9 User Experience Tips for any Digital Marketer (UX in Marketing)


UX (user experience) design is a field of marketing that is often left to particular experts, with many digital marketers having little input into the process. However, there are plenty of UX marketing considerations that marketers on any level can learn. UX is wildly important for digital marketers and forms a core pillar of a good SEO strategy. Remember, a poor UX will lead to drop offs and higher bounce rates, something no digital marketer wants. This article will provide a list of simple, actionable UX marketing tips any digital marketer can make use of.

What is UX in digital marketing?

UX design sounds like a scary topic for digital marketers, but it needn’t be. UX is just the process that goes into making a product (in this case a website) more pleasing to use. It’s worth explaining User Experience vs User Interface and why these things are distinct, as they can cause a lot of confusion. User interface (UI) looks at the design elements of the assets the user is interacting with, such as the best colours or typography to use, whereas UX is all about the interactions themselves and the journey the customer takes. The terms can be confusing and are always accidentally interchanged!

1. Understand your customers

Firstly, when making any decisions for your company’s website, it’s always useful to look back at your user personas. If your company doesn’t yet have a set of user personas, it’s definitely worth creating them. Personas help you empathise with the users and their needs. A good user persona will include their motivations and goals and as a digital marketer you can take these and make the website changes needed to satisfy them.

2. Ask for feedback

This leads on from the previous point, user research is incredibly valuable to any digital marketer, but especially so when it comes to UX. Try setting up a website feedback form to better understand customer sticking points and generate ideas. There are numerous types of feedback form to try, depending on what you want to know. Align the feedback form type to your website’s goals; if there’s a page with a higher drop off than you’d expect, maybe it would be worth adding an exit intent survey to find out why, the responses may help remedy a poor section of the user journey! Maybe there’s some information your users are struggling to find, in this case a timed feedback pop-up asking if the user is having trouble may provide useful results. Always use pop-ups and surveys sparingly as too many can come across as spammy and damage your user experience.

3. Set up a user experience visualisation tool

This is probably the easiest way for any digital marketer with no experience in UX to get started. Tools like Microsoft Clarity and HotJar can visualise the user experience for you, allowing you to understand how users are actually interacting with your website. These tools provide you with visual heatmaps, showing exactly how far users scroll, where they’re clicking and where they’re spending time on each page. They also provide session playbacks, showing you videos of actual users going through their customer journey! Click maps for example will give an insight into whether users are interacting with your site in the way you intended, for example, are they mistaking something for a button? Scroll maps show whether important content isn’t being seen and session playbacks can show you how intuitive your website is overall.

4. Evoke emotion at the right stages

This is something digital marketers already utilise across other disciplines that fall under their role and it’s no different here. In the same way that digital marketers will want to invoke an emotional response at particular customer touchpoints, a UX designer will want to invoke emotion at particular stages of the website’s customer journey. In eCommerce for example, you may want the customer to feel satisfied after they’ve completed a purchase. Perhaps you could use a nice animation, happy icon or image. Or maybe you could think about splashing some happy or comforting colours like yellows or greens. Think about your tone of voice at particular sections too, what emotions do you want to evoke at each stage and what words can you use to get there. Of course, this should all be in line with the company brand guidelines.

5. Create a user flow chart

This will help with visualising the steps your customers are taking toward a conversion. Tools like FlowMapp can help with this, with easy intuitive sitemap creation and the ability to collaborate with your team. As a general rule, try to keep the number of stages in the customer journey down. There’s no set rule here but more than 5 is excessive. At that point, users may get frustrated or lost. See if there are any less important steps that can be removed as this will streamline their experience. Ensure that the navigation is well organised and intuitive with clear pathways. Make sure the content of each page gets progressively more specific the further down the site structure the user goes. Lastly, add a breadcrumb if you haven’t got one already. Breadcrumbs massively ease navigation for the user and always let them know where they are!

6. Create wireframes for suggested improvements

A wireframe is a rough sketch of a web page, made up of simple shapes and diagrams representing an interface. These can be incredibly easy to produce, any digital marketer can take a look at a website and create wireframes for their suggestions.

A simple wireframing process

Wireframing can be done with pen and paper, however tools like Freehand by InVision make the process easier and allow easy sharing and collaboration with your team. Wireframes could even be made in Microsoft Paint, as long as they can get your idea across. You won’t need any graphic design experience to produce wireframes and honestly, they’re pretty fun to make.

7. Design, layout and readability

This provides plenty of opportunities for quick wins. Make sure there is enough white space on your page, this is space between each element on the page. You might feel like cramming things together to “not waste space” but this will severely negate your user experience. This means checking there is a good amount of padding between elements, making sure section breaks are obvious and having well placed and uncrowded calls-to-action. For readability, don’t have your text span the entire length of the screen, this is jarring to the user and they lose interest. Best practice is to keep to 50-60 characters per line length. Left aligned text is easier to follow with longer amounts of copy too, so don’t centre align large passages!

8. Check your page performance

There’s nothing more irritating to a user than slow page loading or poorly optimised mobile web design. In fact, 1 in 4 users abandon a website that takes more than 4 seconds to load, and a 1 second delay reduces customer satisfaction by 16%! You can run each webpage through Google’s PageSpeed Insights, which provides a score, highlights issues and suggests improvements. Take up technical issues with your web developers. If it’s just an image size problem, ensure large images are converted to JPEGs and compressed. You should also run pages through Google’s Mobile-Friendly Test, which highlights any issues the page may have on mobile devices.

9. Commit to regular A/B testing

When it comes to UX in marketing, any changes are almost pointless if you can’t measure the impact you’ve made. You won’t know if you’ve created a better UX unless you test against the original. While counterintuitive, there are plenty of cases of companies creating more beautiful website designs and yet getting worse user experience. A/B testing works because it gives you the truth as to whether new changes have actually contributed to your goals. Remember to always keep staging copies of websites so you never lose anything! A great resource for coming up with new ideas to A/B test with is GoodUI, which lists hundreds of real tests run on widely-used page types. It tells you exactly which data-backed design choice to go with, however counterintuitive it may be.

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Museums and Galleries Technician (Level 3) Apprenticeship


Wondering how to become a museum technician or art gallery technician? This Level 3 course is perfect for anyone wanting to work closely with gallery exhibitions. Anyone who enjoys practical, hands on problem-solving with a creative outlook should . This involves building and installing exhibits and arranging objects or pieces which are often high value. Read ahead for information on starting your gallery or museum technician career. A Level 3 Museums and Galleries Technician Apprenticeship typically lasts 15-21 months. Similar apprenticeships include the Cultural Heritage Conservator course.

What is a museum or gallery technician’s role?

A Museum and Gallery Technician is responsible for creating exhibitions. This means creating displays and finding solutions for effectively installing, hanging, or displaying various artworks or objects. Displays are often bespoke and designed to fit the particular need of the exhibition. This means you’ll need to interpret each problem and design the best solution. It’s important these are manufactured and ready within a strict budget and deadline. Installation solutions often include the need for mounts and showcases which best show off each piece. Displays are usually built from Perspex, wood, or metal, it’s up to the technician to create the best solution. Sometimes it may be necessary to commission external manufacturers. These displays can either be for temporary or permanent exhibitions. Technicians are trusted with uninstalling displays, handling and transporting important objects and packing up artworks. This involves overseeing the construction of travel cases and overall care for each piece.

Museum and Gallery Technician’s handle and complete the relevant documentation for collections management. This includes risk assessment and object handling. You will also be expected to ensure your tools and equipment are health and safety compliant too. Technicians work closely with internal and external conservators on maintaining pieces. They also assist with curators and artists on displays. You’ll likely be working with contractors, art handlers, exhibition managers and scientists too. Technicians are responsible for overseeing the handling of objects. You may sometimes be expected to present objects to external clients and visitors. When objects need to be transported nationally or internationally, you may be expected to oversee and accompany them.

How to become a museum or gallery technician apprentice?

If you’re looking to get gallery or museum technician training at this apprenticeship level, there are some entry-level requirements. You’ll need 5 GCSEs or more or have completed an Intermediate Level 2 Apprenticeship. Level 2 English and Maths are required, which can be achieved any time before the end of the assessment. You’ll need basic IT skills but everything else can be learnt on the job. Each individual employer will have their own requirements, as per their job listings.

How much do technicians get paid and what comes next?

The maximum funding for this apprenticeship is set at £11,000. The potential initial salary upon completion is £23,000 per annum. This will vary depending on employer. Completing a Level 3 Advances Apprenticeship opens a number of doors, you can choose to move into full time work with your existing employer or apply for new jobs related to your Level 3 qualification. You could also move onto a degree level qualification. There’s also the option to move into a higher apprenticeship with a new or existing employer. Your job responsibilities or job title may cover a number of roles. These include: Exhibition Technician, Curatorial Assistant, Museums Assistant, Art Handler, Art Technician and Collection Technician. Overall, this is an excellent opportunity at getting a taster in a number of disciplines before beginning an exciting, creative, and hands-on career.

What you’ll learn: Level 3 museums and galleries technician core competencies

The skills, knowledge and behaviours you’ll learn are listed below. These standards ensure you’re equipped with everything you need to be a fully qualified Technician.

  • Health, safety, and security: Including the security issues museums and galleries face, the safe display, storage and movement of objects. Also the identifying of risks and responding to an emergency response.
  • Loaning of objects: The documentation associated with the entry and exit of objects. Insurer conditions and guidelines for transporting objects of varying conditions to other locations.
  • Documentation of objects: The organisation’s conditions of loaning objects.
  • Design: Finding appropriate materials for displays, storage, and transit. Knowing how to use appropriate tools when creating these solutions.
  • Processes, collections and exhibitions care: Ensuring preservation of objects. Includes following curational and conservation instructions, understanding the vulnerabilities of objects and their materials. Carrying out appropriate technical work and the environmental impact on objects. This includes pest management, humidity, temperate, light levels and environmental pollution.
  • Mission, values and purpose: Knowing the mission and values of your organisation. Learning how to work effectively with third parties and knowing the importance of your audiences and your ethics.
  • Equality and diversity: Understanding your organisation’s strategies for improving access, inclusion and diversity and supporting where possible.
  • Collections care, safe management, storage and display of objects: Contributing to the design. Preparing containers and undertaking the safe handling and movement of objects. Ensuring the safe use of tools. Repairing and adapting showcases and identifying environmental risks.
  • Risk assessment and reporting: Undertake risk assessments manually or electronically and communicate them with the relevant parties.
  • Delivering against curatorial specifications: Preparing the relevant spaces for object installation and be able to uninstall, following agreed plans.
  • Management of technical resources: Researching materials, tools, equipment and supplies needed to make displays, mounts and other relevant installations. Be able to order these in line with the organisation’s procedures and within your budget allowance.


This apprenticeship is a fantastic starting point for anyone interested in working closely with art galleries or museums. This includes handling and protecting art or other objects, assembling exhibitions and displays or even assisting curators. It provides a career path that could lead to a number of job roles. These include: Exhibition Technician, Curatorial Assistant, Museums Assistant, Art Handler, Art Technician or Collection Technician. A Level 3 Apprenticeship will also open doors for higher apprenticeships and degree-level qualifications.