Whether we talk about acquisition or retention, customer experience is the key to higher conversion rates. In the era of immediate gratification and countless studies of hooking the customer online in just 6 seconds, it is imperative that online customer experience of a brand is on the spot. The world, that was shaken up recently with the COVID-19 pandemic, digital exposure is typically the first experience point for a large number of potential customers.
For a given brand, the digital assets are owned (Websites, Blogs, Chatbots etc), Earned (Social Media) and Paid (Media). Generally earned and paid media drives the traffic back to owned assets. In order to provide a great customer experience, there needs to be two elements in the place; a great landing page strategy and an experience engine.
Understanding that people are unique and like different elements, when they are interacting with the brand, that is where there is a higher conversion rate. Experience engine is an easy-to-use platform for designing and managing your website’s dynamic experience. It provides you with the tools to easily create, manage, share and scale experiences across devices. Experiences can be customized based on:
This includes tagging the customer based on the landing page they landed on. If a Paid media campaign is targeting mothers; there is a very high chance that clicks coming through are from mothers.
Want to run videos on your websites. Great idea but is it? Maybe instead of videos load images for people accessing from mobile devices or slower connections. All this is possible doing some intelligent coding or using tools.
IP Address is a unique address of every browser and we can figure out where the traffic is coming from using the IP address. You can perform different actions for people coming from different demographics. Most usable examples of what Centric has seen over the years is ensuring right distributors / brand partners that are listed for the specific geographic region; showing correct inventory to different Geographies and having the right compliance data.
In terms of tools, Experience engines are typically costly in terms of CAPEX but with the right strategy it can pay itself (ROI) within 6 months. This all depends on how much of traffic you are anticipating on your website and what type of Earned media (Social); Outbound (Email, SMS) and Paid media you are planning to use.
Centric is a partner of Adobe and implements Adobe Experience Manager, Target and Analytics with efficiency. Adobe is by far the market leader in this regard and the fact that practically any automobile brand website proves it, validates this statement. Not only are they able to provide respective regional experiences but also track everything centrally.
For others, where the requirement is mostly regional we recommend using Pimcore; an OpenSource PIM/MDM/CMS/eCommerce with Experience Engine built on top. Centric has used it successfully at scale of multiple clients. Pimcore also supports visual workflows to enrich the data for products or services in its enterprise edition.
Now that you are aware of what Experience engines are, review your marketing budgets and see what it means to your company to increase the conversion rate by a couple of percentage points. If you need more help in understanding this, please write to us at [email protected]