Use clear CTAs, offer relevant information, target friction points to enhance UX

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2022, 7:28 AM GMT+0

A positive, seamless UX can help brands build credibility with their target audience, increase sales and create enthusiastic brand ambassadors for themselves.

Brands must first map current customer journeys to identify areas of concern and remove any form of friction that may be keeping people from moving through the sales funnel. For instance, ensuring that invoices are accurate and free of all errors is a significant way brands can reduce friction in their customer experience.

Creating buyer personas and identifying critical points, like sales pages, where customers form opinions of the brand, can help businesses create relevant, useful content. Marketers should use clear, eye-catching CTAs and simple forms to guide customers to the next step in the sales funnel easily.

A brand’s website copy must offer all the essential information customers might need to make a purchase – from explaining why the brand’s offerings are important to fulfil the consumers’ needs, to what is included with every purchase made. Quick load time and visual elements like images and videos can make it easier and engaging for site visitors to navigate the brand website.

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