Great UX could be the
difference between a
new customer or a
User experience and customer service
User experience is a Google ranking factor, and it’s essentially a way of life in modern business.
Some refer to it as the Amazon Effect, or even the Google Effect: Once consumers have their expectations for speed, service and quality met in one area of their life, they expect that same level of positive experience in all facets of their life.
What this means for content marketers is that content they create must be incredibly practical, actionable and useful to readers. It can’t be fluffy or pointless. The same goes for the overall design of a website and the total customer experience.
Making your content and your site UX-friendly means ensuring it’s optimized for mobile screens, contains visual elements, is authoritative and entertaining, loads quickly and provides them with helpful takeaways. In other words, make your content memorable and frictionless.
Because there are no second chances for first impressions, every touchpoint and experience matters to users. And it should matter to your business, too. Great UX could be the difference between a new customer or a churned customer.
The proliferation of social media and online review platforms – Yelp, Google My Business and Better Business Bureau – makes it extremely easy for satisfied or disaffected customers to preach your strengths or decry your weakness in public forums. This means there are real commercial risks involved with giving users a poor experience.
Content marketing is a constant pursuit toward UX perfection across every channel and web page.