, for example, allows for easy navigation based on concerns, categories, and collections. This way a customer would not be greeted by a list of products not knowing what the products are and what they ultimately achieve, instead, they can select the concern they have regarding their skin and be directed to a list of products specifically for that issue. This enhances the customer experience as they feel almost as if they are receiving a consultation, a list of products are selected for them based on their specific concerns and so there is no need for them to navigate through 10 pages of products when they visited the website looking for a resolution for puffiness and dark circles. The checkout process is simple and uncomplicated and is very user-friendly.
Accessible, usable, functional and presentable user experiences build brand and product loyalty, awareness and equity. With the buyer decision-making process in mind, the user experience integration makes the purchasing process easy and satisfying as it focuses on the customer journey and experience. If it is difficult to navigate to the finish line (checkout) customers will be left frustrated and lose the desire to purchase your products.