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Strategic Approaches To Digital Experiences

Joe Genovese
July 22, 2020

Boiled down, a digital experience is a digital interaction between a customer or prospect and a company. But you’re not here for boiled down, are you? You’re here because you want to create meaningful digital connections with clients and leads. With customer experience set to be the number one brand differentiator, you’d be right to start being more strategic in your approach. 

There are numerous ways to approach digital experience strategy, and likely you’ll need your enterprise website and other channels will use a blend of the strategies listed here. 

Personalization 

One of the strongest strategic approaches to digital customer experiences is personalization. Tailor your messaging to the individual customer, or at least an identified segment of your audience. Delivering messages that resonate with certain segments of your audience can increase conversion potential, optimize user experience, and drive growth.

For example, let’s say one of your segments responds well to data. Information on a webpage could be displayed differently than for a person who is focused on relationships. For your numbers nerds, you’ll want to display statistics and cold hard facts to inform them of your product or service. We could get into psychographics here, but that’s a whole other topic. 

A website supported by a CMS such as Sitefinity allows you to change entire pages or just certain parts. You can target each element  to a different personalization based on certain criteria, such as:

  • Location
  • landing pages
  • Visit duration
  • Form submissions
  • Persona
  • Time of day

And if none of the prebuilt parameters strike your fancy, then web professionals like those at InGen can work with you to develop custom criteria. 

Sitefinity Insights - Personas with border-1

Multi-site Consistency 

Multisites make a lot of sense for brands that house multiple properties under the same roof. If your products or services are based on region or location, then it might make sense to create multisites for each region. That way you can showcase content that makes sense for the visitor. Not only does that mean things like their local representative’s contact information, but value-add content that might change. For example, if a commercial painter is in regions across the U.S., a blog post mentioning conditioning for winter weather might not make sense for a person in Florida to see. 

If your brand uses multisites then it’s incredibly important to have consistent information across all those sites. Narrow down what key functionalities and content have to be available across all sites. With a content management system, you can easily manage shared content so you can leverage it across all sites instead of having to move it all-around or manually input the information. 

Self-service and Convenience 

90% of people now expect brands to offer self-service options. These days, you can practically go through the entire process of buying a house all through digital experiences: from searching on an online database to scheduling a tour through an app and writing an online review of your realtor. 

Most often, if the process is simple enough, people want to do it themselves. Think about the grocery store. If you have a whole cart full of groceries, you may use a traditional checkout for the ease and convenience of having someone trained to do so, which will likely save you time and frustration of not getting the barcode to beep. But if you only have a couple of items, you may lean towards a self-checkout lane to get in and get out. 

When it comes to your enterprise website, think about ways you can include digital experiences that allow customers to take things into their own hands. 

Sitefinity Insights with border

Real-time Digital Experiences 

Incorporating real-time digital experiences into your enterprise website is a great way to provide real-time engagement. These experiences allow you to provide even more personalized value to your clients and leads.  Location-based actions are popular for things like finding the closest storefront or chat functionality offers real-time answers to questions. 

Not only will these give the user great information and experiences, but your brand can leverage the data to further refine your marketing strategy. Many content management systems offer real-time digital experiences, including:

  • Calendar availability
  • Calculators
  • Quizzes 
  • Forums and comments
  • Rating system 
  • Moderation queue
  • RSS feeds

Improving Digital Experiences with Feedback

What good is data if you don’t do anything with it. As your implementing different digital customer experiences, ask for feedback from those who are actually using them. Not only will this give you actionable insights that will improve engagement and conversions, but customers will know their opinions are valued. If you’ve missed the mark on any particular digital experience, then getting back on track has to start with asking for feedback. 

Seamless digital customer experiences are essential in driving purchase decisions and repeat visits. With more than half of consumers saying they've abandoned a transaction and gone to a competitor because of poor digital service, you can’t afford to not be strategic in your approach to digital customer experiences. 

If your enterprise website is already using a content management system, but you can’t seem to get it to work for you instead of against you, our web professionals can help simplify your world through a proven, time-tested process that optimizes your software, leading to clarity and measurable improvements in team efficiencies and business growth.

Get a free site assessment today to get actionable insights.