Can A Digital Experience Platform Improve My Customers Experiences?
Friday, 26 June 2020 | Posted in: Most Recent, News | 7min read
Friday, 26 June 2020 | Posted in: Most Recent, News | 7min read
Customers are getting more digitally aware all the time which makes your digital marketing efforts crucial. While the goal is to create meaningful and engaging experiences designed around your users, the constant challenges marketers face in meeting their needs and expectations are by no means an easy one.
The evolution of the Digital Experience Platform, DXP, has provided one of the best methods to empower digital marketers to be able to achieve this goal. Through the co-location of analytics, automation, and sophisticated content toolsets digital marketers can monitor users in realtime and then automate the presentation of tailored content experiences to match them.
Personalised digital experiences are not just created for the sake of it, tailored experiences are more effective and more engaging than more generic experiences on every platform they have been tested on. More than just creating better experiences, they create better customers too.
One of the biggest results of personalising content is the development of customer loyalty as users begin to trust that when interacting with your brand online the experience will be smooth and relevant, possibly even memorable and enjoyable. This makes you stand out in a very crowded market and helps to retain customers for the long term. In fact, and a good experience is on par with product quality, and beats price hands-down, as a brand differentiator.
With user/customer/consumer experience such a crucial part of your marketing effort it is important to understand the value of a DXP and how it can help you manage and develop this level of intimacy with your user base.
The collection and interpretation of user data, or analytics, is an incredibly underutilised exercise for many organisations. Within a DXP environment the potential power of analytics is so much greater as there is so much more of the digital experience within a single platform – and the more that can be seen, the better understanding you can develop of your users.
Having data creates opportunities for personalisation, a good example of this is the use of AI by Argos, a UK based digital retailer.
Argos could see from their DXP analytics that users who ask questions, answer other community questions or leave reviews on the website were more likely to purchase and become long-term customers. They were able to see a straight line between community activity and sales, something that is near impossible when you collect some data from Facebook, some from email marketing campaigns and some from your website.
Knowing this connection existed, Argos was able to create experiences that left users wanting to engage with the community and in doing so become more involved and more loyal to the Argos brand – turning them into high value long-term customers.
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Using analytics tools to collect data is the first step in personalisation, as in the Argos example above. The next step is using that data to do something.
DXPs make this simpler than ever by connecting your analytics to automated triggers that cause different things to happen in response to different user activities. These can be subtle changes like the rearrangement of website page content to show store or office locations closest to the user first, or they can be more overt like changing images, fonts and product displays based on how the user interacts with your website.
The following user case example shows how the integration of data tracking tools alongside automated processes can create very personalised and engaging experiences within a DXP when compared to a more traditional CMS.
Let’s say we have a user, Penelope, who we can see (from our eCommerce CMS store records) has purchased from our store 3 times, and when she purchases her cart is higher than average, making him a high-value customer. The email Penelope uses when she purchases from our store is also subscribed to our newsletter. Each of Penelope’s purchases has been from different product categories and it is hard to work out what would be the best way to entice Penelope to come back to the store more often.
The capabilities of a DXP are so much greater here and allow us to develop a better profile on this customer. Because we are using a DXP to centralise all user data we can see that Penelope has actually made 5 purchases, 2 in-store and 3 online since we first collected her details when she signed up in-store for our membership program (which also signed her up to the online newsletter) 2 years ago.
Penelope visits the site almost fortnightly as the IP address associated with her newsletter signup keeps showing up on the site. When Penelope comes to the online store she always checks the ‘sales’ page before reviewing a particular product category, the last thing she looked at was high-end speakers. It would seem that Penelope is happy looking for any bargains but would specifically like to purchase a new home audio setup.
Given what we know about Penelope we can start using the full power of the DXP to begin tailoring a personalised experience using our range of automation tools. Starting with our Newsletter list we can create a segment of ‘frequent flyers’ who open and click at a higher rate and send content to them more often. We can build these emails dynamically by having them pull in products or categories they have visited on the website. In Penelope’s case, she’ll get an email full of our current sale items.
Upon clickthrough from the email, we can set up web banners to show products from categories that have been previously visited. We will know that it is Penelope on the site as she has arrived from a link sent specifically to her in an email so the content we display her will be based specifically on her previous website activity.
Penelope lands on the Sales pages but our web banners showing off the home audio products prompt her to click through and look at what we have available. If she is no longer interested in home audio she will visit other pages on the site which will alter her profile in real-time.
In this user case example, we can show how email and website analytics can be combined to take a strong sales prospect and provide them with regular, and relevant touchpoints with our brand. Actions they take reinforce or update the automated processes displaying them content and ultimately providing a personalised and optimised environment to encourage them to purchase with us.
Our example highlights how generating an understanding of your user can lead them along the sales funnel. The value of a DXP is that this data gathering can be easily combined with automation and content to craft an experience built around, and for, your users at the level of the individual.
The crafting of experiences using a DXP is also not limited to the website. As was the case in our example, the data gathered from previous interactions were used to build email content but could be used to craft app notifications, display advertising, or a range of other outputs.
For organisations invested in creating optimised and personalised user experiences a DXP is an incredibly powerful tool and should be considered a vital component in the delivery of a digital strategy.
Want to know more about DXPs?
On July 30 we will be holding a Webinar on the power and possibilities in modern DXPs and also show off Kentico Xperience. As Gold Partners with Kentico we are excited to support the launch of the new Xperience platform.
We hope you can join us.