[GTM glossary](/glossary.md) User experience Marketing # User experience (UX) In short User experience (UX) is the overall experience a person has when using a website, app, or product, including how easy it is to find things, complete tasks, and get what they came for. Good UX removes friction; poor UX makes people leave. For marketing and sales teams, UX shows up in landing page conversion, signup flows, demo booking, and onboarding. ## What UX includes * **Usability:** How easily people complete tasks without confusion. * **Information architecture:** How content is organized and labeled so people can find it. * **Visual design:** Layout, typography, and hierarchy that guide attention. * **Content and copy:** Clear wording that tells people what to do next. * **Speed and accessibility:** Fast pages that work for people with different abilities and devices. --- ## Why UX matters for GTM teams Every step between interest and action is a place to lose people. A confusing form, slow page, or unclear button reduces demo requests and signups even when traffic is strong. Improving UX often raises results without more ad spend. --- ## How to improve UX * **Watch real users:** Session recordings and short usability tests show where people struggle. * **Fix the biggest friction first:** Look at pages with high traffic and low conversion. * **Simplify forms:** Ask only for what you need now. * **Make the next step obvious:** One clear call to action per page. * **Test changes:** Use A/B tests where traffic allows, and measure conversion. --- ## An example Say a demo page has a nine-field form and a visitor drop-off of most people who reach it. The team cuts it to four fields and adds a short line about what happens after submitting. If conversion rises, the form was the friction. If not, the issue is elsewhere, such as the offer or the traffic source. --- ## UX vs. UI UI, or user interface, is the visual and interactive layer such as buttons and layout. UX is the broader experience, including whether the flow makes sense. A page can look polished and still have poor UX. --- ## Common mistakes * **Designing from opinion:** Test with users instead of relying on internal taste. * **Ignoring mobile:** Many visitors arrive on phones. * **Cluttering pages:** Too many options reduce action. * **Treating UX as a one-time project:** Revisit it as products and audiences change. --- ## User experience FAQs **What is user experience (UX)?** User experience is the overall experience a person has using a website, app, or product, including how easy it is to find things, complete tasks, and reach their goal. Good UX reduces friction, while poor UX causes confusion and drop-off. **What is the difference between UX and UI?** UI, or user interface, is the visual and interactive layer, such as buttons, layout, and typography. UX is the whole experience, including whether the flow makes sense and the task is easy. A page can have an attractive UI and still have poor UX. **Why is UX important for marketing?** UX affects whether visitors turn into leads and customers. Slow pages, confusing navigation, and long forms reduce conversion even when traffic is strong. Improving UX can raise results from existing traffic without increasing ad spend. **How do you measure user experience?** Combine behavior data, such as conversion rate, drop-off, and task completion, with direct feedback from usability tests, surveys, and session recordings. No single metric captures UX, so look for patterns across both quantitative and qualitative sources. Share term --- ## More related phrases * [Above the fold](/glossary/above-the-fold.md) * [Conversion path](/glossary/conversion-path.md) * [Core Web Vitals](/glossary/core-web-vitals.md) ## Similar phrases * [Conversion rate optimization (CRO)](/glossary/conversion-rate-optimization.md) Conversion rate optimization (CRO) is the practice of improving the share of visitors who take a desired action, using research and controlled tests. * [Customer journey](/glossary/customer-journey.md) The customer journey is the full sequence of steps and interactions a customer goes through, from first learning about a company to buying, using, and renewing. * [A/B testing](/glossary/a-b-testing.md) A/B testing compares two versions of a page, email, or ad by splitting traffic between them to see which one produces more of a chosen result. * [Landing pages](/glossary/landing-pages.md) A landing page is a standalone web page built for one campaign goal, such as booking a demo or downloading an asset, with a single call to action. * [Conversion rate](/glossary/conversion-rate.md) Conversion rate is the percentage of people or accounts that move from one stage of your funnel to the next, and it shows where your go-to-market motion leaks.