How to improve your digital customer journey and level up your conversion

These are themes that keep marketers up at night, because in a digital world, you have to continuously exceed the expectations of your (potential) customers in order to stay relevant. After all, your competition is just a click of the mouse away. In practice, however, digital customer journeys falter quite often. Such as an offer for a product that isn't available in your size or isn't aligned with your needs. Or an order procedure that only works if you have an account, but you forgot what email address you used to sign up. 

Due to these hurdles, investments in search engine optimization (SEO), search engine advertising (SEA), retargeting or digital newsletters often fail to satisfy. But that is not the worst part. It may even lead frustrated customers to turn their back on your company for good. How do you approach the customer with the right message and on the right channel at the right time? The days of making due by integrating the CMS for the website, the CRM package with customer data and the e-mail marketing application are behind us. Because the amount of touchpoints has increased dramatically, which has rendered the digital customer journey that much more complex. 

Which functionalities are needed in a Digital Experience Platform (DXP) depends entirely on your marketing and sales strategy and goals. Which is why the strategy informs the development of a target architecture. The target architecture can be built with various applications, there is never just one road to Rome. Which is great, because replacing the application landscape is not always possible or even desirable. Every road to Rome comes with its own budget, timeline and challenges.  

 Would you like to gain insight into what your ideal route to optimal digital experience looks like? Read all about it in the whitepaper ‘Improving your customer journey? This is the role of a Digital Experience Platform’.