eringilliam: optimisation*

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  1. Ideally, usability consultants team up with developers and designers in the process of creating a product to ensure it is optimized for the end user.

    There are six key steps that must be taken in order to ensure a great design and user experience.
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  2. The checkout page is one of the most important pages on any retailer’s eCommerce site. It’s the final hoop visitors have to go through in order to make a purchase. You can make this an easy or difficult process depending on your user experience. For instance, if your checkout process is time-consuming because your forms are too long, this can create enough friction that can push visitors away.

    On the other hand, if your checkout process is seamless and fast, this can increase the chances of closing the sale and at the same time motivate the customer to come back for a repeated purchase. Think about Amazon’s checkout process. It’s so fast that it encourages consumers to keep coming back to the platform to order more products. If their user experience was not up to par, they would get less repeat orders, even while offering better prices than other websites. Remember that time is money, so anything that you can do to speed up your checkout process will be greatly appreciated by your customers.
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  3. To understand the impact of mobile devices on the digital marketing ecosystem, one only has to look down a crowded subway car in New York or Chicago and count the number of people not interacting with a mobile phone. Mobile internet use makes up more than half of all online traffic according to a 2017 survey, and advertisers are responding accordingly by increasing spending on mobile marketing. According to a MarketingLand report, mobile advertising is expected to represent more than 70 per cent of all digital marketing by 2019.

    Because of the critical and growing importance of mobile devices in digital marketing, and the unique and intimate way in which content is consumed on that screen, advertisers must prioritize the user experience when designing and publishing mobile advertisements. Ads that are not designed with user experience in mind jeopardize the entire mobile marketing ecosystem, with intrusive content leading to rapidly diminishing returns for advertiser and publishers alike.

    As it stands now, the current state of mobile advertising is plagued by multiple challenges including:
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