to increase revenue by improving digital experience //

Each time a client connects to your business via digital means, you can win or lose sales. Each organization should evaluate its digital experience, and then take action based on the learnings.

Here are some steps that companies can take to enhance their digital experience and increase revenue.

Scalability is key to your business.

When evaluating the digital experience of a brand, organizations must take into account all digital touchpoints that customers use to interact with it, along with the martech stack, and the internal architecture, which support these touchpoints.

All of these processes must be as scalable and flexible as possible.

At The MarTech Conference, Alp Mimaroglu said, “Having more scalability allows you to focus on capability development.”

Marketing automation is not the only way to reach your customers. Mimaroglu says it’s all about improving your internal processes, analyzing data and personalizing to create the best digital experience.

The training program should be flexible for both new and existing team members. All of these things contribute to greater efficiency.

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Take inspiration from industry leaders when designing your digital experience

Digital experiences that are successful have a consistent feel and look, regardless of how many products or touchpoints the business offers. These experiences generate powerful calls to action, and personalized recommendations.

Amazon’s digital service reflects these best practices.

Mimaroglu said that the homepage has a variety of promotions and offers to increase sales, as well as personalized recommendations, category pages, and real-time interventions to prevent people from dropping off, based on a person’s life cycle. “And it’s more than just an email campaign, web, or even a website — there are automations for SMS, push notifications, other channels, to recommend the right product at the right time to encourage a purchase,” said Mimaroglu.

He said, “It requires cross-functional alignment and a strong architecture from end to end. You can’t buy one tool for experiences like these.”

Measuring the sales and customer behavior at these digital touchpoints is important. Measure the sales when you improve one of these digital touchpoints.

Targeting can be used to measure and improve results.

Targeting and retargeting customers with digital ads will not only improve their experience but also keep them motivated to make a purchase. Digital targeting can keep customers engaged with your brand if they respond positively to the ads. It’s important to measure the effectiveness of targeting to determine if it is worth your budget and effort.

Two scenarios are presented below where customers have been retargeted via Facebook away from a brand’s digital channels. Both scenarios were targeted at customers who had already “dwelled” on the brand’s page, but without making a purchase.

In the first case, the customer clicked the Facebook ad to make a purchase after returning to the brand’s page. The fact that a control group, who were not served Facebook ads, did not make any purchases confirms the effectiveness of the targeting.

In the second case, the customer returned to the brand’s page and purchased regardless of whether or not they received ads. The ads in this scenario were not effective at influencing the purchase decision. The ads didn’t influence the behavior of customers.

Marketers can then see how effective digital ads are at retargeting and targeting customers, and they will be able to better understand the digital journeys of their customers. Making scalable improvements at touchpoints along the journey and experimenting with digital targeting will help you drive revenue from your digital experience.

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The article How can you improve your digital experience and increase revenue first appeared on MarTech.