Digital Experience Optimisation

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In the offline world, the understanding of customer needs comes naturally, but slowly - you learn a customer’s preferences over repeat visits, notice their habits, make assumptions about their demeanour based on initial interactions.

In the online world, customers are virtually anonymous at the start of an engagement with a business. But through the practice of DXO we can capitalise on the opportunity to deliver relevant, targeted experience to customers based on key signals like channel they arrived from, the ad they clicked on, the content they engage with onsite.

Not only does this ensure the best possible experience for individual customers, but it enables delivery of a targeted and personalized experience at scale.

At its core, Digital Experience Optimisation (DXO) is based on the combination of the principles of SEO, CRO and data modelling and designed to assist in increasing conversion rate and reducing cost of sale through customer engagement, personalised experiences, improving navigation, and speeding up transactions.

The DXO Growth Model

How it works...

DXO is driven by a process that includes A/B testing, multivariate testing, user research, analytics, and personalization.

  • Analyse:
    Analysing statistical and qualitative customer data: we uncover problems occurring in any digital channel, looking at customer needs and behaviours, and assessing how these impact buying decisions. The goal of this phase is to identify improvements and attach tangible business value to them.
  • Improve:
    Applying the proposed improvements from the previous step to the digital channels: we focus on function, content, interaction, navigation, and presentation
  • Validate:
    Finally, validating whether the implemented improvements had the desired effect, and continue
    the process from step one, ensuring continuous improvement.
  • Repeat:
    Keep working through the growth model until we have full omni-channel optimisation
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