How an Inconsistent Customer Experience is Harming Your CRO

March 4, 2022

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One compromise that companies run into is an inconsistency in the customer experience across multiple channels. Delivering a quality customer experience means providing visitors with a consistent experience across all channels to improve conversions.

What is omnichannel?

Omnichannel is a multichannel approach that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop, mobile device, tablet, by telephone, or in a brick-and-mortar store.

When it comes to personalization, the next digital frontier is in the physical world. As surprising as that may sound, companies that are able to personalize the customer experience across physical and digital channels—omnichannel personalization—can achieve a 5 to 15 percent revenue increase across the full customer base. [McKinsey.com]

Gaps in Customer Experience

A customer journey is an entire experience a customer has while engaging with a brand. The customer journey roadmap includes brand discovery, evaluation to purchase, and use of products/services. In retail or B2C, having gaps in this journey could impact the customer’s experience and ultimately change their continued engagement and lower your conversion rate:

  1. Gap – Inconsistent experience across devices. Users aren’t recognized so what they see on their mobile device is different from their desktop experience.
  2. Gap – Inconsistent experience across domains. If your brand has multiple domains, users see different variations instead of the promotions and product recommendations that the user should find identifiable.
  3. Gap – Inconsistent experience with campaigns. Social, email, print, brick and mortar channels deliver ambiguous or generic content.

Improving the Customer Experience with Technology

Without a mechanism for accurate user identification, your omnichannel testing plan cannot ensure continuity in the user experience across all channels. A customer experience optimization platform, like SiteSpect, provides marketers with a tech stack that can eliminate the gaps in personalization in the customer journey. Marketers are equipped to:

  • Enable an intelligent, high-volume omnichannel personalization strategy.
  • Use A/B testing and multivariate testing to measure and understand factors such as product recommendations or promotions that increase conversion.
  • Provide real-time reporting for better decision-making.

Summary

If brands want to improve their CRO, they must transform their end-to-end operations to deliver heightened levels of personalization across a physical store, a website, a mobile app, a catalog, or even social media. Brands that understand every customer’s experience at each stage of the customer journey have the insights into long-term conversion improvement strategies.

For additional resources, check out our ebook 17 Compromises You’re Making With Optimization And Personalization.

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Jen Decker found her fit in the world of inbound marketing as the digital marketing manager at SiteSpect. With an extensive background in digital marketing, Jen has a knack for writing, strategy and organization.

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