all posts
User Experience

How important is the role of UX in business growth?

4 min read
Published on: 2024-07-05
Tom Goddard profile picture
Tom Goddard
Head of Growth
Women working on paper cellphone mockups

Table of contents

Share

Man looking at computer

Free

The 7 Fundamentals of Business Growth for Marketing Leaders
Download

As we all know, user experience (UX) is extremely important, as it ensures that the website is visually attractive, functionally sound and ticks all the boxes in terms of usability.

However, what can often be sidelined in the pressures of getting a site launched or re-launched, is the critical part UX can play in driving business growth.

UX for growth can be achieved by:

  1. understanding the reasons why people will use (are using) your product and
  2. identifying the minimum effort needed to deliver your value proposition.

It’s then about aligning this information with your website's user experience.

Understanding (but not over thinking) your user needs

It’s very easy to define personas around demographics and articulate a single need in relation to a solution that your product delivers. The issue with this is that it can create false needs based on the product rather than actual problems users are facing.

In fact, personas should focus on actual user problems or needs, the user’s intent, and their behaviours relating to the product. Being honest with yourself about user needs and goals will help you to simplify your value proposition and focus on what’s important. For example, one of the key reasons why customers transact more online with one business over another is because the online and mobile accunts are already fully set-up.

This enables you to identify solutions that your product offers, but can also help you develop, position, and articulate your product (having a better product is not always enough). All with the purpose of guiding the user to the “magic moment’ – the moment when the user finally sees the value in your product. However, in order to get to this moment, you need to understand what success is (for the user and the business) and how you will measure this.

Aligning website UX with user and business success

Once you are able to articulate the user needs and solutions, you can then start to define the key user journeys across the site. These should be developed with a key goal as the end point - with each stage helping the user to reach that goal.

It’s often tempting to focus on one big ask for the user e.g. purchasing or requesting a demo. However, not all users will be at this stage of the decision making process and are likely to drop off the conversion funnel, particularly when they are not familiar with the product.

A great way of reducing this drop-off, is by funnelling users from low barrier actions (such as watching a video) to high barrier actions (such as registering interest). These barriers or call-to-actions should match the perceived level of value for the user, dependent on where they are in the funnel.

Saying this, having different levels of asks on your website should not mean having lots of conflicting goals and messaging. The website should focus on delivering one key goal, with all the content, marketing activity, and CTAs driving towards that goal. Obviously, as the business grows and user needs and behaviours evolve, the goal can and should change.

3 things to consider doing when using UX to drive business growth

Create (or review your current) user personas focusing on their behaviour in relation to your product and their needs and goals. These do not need to be complicated or time consuming. These should be documents so that you can easily adapt as your business and user needs evolve.

Put together a menu of actions that users can carry out in line with the business objectives, rather than one big ask e.g. from low-barrier to high-barrier CTAs. Having a list of different actions will allow you to test different CTAs and content to optimise the user journey.

Ensure that all the content you add to the website is part of an activation journey (focused on a goal) and not a dead end.

Understanding your user needs and the solutions your business offers can better define the user journeys across your site so you can set up clear goals. This means aligning your UX so that it is able to adapt and evolve - which is crucial for accelerating business growth.

You might also be interested in

News

Announcement: We've Merged with LOBA to Elevate Our Growth Services

In today’s rapidly evolving digital landscape, businesses need a holistic approach to growth that integrates strategy, creativity, technology and performance marketing. This is why we’re thrilled to announce a major new chapter for Accelerate: our merger with Loba. Together, we’re combining our expertise in growth strategy and performance marketing with Loba’s exceptional design, user experience, and technology capabilities. This powerful blend will deliver unparalleled value to our clients. The Fusion of Strategy, Creativity, Performance & Technology For years, Accelerate has been focused on helping businesses achieve their goals through strategic growth and performance marketing solutions. Our approach has always been about looking beyond the immediate and crafting sustainable, data-driven strategies that fuel long-term success. At the same time, Loba has earned a stellar reputation for combining world-class design with cutting-edge technology to create seamless digital experiences. With a team of over 200, Loba has delivered exceptional work for international brands, driving innovation through creative design and technical expertise. Their work spans various sectors, consistently setting benchmarks for quality and execution. You can check out their work here. This merge brings together strategy, creativity, technology and performance marketing empowering us to deliver bigger, bolder solutions—faster and at scale! What This Means for our clients For our clients, this merger offers a wealth of new opportunities. By joining forces, we’re able to offer: Enhanced strategic insight supported by powerful creative and technical expertise. Increased scalability, allowing us to handle larger, more complex projects without missing a beat. Access to world-class expertise without the big agency fees. Ultimately, this merger will allow us to help businesses future-proof our clients operations and thrive in an increasingly digital world. With Loba’s design and technology capabilities combined with our strategic marketing and growth expertise, we’re in a position to offer truly integrated solutions that cover every aspect of business growth. Looking Ahead: What’s Next? This merger marks the beginning of an exciting new phase for both Accelerate and LOBA. Our combined efforts will allow us to deliver even greater results for our clients, and we’re excited to see what’s on the horizon. We couldn’t be more excited about this merger and the opportunity to help businesses grow in new and innovative ways. If you’re ready to take your business to the next level with the combination of strategic insight, creative execution, and cutting-edge technology, let’s talk. Take a look at Loba’s portfolio to explore some of the incredible work they’ve done, and drop us a note to see how we can help accelerate your growth!
Technology

HubSpot Breeze AI - a quick overview

HubSpot is making serious waves with its latest innovation—Breeze AI. If you’re in marketing, sales, or customer support, this is something you’ll want to keep an eye on. Breeze is designed to automate and simplify tasks across the board, making your day-to-day life a lot easier. Let’s break down the key features: Breeze Copilot: This AI companion works directly inside HubSpot, helping you with everything from prepping for sales calls to writing blog posts. It integrates with your CRM to give real-time insights and makes sure your tasks get done faster​. Breeze Agents: These AI-powered assistants do the heavy lifting in areas like content creation, prospecting, and customer service. For example, the Social Media Agent handles post scheduling and optimisation, while the Prospecting Agent finds and reaches out to leads for you​. Breeze Intelligence: This feature keeps your CRM data up-to-date with real-time enrichment. It also helps identify buyer intent and shortens forms to boost conversion rates​. In short, Breeze AI is all about helping you work smarter, not harder. But of course, with every great tool, there’s a learning curve. The Challenges You’ll Face Integrating HubSpot’s Breeze AI While Breeze AI sounds like a dream come true, getting it up and running could bring a few bumps in the road. Here’s what to look out for: Data Accuracy: Breeze relies heavily on accurate CRM data. If your data isn’t clean or up-to-date, you could end up with misleading insights. Keeping your data in good shape is crucial​. Team Adoption: Breeze introduces new workflows that not everyone will be comfortable with straight away. Some employees might resist the change or struggle with the learning curve. So, training and clear communication will be key​. Customisation: While Breeze offers a lot out of the box, it might not fit perfectly with your unique business processes. You may need to spend time tweaking it to get everything working just right​. Over-Reliance on AI: Automation is great, but don’t let Breeze handle everything. Complex or high-touch tasks, especially in customer service, still need a human touch​. Cost Management: Breeze Intelligence uses a credit system for data enrichment, so depending on your plan, you might find yourself hitting a usage limit. Smaller businesses may need to be strategic about how they use this feature​. Integrating AI like Breeze into your HubSpot workflow isn’t plug-and-play, but with a bit of effort, the rewards can be huge. Learn more about HubSpot Breeze
Group of people listening to presentation
Business Growth

The 7 Fundamentals of Business Growth for Marketing Leaders

Grow your business faster This guide has been developed to equip marketing leaders with the strategy and tactics required to deliver sustainable business growth. In this guide you will learn: How to calculate and use Unit & Growth Economics. The prerequisites which provide the foundation for growth. The core activities that deliver growth.