Marketing vs User Experience. Marketing guys care about user experience. Product guys care about user experience. Tech guys care about user experience (well, to an extent!). So, whose KRAs incorporate user experience? What is user experience, in that case? Where does marketing stop and user experience begin?
Marketing is about the brand, organization, customers, and users whereas user experience is all about “users”. While marketing helps brands build products and services their potential customers need, user experience helps build a seamless product experience. Marketing is the reason why people come to your product in the first place whereas user experience is the reason why users continue using your product.
Marketing is selling while User Experience is serving.
You pull off a great launch or a marketing campaign as well as get your user acquisition metrics right. Great job! Furthermore, how do you ensure users continue using your product? User Experience! Marketing helps you get people to your product while user experience helps you retain people. While marketing looks at the 5Ps (product, price, place, promotion, people) user experience is more concerned about the Es (efficiency, ease of use, ease of learning, error-free, engaging, engineering) – all revolved around “users”.
Those annoying pop-up ads and sale notifications? That’s marketing while dismissing them within 5s is user experience. Ensuring they do not disrupt your functionality is user experience.
Marketing ensures profitability while User Experience ensures retention.
Yes, we want to create brand awareness before we sell our product. However, we’d also like to ensure users want our product before we roll it out. But in the end, we are selling our product and we want a positive return! A true marketer has revenue, profit and target numbers at her fingertips! Because marketing is all about keeping track of metrics and hustling to achieve them. The most relevant metrics marketers use are:
- Return on Investment
- Cost per Lead
- Customer Lifetime Value (LTV)/Customer Acquisition Cost
- Landing Page Conversion Rate
According to Peter Morville, a pioneer in UX lays down 7 factors that describe user experience:
UX thrives on simplicity and use – anything that makes your user think isn’t great UX.
Marketing is studied by customer feedback while UX is studied by customer behavior.
Customer feedback helps you understand what customers “perceive” of your product and brand. Brand perception defines what do consumers associate your brand with. And how do you create your brand perception? Marketing Strategy! Perpetual analysis of customer feedback is what will get you closer to creating your desired brand perception.
On the other hand, how your consumers interact with your product speaks a lot about your product’s journey. Are users enjoying using your product? Is your product solving their problems? Do they share or refer friends? Do they come back to use it? How often do they come back? Which page sees the maximum drop offs? Studying your user’s journey will you insights into your user experience and what you need to work upon.
Bonus: UX got Right!
Louis Vuitton got the basics of UX right. They make rich use of visual content, homepage navigation menu and DO NOT SELL on the homepage. Along with the ongoing campaign, their homepage also displays a collection of products, sectionally. Notice how they use homepage to instill a sense of “I want to explore further”.
Great User Experience Tips for E-commerce:
- Avoid selling on the homepage.
- Tell an appealing story with “About” page.
- Invite customers to be a part of the community.
- Have a minimalistic design.
- Do not disrupt the user journey with annoying widgets.
- Use large product images.
- Leverage the power of reviews.
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