UX – what is it and how can it improve your website’s marketing?

UX (user experience) is simply defined as how consumers interact with your business. UX is determined using factors such as ease of use and functionality.

Your UX differs from your UI – your UI (user interface) tends to refer the technology behind your systems, such as software and apps, whereas your UX defines the overall experience of your brand.

From a marketing perspective, your UX involves the experience of your digital systems, like your company’s website.

But, when there’s so much data out there, how do you know where to start?

Why is UX important?

On average, users spend less than 15 seconds on a website they are visiting.

This makes it essential to ensure you’re creating a seamless experience for your visitors when they’re exploring your website. A convenient customer journey means your visitors are more likely to stay on and navigate around your website. This enables you to attract and retain potential leads, steering away from them gravitating towards your competitors.

an iPad, laptop and phone showing the same content on their screens.

Important elements of UX

 There are five key factors to consider when creating the best UX possible for your company’s website:

1. Usability

The first and most important factor of UX is user-friendliness.

Your website should be straight-forward and easy to use. By presenting your visitors with information clearly and conveniently, you are enabling them to find what they need sooner.

Consider different applications. For example, is your website mobile friendly and adapted to iPad use? Catering for multiple device-users enables a seamless and convenient experience, no matter where you audience is visiting your website from.

2. Accessibility

Your website should be accessible to everyone. For example, consider how you describe the content of your images, or avoid using smaller font sizes, for those with visual impairments.   

3. Usefulness

Is your website valuable to your audience?

Your website should be useful to your visitors to give them a reason to stay. Adapting your user experience around your target audience’s needs will build trust.  

4. Helpfulness

If a user is struggling to locate certain information via your website, they should be able to seek help quickly.

Including a FAQs section or a chat function on your website will help to get them the information they’re looking for much more quickly – building trust in your knowledge and expertise.

5. Pleasurable

Although the copy on your website is significant, many businesses forget about the visual aesthetics of their website.

Humans are visual beings – and first impressions are always important. To engage your visitors, the look of your website should be appealing upon arrival. By grabbing your audience’s attention, you can prompt your visitors to explore your website further.

a website page

How to improve your UX

User experience is dependent on your target audience.

Conducting consumer research can help you to understand what your consumers are looking for. Creating your ideal personas enables you to focus on your audience’s motivations and behaviours and support them in overcoming their pain points.

Google Analytics allows you to review the statistics of your website, such as which pages are being clicked on by your new visitors and how much time they’ve spent browsing your website. Testing your UX and learning from this feedback will help you to continuously optimise your website for further improved user experience. By constantly adapting to your target audience’s needs, you will improve your conversion rates from new users.


For more information on how you can improve your website’s user experience, book your free communications review here.

Alternatively, call 0121 212 6250 or fill out the form below to speak with a member of the Kinetic team.


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