Digital customer experiences can, and often do, go wrong. Here’s how to find and use opportunities to get it right.
, and to re-examine and justify what you are doing and what you could do differently. This helps ensure that the digital roadmap is prioritized and focused on the highest impact actions.Digital experiences can be thought of as a funnel — customers enter a site or app with an objective in mind, such as booking a taxi, ordering a pizza, or buying shoes. Some succeed and some fail. Most businesses embarking on managing this journey start by measuring the different stages of the funnel.
A digital fashion retailer was focused on improving its “add to basket” rate by testing lots of different product page formats. But when they looked at product conversion rates over time and across different products, they realized that the conversion rate for individual products was dominated by the product’s quality, price, and availability. Great products, in-stock and priced competitively, had a conversion rate 10 times higher than the average product.
Another example further illustrates the challenge of finding the real opportunities. A food delivery company was trying to optimize how to show expected delivery times in their app to drive customer satisfaction. However, when they spoke to unhappy customers, they realized the failure point was quite nuanced — the problem was less about the messaging and more about when the expected delivery time varied frequently between point of order and delivery.
Personalizing your customer experience extends to understanding what is important for your high value, and high potential value, customers. This same fashion retailer started analyzing its product availability for different customer types, and discovered that its highest value customers had the worst availability experience. Further digging revealed that the higher value customers were typically searching for either smaller or larger clothing sizes.
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