Why is User Experience a Powerful Metric for Branding?

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User experience is the experience customers get when using products such as applications or websites.

It involves different aspects of design, branding, usability, and function. 

User experience is considered a powerful metric in measuring brand success. It’s a cohesive integration of sets of experiences that go beyond giving a client what they want. There must be a consistent merging of the services of many disciplines. This includes user research, marketing, engineering, graphical and industrial design, and interface.

UX metrics are signals through which you can tell whether your UX strategy is working or not. They help measure, compare, and track UX on a website or app. They help in ensuring that UX design decisions are made using evidence and not opinions.

Also Read: 6 Reasons Why Mobile-first approach Is Essential Today


In the past, brands created the lure for customers with iconic designs. This enabled customers to easily differentiate between brands. Brands acted out to make customers see them in a certain way. Currently, customer experience is used as a metric in measuring a brand’s success. It’s the customer who decides what a brand stands for through UX.

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As a UX designer, a competitive online portfolio website can help you show off your talent. Remember that many online portfolio websites claim to create unique online portfolios. So ensure you choose a suitable online portfolio site to create a unique  UX web design portfolio.

If you’re into photography, consider having a professional photography website. While creating your online portfolio, think about the user experience on your site. The website’s usability while browsing through your photography portfolio is important. It provides better UX and would keep customers coming back.

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The first impression matters when customers visit your website design. It also determines your brand’s performance. This is why brands go for professional website designs for their digital products. If you’d like to go that direction and have questions, contact a web design and development company like Maxburst.

Importance of User Experience in Branding

User experience is a powerful metric for branding. That’s the reason we have put together the following points. The points are meant to justify user experience and help to boost your brand's visibility. Let’s get started!

1. Designing Branded Motions and Interaction

Customers want the same level of experience when interacting with a brand. This enables brands to strategize on how the brand should behave. They also consider the value their product offers when users engage with it.

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To make a product stand out, think beyond the design. They should focus more on interactions and motions that impact UX and perceptions. It’s also important that they decide on behavioral aspects by seeking answers to issues like

  • The brands positioning
  • The values signified by the brand
  • How to get inspired by the brands surrounding experiences
  • How the brand interacts with the user

Usually, brands take different touchpoints when designing branded interactions and motions. These touchpoints include voice-controlled experiences, bots, and VR and slack extensions. By using chatbots, for instance, a brand can engage users and improve user experience. This would also promote personalization and drive the brand.

2. Engagement Metric

Engagement is very important for many websites. UX teams would make great contributions to a brand by knowing how much users interact with the site or app. They would also understand how much attention is given to the site and how much time gets spent in a flow state.


This is a critical factor in the engagement metric. But, it should be in combination with metrics like page views and event streams. Why is that important you ask? Well, it’s because the engagement metric is tricky to read. Thus, it yields better results in combination with qualitative insights.

3. Track Conversion to Gauge Sales and Marketing Campaign

UX influences website marketing campaigns, which have something to do with conversion rates.

So, what does the conversion rate metric mean? It refers to the percentage of users willing to commit. This commitment can happen by signing up for a newsletter or booking an appointment. This happens at the expense of potential users who are getting to know the site.

UX metrics can be used to design solutions for such secondary scenarios. For instance, you can look at a user’s likelihood to take action on micro-conversion. This is in addition to considering conversion rate and Net Promoter Score. NPS is a customer loyalty metric used to measure a customer’s willingness to recommend a product to potential customers.

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The following are the things you must know about tracking conversions to gauge your website’s marketing campaigns:

  • UX investment: Track the conversion rates and average transaction value by aligning them with web design changes. This enables you to justify the investments made in UX.
  • How to measure: While gauging the impact of UX on sales and marketing, ask the web designer to improve your UX design. This should get done without making changes to your marketing strategy. You can also use session replay and heatmap tools to measure your users engagement and clicks.
  • Split testing: This is the key to measuring the effects of UX design in sales and marketing.

Why track UX and conversions? Tracking helps you to determine the number of user actions your business values the most. It also tracks the marketing impact of your UX efforts over time.

4. Determining a User’s Level of Satisfaction

Measuring user experience helps you to determine your audience’s level of satisfaction. This goes hand in hand with the usability of the user interface.

To determine how usable your website is use a website usability testing tool that allows you to let your user complete key tasks on your website and then observe if they were able to successfully complete your tasks as well as keep an eye out on the most important UX metrics.

Be sure to measure the following UX metrics for your website:

  • Completion rate: It helps you to know if users take the right direction in the completion of orders and interactions.
  • Usability problems: They include slow-loading pages and unclear error messages that may be local or global.
  • Task times: These metrics measure the time spent on a task. If the user takes longer than expected, it could mean that there’s a need for an interface redesign.
  • Task level satisfaction: This metric measures a user’s satisfaction level. It gives direct feedback on usability.
  • User errors: This user experience metric tracks the mistakes users make while completing a task. If there are too many errors, the issue should be immediately addressed.

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5. Improved Job Performance and Employee Retentions

Technology enables organizations to understand employees enough to improve the employee experience. Advanced design techniques help organizations to improve both UX and EX. Measuring UX boosts employee performance and retention. It also reduces inventory and saves on production costs.

Also Read: Finding A Technical Co-founder in 2021


UX also applies to IT systems and business software programs. Due to this, the UX must be measured. Productivity improves when employees find it easy to use business and telecommunication systems.

Final Thoughts

User experience design should be an important consideration of any brand. Reason being that it has a direct impact on the brand ranking through different metrics. Focusing on implementing UX design boosts user engagement metrics, which influences your ranking.

A great UX will set you apart from your competitors. The more people find your interface as user-friendly, the more likely it that others will enjoy it as well. At the end of the day, great UX will always be worth the investment.

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Topics : Digital Experience, Customer Experience

Guest Author

Written by Guest Author

Technology enthusiasts, industry peers, and partner companies have shared these insightful blogs on Classic Informatics.

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