Optimize your digital experience management strategy to avoid these 3 common pitfalls

Charlie Moore | Jul 30, 2020 Charlie Moore 07/30/20

The COVID-19 global pandemic ushered in a sudden, worldwide focus on contactless customer experiences—forcing brands across industries to shift to digital-first strategies. And with 36% of online shoppers willing to take their business elsewhere after one bad experience, it’s more important than ever to provide customers with a frictionless experience across e-commerce touchpoints.  

Here are the 3 most common pitfalls we help clients avoid while prioritizing their digital experience management (XM) strategies:


Pitfall #1: Missed opportunities for purchase conversion

Since the safer-at-home regulations having been put into place in varying degrees across regions in March, e-commerce has quickly become the preferred channel for many consumers. And a user-friendly website can be the difference between a brand loyalist making a repeat purchase and a frustrated, lapsed customer turning to your competitor’s site. In fact, with the average abandonment rate at nearly 70%, e-commerce channels could be losing up to $3 billion a year.

To fully understand what makes users ditch digital touchpoints, brands need an integrated, multi-channel XM platform that measures non-purchaser behavior. At a minimum, an end-to-end user experience measurement platform should help you:

  • Address user issues with case management to earn back long-term trust: SMG’s case management workflows enable users to close the loop on customer complaints and prevent repeat problems—using in-platform response capabilities across measurement channels.
  • See digital touchpoints through the eyes of a shopper with session replay: With recorded sessions of the user experience linked to survey results, UX stakeholders can visualize and resolve points of friction in the customer journey.
  • Understand what made non-purchasers leave after filling their carts: With a custom-designed cart abandonment survey, it’s easier to discern whether users were turned off by shipping costs, delivery times, clunky account creation processes, or unanticipated issues.

On average, only 2.86% of e-commerce website visits convert into a purchase. To increase conversion, sell more products, and drive revenue, a multi-channel CX platform is a good starting point for any brand.


Pitfall #2: More work for less insights

Prior to the global health crisis, 73% of consumers used multiple channels during their shopping journey. While that data will surely change, digesting all of that omnichannel customer feedback for your in-store, website, and digital app teams will likely create siloed approaches, which creates extra work for everyone involved.

A multi-source XM reporting platform, when paired with dedicated professional services, can help brands implement custom, comprehensive feedback collection methods that gather information on the customer experience across every touchpoint. Get the best cross-channel insights with:  

  • Solicited feedback: Intuitive site-intercept surveys nudge consumers for feedback during various stages of the purchasing or booking process. You can decide which pages or specific behaviors trigger the survey, giving your teams the opportunity to measure discrete, isolated experiences. By configuring survey invitation criteria to capture feedback at critical points in the digital journey, you can surface more targeted insights and design a user experience optimized for conversion at each step in the purchase decision funnel.
  • Unsolicited feedback: An always-on feedback tab gives online shoppers the opportunity to express how they feel about your brand’s website, the products/services, and the overall user experience without a prompt. Maybe it’s a loyal, repeat customer mourning a discontinued product—or a first-time visitor hitting a roadblock while navigating the app. Positive or negative, unsolicited feedback can help answer the questions you hadn’t even thought to ask.
  • Client-designed surveys: Self-service technology allows clients to create and trigger specialized surveys, separate from standard invitation methods. With intuitive DIY survey capabilities, your teams can edit questions on the fly or choose from a pre-approved question bank, build logic paths to prompt drill-down questions based on prior responses, and take an iterative approach to testing and assessing conversion tactics.

To dig deeper into purchaser and non-purchaser behaviors in real time, brands need an integrated XM platform. By incorporating multiple survey options for a quick turnaround on feedback, it’s that much easier to add depth to consumer data and improve how your brand attracts and retains customers in a competitive landscape.


Pitfall #3: Struggling to identify reocurring issues across touchpoints

Data shows overall satisfaction for online purchasers is 24 percentage points lower than in-store customers. With siloed CX data, you won’t get the side-by-side comparison you need to see what’s driving a wedge between those touchpoints. Whether it’s an isolated issue or a persistent problem, if you’re not able to accurately track down the reasons for dissatisfaction, you won’t be able to fix it.

Additionally, shoppers who are highly satisfied with the digital experience have an in-store purchase conversion rate of 80%—nearly triple the rate of less-than-satisfied customers. By providing a frictionless online experience, brands can exponentially increase the chance of creating highly satisfied customers in-store, too. To get a head start on bridging the gap between in-store and online satisfaction, brands can:

  • Discover what influences channel preferences: Are customers using your brand’s app to avoid the drive-thru before work? Do they shop online for large home furniture items, but desire in-store experiences for all the accent pieces? Cross-channel data details what drives shoppers to each channel during the customer purchase journey.
  • Identify common themes in cross-channel feedback: Did both online and in-store guests mention payment issues in their feedback? Multi-source text analytics can decipher common product mentions, recurring trends, and comment sentiment across touchpoints to identify emerging systemic issues—and triggered alerts can help you resolve problems as they arise.
  • Personalize the user experience by merging purchase data: Use what your brand already knows about customers to enhance their cross-channel experience. When you have the right data, you can do things like base rewards off favorite menu items, automatically suggest the fitness instructor they book most frequently, or add a personalized “Recommended for You” section to your brand’s homepage.

Customers won’t settle for a disjointed cross-channel experience—and neither should your teams. Pairing feedback data sourced from a multi-channel platform helps your brand offer a seamless experience across every point of interaction.


Ditch data silos for an integrated, cross-channel solution

Attempting to oversee digital CX with a single-channel solution creates one more data silo to oversee and another unnecessary complication to your XM program. With a multi-channel solution, you can pinpoint issues, understand trends, and identify opportunities for improvement without having to juggle multiple platforms and CX providers.

For 5 ways an integrated XM strategy can enhance the digital experience, download the guide. And for more strategic solutions to digital transformation initiatives and other challenges related to the pandemic, be sure to check out SMG’s frequently updated COVID-19 Resource Center.


Charlie Moore | GM, Digital   

Customer Experience Update