What Does a Digital Experience Team Do?
by Lumavate | Last Updated: Nov 9, 2023
by Lumavate | Last Updated: Nov 9, 2023
About one-third of the world's population shops online and the number is set to grow in the coming years. Assembling a team that can provide customers with an ideal digital experience can spell the difference between long-term success and a struggle to survive for businesses of all sizes and in all industries.
A digital experience is any interaction between a consumer and an organization that takes place via a screen, such as a smartphone, tablet, PC, or TV. Digital customer experience examples include:
Clicks on online ads or backlinks that lead to your site
Social media interactions
Interactions on your business's mobile app
Clicks on QR codes
Consumer interactions with products on third-party e-commerce sites such as Amazon or eBay.
The customer experience has undergone a digital transformation, which has changed the way companies market their products. This shift has opened new doors to showcase products in an attractive light and encouraged customers to buy more products than they'd originally planned. Consider some of the best digital experience examples to get an idea of what your business could achieve by creating an ideal digital experience:
Business One, which sells furniture, recently set up an e-commerce site. It uploaded product videos showcasing its furniture from multiple angles. On each product page, viewers can not only view basic product information but also download step-by-step assembly instructions. What's more, the page shows custom product recommendations based on a consumer's last visit to the site or his/her prior purchases. This not only boosts sales but also makes it easy for buyers to find needed items.
Business Two is a restaurant selling Chinese food. Its website has a menu showcasing images of each dish. People who click on a particular dish can view nutritional information and find out if the dish is vegan or kosher. There are plenty of search filters to make it easy for buyers to find what they're looking for and the restaurant's app will let them know when the order is ready for pickup.
A Digital Experience Platform, or DXP as it's also known, is a software program that makes it easy for businesses to improve the digital experience it offers each customer. You can use this type of program to create custom landing pages, microsites, and digital product guides to increase your conversion rate. A DXP can also offer consumers custom recommendations when they view your product pages, which can increase the likelihood of a consumer purchasing by up to 75 percent.
Digital experience platform examples include Aquia, Adobe, Magnolia, Sitecore, Optimizely, and Lumavate. Digital experience solutions vary depending on which platform you work with, and you'll want to do careful research before choosing a platform to ensure it can meet your needs at the best possible price. Even so, Lumavate stands out from other digital experience platform companies because the company offers its digital experience platform as part of a bundle that includes Product Information Management software and Digital Asset Management (DAM) functionality. This three-in-one platform makes it easy for companies to keep accurate product logs, automatically update product information as items sell out and new items are added, and provide customers with easy access to information related to products they are considering purchasing. Such information can include how-to videos, warranty information, owner's manuals, and assembly instructions. As an added benefit, the Lumavate platform doesn't require the use of code, making it easy for anyone to manage a business without having to hire an IT technician.
Even the best digital experience platform doesn't take the place of a good digital experience team. The digital experience team structure will vary depending on the size of your business and the number of products you sell, but the team's goal is always the same: to create ideal digital experiences for each consumer who comes in contact with the business via a digital medium.
Your digital experience team will likely handle tasks such as:
Creating engaging product descriptions
Ensuring all products have high-quality photos
Using a DXP to create engaging online and print marketing materials
Monitoring product performance to see which items are selling well
Developing a marketing strategy to improve conversion and customer retention rates
A good DXP will make your digital marketing team's job easier than it would have been otherwise. However, it won't be the only digital tool in your arsenal. Email and social media marketing play an important role in the success of any marketing strategy. You may want to use SEO tools to boost your site on Google and other search engines. Using an analytics tool will help you better understand how consumers interact with your site, so you can improve your site design to better meet your audience's needs.
A digital experience manager is the person in your company who is responsible for the creation of winning digital experiences for your customers. In a large company, one person may take on this role as a full-time job. The manager will work with a digital experience team to monitor consumer experiences with your products and create and update product information. The manager will also likely work with the marketing department to create a marketing strategy. He or she may also work with the products creation team to design new products that will appeal to the company's target audience.
In a small or mid-size company, a digital experience manager may have other responsibilities, including marketing, sales, or website design. He or she will likely work with others in the company to analyze and improve digital experiences but may need to take on an active role in not just analyzing information and presenting suggestions, but also getting jobs done.
A digital experience manager should have experience using digital tools and programs to reach out to a target audience. He or she should also be very familiar with the company's target audience to craft digital experiences that would appeal to the company's primary buyers. Good communication and teamwork skills are also important for managers who are in charge of a large team.
Digital tools enable you to reach a target audience faster and more effectively than ever before. Even so, every company needs a good team who knows how to use these tools to their full potential. A digital experience team monitors consumer experiences with your brand and works to improve them by providing consumers with whatever information or services they need to make a purchase. They not only boost sales short-term but also build brand loyalty that will make people want to come back to your business and recommend your business to others.