Katie Karr
Appearances
Insights Unlocked
How UX and marketing drive better customer experiences
I think we really think about UX as being a product role, but it's really so much more and it's a critical function of marketing now too. So it really doesn't matter how great the product offering is if we're not communicating the right message upfront to get users to see the value. And there's a lot of recent studies showing that a lot of SaaS buyers do their research upfront.
Insights Unlocked
How UX and marketing drive better customer experiences
I think around 80% before they even talk to sales. So making sure that we're representing UX on the marketing side, bringing in research foundations early really helps represent the voice of the customer early on in the buyer process so we can make sure that users are really getting the information they need and that it's all accessible to them on the website.
Insights Unlocked
How UX and marketing drive better customer experiences
We all know that it's less expensive to make changes upfront than if we're doing it after we already go live. And really, whenever we make major sweeping changes on the website, we always try to build in time to validate with our target audience prior to launch, just so we're going to the market with confidence that we're providing the right value to our users.
Insights Unlocked
How UX and marketing drive better customer experiences
So setting the scene for this project, we realized the messaging we were using wasn't really resonating with our audiences, so we needed to shift that messaging framework. So working with our product marketing teams and our content teams, We've been working on updating that throughout the website and our marketing materials, which would really impact everything that we produce as a team.
Insights Unlocked
How UX and marketing drive better customer experiences
So prior to launching the brand new updated messaging, we knew it would be a great opportunity to conduct user research and validate a lot of the assumptions that we had made. So we went into it with the goal to really evaluate how clear and effective our new messaging frameworks would be so we could pivot if we need to and reduce the amount of rework before going to market.
Insights Unlocked
How UX and marketing drive better customer experiences
Our results really showed that the updated messaging was resonating better with our target audience, which was such a huge confidence boost for us and the team internally. So because we were able to tap into those human insights that were pulled from the platform, we were able to quantify almost a 30% increase in the clarity of our messaging.
Insights Unlocked
How UX and marketing drive better customer experiences
We have continued to update it since then too, and we're seeing that continuous improvement as we move forward to tell that platform story in a more concise and helpful way, really speaking to our customers in their language. The ability to really test and optimize our messaging before we launch just removes the guesswork and really provides peace of mind internally.
Insights Unlocked
How UX and marketing drive better customer experiences
So in addition to proving the value of UX that this sort of research can do and bring up front, ultimately it just creates further brand clarity and more qualified leads. And really we see an ROI increase in all of our marketing activities that this influenced.