Today’s generation not only expects personalization, but demands it. There is no faster way to lose a customer than to act like you don’t know them. This is especially true during the course of a repetitive business transaction, such as placing an order on your website. Modern digital experience platforms, such as Sitecore Experience Platform and Adobe Experience Manager, enable you to engage with your customers on a whole new level. Don’t just take my word for it—see for yourself with these three simple steps.
Identify – The first step is to clearly and distinctively identify what activities you want your customers to do—say, purchase items from your website.
Measure – With the appropriate analytic tools, such as those built into these modern digital experience platforms, you can easily measure the steps a customer goes through on their journey to complete an order. How efficiently are they able to complete the tasks? Are there any extra steps that customers perform before completing, such as reviewing frequently asked questions, shipping and handling information, or return policies? How about the process in which your site gathers the additional information necessary to complete the transaction?
Improve – Now that you can measure, you can test improvements and determine what content and personalization changes and enhancements you can make to increase the completion rate and reduce the number of steps a customer has to go through to complete the transaction.
Always strive for improvement. As you repeat these steps, your customers will greatly appreciate the effort it saves them and the efficiency and you’ll appreciate the increased business.