For marketers who know the value of UX design and UX research, the struggle is real.

Try telling your MD or CEO that by making better use of the Von Restoff effect and Hick’s Law you could increase website lead conversion and reduce bounce rate.

You’ll probably be met with a blank stare. Unless like me you’re an MD at a UX agency, you’ll be forgiven not taking much of an interest in UX.

Unfortunately this lack of UX literacy holds many businesses back from reaching and converting more customers.

From Hubspot: 11 Pricing Page Examples To Inspire Your Own Design

MDs, CEOs & Their Marketers Often Speak Different Languages Resulting in Loss of Opportunity

For many MDs and CEOs that come from sales, operations and finance backgrounds, UX doesn’t get much attention as serious investment.

Marketers want to talk about affordance, breadcrumb navigation and clickstream. MDs and CEOs want to talk about KPIs, sales pipelines and end-of-quarter outcomes.

In the MDs mind (not all, but many) UX design is for creative types.

What they’re missing is that “creativity” in business isn’t about designing pretty landing pages and marketing brochures.

It’s about problem solving.

Every department can find creative approaches to achieving its goals.

Busting the Jargon

Clickstream Analysis: A clickstream is the path of clicks customers take on a website to accomplish a goal. Clickstream analysis can help MDs and CEOs understand how hard their prospects are having to work to convert.

Hick’s Law: In UX theory, Hick’s Law says that customers take longer to make decisions the more options are presented to them. Too many options can cause decision paralysis and website journey abandonment.

The result of this?

While marketers might want to run a website UX audit to remove friction from the buyer journey, the MD might be more interested in buying telesales lead data.

Two very different approaches to lead generation, but two that are ultimately linked.

How well does your website use Hicks Law and Jakob’s Law to convert prospects?
Source: Laws of UX

UX Design & UX Research Are Upstream from Sales

UX jargon may be a different language to MDs and CEOs, but the savviest will realise it’s part of the same sales coin.

What happens in the UX research and UX design process is felt downstream in the sales outcomes.

Poor UX and UX research will affect:

  • Your sales team’s individual performance
  • End-of-quarter figures
  • Future sales forecasts

The trouble is

Many MDs aren’t aware of the relationship UX has to sales results.

How does an MD know that sales could be better if only they reduced the amount of copy on campaign landing pages, reviewed their site architecture, made their website adaptive for mobile browsing and improved page-load times?

Three of the many Laws of UX brilliantly designed websites used to convert

We Speak UX and We Speak MD: Let Us Work With Your Marketers & Show You Results You Understand

Let’s start with the quickest, most cost-effective way of finding out what’s preventing prospects from converting—a full website UX audit.

We’ll work with your marketers to run deep analysis of website architecture, usability, UX signals and other key UX issues that may be clogging up the sales pipeline.

Once we’re done, we’ll provide you with a detailed report full of MD-friendly fact and insights about what you need to do to iron out those website performance issues that are quietly harming your bottom line.

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