How to sell UX to you boss

How To Sell UX To Your Boss

When you’re a digital marketer, you’ve got to make a case for each and every channel you invest in. Getting your boss on board with your vision is often the hardest part. They may not have an in depth knowledge of the importance of certain things, and that’s why communicating this to them in way that they will understand is key.

User experience will no doubt be towards the top of your list, if not the single most important thing you want your boss to back. Why? Literally everything to do with your website comes back to user experience. How people move around your site, what they think of your brand, the experience they have of your company, and how likely they are to buy.

If your user experience is poor, make no mistake, everything else will fall apart. All the money you invest in other marketing channels that send visitors to your website will be wasted if they don’t have a positive experience.

We know the importance of UX, and your boss should too. That’s why, if yours is a particularly tough nut to crack, we’ve put together some handy tips to help increase your chances of bringing them on board.

Here is how to sell user experience to your boss.

Dig out some data

Spend a good few hours dissecting your Google Analytics data, show your boss where your website is failing, and offer reasons as to why. Back this up with research and stats that show the kind of impact UX can have.

Managers like numbers, so if you can show them either in £££ or website traffic what they could potentially gain, they will be more likely to see the benefit. Serve your boss up some tasty ROI figures that they just can’t ignore.

Communicate the benefits

Make sure your boss knows what the main benefits are of improving your UX, and how this could have an impact on their business. Just be sure to check they fully understand user experience before going into detail about the benefits. It’s surprising how many MD’s don’t really get it at all.

Some of the core benefits of UX include increased revenue, positive brand awareness, a more efficient cost effective website and better processes, but this is just a snapshot. Go into the benefits in great detail and break everything down.

Figure out what makes your manager tick

No matter what you are trying to sell to your manager, you will have more success if you speak their language. Everyone has a preferred way of having information delivered, and different things that really pique their interests. So be observant, find out the best way to deliver your user experience pitch.

Present your plan

There’s no point in selling user experience to your boss, convincing them of the benefits if you don’t tell them what your plan is. You need to show them what action you intend to take and how you plan on achieving certain UX goals. Highlight which UX issues are of most importance, and provide a timeline of when you hope to get things completed by, and when you expect to see some results.

Andrew Machin
Andrew Machin

With over 25 years’ experience in UX and digital strategy, Andrew has helped many national and global brands such as John Lewis, Harley Davidson, Johnson & Johnson, and Interflora create exceptional digital product experiences.

Through the success of such projects Andrew has received high-profile accolades that span innovation, strategy, and design, such as the Dadi Grand Prix Award and the Digital Impact Award for Innovation.

This experience has led to Andrew judging digital design awards, been featured in .net magazine, lecturing at Leeds university, and speaking at seminars and conferences across the UK.

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