WHY

CX Optimization

PROSPER IN THE AGE OF CUSTOMER

Why Adaptive eCommerce Optimization?

To survive and prosper in today’s experience economy, brands must adopt a new approach to online business.

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CHALLENGE:

The empowered customer

Your web visitors demand more than a transactional purchase. They expect an engaging, personalized buying experience.

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The new experience economy

Before

For thousands of years, product, service, and business information lie solely in the hands of merchants.

This gave the seller the upper hand in their interactions with buyers.

THE AGE OF MERCHANT

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THE AGE OF CUSTOMER

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Now

The customer now has instant access to unlimited information about your offering and brand―with the ability to just click and switch to your nearest competitor.

Today’s empowered consumers are now in the driver seat.

The New Competitive Advantage

Having a great product or service is no longer enough. Your customers require more than a frictionless online transaction. The expect a personalized engagement, and above all, an emotional connection with your brand.

EFFECTIVE BUYING EXPERIENCES

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CHALLENGE:

Diminishing returns

It’s a fact. The majority of marketing dollars are spent on demand generation and very little on customer experience optimization.

What Is Your Budget Allocation?

Conventional business growth strategies of increasing investments in demand generation are unsustainable.

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Low Odds Of Success

Do your own math. The numbers on the right show that the average cost to drive a single visitor to an eCommerce site is $3.34.

If this is the case, one needs an average order value (AOV) of $200+ just to break even.

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Bad KPIs

You can no longer afford to waste hard earned traffic. Leading brands are now focusing on growing revenues through improvements in the customer buying experience.

Common Challenges

Running a digital commerce business is a complex undertaking. A majority of brands are still preoccupied with basic production issues.

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POOR FUNCTIONALITY

48% of sites don’t perform well.*

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CONFUSING WORKFLOWS

Only 24% of sites have efficient task flows.*

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FRICTION

Just 32% of sites have content in relevant locations.*

*Base: Sites reviewed for Forrester’s Website User Experience Reviews since 2012

CHALLENGE:

Big and complex problem

Vendors are using brute force methods and flawed assumptions about the true nature of eCommerce.

Testing and Personalization Make Sense.

Beware of the risks.

TEMPORARY RESULTS

Statistically significant results are viewed as a guarantee of future performance. The certainty of future outcomes is a widespread fallacy. Online buyer behavior is dynamic and fragmented. Not static.

INACCURATE RESULTS

Brands are using multiple customer experience optimization applications and running multiple optimization campaigns in parallel. This creates interference and misleading results.

DISJOINTED DATA

The ultimate value of testing and personalization is deep customer insights along the entire path-to-purchase. Using traditional approachs, each campaign or application creates its own data silo.

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