UX-Part-Marketing-StrategyAccording to a recent survey conducted by usabilitycounts.com – it was revealed that only 39% of professionals agreed that their businesses or organizations have properly allocated their resources properly when creating a cohesive UX. That means 61% of organizations have a poor handle on their UX!

UX does not start and end with usability and design. This mentality usually leads to a quality product advertised by a chaotic marketing campaign. Direct mail, advertising, website, blog, and email marketing campaigns will each have their own message. This causes confusion on the end of the consumer – they can’t buy because they simply do not know what to expect from your product.


One great example of usability is Amazon’s one click purchase feature. If a person presses this one-click button when purchasing a Kindle book – it will automatically show up in their Amazon Kindle collection. Things such as this not only make buying possible – but people will be absolutely eager to shop or purchase goods or services in the future.

Be Engaged

It is very common to see a business devise a strong social media strategy at first, only to abandon it later on. When a potential customer visits an abandoned Twitter profile with your brand on it – they are going to assume that the business was abandoned as well.

This goes for any social media strategy – the key is to be regularly engaged with your audience. By doing this, prospective customers will feel that your business is alive and well. Even responding to individuals shows that you are truly engaged with the community. It's understandable that you won't be able to respond to each potential customer; however, the image of being engaged goes a long way.

Create a Cohesive Core Story

Creating a core story is the foundation of creating a cohesive marketing strategy. This will add to your user experience and will make the customer increase their trust in your brand. Here are some quick steps when you are creating a core story:

  • Find your market’s pain
  • What current objections would you come across if your sales leads were trying to “sell” your product to your market?
  • What market data or research can you use to convince them otherwise?
  • What unique benefit does your product offer to your market?

Squarespace.com realized that many people find creating a new website to be very intimidating. In response to this pain, their slogan states: “a better web starts with your website”. This replaces the fear of competing with the "big boys" and instills a sense of duty to "improve the internet". Everything, including their marketing campaign, product usability, and even their design revolve around this central theme.

Consistent Messaging

SquareSpace.com’s super bowl commercial message was , “a better web starts with your website”. If one were to go to their website, Twitter, Facebook, or even YouTube account – the marketing theme was the same. SquareSpace was able to increase brand trust with this cohesive marketing strategy.


Apple has the best designed user experience – by far. Their products, store, and website all have the same exact color, style, and design. By having this incredible user experience, people have developed a complete trust in Apple’s products because they know what to expect when they come into contact with Apple’s brand.

Benefits of a Stronger User Experience

By having a top notch UX, you can expect the following for your brand:

  • Your brand will become an authority in your respective industry
  • People will value your product higher and willing to pay more because of trust
  • Long-term customers will be established
  • Experience exponential business growth overtime
  • Conversion rates will increase when a potential client visits the website.

These are just some of the few benefits when creating a great user experience. This aspect alone can make or break a business.