To be a digital marketer, you must have a knack for applying a proven strategy and driving results fast.
With today’s live data and a shrewd way of pointing success back to effort, marketers are bound for instant gratification.
Yet, after achieving and sustaining success, some marketers reach an impasse. They face a performance plateau—wheels still spinning but in neutral.
At this rate, the slightest boost in conversion has a huge difference. Not only will it lift revenue, but it will also affect results.
Some marketers advocate better user experience, saying it boosts revenue from minimal gains.
Even so, you have to walk the talk. Practicing this belief is harder than preaching its importance.
Here are three tips to optimize your testing and focus on user experience.
1. Grab a fresh set of eyes.
Your company’s stakeholders may be bent toward their own work. They often have biases to past results or have personal attachments. These factors hinder their views or cloud their judgement.
A new team member, a third-party consultant, or an agency – these people offer a different view. They will help you find loopholes or opportunities, and make significant tests. You need their unbiased opinions and suggestions.
So, throw in a neutral voice to curb pitfalls. Test the right things to reach success.
2. Hire a savvy manager for your strategy.
A better user experience needs an adept, analytical, and creative problem solver.
The right person must infuse a scientific method with testing. And he or she will not allow personal bias or opinion to muddy thinking.
The search for this person is a tall order. It needs time to find all these skills in a person or agency. But you must do it for your strategy to pan out.
So, allot time to ensure you hire the right person or team.
3. Ensure the right and left hand are talking.
Almost all processes in digital marketing have become automated. It saves time and ensures seamless development.
But in user experience, take note of your potential customers. Their experience starts before they click and hit your landing page.
The ads they will see, the sites where they appear, your social media presence, and more – these factors comprise the total experience of your potential customers.
The prospect of swaying them to like your brand, and their conversion on your site, depends on those aspects.
These days, you can quantify multichannel learnings. You can even automate reports to ensure all relevant parties can access data and optimize it.
Yet, the insights you need are qualitative. So, keep the meaningful conversations flowing.
For real success in user experience, foster a collaborative environment, share insights with each other, and avoid isolated channels.