The creative battle between designers and marketers is not an ancient one, neither does it carry that fatalistic antagonism that cannot possibly be overcome. Still, finding middle grounds between the artist and the marketer is a somewhat delicate process – having the same goal in mind, these two types of professionals traditionally oppose each other when it comes to choosing the most effective methods for achieving a friction less on-site conversion.
Here’s how to reconcile these differences and provide a user experience that converts in a couple of clicks.
Learn to Collaborate
It’s needless to say that both the artist and the marketer have their own ingenious ideas about how to create a friction less customer acquisition flow, but it’s not rare that these ideas cannot be implemented together. If both sides get what they want, the success of the overall strategy may be jeopardized.
The best way to prevent this from happening is to have designers and marketers define the ultimate goal together, then pitch their solutions to each other or to a third, unbiased party. Effective design removes every friction from the customer journey, and it’s of vital importance to figure out how to include marketing-related elements like subscription forms and feedback surveys in a way that doesn’t slow down the process.
It’s up to both the designers and the marketers to come up with a suitable strategy that highlights tactics that can contribute to the overall goal, but also leave some room for what the opposite side needs to do. Be sure to effectively communicate your concerns, though, since not all professionals are team players. If you need to convince the other side that your idea is provenly better, prepare some strong, experience-based arguments to back up your claims.
Master the Art of Team Communication
While designers and marketers need to learn to collaborate rather than to compete, team managers are given the responsible role of providing the effective framework for their smooth communication. Group brainstorming, detailed briefs, and collaborative platforms can be of great help here.
Even though creative design services need plenty of space for making their magic, a team’s collaborative structure should allow marketers to stay on top of the design part of the process throughout the entire course of the project.
Along with collective brainstorming and detailed briefs, real-time communication is essential for fruitful teamwork – any last-minute changes, dilemmas, and problems can be handled on the spot, without any need for team meetings or official approvals from the opposite side.
Collaborative tools are designed especially for this purpose, and it is a team manager’s job to find the most suitable one for team-wide communication, even in a case of complex inter-departmental projects such as effective design.
Streamlining the Process
The actual process of crafting content that converts has one thing in common with the finished project product itself – however complex in the making they might be, both should be simplified enough to prevent bounce rates from increasing. Paradoxically, simplicity is therefore what designers and marketers should stay focused on.
Whatever side you belong to, and however ground-breaking your idea is, you’ll need to be ready to strip it down and make it more flexible for the other team. As long as the collaboration process is streamlined to perfection, the user experience will be streamlined too, and so will the overall customer journey from the moment they land on the site to the moment they convert into paying customers.
Despite all odds, an effective design project doesn’t need to turn into a clash of the titans. What it all comes down to is a unified goal and a collaborative structure that suits both the designers and the marketers, encouraging mutual communication rather than internal conflict.