CXL Growth Marketing Minidegree Review 6 of 12: Involving Users in Campaign Design

This is my week 6 review of the CXL Minidegree in Growth Marketing. You can preview it here: Growth Marketing Minidegree | Training Program by CXL Institute. Alternatively, you look at the other programs that CXL offers here: Digital Marketing Training Delivered by The Best. (

Why User Involvement Matters

No matter how advanced your advertising effort, potential customers will be thrown off before you make a sale if your internet experience (be it a site or an app) is badly designed. This is why it’s vital for promotion and web designers to work together, since neither can attain their final goal without collaboration and support from one another. A user experience mindset can also help to improve marketing decisions. Keeping the customer’s experience of your ads, social media, and landing pages high in mind can help you to develop campaigns that resonate with the target market. Fantastic design is often invisible: if design is nicely done, it might not even be noticed by the user. Most customers decide whether or not they’re happy with a site or app with no conscious thought to the layout of the menu or architecture of pages. But if data is difficult to find and make use of, the matter is quickly revealed in bounce rates, very low involvement rates and ultimately sales.

User experience combines psychology with layout, utilizing information to intuit the way the consumer would like to move through a virtual world, gently leading them opening the pathways toward the ultimate goal, whether or not a purchase, a subscription, or a newsletter signup or a download. All online experiences ought to be simple to use and comprehend and targeted toward the preferences of your target audience. The whole experience should come together to guide the user toward the goal in an aesthetically pleasing way. Advances in design and user experience grows rapidly, causing recently designed sites to rapidly feel older. Not only is boxy black text on square gray boxes visually unappealing, outdated layout actually makes a website more difficult to navigate, but causing potential customers to turn away before it’s possible to produce a sale. Even if you’re not a UX/UI designer, understanding user experience fundamentals can help to improve the quality of advertising campaigns and the total consumer experience.

User Research

This really is a place where advertising and UX design naturally overlap, and also a ripe chance for collaboration. UX designers base their understanding of consumer personas, consumer psychology, and consumer flow on research and user information, much of that can be gathered via survey taking and first party data. Another source designers ought to be leveraging for insight is your advertising section — it may be argued that no one knows the customer greater than marketers, and this input is invaluable to the development group. Conversely, the survey and data collecting activities of the UX team should be shared with advertising for much better insight, as well as the methodology which designers use to gather data could be embraced by and maybe even improved upon with input from advertising professionals. How is data being accumulated? Is this a chance for integrated marketing actions, whether that be offering incentives for questionnaire completion or growing direct magnets supporting newsletter sign ups or app downloads? What information has been gathered? Can there be anything marketing would like to understand from this data collection, or manners that entrepreneurs suggest designers improve about the language or strategies to grapple with the target audience? What information collecting activities could be embraced or corrected by entrepreneurs to inform campaigns? Iteration User experience design can only be improved with input from the users. Designers set out goods in stages, using feedback, data, and surveys from users to improve the product before releasing it to the whole sector. Frequently these iterations will include a phase for loyal customers, making sure that the target market is the attention of design choices. This specifically is an activity which may be leveraged by advertising to reward customers with a sneak peek of a new solution, encouraging customer retention and brand evangelism. Once released, the process continues, with continuing new developments and updates, as customers continue to utilize the item.


As numerous as 2/3 of users switch to some other site if there are too many steps in the road to buy or to find the info they’re looking for. How simple is it to reach the goal you would like to move the user toward? How easy is it to answer common questions and accessibility commonly needed information? Access is also important in this principle. Not every user is going to have the very same skills and expertise. By way of instance, high contrast in colours is very important to visibility for those with limited sight or color blindness. While composing alt text behind photos improves SEO list allowing web crawlers to locate relevant information on your site, in addition, it improves a website’s access for vision impaired users using web readers to read websites out loud. What’s usable and easy to understand for a baby boomer will be quite different than what a well-designed site looks like to a Generation Z user. Not only if a site or app be exceptionally accessible, but all electronic assets that a consumer may encounter, an ad or a social media page, a graphic or blog article, are enhanced by maintaining usability top of mind.


Imagining a map which content and design gently leads the user through, marketers ought to know where an individual is very likely to look first and put high priority information there. Substantial text headings, vivid colours, and splashy images draw the eye , while smaller body text and neutral colours will be secondary. Also keep in mind that not all customers will remain to read each detail you have unnaturally developed, hence the highest priority advice should catch the attention first. In more robust multi-page sites and apps, there are even more possible maps and paths a user may take, and it is important to understand all of them. What are the most significant things for your user to understand? Are unique paths that a user might follow all easy to browse? Each essential customer persona will search for and want different paths inside your online experience; it’s vital to make certain that every route not only makes sense, but matches the requirements of that customer persona specifically.

Obviously, much of this can be developed by internet developers, but that is why collaboration between sections is necessary. Advertisers want clients they bring to a site or app to have the best experience, and can bring insight to internet developers about the customers needs, desires, interests, and challenges. These principles apply equally to a new social networking presence. The bio and company mission are on top of the social networking information hierarchy, and should not only be clear and concise, but match the newest voice and also resonate with target consumers. Other portals for about information on several different platforms come and needs to be completely filled out with all relevant information for the business. All of the articles, captions and websites shared to social media platforms make up the consumer’s experience of the account and must be designed accordingly. As much time as users and entrepreneurs spend on social media, brands miss a huge opportunity when they do not look at the user experience layout of social media accounts.


Brands are competing for attention in an ever increasingly crowded electronic space. A organization’s unique value proposition and benefits are no longer enough. Not only must the item delight the customer and resolve their problem efficiently, but the digital experience and marketing campaigns have to be enjoyable also. Some of the most advanced marketing ideas will also be the most fun ones, and customers return to brands that make them feel good. Bringing a concentration on pleasure into all marketing actions, even for B2B companies, helps humanize brands, providing customers something to genuinely connect to, encouraging customer retention and new evangelism.