Imagine you’re on a road trip, hungry and ready to eat, when you spot a billboard for a steakhouse. The ad is mouth-watering, so you pull off the highway, eager to dig in. But when you arrive, you can’t find the parking lot. After walking around the building to finally find the hidden entrance, you step inside only to be met with confusion—no one is there to greet you, and you’re left wandering, unsure of where to go next. Despite the steak being excellent, the last 99 people didn’t stay long enough to find out. They gave up when they couldn’t even find the door.

This frustrating experience is comparable to what happens when your digital ads are on point, but your website or landing page drives people away before they can engage. You’ve done half the job by getting their attention, but if the user experience (UX) on your site falls short, you’re losing potential customers before they even have a chance to see what you offer. This is where digital marketing and user experience become a package deal.

UX on Your Site, App, or Landing Page: Why It’s Crucial

In digital advertising, the user experience of your website, app, or landing page is just as important as the ad itself. Here’s why:

Tragically Short Attention Span

Today’s internet users are bombarded with content, and you may have as little as 3-5 seconds to engage them once they land on your page. A slow-loading page or a cluttered design can make them bounce before they even see your offer.

Reflects How You Feel About Your Customers

Your website’s UX should mirror the level of service you want to provide. If your brand is all about white-glove service, your site should be easy to navigate, with clear, helpful information readily available. If you focus on self-service, ensure your design empowers users to find what they need without frustration.

Competition is Fierce

The digital marketplace is crowded, and users have endless options at their fingertips. If they can’t quickly find what they’re looking for on your site, they’ll move on to a competitor who makes it easier.

Common UX Issues in Digital Advertising & How to Fix Them

Ad Doesn’t Match the Landing Page

Guilty: A user clicks on an ad that mentions a special promotion, only to land on a page where the promo isn’t mentioned at all. Or the ad has a playful tone, but the landing page is all business. The branding doesn’t match. The product pictured in the ad isn’t available for purchase on the overview page they’re sent to.

Redeemed: Ensure consistency between your ad and the landing page in terms of messaging, tone, and design. If the ad promotes a specific product or offer, make it front and center on the landing page.

Landing Page is Difficult to Navigate on Phones

Guilty: The majority of users are on mobile, but your landing page is crammed with too much content or isn’t optimized for smaller screens.

Redeemed: Design with mobile users in mind. Simplify content, use larger buttons, and ensure that key information is immediately visible without excessive scrolling.

Your Elevator Pitch is Buried

Guilty: Visitors land on your page, but it takes too long for them to understand what you offer and why it matters to them.

Redeemed: Place your elevator pitch—what you do and why it’s valuable—front and center. Use concise, clear language that quickly communicates your value proposition.

Vague Calls to Action (CTAs)

Guilty: Your CTAs are clever but unclear, leaving users unsure of what will happen when they click a button.

Redeemed: Use direct, actionable language for your CTAs that tell the user exactly what happens when they click. Instead of “Time to Discover,” or “Your New Favorite T-Shirt”, use “Talk to Our Team”, “Buy Now” or “Enter Email to Download.” Make it clear what the user should expect next.

Don’t Leave Half the Job Unfinished (Your Competitors Aren’t)

When planning a digital advertising campaign, it’s easy to focus on the ad itself. But remember, the user doesn’t magically become your client/customer when they click. The experience they have on your site is arguably even more important. Remember, without this consideration, you’re likely to lose a lot of opportunities to competitors that are making the full effort.

Invest in a skilled web designer who understands the importance of a seamless, intuitive UX. Craft headlines, content, and CTAs that are clear, direct, and genuinely helpful. By ensuring that your UX matches the quality of your ads, you’ll not only attract visitors but also convert them into loyal customers. Now go audit those ad landing pages ASAP!

If You Don’t Know Where to Start, Just Ask for Help

Maybe you’re realizing the team left out any details about where ads are going. Maybe you know the site’s not in great shape, and you can’t put off improvements any longer. But you don’t even know where to begin. Well, you’re in the right place. Arc Intermedia is a full service digital marketing agency with an impressive portfolio in enterprise-level advertising and marketing UX design and consultation. We’re a friendly bunch with decades of combined experience and we’d love to help you step up your digital game.