What is UX and How Does It Drive Results for B2Bs?

Apr 26 2019 | Overground Overground

UX or user experience is a hot topic in digital marketing right now. In case you haven’t noticed, B2C companies are racing to tell a story instead of cramming facts and figures. By telling a story, companies are able to better connect to the consumer, inciting emotions and establishing a real connection between the brand and those feelings. Just check out Extra Gum’s video commercial:

So why are B2B companies late to the game? After all, UX is all about how you want your customers to feel about your brand. UX has no boundaries, so the experience should be the same throughout the customer journey. Yet, we find companies with UX gaps. The most common gap is found online. Your website is an extension of your brand, and a very important one, at that. It is the digital building that has hundreds, if not thousands, of visitors every day. The question you should be asking is: “How do potential customers feel about my brand when they visit the site”.

Design plays a major role in UX but it isn’t the only thing you need to worry about. There are performance-related issues such as page load speeds and database queries. 40% of users leave a site if it takes more than 3 seconds to load. Now that we are experiencing more users on mobile devices than desktop, performance on mobile devices must be a priority. In fact, Think With Google states that the average load speed for a mobile web page is around 15.3 seconds, but users tend to feel frustration after about 3 seconds.

To summarize UX, imagine walking out to a parking lot with two sets of keys. The first set is for an older Honda Civic and the second for a red Lamborghini. You notice that both cars have a brake pedal, gas pedal and steering wheel. So, in terms of functionality, both are identical. You are able to drive both cars without any issues, but as soon as you sit in the Lamborghini you experience certain feelings you can’t duplicate in the Honda Civic. Sure, the aesthetics in the Lamborghini are more pleasing to the eye, but your expectations are met as soon as you accelerate. The performance of the Lambo is light-years ahead of the Civic. Even if you have never driven a Lamborghini before, you have most likely heard of people’s experience with the vehicle. After a few spirited laps, you would most likely share your experience with a fellow driver.

In closing, UX does matter, but at the end of the day, a pretty site with great UX that no one can find is just another site. Having a team that understands the user and knows where to find them is a team worth having in your garage.

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