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Nurture your digital audience for commercial return

  • by Upp B2B
  • 12th Jan 2016
    • Brand Growth, Content, Lead Generation, Web and Digital

 

When we run digital discovery workshops at Upp B2B we like to ask our clients to share an example of a website they consider to have a good user-experience.

“I can’t think of one… but I’ll show you a bad website!”, is what regularly follows.

But why is this the most common response?

The answer is quite simple; we remember negative life experiences ahead of positive experiences because our emotions influence how we process memories. This is particularly noticeable during Human-Computer Interaction (HCI). When a user interacts with a website they are far more likely to remember the hurdles they encounter that slow down goal completion as a subconscious effort to avoid them in future.

As a User-Experience (UX) Designer my role is to plan and implement a seamless digital experience that features an intuitive navigation enabling a user to complete goals quickly and easily (without a single hurdle at all). We research the target audience in advance to understand what they care about and what makes them take action in order to deliver an experience with a positive emotional connection.

If a user lands on your website, completes their desired goals easily and then immediately forgets about it the moment they leave then that is a great user-experience. Delivering a memorable user-experience, however, involves more than just easy goal completion; you need to offer value.

If you deliver that bespoke level of user-experience it will be your brand name that people recall when we ask them for what they consider to be a good website.

Behavioural change is hard

It’s mid-January 2016 and by now a mountain of new year’s resolutions around the country have tumbled as the general public fail to maintain their new for-the-better lifestyles.

Changing the behaviour of a digital visitor, like any behavioural change, needs to be gradual. As devices and web browsers advance, UX designers around the world must adapt to deliver an intuitive and engaging experience whilst simultaneously conforming to and progressing the expectations of a user.

The process of converting a visitor

Delivering a good experience for the user enables them to complete their own goals quicker, but how do we use it to encourage them to complete the goals of our clients?

In some cases both the goal of an organisation and that of their digital visitors can be the same thing, which in UX terms is the most simple scenario to plan and implement. However, if an organisation is trying to sell to or convert users then this requires the application of a process to build a relationship with the user in order to teach, gain trust and encourage action.

With strategic use of colour, imagery and language we create an emotional connection that does just this. Once we have their attention we can incorporate persuasive language, social proofing techniques and trust signals that are all designed to influence the decision-making process.

We’re basically saying: “Hey! Over here! I know you don’t know what I am yet but now that I’ve got your attention I’m going to show you why you want me.”

Once the user is engaged with the content we trigger action. At Upp B2B, we refer to this as a CTA (call-to-action). A CTA will often consist of a simple sentence followed by a clickable link that takes the user to the next step of the journey that we’ve designed to complete an organisation’s goal. This stage of the process is essentially repeated until goal completion, at which point the most important stage comes in to play; building a relationship to encourage repeat action in the future (if that is applicable).

The relationship building process is part of a much bigger picture than on-site content and language. To sustain behaviour we want to capture user details and add them to a CRM software package that supports marketing automation.

Say Whaaaat

“Slow down”, I hear some of you say. There’s a few industry buzzwords aforementioned that need explaining, but fear not because it’s nice and simple really.

Once we have a particular users information it’s automatically fed into a customer-relationship management system (CRM). Using this system we can send scheduled and automated emails as part of a wider digital marketing strategy. It’s here that we aim to nurture and build a relationship with a user base to encourage repeat behaviour.

Return on digital investment

At Upp B2B we are experts at planning and implementing digital strategy. In 2016 it’s even more critical that organisations are treating digital marketing not as a one-time investment but as an ongoing overhead that must be factored into the annual budget.

To develop a digital strategy that engages and builds relationships with your target audience, speak to a member of our team today on 0161 786 8040. We will help you increase healthy online traffic and design a conversion-optimised platform that delivers a memorable user-experience.