A powerful digital experience is one that encourages engagement and interaction between a customer and a brand.
It serves as the catalyst for a two-way dialogue between consumers and the companies behind the products or services that those consumers will hopefully be convinced to purchase.
And it is well known that a digital experience is not just about technology, but in fact, has mostly to do with people.
A holistic digital strategy however, is one that will transform the digital experience to something that not only increases communication between a customer and a brand, but that also drives lead generation and sales.
This is how creating an epic digital experience needs to be approached.
It’s a partnership.
A simple way of understanding this principle is to look at the obvious marrying of social media channels and content creation. The two cannot function effectively without each other. The channels need content funneled through them in order to encourage user interaction and content needs to the channels for purposes of its distribution to those users. In other words, each one enables the other.
A similar notion applies to achieving an overall quality digital experience for your customers which ultimately comes as a result of a synergistic partnership between technological innovation across all digital channels and worthy content.
It isn’t a static undertaking and its content driven.
We’ve established that pioneering technologies and content play an integral part in enabling a successful user experience.
What this means for a brand is that it must create a distinctively unique digital experience for its consumer, and one that will integrate continual innovative use of technology, in combination with creatively diverse content that is constantly evolving to keep up with current trends. Content always needs to be relevant and in context. This is critical.
It’s how your present your content across multiple devices.
The use of different technologies and software capabilities is crucial- for instance, whether to utilize a responsive website, the architecture, design and integration of a website’s user interface, or whether to create a mobile app as opposed to website - all influence the digital experience considerably, because they impact not only how content is presented but also, how it’s used.
When the website navigation design process or mobile friendliness of a site doesn’t take into account user objectives or ease of use, a person’s own user experience will ultimately lead to disappointment, no matter how meaningful the content is. So the conclusion? Make navigation as easy and as user-friendly as possible.
Keep it fast and simple.
Today’s digital consumer is looking for an experience that offers them quick access to what they are looking for. Consumers look for experiences that provide the least amount text with the most amount of visuals so as to hold their attention, and strike an entertaining feel. Because of this, be sure to cater to these elements as much as you can.
It must always remain customer-centric.
Providing a digital experience that is all about the individual customer experience is key. This means brands absolutely need to understand consumer behavior through insights and analytics. It also means, that brands need to ensure that the customer experience is exceptional across multiple channels and devices consistently.
It needs to be an extension of the company in all areas.
The digital experience is impacted by everything a company does. This includes talent acquisition, customer support and even those simple Frequently Asked Questions (FAQs) on their site. Let’s take recruitment for instance- Today, most job seekers are conducting their job search online. And now more than ever, companies are competing to find the best talent as quickly as they can via the web. This means, an online recruitment system that meets the demands of a digital world is critical, otherwise, it can hinder the entire hire process (and ultimately the digital experience) for both the potential candidate and the recruiter.
Today, the success of a company or brand is often determined by how successful they are in creating a digital experience that will entice a consumer, keep that consumer engaged, convert their purchasing behavior, and turn them into loyal followers. If your digital experience doesn’t do this, you need to design one that will so as to eligibly compete in a digital environment where the competition is that fierce that only those willing to adapt, will survive.