No matter what type of business you operate, your customers’ digital experience is one of the most important metrics to focus on. This is especially true given the impact the COVID-19 pandemic has had on companies across the world.
But not every entrepreneur fully understands what digital experience is or why it matters. If you want to find out more about DX, read on. We’ve got all the info you need. Let’s explore everything you should keep in mind.
SO… WHAT IS DIGITAL EXPERIENCE?
Digital Experience (DX) refers to the experience your customers have while using digital platforms to interact with your brand. For example, a business website and the utility that it provides is one of the most common examples of digital customer experience. The same could also be said about mobile applications.
Since the Internet is such a powerful tool for consumers to use when it comes to researching brands and making purchases, any brand that is looking to establish a strong online presence needs to take this metric seriously.
WHY IS DX SO IMPORTANT?
Brands that offer a poor digital experience for their audience will only serve to create a gap between themselves and their customers.
This can easily result in their target demographic migrating to a competitor instead. The same can be said about business sites that have slow loading speed, unintuitive interfaces, etc.
Put simply, the digital experience that your brand is able to provide to its audience is often the deciding factor that determines how much engagement you’ll receive. A typical scenario may involve a brand that does not optimize their website for mobile devices.
Nearly 70% of Internet users primarily browse with a mobile device, making this a crucial practice to pursue.
HOW CAN YOU IMPROVE YOUR DIGITAL EXPERIENCE?
Fortunately, improving your company’s DX is relatively straightforward— even if you’re currently falling behind in this category. Newer businesses, for example, often struggle to provide the best experience possible.
By implementing solid digital experience strategies and improving your weak points, you’ll be able to boost DX and ensure that no complications arise in the future. Let’s take a look at the best ways you can go about doing so.
1. FULLY UNDERSTAND YOUR AUDIENCE (AND THEIR BEHAVIOR)
It should come as no surprise that you’ll need to have a strong understanding of your audience if you want to guarantee that your platform will accommodate their needs and provide them with good DX.
You can learn a significant amount about your target demographics by looking at your past customer analytics. For instance, you may find that many of your users tend to leave items in their online cart when shopping through your catalog.
This could indicate that your goods or services may be priced too high, you have inflexible payment options, etc.
You could also create offers for your audience based upon their past activity. Someone who owns a high-fashion clothing brand, for example, could use software to create entire outfits based on a customer’s previous purchases or previously viewed items.
These offers could then be sent to them through an email newsletter, and you could potentially enhance their experience further by providing discount codes for these items.
As a general rule of thumb, anything that makes it easier for your audience to find information or make a purchase online will improve their digital experience. This is especially true regarding product or service information, which is something most users would like to explore before making a purchase.
2. OFFER ACCESSIBLE FEEDBACK CHANNELS
To ensure that your brand provides a satisfactory digital experience, it’s imperative that you remain accessible to your audience. This is particularly true when it comes to managing issues that your customers may have with your website, mobile application, etc.
It’s highly recommended that you establish a way for your users to communicate any issues that they encounter. One of the most straightforward ways to do so is to integrate a ‘customer support’ or ‘feedback’ tab that’s accessible on every webpage or interface that your customer uses.
This way, your users won’t have to struggle to find a way to report a problem.
You’ll also convey to your audience that you genuinely care about providing the best overall experience possible. Over time, this will help you establish an additional level of trust with them.
Find out more about Navigating a DX Platform
3. MAKE CONTINUAL IMPROVEMENTS
It’s not enough to allow your audience to report the issues they encounter, though— You’ll need to make continual improvements to your platforms to facilitate the best digital experience possible.
If you are receiving blatant complaints about a particular attribute of your website, you should strive to improve it. Page loading time, for example, is a particularly important aspect of your platform to consider because users are not willing to wait for slow sites anymore. In 2020, and even more so in 2021, site speed is a key component of the digital experience you provide.
Since the average person has an attention span on par with a goldfish, it’s highly likely that people will navigate away if your content takes too long to load. This can easily result in missing out on a large number of potential sales, something that will directly impact your overall revenue in the future.
IMPROVING YOUR DIGITAL EXPERIENCE MIGHT SEEM COMPLICATED
But it doesn’t have to be.
Now that you have a better idea of what digital experience is and why it is important to your company, you can put our 3 tips into practice and the process of improving DX will be far smoother for your company.
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