The Digital Experience: Why One Size Doesn’t Fit All

The Digital Experience: Why One Size Doesn’t Fit All
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Resolution Digital’s head of experience, Myles Humphrey, takes us through why creating a tailored customer experience is key to driving conversions and organic rankings.

There are 100s of different journeys to guide a potential customer through your digital ecosystem – however big or small – and it is our job to understand what they could be, answer questions, alleviate concerns, reduce anxiety when it arises while all the time informing and nurturing towards a clear objective.  Finally, we need to be flexible enough to understand that one size doesn’t fit all.

The question is – how do you successfully navigate each customer to the desired outcome when each customer’s needs are different? The answer is knowing your audience and being as prepared as possible.

We all deal with it every day in our normal lives. For me, the clearest example is when I pick my 2-year-old up from day care and take her home. Firstly, I’ve got to figure out who I’m dealing with; Is she the wonderful angel wanting to play in the park or is she the tired little monster who I need to inspire and motivate?

The objective is still the same: get her home, snacked, fed, bathed, read to, hugged and ultimately in bed on time – the desired objective – but the journeys are completely different. Without being flexible enough to manage her needs and having the right tools and information on hand to keep her plodding along, getting her home would be a nightmare!

Most importantly, I understand that it doesn’t all change the moment I get her through the door. I’ve learnt what mood she’s in, what has inspired her and what she needs – along with the promises I’ve made – so why wouldn’t I use all that information to build the best experience for everyone?

Now, this is clearly a super idealised day, with the reality being, there are usually plenty of dramas and distractions along the way. However, it’s my job to understand my daughter, and so armed with knowledge and the required tools I can ultimately get her to bed on time, whatever the journey. Preparation and flexibility are key. In the digital experience landscape, it is only through iteratively testing and learning that improvements can be made.

The joy of making the journey less imperfect every time creates a smoother more relaxed environment for everyone. Objectives are achieved and no one is left feeling cajoled into anything; you want the customer who didn’t realise they needed you, not the one without any interest in what you are selling. Then, if something interferes with the process, like stopping to buy milk, or friends are on their way over for a BBQ and we need to hustle, I can pull out the big guns and start to talk incentives. I’m pushing her to do what I want and so I have to offer a delicious ice cream to grease the wheels.

Ultimately sticking to your key values and messaging is the nucleus of the journey you want to achieve.

For Resolution Digital, it starts with simple keyword research (consumer demand analysis) to see what your potential customers are talking about. We then expand that to understand your customer’s wants and interests, where these overlap and how we can be flexible; that is the sweet spot where the digital assets you have influence over should play.

In a truly integrated digital marketing strategy, websites and apps, right through to your eCommerce funnel, social channels and email journeys, should be aligned and tailored to your customer’s needs.

The way to help customers along the journey is by evolving; filling gaps, adapting, constantly changing when new insights arise, creating great content and using Conversion Rate Optimisation (CRO) to iterate and test hypothesis.

Next, understanding your customer – monster or angel? We help clients to segment and build bespoke journeys for their customers. From more sophisticated DXP/CDPs, or by using easy to implement CRO tools to alter experiences based on identifiers such as the paid media driving customers to site (symmetric messaging), or the content they landed on – it is accessible to all.

Finally, by understanding customers you should be creating inspiring content and journeys, tailoring experiences to extend engagement with your site, encourage loyalty, retention and build word of mouth referrals. This will all lead to three delicious cherries on top:
– Great customer experience.
– Improved organic rankings.
– Increase in conversions.

Please login with linkedin to comment

Myles Humphrey resolution digital

Latest News

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement
  • Media

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement

Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March.   The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]

Lisa Ronson Jumps Out Of The Trolley & Exits Coles
  • Media

Lisa Ronson Jumps Out Of The Trolley & Exits Coles

Lisa Ronson has announced she’s is leaving her role at Coles as the chief marketing officer. Ronson is out of the trolley and into the fire, as they say! Ronson announced the news via Linkedin: “It’s with sadness today that I announce I’ve decided to move on from Coles Group to pursue a number of […]

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign
  • Campaigns

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign

Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch
  • Marketing

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch

Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]

Shine Awards 2021, Cruden Farm, Langwarrin,     Picture Yuri Kouzmin
  • Media

Rural Aussie Women Celebrated With The Announcement Of 2022 Shine Awards

Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association
  • Media

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association

The Outdoor Media Association (OMA) has this month welcomed Blue Tongue Outdoor, SureVision and Veridooh as the latest companies to join the Association. Speaking about the three new members, Charmaine Moldrich, OMA CEO said: “We’re pleased to announce our continued expansion includes media owners, suppliers and adtech. Blue Tongue Outdoor is our first South Australia […]

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up
  • Campaigns

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up

Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central. The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of […]

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]