Why UX should be a priority for digital marketers

User experience, or UX, sounds like a technical term but it’s really just about making things easy and enjoyable for people who visit your website or use your app. In today's world, where competition is fierce and attention spans are short, creating a good user experience is one of the most important things you can do in digital marketing. Here’s why.

What is User Experience (UX)?

Think of UX as the overall experience someone has when interacting with your website, app, or online service. It’s about making sure everything works smoothly, feels intuitive, and leaves people with a positive impression. Whether it’s how easy your website is to navigate, how quickly it loads, or how clear your content is, UX plays a role in every interaction a user has with your brand.

For digital marketers, this is crucial. Your goal is to make sure that when people come across your website, email, or social media posts, they find it easy to understand and engage with. When UX is good, people are more likely to stick around, engage with your content, and become loyal customers.

Why UX matters for digital marketing

One reason UX is so important is that it directly impacts your visibility online. Search engines like Google prioritise websites that offer a great user experience. Sites that load quickly, work well on mobile devices, and are easy to navigate tend to rank higher in search results. This means that improving your UX doesn’t just make users happier—it can also bring more people to your site.

Another big benefit of good UX is that it helps build loyalty. When people have a positive experience with your brand, they’re more likely to come back. It’s like going to a store that’s well-organised and easy to shop in—you’ll remember it and probably return. The same goes for your website or app. If it’s easy to use and enjoyable, people will remember and recommend it to others.

Good UX also makes it easier for people to take the actions you want them to take. Whether it’s signing up for a newsletter, buying a product, or filling out a form, people are more likely to follow through if the process is simple and straightforward. On the other hand, if the experience is frustrating — maybe the website is slow, or the checkout process is confusing — they’re likely to give up and leave.

In today’s world, where most people access the internet on their phones, optimising for mobile is essential. A site that isn’t mobile-friendly can quickly lose customers. But when everything works well on mobile devices, you’ll not only keep people engaged but also improve your rankings in search engines, since mobile-friendliness is a factor Google considers.

The role of UX in different marketing channels

Your website is often the first place people interact with your brand, so making sure it offers a smooth, pleasant experience is key. If your site is hard to navigate or slow to load, people are likely to leave before they even get a chance to see what you have to offer. On the flip side, a well-designed, easy-to-use site keeps people engaged longer and can lead to more conversions.

Social media is another area where UX plays a big role. If your content is easy to interact with, people are more likely to engage with it. This might mean ensuring links work properly, making sure images are optimized for different platforms, or simply making your posts visually appealing and easy to read.

Even in email marketing, UX is important. Emails should be simple, visually appealing, and easy to read, especially on mobile devices. If people have to scroll through a cluttered or confusing email, they’re less likely to engage with your content or take any action.

Make UX a priority

To succeed in digital marketing today, UX should be at the top of your list. It’s not just about making things look nice—it’s about ensuring that your website, app, or emails are easy to use and leave people with a positive experience. Good UX can help improve your search engine rankings, build loyalty, and increase conversions. And in the end, focusing on UX will make your marketing efforts more effective and help your business grow.