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Digital customer experiences refer to everything that occurs for the customer from a digital standpoint. This includes a company’s website, their online products (and the ability to purchase online), the online and digital customer support, and a functioning mobile app. While “traditional” customer experience (eg. offline, or by phone) differs from digital customer experience, it is important not to treat them as separate entities. Both traditional and digital customer experience have intertwined links that make the two inseparable.

To be successful in the 21st century, it is crucial for a company to focus on both offline and digital customer experience in order to develop and maintain a positive reputation and consequently grow as a business. You could say, that it is now almost impossible to run a successful company without a good digital customer experience to maintain customers and attract new ones.

In order to help you provide excellent digital experiences for your customer, we’ve listed some key suggestions to help your business succeed. There’s of course much, much more to say about this, don’t hesitate to get in touch with our team of digital CX-researchers to talk about your specific digital CX-challenges.

1. Balance Simplicity with Ease of Use

In today’s modern world, people want things fast. With services from Uber to Amazon, consumers can buy what they need with a touch of their fingertips, all with a smooth and simple customer experience. Successful online businesses provide a digital experience for their customers that is both simple and easy to use. This means finding information quickly with to the point copy and clear navigation. Nobody wants to order a product from a page full of text. Keep your page copy simple and straight to the point, take your customer exactly where they need to go and keep the customer informed throughout the process.

>>> See our best practices report below or read on about “The case of Amazon.com and Netflix.com: 4 lessons

2. Get the most out of smartphone experiences

Today, more so than ever, mobile phones are used in everyday life, you’re probably totally aware of that since a couple of years. There is a massive audience available from a mobile standpoint. If your company’s digital experience is not optimized for mobile, you are missing out on a huge potential. In the long term, your competitors will take advantage of this market, which could put you out of business. At WUA, we see that mobile experiences differ a lot from desktop experiences, that’s why we’re conducting our CX-research for almost all digital customer journeys on both desktop and smartphone.

3. Let your Consumer Data Drive Your Digital Properties

Now, we know what you’re thinking, how can I run my business if I let my consumers drive my website? We are not stating that every individual consumer’s view should lead to a change in your website. However, if you find that a lot of consumer feedback is driving a certain idea or in a certain direction, then it is crucial that you listen to them. Consumers understand what they want from their digital experience and from their feedback you can tailor and design your website to suit them best. There are plenty of tools and services available to collect and act on customer feedback, with WUA being one of them.

>>> Find out how we measure and help improve digital CX in our client case studies: This is how T-Mobile used data to double conversion and Suzuki saw an increase of 265% signed private lease contracts after website improvements.

4. Always be testing: You can’t improve what you don’t measure

The most successful websites and shopping platforms have teams that continuously test to make minor tweaks in order to drive more traffic and convert them into traffic. Amazon, Booking.com and Coolblue run a good deal of A/B-test on a daily basis. Continuously executing tests and improve your website conversion and digital CX on user feedback is the way to go for an excellent customer experience. You can’t improve what you don’t measure: a saying we love to embrace here wat WUA.

Be or beat the best with benchmarking

At WUA, we help businesses to produce only the best digital experiences and customer journeys. We use a policy of benchmarking and optimization to produce the best customer experiences. We also provide you with a range of tools that you can use to maximize your online leads and improve your conversion rates. If this sounds like something you are interested in, browse our website today to find out how we can help you turn your business digital. We look forward to starting this journey with you!