How UX & Technical Writing Can Boost Digital Marketing
Today’s consumers are increasingly eager for a better user experience when it comes to engaging with their favorite businesses online. Regardless of whether users engage directly through a business’s website or their mobile app, they will opt to disengage if the platform’s experience doesn’t satisfy their expectations.
Why UX Matters
User experience (UX) matters because it helps businesses to reach a wider audience in a more immediate way through digital means. It also helps to create stronger buzz through engagement and, ultimately, conversion in sales.
Some of the key characteristics of a good user experience are:
- A simple and instinctive user interface (UI)
- Responsive application or website structure
- Easy to navigate customer assistance
- High-quality content and documentation
Quality Content is Key
Content is a major player when it comes to quality UX. Platform visitors, loyal customers, marketers and business owners all depend on quality content in order to steadily engage with each other online.
While there are certainly other UX elements that can enhance levels of online engagement among stakeholders, quality content will help businesses to deliver marketing and support messages with more precision. It is this element that depends on technical writing.
How Technical Writing Helps
Technical writing plays an important role in UX strategy as both focus on communication with users and the user experience.
UX uses elements of technical writing in its efforts to address a range of user experience matters. These elements include:
- Content clarity
- Logical information flow
- Consistency of information
- Analysis of end user needs
From these elements, UX strategies will often include workflows and organized content that emphasizes the needs or desired outcomes for the end user in a clear and concise way.
How UX Elements Can Boost Digital Marketing
Connecting with consumers and selling products is undoubtedly the overall objective of digital marketing. With this, there are some UX elements that play more vital roles in digital sales than others.
UX for Locating Products and Services in Real Time
One major UX feature in modern day digital marketing is the location feature. GPS maps, area sensors and different APIs allow mobile app and website users to stream location data in real time. This is a major convenience for users and aids in their experience.
UX for Customer Onboarding:
Businesses should strive to make a good first impression by making the onboarding process as user-friendly and seamless as possible. They can do this by:
- Building a friendly interface
- Organizing the content in sign-up fields to require as little information as possible
- Allowing the user to skip as many steps as possible
In the event the business requires authentication or verification, the interface should be built to house the verification process within the site or app.
UX for Platform Optimization and Decluttering:
One of the best ways to improve user experience is to declutter a website or mobile app. Clutter can include unnecessary content, calls-to-action and other elements. Removing these distractions may allow the user to better focus on the marketer’s desired message.
UX for Product and Service Promotion:
Many UX components that exist aim to overtly push sales to the user. Good UX for product and service promotion should:
- Provide the user with access to important information
- Guide the user through the site or app using certain actions
- Lead the user to the call-to-action to purchase
Ultimately, businesses and digital marketers are competing for the consumer’s limited time and attention. Websites and mobile apps that are intuitively structured with proper UX elements will help retain users and convert them into paying customers or advocates of the brand.