Business People's Hands Holding The Speech Bubble With BusinessUser-experience (UX) is one of the – if not THE – most important aspects of your website. Without solid information architecture users can easily navigate, don’t expect visitors to hang around.

Yet the quarterly 2016 Digital Trends report compiled by eConsultancy and Adobe reveals that only 22% of business respondents will focus on optimising customer experience this year.

Could that be a mistake? Well not really.

The top priority for marketers is to focus on the individual experience through multi-channel platforms and across several devices. Content, social media engagement and personalisation all top the agenda.

And this is why the separate departments of your digital marketing team need close communication.

How important is user-experience?


Given the marketing efforts of competitors in every industry and the number of devices customers use to access the web, if you are not better than your rivals on multiple channels, how do you expect to make a profit from your online business?

If a visitor to your website cannot find what they want – even when you have it – they will leave your website and go to your rivals!

But in order to do that across the board, every member of your digital marketing team has to understand who your customer is, what they want, and how you will get it to them.

So how do you get the information to them, fast, efficient and smoothly?

How to create a better user-experience

User-experience breaks down to two fundamental parts;

1. How easily a customer can get access to your product and information about your product and,
2. How you make customers feel about your product

Let’s tackle the first issue:

Your website has to be quick, and it has to be navigable. You need fast load times and a sitemap that does not make the user ask, “now what do I do?” If a visitor has to think about their next move, you fail!

The second point is solved by building trust between you and your prospects. And here is the cruncher. To earn the trust of visitors to your site, the UX has to be spot on – and that means right across the board.

So UX is a team effort, and that means bringing the best creative minds in your business together in order to brainstorm which design and content ideas will create the best UX across multi-channel platforms and devices.

Testing is creating

The UX of your online business should not stop with your creative team of designers, developers and content curators. Use other members of your team to test how user-friendly the end result is and tweak out the nooks and crannies.

Feedback from an independent pair of fresh eyes is just as valuable as the original idea. Testers often see things the creator misses. When you work on a project for a long time it is easy to miss something.

Furthermore, inviting fringe members of your team to get involved with important projects is good for office morale. If everybody feels they are contributing something, there is a stronger sense of achievement throughout the office and just not within a core group of creators.

You could say that creating a good user-experience starts with creating a good creative experience. It’s a team effort and working in a team is much more satisfying than working in partitioned cubicles.