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The empowered customer
Your web visitors demand more than a transactional purchase. They expect an engaging, personalized buying experience.
The new experience economy
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
THE AGE OF CUSTOMER
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.
*Base: Sites reviewed for Forrester’s Website User Experience Reviews since 2012
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.
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.
Brands are using multiple customer experience optimization applications and running multiple optimization campaigns in parallel. This creates interference and misleading results.
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.