The act of acquisition, whether by purchase or subscription, has become infinitely complex in today’s society. In fact, the simple price or relevance, if they are always important, are no longer the only criteria of choice for consumers. The latter now require an added value to their acquisition, known under the generic term of user experience. This may relate to the brand itself or the service offered during the acquisition; and this question is found in a marked way in the digital environment.
Bringing something extra has become essential
A product is no longer bought just because it responds to a need or for a price opportunity, because there are no longer technically unique or almost unique products. What will be the trigger for the takeover will therefore be the brand image of the company as perceived by the consumer. The problems of creating a sense of belonging or of value through consumption are well known and have an abundant literature, but this can be summed up in the notion of user experience. Well known to marketers, this concept is widespread in all areas, and even more strongly in the digital environment, where it is very easy to switch to something else in just a few clicks.
Optimizing the user experience, or UX, on the Internet is therefore a necessity for companies, especially since the Web has become a very important sales channel with the development of e-commerce, a phenomenon further accentuated following the Covid-19 pandemic of recent years.
UX optimization: more parameters to take into account
Ensuring that Internet users land on the company site is a challenge in itself. However, this is not enough. It is necessary that they enjoy themselves on this site and that at the end of the process there is the desired action, whether it is a purchase, a share or a subscription. It is therefore necessary to take into account multiple parameters, some of which concern as much marketing and design as psychology. A convergence of skills is therefore necessary, as well as the use of specialists in the field where necessary.
First of all, the site should be visually pleasing and simply designed for regular traffic. Design and computer codes must therefore take this dimension into account, because a technological or visual marvel is useless if nobody looks at it. The messages are therefore fundamental, as is the way in which the request for intervention will be carried forward, straddling a sentence or by locating a “call to action” button. Furthermore, for an optimal UX, not all pages must necessarily have an immediate commercial vocation, even if conversion remains the long-term goal.
Corporate blogs, which offer free information on relevant and selected topics; and enhancing the company’s image are, for example, perfect levers for optimizing the user experience and improving the brand image. The design of the pages of the sites, as well as their content, must therefore be carefully studied, above all because this also has an impact in terms of referencing, and therefore visibility.
Adam Richard
