What does 'user experience' (UX) refer to in digital marketing?

User experience (UX) in digital marketing encompasses the overall interaction a user has with a website or advertisement. It is a holistic view of how users engage with digital products, considering various elements such as usability, accessibility, design, and functionality. A positive user experience ensures that users can navigate easily, find the information they need, and achieve their goals without frustration.

This concept goes beyond just appearance or performance; it integrates aspects that can enhance user satisfaction and lead to desired outcomes, such as conversions or brand loyalty. While technical performance, visual aesthetics, and website traffic can contribute to the user experience, they are not the complete picture. UX focuses specifically on the user's journey and feelings in relation to their interactions, making it a crucial element in digital marketing strategy.