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User experience (UX)

9 pointers for strategic marketers to implement and benefit from cross-channel marketing

Cross-channel marketing is a strategic, customer-focused digital marketing technique used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. It is a powerful way of designing your marketing strategy to create customer journeys involving various channels. Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task. But before we dive into how you can create a successful cross-channel marketing strategy, let’s understand why it’s needed in the first place.

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Why should you consider cross-channel marketing?

Cross-channel marketing improves the shopping experience of customers through personalization. It allows you to reach out to your customers across multiple channels to ensure that your brand remains…

The latest user experience update for online chat increases engagement with your customers on their terms

Many marketers already use this free Facebook Chat Plugin for chatting to customers on their website. But with major updates to the Plugin this week (and increased convenience for customers) resulting in a 45% increase in enquiries, there are even more reasons to consider your chat interface.

What is the Facebook Chat Plugin?

The customer-facing Facebook Chat Plugin embeds Facebook’s Messenger app into the bottom right-hand corner of your website. Customers have the option to ‘chat’ to you just as they do with all their other Facebook connections. Until now though, logged-out customers were required to log-in before they can chat.

What does the Facebook plugin guest chat update mean?

With the option…

A successful mobile app can help provide a better user experience but also help your business. Here are five ingredients you need to make your app successful

The continuing growth of mobile has transformed our relationship with the web. What was once a space dominated by desktop is now very much mobile-first, with some countries seeing more than four times higher smartphone versus desktop audience.

[caption id="attachment_136176" align="alignnone" width="640"] [Image Source: Comscore][/caption]In the UK, the majority (62%) of time spent on the internet is on mobile devices, and at least 78% of adults now own a smartphone. [caption id="attachment_136177" align="alignnone" width="640"] [Image source: Ofcom][/caption]However, the role of the desktop is by no means redundant. Data from Comscore shows that the majority…

SEO and UX are both vital to ensuring your site ranks and converts. Despite this, many sites make big mistakes with both SEO and UX that can have negative effects

A website can significantly boost a company’s popularity, bring new clients, and improve its ROI. At the same time, a low-quality website can cause the company to lose out on those aspects. The Plerdy team has prepared an overview of popular SEO and UX mistakes that can repel customers and have a knock-on effect in terms of revenue, as well as rankings.

SEO mistakes

Quality website optimization is one of the most important elements of content-marketing, With its potential to attract new users to the site and eventually level up the business, SEO remains in the spotlight of marketing professionals’ attention. [si_guide_block id="80207" title="Download our Free Resource – 10 business-limiting SEO mistakes" description="Our guide takes you through some of the big SEO mistakes…

UX and site usability are two important Google ranking factors that help make content relevant.

To help users find answers to their questions in an easier and faster manner, Google promotes websites that offer an impressive user experience (UX). UX and site usability are two important Google ranking factors that help make content relevant. Backlinks have long been the number ranking factor but with the rise of artificial intelligence and Google’s RankBrain, a better UX is gaining ground and fast. It helps people to stay on your site longer and find what they are looking for. [si_guide_block id="5686" title="Download our Individual Member Resource – Improving results from your website guide" description="This guide helps you to get the balance right, through explaining many inspiring examples of best practices from different sectors including B2B, retail e-commerce, travel and financial services."/] Good UX decreases bounce rate while improving time on site and conversions. All…

Creating a website with the right feeling, or one that hits the right note with your target audience takes research, insight and quite a lot of practice

User experience describes how a person feels when interacting with technology. It’s a simple enough concept, but online business owners the world over so often get it wrong. Creating a website with the right feeling, or one that hits the right note with your target audience takes research, insight and quite a lot of practice. It means asking questions like: 'Are my users able to navigate around my site easily?' 'Can they find everything they want within a few seconds?' 'Are they being distracted by confusing design features?' 'Are they frustrated by hidden information?' But exactly how important is user-experience and how can you ensure your website is up to scratch? In this brief blog, I’ll provide you with the answers.

How important is user experience?

Creating captivating designs…

Search engines are now using data-driven factors to determine how relevant your website is to a particular search query

The practice of search engine optimization (SEO) has experienced monumental changes over the course of the last 15 years. When SEO first broke onto the scene, it was quickly discovered that webmasters could manipulate search results and make their websites rank well merely by packing their target keywords into the website as many times as possible – a practice known as “keyword stuffing”. This majorly skewed and distorted Google’s and Bing’s search rankings, since low-quality, “spammy” websites were quickly able to outrank reputable and relevant websites. In response to this unfavourable outcome, these search engines rolled out several rounds of algorithm updates, permanently changing the way in which websites are ranked. Presently, Google and Bing each use hundreds of different factors – with varying levels of importance – to rank websites, helping to ensure…

Chart of the day: the more senior someone is in a business, the more they believe that they offer a good customer experience (CX).

The Customer Experience industry report 2018 by uisertesting.com has found that executive level professionals and those who work in CX management think they have a good CX, whilst UXers, product manager, and researchers believe their CX is less good. Executives may be far too confident about their CX which leads the report and me to suggest that the more senior managers could be less aware of the real CX in their business. Respondents also reported that good CX is critical to their businesses success, CX is recognized as being incredibly important to the success of a business. User research is also recognized as helping business growth. The majority also want more user testing…

Chart of the day: Most user research is conducted to understand customers and their needs

Understanding customers needs and testing prototypes or wireframes are the primary reasons for customer research, according to a survey of over 2000 professionals by UserTesting.com Interestingly, over half (53%) conduct user testing, or use user testing results to inform senior management or stakeholders. It's great to see research is being used to show management and stakeholders evidence for a particular cause and to influence change, based on customer needs.

The power of user research is profound

The study also found that UX research is influencing better quality products and services, as well as that the voice of the customer is considered hugely important. User research is also having a positive effect on marketing campaigns too. It's great to see marketing teams are bought…

Chart of the day: Most user experience (UX) research is conducted during the design and prototyping phase

76% do UX research during the design and prototyping phase, whilst 72% do user research before design and development. Just over half (52%) also do user research after launching. It isn't recommended to only do testing after launch, though doing user testing at all is better than not doing it at all. It just makes it harder to make changes after launch. It's certainly best to get the feedback early, to make changes early. It might take more time to test before launch and at various stages, but it certainly saves time in the long run. Those surveyed certainly seem to think the same as the vast majority test before launch. Some of those testing after launch will also be testing at other stages before launch…