What is UX & It’s Importance

This article will give you a solid understanding of what user experience (UX) is, and how it can benefit your business.

You’ll learn what it is, how it affects your website, marketing and lead generation and in the end, help your company sell more effectively.

Article contents:

What is UX and why should I care?
Designing the user journey
UX and your search engine position
How UX affects marketing
How UX affects company sales
How to design the perfect user experience
What is UX?

UX means ‘User Experience’ – or how users experience their journey on your website, email campaign or app.

It is one of the fastest growing functions within online marketing.

User Experience Design is where specialist UX designer creates an experience to ensure the target audience for a company is researched, measured and planned out.

The website or app is designed around that experience, and all communication (email, telephone, live chat) with the user is considered.

Every business owner should understand who they sell to. Let’s call these your target users. The role of a UX designer is to understand who these users are, what they like, what they dislike and how to present an interesting and meaningful experience for them.

A specialist UX designer should design experiences to match the needs of their target users. Why? So they you can get more orders and for larger sums!

What is a User Experience agency? 

Designing the all important user experience journey

When people interact and move through your website, this is referred to as the user journey.

It is important for a business to understand that a bad user journey is the main reason why a user will leave the website quickly. Pointing out this obvious, this is because the user didn’t find what they came for. and this directly affects the business Google search position.

UX and search engine position

Let’s say you have a page about ‘double glazing windows’ and the content is not up to date. Your team has all the up to date knowledge but this is not available for users to read on the page, or the range you offer isn’t obvious. This creates a disconnect with the user as they didn’t find something useful.

Bad UX = high bounce rate

When people click a link on Google, the click tells Google they are interested in that website. Bounce rate measures if a user clicks a link, scrolls down, uses a gallery, searches for products or clicks to read information. If a user loses interest quickly due to a bad experience and leaves the site – this registers as a bounce rate.

Bad UX is detrimental to Google rankings

A recent Google algorithm BERT (article written December 2019) resulted in web pages being penalised for having a high bounce rate.

So web pages that have a high bounce rate that previously generated traffic to your website from keywords are losing position because the content isn’t useful or the page loads slowly.

Reasons to optimise your website for Google

How UX affects digital marketing

Here’s a scenario – You have a keyword you want to advertise on Google and that keyword costs £5 per click. 100 clicks costs you £500. With a bad user experience your bounce rate will usually be around 80% (if you are lucky). So from your 100 clicks, only 20 actually scroll or navigate your website to find out more.

Why user experience matters in online advertising

Bad UX strategy = 80% Bounce Rate

100 clicks = 20 people staying on your website

By improving the UX you will lower bounce rate which means that users will spend more time on your site. This gives more chances of users becoming an actual customer.

With better UX you should achieve around 30-40% bounce rate. That means from the 100 people, 70 stay on your website and read more about your service offerings.

Good UX strategy = 30% Bounce Rate

100 clicks = 70 people staying on your website

Now we need to talk about Conversion Rate Optimisation

Most businesses should achieve around 10% of visits convert to users either making direct contact or making a purchase.

Bad UX strategy = 80% Bounce Rate

100 clicks = 20 staying on your website

20 people / 10% conversion rate = 2 leads or becoming an actual customer.

Good UX strategy = 30% Bounce Rate

100 clicks = 70 staying on your website

70 people / 10% conversion rate = 7 leads or becoming an actual customer.

Read more about conversion rate optimisation
Conversion rate optimisation – Top tips

How UX affects company sales

Conversion rates are key to this whole process and Digital Marketing is all about creating a footfall of people interested in your service or product.

Optimising conversion rates helps you as a business, get more leads from the users visiting your website – remember a poor bounce equals poor conversion rates and less leads into the business.

Now the good news….

How to make the positive user experience

The role of a UX designer is to create interesting and valuable user journeys. This can only be achieved when UX designers research and understand who your target users are and what they want to achieve.

Understanding what your users want to achieve is the beating heart of website design. UX designers will devise buying personas and design experiences to make sure users find what they are looking for.

Remember, this also means your bounce rate will be lower as more people stay on your site to go on journeys that the UX designer has designed for them.

At the end of the journey should always be a conversion point. This might be to sign up for a newsletter, download a guide or white paper, call a telephone number, or try a demo of your services.

UX designers will also set measurement points at this stage so they can track how many visitors have ‘converted’.

For more information about designing the best user experience visit https://www.ground.co.uk/user-experience/user-experience user experience specialists.

uMarketeers Sponsors Middleton Celtic AFC – Winners 2019!


Since we last wrote this article, the guys have gone on to win the league and 2 players have been signed for Everton! Huge effort from all involved!

We love working with local charities and teams in Manchester and around the UK, but we are very happy to be sponsoring a local team close to where our offices used to be many moons ago when we were just a small start up in Middleton Manchester.

We hope that they have a great season ahead of them and good luck to all the players!

How To Make Your Website GDPR Compliant

Everyone is getting up in arms about the new GDPR that has been enforced today and we thought we would explain what that means to your website and how it handles data. GDPR will affect the two main channels of data which are the DATA PROCESSOR & the DATA CONTROLLER.

If your business deals with EU residents regardless of Brexit then you will need make sure your website is GDPR Compliant

Depending on what you do with the data will depend on what measures you need to take to handle that data and this can range depending on the nature of your business, but we are going to look at what this means for your website.

We have broken down what you need to know if you run a small business so you can relax at night, because I know you’re all losing sleep over it!

Double Opt In

On every contact form there needs to be an unchecked check box with a note to the effect of “By submitting this form you are allowing [your company] to store data from this form”. You can tweak this to suit your needs, but the form needs to force the user to check the box and they will also need an email to double check.

If you run an online shop, you will also need this display box on the billing page too.

Right To Receive Data

The customer should have the right to request their data at any point. Whether you store information on a third party CRM, host or any local files, if a customer requests their data, you need to provide it. In your privacy policy make sure you have a clause in there to support this and ideally with a link to a request data form.

Display When Site Was Last Modified

This is a bit of a grey are, whenever the site is updated it is best practice to display when the site was last modified, in WordPress there is a plugin with a handy bit of short code called LAST MODIFIED – you can download the plugin here for free


Stick a cookie banner on your site with a check box that they understand that the site uses cookies if you use tracking software or any third party insights software. Always best practice to make the user aware of this.

This is it for the website, remember, you also have other software and payment integrations that will need to be compliant so if you are in any doubt, it is always best to seek the help of a professional or even hire a data protection officer to help you out.