Monday, November 24, 2014

The Rise of the User Experience Marketer

This week’s big mobile search news – that Google is adding mobile-friendly site labels in mobile SERPs – highlights the rising importance of user experience in search marketing. But this crossover goes beyond mobile search.
marketing-ux-overlap
It’s happening everywhere. Agencies and in-house teams are beginning to realize that the overlap between digital marketing and user experience is significant. Both marketers and UX professionals provide valuable insights into user behavior before a site is developed. Both marketers and UX professionals have an interest in creating a user-friendly interface so that customers achieve the business’ end goal. Both marketers and UX professionals must focus on creating a positive customer experience in order for a website or product to be successful.
So why do we often work in silos? Perhaps its because UX focuses on how users feel and marketing concentrates on what users do. This may ruffle some feathers, but it’s time to find the intersection between user feelings and user action.
In particular, marketers can achieve great success by learning the tools our UX friends have mastered and embrace the overlap between the quantitative and qualitative sides of the customer experience.

UX Tools for Marketers

The strongest marketers will be those who are comfortable analyzing behavior data, while also conducting and incorporating qualitative research about users. Mastering these tools and ideas can help marketers understand their users’ feelings about a site or product.
UserTesting: Become an expert in creating and evaluating user tests. UserTesting allows you ask real users questions while they use your site or application. You receive their feedback in a video format. Whenever you’re updating a site’s content structure, building new product pages, or changing a conversion process UserTesting can help you better understand user pain points and make proactive adjustments. Never assume your users will feel how you feel. Get real-life feedback and apply a qualitative, test-and-learn approach to your marketing strategy.
Sketching: Whether you use an online sketch tool or a pen and paper, you should become comfortable creating basic sketches so you can contribute comfortably during design brainstorming sessions. Sketching can also help you think of a variety of solutions to one opportunity, which will give you a chance to test the best option.
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