Why is UX in marketing important?

Jenni first explains why UX is important to marketers. She starts by outlining that it delivers and experience users come back for, allows you to gain insight into what your users want and how you can make it real and maximise conversions. 

Finding the balance

Start by talking to people – Stakeholders come in all kind of shapes and sizes, senior leaders to marketing colleagues to customer service, salespeople and even customers. Look for requirements, not solutions, and find common themes.

What idea is going to make the most impact?

From this, it is important to take these findings and create something that fits them. This can be a simple wireframe, a mock-up or even a storyboard. Jenni highlights that anything is better than nothing; it is a stake in the ground and a platform to spring from.

Now, let’s get some feedback. Get some real data, prove what is working and improve what isn’t! Don’t forget to combine both internal and external feedback. 

Feedback can be collected through a number of methods including session recording, phone interviews or card sorting.

Explorative Session recordings

Jenni’s favourite way of testing her own concepts and receiving feedback is through remote, unmoderated, explorative session recordings. She outlines 4 key steps to getting started with this type of test. These are as follows: 

  1. Get your concepts prepared and ready using a place they can be linked to. She recommends using a tool like Invision or Adobe XD to create a replicable story if you’re creating a website
  2. Write your scenario and questions – Give your audience some context to know what they are looking at
  3. Select your sample and send out your test. She recommends a sample size of approximately 14. 
  4. Record the responses. She recommends some online tools to do all of this, including UserZoom, WhatUsersDo and HotJar

Actions From Feedback

From her experience, Jenni suggests that following explorative sessions, you will have a great deal of feedback data. Therefore, it’s important to write everything that has been said and categorise it into the area it relates to. Following this, you should review whether it is actionable or not and choose whether to move forward with the idea or not.

Jenni tells the audience to always be willing to learn more every day and get ready for change at any moment. Never take any feedback too personally, keep moving and improving your work and keep your goals in sight and aim for them.

Release your work into the wild!

Now, it’s time to release your work into the wild. This is also another time to receive key feedback, pay close attention to what you’ve created. 

  • Look at your conversion rates
  • Drop off points
  • Engagement 
  • Use heatmapping

This is where you gather actionable insight for the next phase of improvements.

Tie it all Up

Bring the feedback to life through your actions! Don’t forget to be the voice of the user and be prepared to adapt. Jenni’s final word is to remember, the road to improvement never ends.


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