Experimentation for Marketing Success

October 21, 2022

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Increased competition is driving marketers to find ways to improve customer loyalty. Everyone has heard this statement before, but you don’t need to overhaul your organization or copy everything your competition is doing to beat them at the loyalty game.

To beat competitors to the punch, experimentation is the name of the game. But you must be committed to an innovative culture through experimentation and iteration by creating a testing strategy that focuses on the entire customer experience. Doing so can create a model of experimentation that others will strive to emulate.

So how do you get started on this journey? Well, it’s all about the omnichannel experience.

Customer journey testing considers everything your target customer goes through as it is everything that they hear, touch, and see throughout the experience with your brand. If your brand wants to grow, better its retention rate as well as build loyalty, you need to deliver a superior customer journey to each member of your target audience.

And customers expect a consistent, personalized experience across all channels and on any device and platform. Brands that rise to the challenge to provide a seamless experience across all channels are better positioned to deliver superior customer care and therefore create stickiness with the customer.

Many brands are using A/B testing and experimentation platforms to accomplish this. But with these JavaScript platforms comes latency, flicker, and inaccurate data, among other issues. With SiteSpect, because of our patented architecture, the user is presented with an awesome and consistent experience across all channels, every time, every visit.

For example, a retail customer might begin shopping in a brick-and-mortar store, then add items to their cart on a mobile device, and ultimately make a purchase on their desktop computer. Along the way, they may also encounter digital ads. Successful brands must focus on delivering a consistent experience across these devices and channels or the above purchase may never happen.

SiteSpect empowers companies to achieve this goal quickly and easily by integrating across any platform and on any device. The result? An overall enhanced customer experience and smoother conversion.

To compete, you need a partner that can enable you to configure any test or personalization campaign as an omnichannel experience so you can deliver your target audience a consistent experience across devices and channels.

Want to speak with an optimization expert to learn more? Schedule a discovery call! CLICK HERE or check out our free guide to Choosing the Right Optimization Platform.

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Kevin Plankey is the Director of Demand Generation for SiteSpect and is responsible for marketing operations to include strategy and implementation of all demand generation efforts: social, email, website, organic/paid media, and event planning & promotion.

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