Let’s clear up a common misconception: there’s no magical formula or mythical download that will guarantee a successful digital marketing campaign. It’s not as simple as following a cake recipe from a Mary Berry cookbook.
A winning digital campaign requires much more than just ticking off a checklist. Sure, you need to:
- Research the market to choose the right platform—is it Facebook, Google, YouTube, or another?
- Design eye-catching creative that captures attention.
- Target the right audience who are likely to convert.
- Set a realistic budget that matches your goals.
- Decide on the campaign duration to give it time to perform.
- Offer an irresistible incentive to entice clicks or purchases.
- Track performance to optimise as you go.
Once you’ve set all this in motion, you’re all set, right?
Wrong.
While the above elements help drive traffic and build brand awareness, they don’t guarantee success. For a campaign to deliver a strong Return on Investment (ROI), there’s one critical factor that many businesses overlook—User Experience .
Why User Experience is the Key to Digital Campaign Success
Picture this: you’ve created an eye-catching ad or a viral-worthy video. You’ve invested heavily in targeting the right audience on Facebook or Google Ads, and your offer is too good to pass up. So, what could go wrong?
Everything—if you don’t get the user experience right. No matter how well-crafted your campaign is, if your potential customers land on a frustrating or confusing website, they won’t buy. They won’t come back. And they certainly won’t recommend your business to others.
What Defines a Good User Experience?
When planning your campaign, you must prioritise the user experience from the very beginning. Ask yourself these questions:
- Is it easy to buy something on your website?
- Can users browse your site effortlessly?
- Is there a simple way for them to contact you?
- Does your landing page match the ad or promotion?
- Do you offer enough product choices or relevant content?
- Is your website mobile-friendly? (Most of us browse on our phones these days!)
A great user experience doesn’t require thousands of pounds for a full website redesign. It’s about understanding how a visitor moves through your site, from the landing page to making contact or completing a purchase. Get this right, and you’ll see more leads, more sales, and a higher ROI. Get it wrong, and you’re throwing money away.
Mobile Optimisation: A Crucial Part of User Experience
One of the most overlooked yet essential aspects of user experience is mobile optimisation. Why is this so important? Consider these stats:
- 52% of users say a bad mobile experience makes them less likely to engage with a business.
- 60% of all searches are now performed on mobile devices.
If your website isn’t optimised for mobile, you’re likely losing potential customers. The current cart abandonment rate is a staggering 79.17%, largely due to poor mobile experiences. So, ensuring that your mobile page offers a seamless and intuitive experience is more than just a good idea—it’s crucial.
Google Now Ranks Based on User Experience
User experience has become so vital that in 2021, Google introduced a new ranking algorithm to assess page experience. If Google believes a user will have a poor experience on your site, it may rank your pages lower. This means that no matter how much you spend on ads, if your website fails to deliver a smooth experience, your campaign could struggle to reach your audience.
Understanding the Customer Journey
So, what’s the secret to a truly successful digital campaign? It all comes down to understanding the customer journey. By focusing on how potential customers interact with your website, you can spot friction points and eliminate them early on.
Think of it like this:
You can lead a horse to water, but you can’t make it drink.
Your ad can drive traffic, but it’s the user experience that will convert visitors into customers. Take the time to understand their journey, optimise your site for mobile, and ensure every click is seamless. Do this, and your next digital campaign will not only drive traffic but also convert visitors into loyal customers.