Digital experience (DX) transformation is helping companies bridge the gap from the physical to the digital world and create personal relationships at scale. As more brick and mortar retailers move their business online, social messaging, SMS and chatbots are empowering businesses to deliver a curated experience that’s as meaningful as face to face engagement.
Websites have come a long way from serving as digital business cards to being everything but that. For businesses, 2020 will be all about reducing complexity (even more) and creating a concise and transparent user experience. In the end, our goal must be to provide users with the information they want, when and where they need it. To achieve this, a compelling and straightforward design, adhering to accessibility standards and personalization are indispensable.
When we consider website optimization and overall digital experience (DX) transformation strategy, accessibility should be one of your main objectives in 2020 and onward. Accessibility is a broad term, but there are a few main things I focus on: a continuous monumental shift to mobile devices and accurately interpreting user intent. In 2020, build your DX transformation strategy around your audience’s needs first. Providing a great user experience will allow you to more easily deliver your message and meet your business goals.
If digital experience trends from the past decade taught us anything, it’s that personalization is key for success. We saw many brands starting to listen more closely to their audience. I only expect this to intensify in 2020 and beyond, with the world moving towards higher expectations from people for all products and services.
There is no one-size-fits-all DX transformation strategy, each country, region and locality has unique needs, terminology and means of consuming information, products and services. Establishing a global DX transformation strategy is essential but it can be very challenging. For DX transformation to be truly global we need to adapt for regional needs and differences of each market while still focusing on the key business goals.
When your business invests in DX transformation, you improve your ability to engage your buyer personas, convert more leads, boost brand awareness and better connect with your audience.
This leads me to two questions for businesses:
Does your company already actively invest in DX transformation?
Will you continue — or begin — this worthwhile investment beyond 2020?
Only the companies and brands that create human connection are going to succeed. You might get short term benefits from very promotional content, but honest, human, and personalised content creates a following for the long term. The key is to identify which strategy and tactics are most effective so your business can use them to achieve your business goals.
To get started with your own transformation, check out our Digital Experience Maturity Model and make sure to join our upcoming webinar series where will help you overcome some of the most difficult hurdles to digital transformation.