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Lisa Apolinski

Customer Care

Five Must-Haves in Digital Consumer Experiences

Adding what customers want

Published: Thursday, February 2, 2023 - 12:03

A not-so-surprising fact, according to HubSpot: 65 percent of consumers state that the experience they encounter on a website is a “very important” factor in recommending a brand. If that statistic’s not enough, HubSpot also reported that 75 percent of consumers expect new technologies to be used to create memorable and better experiences.

The bottom line seems clear; If companies don’t invest in the digital consumer experience, there’s a potential risk of losing those consumers. What are the most important factors in creating those memorable digital consumer experiences? Consider these five must-haves:

Must-have 1: Answer the need of the consumer

Organizations are tempted to choose new technologies that internal staff think are great but have no effect on the consumer experience. Even worse, some new additions to current technologies can make the digital consumer experience worse or more complicated.

When considering adding new technologies, look at what the consumer experiences currently are. Then determine whether the new technology addresses a specific need or improves the experience. If those needs aren’t being addressed, it may be better to continue that new technology search.

Must-have 2: Make it measurable

There’s a great way to determine the effect of a new technology on the digital consumer experience: Make sure measurements and KPIs are set up to determine whether the technology has actually affected the digital experience for the consumer. Yes, the customer experience can be challenging to quantify, but you can put data parameters into place to make quantification easier.

Potential measurements are: how quickly a consumer gets to a completed action on the website, how easily information can be accessed (how many pages to get to content) and how often it is accessed, or even what options are available for additional contact (chat box, form, email, or phone). Take the time to work on them.

Must-have 3: Keep changes simple

When it comes to adding in new technologies, make one change at a time. This is important for several reasons. A drastic change could affect how well the technology can be integrated into current platforms or cause current technologies to malfunction.

Introducing several changes at once can also make it difficult to determine what change caused an improvement in the experience. It also can overwhelm the consumer. Even new technologies that improve the digital experience could be rejected by the visitor if there are too many changes at once. Be patient and do smaller and simpler changes over a period of time.

Must-have 4: Understand the long-term effects

Changes to technologies can have an ongoing effect beyond the digital consumer experience and can affect whether a company can incorporate future digital changes and new technologies on the horizon. When reviewing new technologies, are there options to modify or alter them so the investment can grow and pivot with changes in the business, the economy, or the consumer?

Also, will the organization providing the technology be in business in a year, two years, or five years? Can someone else, like a third-party vendor or internal IT team, support the technology if something were to happen? Understanding the cascading effects of choosing a new technology is vital.

Must-have 5: When in doubt, ask

There’s no cost for conversation. When there’s doubt, simply ask. Not sure what needs customers have? Do a poll or focus group and find out how they use the current technology and what improvements could be made. Wondering whether a new potential technology is easy to implement and has any potential pitfalls? Request references and ask hard questions about the user experience, the implementation process, and the effect of the technology.

This also goes for internal staff and asking how the technology may affect their department. Bringing all stakeholders to the table is worth the effort. Take the time to gather information before implementation to remove unnecessary headaches. With this additional information, better decisions can be made on what technology is chosen and how effective it can be.

Digital consumer experiences are more important than ever. Adding new technologies can enhance those experiences. With a focus on these must-haves, you can implement the right technology at the right time and help the consumer experience your brand in new and exciting ways.

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About The Author

Lisa Apolinski’s picture

Lisa Apolinski

Lisa Apolinski is an international speaker, digital strategist, author, and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Grow Your Market Share in a Zombie Apocalypse (Indie Books International, 2022), provides expert insight and tips for businesses wishing to survive unimaginable economic conditions. For information on her agency’s digital services visit www.3DogWrite.com.