Before discussing today’s topic, I want to tell you a story of my friend Amelie. I met Amelie when I was studying exchange in Aarhus, Denmark. She loves traveling, whenever she has a break from school she always takes her backpack and goes traveling around Europe. Last November, when we had a one-week break, she went online to find some inspiration for places to visit. She then encountered a search result for Visit Norway. It wasn’t what she had on her mind at the time because Norway is too close, too expensive, and it’s just as cold as Denmark, but she clicked on the link anyway. After spending half an hour on their website (yes, half an hour!), she told me who was sitting next to her in the library ‘I’m going to Norway!’ in excitement.
I was so impressed ‘Wow! How did they do that?’. Then out of curiosity, I visited the website and found the answer: they manage to create an excellent User Experience (UX).
In the last few years, it is pretty obvious that more businesses and digital marketers have paid attention to UX. Why is it even important? Here are some statistics shared by Experience Dynamics
- If content is not optimized, 79% of users will leave the page and search for another site to complete the task.
- The revenue impact from a 10% point improvement in a company’s customer experience score can translate into more than $1 billion.
- By 2020, customer experience will overtake price and product as the key brand differentiator.
This shows that UX matters significantly for digital marketing. Regardless of the device and platform, customers are asking for more than just information companies provide.
However, UX is beyond simply designing a stunning and user-friendly interface. What makes Visit Norway so stand out from other tourist information websites is the experience its website provides.
As soon as you visit the website, a video called ‘Stories from Norway’ is automatically played showing a group of friends climbing mountains, drinking fresh water from a river, jumping into a sea, eating fresh seafood in a market, then dancing around a campfire. At the same time, the song ‘Stay’ by famous Norwegian DJ Kygo is playing in the background. You hear Maty Noyes’ voice singing again and again the lyric ‘So I stay…’. Scrolling down there is a whole section for ‘Stories’, and at the end you can try out skiing games on your devices as if you are experiencing it in person.
The website provides an aesthetic, entertaining, educational, and enjoyable experience which satisfies the pain points of their target market, who are young, love traveling, nature, always seek new challenges and experience. By doing so Visit Norway so far has achieved a huge success and gained a lot of love from Millennials.
If you want to learn more about Visit Norway, here is the interview with Eugenia Fierros, Tourism Manager at Innovation Norway. She did mention in the interview the role experience plays in their digital marketing strategy. 🙂
What do you think about User Experience? Is it important or just a fashionable term in the industry?
I’d love to hear your opinions. 🙂
Have a nice weekend! xoxo