5 Ways You Can Improve Digital Experience in Disruptive Times

These are unprecedented times with uncharted outcomes on many fronts: personally, professionally, corporately, and nationally. We are compassionate for the sick, worried about the healthy, panicked by the paranoia, and frustrated by the news.

We live under new protocols like social distancing, self-quarantined, “toilet paper gate 2020” and more. We all need to do our part, even when it’s inconvenient, to thwart the spread of this disease.

In the spirit of learning, understanding, and business continuity, I do think there will be a short and long-term change in our consumer and business-to-business (B2B) behaviors that will need to be addressed. Although some industries are being hit harder than others, we will all be affected. So, let’s dive deeper into the question in every board room: What do we do?

I do not think this is the time for business to contract, but to invest. Since the turn of the century, history has taught us that retracting and “waiting out the storm” is a strategy that does not move the ball forward nor does it prove beneficial when markets improve. Now is the time for companies to invest in their digital strategy to create better engagements through intentional digital experiences.

It’s important to take the time to understand and identify the current changing landscape. With people, both consumers and customers, working more from their homes, or the lonely few who risk it in their office buildings, they are spending more and more time online—yes, even more than normal. They are watching their news outlets, reading and submitting social posts, online shopping, and, of course, trying to figure out how to work from home and keep their children occupied.

There is an increase in digital consumption and the appetite for great digital experiences is far from being quenched.

Read: "Why Savvy Businesses Are Leading with a Digital Experience Platform (DXP)"

What is your company doing differently to intentionally engage and approach the market? Investing in an improved digital experience holds many benefits for your company. According to a salesforce.com report and eMarketer, more than two-thirds of consumers and customers will spend more money with companies who delivers on a good digital experience and almost three-quarters of customers will move to a competitor who does it better.

Not only is there opportunity to increase revenues, there is an opportunity to get more customers from your competition and get them engaged in your loyalty loops.

Here are five ideas your company can operationalize today:

1. Step up your PPC campaigns. Increased eyes begets increased opportunities. With so many people at home, boredom will ensue and will result in an increase in search. Invest wisely, double down on specific campaigns and keywords that historically have proven to get conversions. Or increase display ads with the intent of awareness and impressions vs. leads. Make sure you are visible.
2. Get social. Along with increased searching, expect an increase of social activity. Not everything you say socially needs to lead to a sale. During times of turmoil, be there for your customers, be transparent, show them you care. Connecting with your customers on an emotional level will keep your ties strong and, dare I say, loyal.
3. Transact online. If you are not already allowing customers to transact online, do so in a meaningful way. Customers today can accept longer delivery times, due to the unprecedented circumstances, but they will not tolerate friction or “clunky” shopping experiences. If you accept money for your product or service (regardless if you are B2B, B2C, B2B2C, D2C, B2E, EtC.) accept payment from both mobile and desktop technology.
4. Gift cards keep on giving. This is a shout out to those companies who are directly impacted by customers showing up at your locations—restaurants, hospitality, retail stores—this is an extremely difficult time for you. Consider social campaigns to sell gift cards online, this can help ease the burden.
5. Virtualize virtual. Immersive technology is hot. Customers are drawn toward new and exciting, immersive, experiences. In fact, according to Ernst & Young, nearly two-thirds of customers expect to have advanced technology during their experience. Without subsidizing your virtualization with face-to-face interaction—like events, conferences, onsite meetings—your digital experience must leave a lasting impression. Deliver on this.

We have never experienced times like these, and this calls for action to take place, doing nothing is not a successful strategy. Invest in your digital marketing strategy, engage with customers in new and exciting ways, and set your companies up to become stronger by delivering on outstanding digital experiences that keep them coming back for more.

At Progress, we have the technology and delivery partners to quickly get your company set up and executing on an affective and influential digital strategy with digital experience platform allowing you to adapt and pivot to new digital trends and engage your customers with experience that delight and disrupt.

Learn more about digital experience platforms