User journey optimization – Nice design is not enough
By analyzing user behavior on the website and relating it to the acquisition strategy, marketers can design better campaigns. This allows them to highlight the key elements of the offer that matter most to users, increasing the chances of conversion. UX analysis also enables precise adjustments to the timing, content, and frequency of messages according to the user lifecycle.
Once we capture the audience’s attention, we must ensure we do not lose it. The most important thing is to turn initial interest into a purchasing decision. By segmenting users and analyzing their behavior, we can determine the purchasing path of those who responded to a particular design or marketing action and proceed with a user journey optimization.
Using UX data to optimize a B2C campaign
Context – An eCommerce company selling cosmetics online launched a social media advertising campaign, testing two display ad variants:
Variant A: Minimalist design, clear CTA “Buy Now”
Variant B: Detailed product description, CTA “Learn More”
However, in the next steps, both variants initially followed the same purchasing path. After analyzing existing customers and the results of the first campaign phase, changes were introduced.
UX data used for the second phase of the campaign
Variant A was assigned only to the 18-25 age group.
Variant B was targeted at older customers (30+), who spent more time on the site but were less likely to complete a purchase. Heatmaps from this group showed that users often scrolled through the page searching for additional information.
Optimizing the purchasing path
Younger users (18-25) were shown Variant A with a simple message, quick CTA, and a minimalist landing page.
For the older group (30+), expandable FAQ sections and customer reviews were added to facilitate decision-making.
Personalizing the remarketing campaign
Users who visited Variant B but did not complete a purchase were shown ads with discounts and customer reviews.
Those who completed a purchase were analyzed for behaviors before making a decision, such as whether they subscribed to the newsletter.
Effect – Increased campaign effectiveness and improved conversion rates.
User journey optimization as the foundation of effective campaigns
UX or user journey optimization are not only about designing intuitive user paths but also about interviews and research that provide key insights for marketing – including creating claims and messages.
Using UX research in a fitness app campaign
UX data from user interviews as part of app updates and modernization:
- Users were afraid they would lack consistency and waste money.
- The biggest motivation was the desire to regain strength and control over their lives.
- They expected short, simple exercises that could fit into a busy schedule.
Using the data:
- Optimizing the app
- Added 5-minute daily activity modules and a reward system for maintaining routine.
- Creating effective advertising claims
- The new message was based on the “Result / Timeframe / Condition” principle:
- Result -Build habits for years to come
- Timeframe – Just 5 minutes a day
- Condition -Try without entering your card details
- Expected effect – Increase in registrations and user engagement.
UX in marketing automation
Marketing automation is not just about sending messages at the right time but also about adjusting the format and content to the user. Thanks to UX data, marketers can design more effective interactions, making the offer feel individually tailored to the recipient. UX teams provide key insights about users and their shopping habits, which helps not only to increase LTV (Lifetime Value) but also to engage customers more effectively and encourage desired actions from the first contact with the brand.
Consistency of experience – from first contact to purchase
Consistency in every touchpoint with a brand, regardless of the channel (website, mobile app, physical store), is crucial for building trust and customer loyalty. A user who feels consistency in communication and interactions with a brand is more likely to finalize a purchase and continue the relationship.
Remember – A dissatisfied user is a worse scenario than having no user at all!
At the acquisition stage, marketing departments should use UX knowledge to better understand user needs, design intuitive and effective purchasing paths, personalize marketing communication based on dynamic update mechanisms, and ensure a consistent experience across different platforms. Integrating UX and eCommerce optimization into acquisition activities not only increases conversion but also builds long-term relationships with users, reducing marketing costs and improving campaign efficiency.
