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Digital Experience Platform (DXP) and its Role in eCommerce

Growth in technology has been unparalleled, and as a result, most companies are moving toward digital transformations to increase their competitiveness. Businesses are finding it increasingly difficult to combine data across geographies due to the growth of digital channels and touchpoints. A digital experience platform changes this by centralising information from various channels and touchpoints.

Businesses of any size may gain a lot from implementing a digital experience platform, which allows them to provide customers with seamless, consistent, timely, and unique interactions across all channels. Now let us examine some of the different types of DXPs:

The Four Different Types Of DXPs

Some DXPs focus on the customer's experience before making a purchase, while others are experts in assisting customers after they've made a purchase. Here are some types:

1. CMS DXPs

The features of a CMS DXP, such as analytics and persona-based segmentation, expand on those of a standard CMS. Customer acquisition, lead nurturing, and this DXP together serve individualised promotion. CMS DXPs include systems like Sitecore DXP, Web Content Management and Adobe Digital Experience Manager.

2. Portal DXPs

Digital experience portals excel at post-sale customer care for a variety of reasons. A portal, like a microsite, collects user-specific information for self-service. They work wonderfully for mobile banking and other login-based monetary services.

Portals' back-end analytics allow businesses to monitor client loyalty, retention, and engagement. Customer satisfaction (CSAT) and Net Promoter Score (NPS) are just two of the indicators that may be calculated with these systems, which were developed largely for the financial technology and industrial industries (NPS).

Some portal DXPs put more emphasis on the front-end presentation than others. Still, they all have elements like a content management system, mobile compatibility, process automation, and mobile support.

3. Composable DXPs

The term "composable" describes a certain class of software architecture that lets end users piece together the greatest features and capabilities from several vendors' offerings. Rather than being a singular product, it describes a method of connecting microservices (small, specialised applications) that may be deployed and managed separately.

In comparison to a centralised system, this architecture makes it simpler for organisations to incorporate new features, such as voice search, into their content and digital experience delivery without disrupting the user experience.

4. Commercial DXPs

Services like shopping carts, checkout, online payments, order fulfilment, and inventory management are commonly handled by commercial DXPs in the retail industry. On the other hand, they also offer product content distribution on e-commerce websites.

DXP's Role In eCommerce

Though DXP research is still in its infancy, there are some characteristics shared by the majority of DXPs:

Improved Personalization & Automation - The DXP acts as a centralised repository for user information, allowing the analysis of user behaviour and first-party data to generate highly customised interactions for each user. Marketers may save time and increase efficiency by automating many individualised customer interactions.

Rich End-User Experience - Customer Relationship Management (CRM) capabilities are integral to the success of any business and provide a foundation for a satisfying user experience. Data collected by a DXP will be used to develop meaningful relationships with customers and tailor offerings to each individual.

Content Management - Since DXPs centre on providing users with engaging content, most also include CMS features. With a DXP, a company's content can be stored in a centralised location and then sent to any number of omnichannel touchpoints, such as a website, blog, mobile app, social network post, or even an IoT device at an event.

Asset Management - Digital asset management is a feature closely tied to content management. In the same way that content (usually text) serves as the central repository for material, DXPs serve as the central repository for digital assets such as photographs, videos, and audio files that can be used in many settings. DXPs leverage cloud computing to scale with the user's requirements.

Commerce - Business relies on the ability to transact with customers and suppliers, and DXPs facilitate this process by providing eCommerce features. All of the administrative tasks associated with opening a virtual storefront, processing payments, and keeping tabs on orders are taken care of by digital experience platforms.

Enhanced Digital Transformation ( Insights, analytics & intelligence ) - It is not enough for a DXP to merely hold the information; today's DXPs also give analytics and insight into user behaviour workflows, allowing for enhanced digital transformation. Digital experience platforms are equipped with tools like big data analysis and content intelligence, which allow them to monitor user activity in real-time and offer proactive suggestions for improving the user's overall experience.

Experimentation - Digital experimentation is a feature included in the most cutting-edge digital experience platforms, enabling users to easily conduct A/B tests on their content and experiences to optimise them and lessen the risk of making changes by employing statistical analysis and data-driven decision-making.

APIs and integrations - Despite the best efforts of developers everywhere, there is no silver bullet in software. The finest digital experience platforms (DXPs) have open architectures and flexible APIs, allowing developers to quickly integrate best-of-breed solutions for various parts of the DXP technological stack.

Key Benefits Of A Digital Experience Platform

Nowadays, it's the job of modern marketers to provide consistently tailored and engaging user experiences across various devices and platforms. The following are some of how enterprise digital experience platforms might assist marketers in this endeavour:

1. A Significant Boost To Business Productivity

Having satisfied consumers come back is every company's ultimate goal. To accomplish this goal, digital experience management must be implemented. It draws together relevant material and commerce aspects to create a positive one for the user.

Finally, DXP is an adaptable system that can seamlessly integrate with other corporate platforms through APIs. The finest aspect is about to arrive: the ability to add new services to the platform, which will inevitably lead to future innovations.

Last but not least, you'd be astonished at how a minor adjustment in your plans can lead to a fantastic reason to celebrate. All that is required is for your team to possess the technical know-how necessary to build a full DXP infrastructure.

2. Rich User Experience Through Touchpoint Optimization

Businesses' ability to communicate with consumers has improved greatly over time. DXP technology is a hero whether you communicate via mobile applications, emails, chatbots, websites, social media, or even face-to-face.

The ability to personalise the entire customer experience across all touchpoints is made possible by a digital experience platform. DXPs use data analytics and trend analysis to monitor consumer activity across all relevant touchpoints. This provides the most accurate client expectations.

Once a user's actions become more predictable, an effort is made to alleviate the customer's disappointment. If you want to achieve this goal, you need to provide material that is consistent, logical, and addresses the questions your target demographic may have.

3. AI Integration Reduces Market Entry Time

Gaining a deeper understanding of the customer's perspective and associated data is crucial in the current circumstances. To be more specific, businesses benefit from gaining access to client data such as contact details, preferences, social media activities, browsing time, purchase history, and communication data, from which actionable insights can be derived.

Implementing AI into DXPs simplifies the process. Artificial intelligence is especially useful for massive mining amounts of data relating to customers in order to unearth crucial insights. This further facilitates the quick and simple retrieval of relevant data whenever it's needed.

In conclusion, we can state that a digital experience platform enables us to work on reliable, up-to-date data regardless of where we happen to be. DevOps steps forward to reduce time-to-market bottlenecks through iterative delivery when all relevant data is at hand.

4. Greater Emphasis On Solving Customer Pain Points

It's a process that begins when a user first visits your digital platform and ends when that user becomes a dedicated patron of your business. A typical part of any effective marketing plan is keeping detailed records of all communication with customers.

With a DXP platform, businesses can monitor and assess consumers' activities across all touchpoints with the company's brand. As more quantifiable data becomes available, this helps remove possible customer pain points from a marketing viewpoint.

This wealth of client information can be used to pinpoint issues with digital platform interactions and develop an airtight customer journey mapping approach. Finally, you can anticipate gaining lifelong clients.

A digital experience platform enables you to build a number of user-facing experiences that are tailored to your users. As a result, your company will be able to provide customers with memorable interactions every time they interact with your brand, regardless of the channel or touchpoint via which they do so.

5. An Intelligent Architecture

The MACH (Microservices, API-first, Cloud-native, Headless) framework on which DXPs are constructed allows for nearly infinite combinations and integrations of microservices. Microservice design arranges an application as a collection of loosely connected services rather than a monolithic programme.

In contrast to a programme that manages order fulfilment from start to finish, microservices may offer individual components, such as a shopping cart, checkout, and logistics. By decoupling these functions, businesses are freed from the constraints of a single platform and can instead focus on creating sophisticated, highly scalable apps.

Conclusion

As content is the essence of every digital experience, it must be an integral part of any digital experience platform. Thus, DXPs are quickly becoming indispensable for companies that wish to secure their operations into the future, delight customers across digital channels, and stay at the forefront of technological developments.

Your brand's identity is the sum of all digital customer interactions. Here at Adapty, we've pioneered a connection between design principles and behavioural insights, which has allowed us to develop engaging experiences that result in lasting brand recognition.

Our team at Adapty is committed to creating incremental improvement that enhances the digital experience, speed, customisation, service availability, and extensibility for all users.

Find out how Adapty can help you prioritise your customers' needs. Get in touch today!

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7 Personalisation Tips to Boost Your Sales for eCommerce

The idea that personalisation is a prelude to better customer engagement and more business is a cracker-barrel one. Today, customer personalisation in eCommerce gets regarded as a standard service. As online portals brim with suggestions, a personalised eCommerce experience is deemed paramount.

According to a report by Accenture, 91% of customers get inclined toward companies that remember them and render relevant offers. Also, about 83% are willing to share their info in exchange for deals based on specific interests.

How does E-Commerce Personalisation work?

Providing personalised suggestions does not suffice by itself. A seamless customer service experience plays second fiddle to long-term customer loyalty.

Say that you get logged in with your Gmail account. You type a product on the Google search engine. You’ve checked a few websites and understood the features. Later in the evening, you scroll through your social media accounts and find ads about that product. Even more, you received emails about the same. Long story short, personalisation in eCommerce works across channels, sites and applications. Personalisation embodies all content and gets fuelled by real-time, first-party information. A related aspect is the customer journey and its varied phases.

Another aspect is that personalisation in eCommerce can take various forms, including recommendations, cart abandonment emails and onboarding quizzes, to mention a few.

Next are some tips to boost sales. So, let’s get to it, shall we?

Create a personalised home page

Begin with understanding your target audience by getting to the bottom of the three types of data or D’s - behavioural, demographic and contextual. This reinforces the insight by Invesp - 59% of online shoppers posit that personalisation makes it easier to find relevant products, facilitating the path to conversions, sales and continued business.

The crucial elements of a personalised homepage are:

Headlines - makes for the first touch point for online visitors. A captivating headline helps directly address high-value leads early in the journey.

Call-to-actions - serve as a door to unique tailored experiences. Some examples are: ‘get in touch’ and ‘demo requests’. You can also create specific ones for high-tier plans for known customers.

Customer testimonials - these serve as social proof, reinforcing conversion by establishing credibility

Personalised shopping guides

Targeted pricing

IP geolocation enables you to evaluate website traffic and offer specialised pricing. Depending on the location, you must factor in the different tax rates and other geographic pricing dynamics.

Promotional campaigns for different social networks

Given the plethora of social networks, your target will drift towards at least some of them. Each social media site has its types of audiences and engagement. Note that social omnipresence forms the bedrock for eCommerce businesses.

Multiple payment options

Customers today pay through several modes, including debit and credit cards. Another avenue is BNPL (buy now, pay later) options, enabling customers to pay later through limited fees.

Add a chat option to your site

The considerable number of options has made the online universe a tailspin of sorts. However, the glad tiding is that there are eCommerce personalisation tools that produce a resolution. One such avenue is a chat option. These are intelligent systems and resources serving as the rudder for conversational marketing and customer support. Chatbots go beyond just answering queries. They also help forge long-lasting customer relationships.

Another aspect is that these AI-driven chatbots continuously learn from past user interactions. To this end, they possess the innate ability to customise future conversations, making them apt for handling commonplace queries and chat queues, reserving the Sapiens for more pressing issues.

Personalise your live chat

You can begin by assigning ‘human names’. This helps considerably elevate engagement rates. Better yet, using an enticing mascot, probably leveraging pop-culture movies and series. Next is playing around with unique colour combinations, fonts, layouts and logos. These shall then become constituents toward communication elements, fuelling connection and recognition among your target audience. Enterprises must maintain consistent messaging by leveraging automation and integrating eCommerce websites. One way is creating messaging templates.

Use Personalised Pop-ups

The common contention among digital marketers is that personalised pop-ups do not work. However, statistics have a starkly different story. In 2020, the average pop-up conversion rate stood at 3.09%. Moreover, pop-ups can help convert up to 40% of your visitors into subscribers.

There are fundamental reasons to feature pop-ups among the powerful eCommerce personalisation tools. These are next.

They are visible to everyone: Pop-ups have a 100% viewership rate, making fewer chances to miss out on them.

Help with messaging once visitors get engaged: If well-used, pop-ups can deliver prompts about when your online visitors are most likely to click through.

They provide value: However, you must ensure that these are relevant and well-implemented. Better yet, combine them with advanced targeting scenarios. Doing so helps improve their effectiveness.

They cannot get ignored: Visitors will notice your value proposition or any message you wish to impart to their faces.

Pop-ups, like several other KPIs and metrics, can help track user engagement. Pop-ups help capture a treasure trove of data.

Get personal in email marketing

In the context of customer personalisation in eCommerce, email marketing helps curate email campaigns for specific subscribers.

Personalisation is expansive! At the base level, email personalisation uses the subscriber’s name in the subject line. The more advanced level involves content regarding demographic aspects, including age, previous purchases, number of times the user logs in to your software, gender and location.

Personalised email campaigns have proven to help enhance opeWn and click-through rates. Also, they can have a measurable impact on the ROI and revenue. According to studies, personalised subject lines are 26% more likely to get opened.

A renowned avenue is Gmail Ads. These typically get featured in the social or promotions tab. Also, Google automatically makes these ads responsive for mobile, desktop and other gadgets.

Cross-Sell During Checkout

In marketing parlance, cross-selling can get known as ‘bundling’. However, leveraging this during checkout is a mark of ingenuity. Say that you have purchased a new mobile phone. A well-equipped cross-selling tactic would be to suggest a phone cover. Long story short, it is a way of marketing additional (but relevant) products to existing customers.

Another related tactic is upselling. This strategy involves marketing an upgraded version of the to-be-purchased item.

To sum it up!

eCommerce businesses must collect data about each customer; this arduous task has become easier with analytics and eCommerce personalisation tools. However, note that much depends on the stage of the sales funnel. The engagement metrics vary for each. For instance, the conversion phase puts forth the metrics such as cart abandonment rate and average order value. Similarly, at the information stage, time spent on the website and impressions takes precedence. Given this, enterprises must incorporate customer lifecycle.

Today, consumers are out and about. Therefore, omnichannel outlets and multiple touchpoints are the need of the hour. At Adapty, our adept, agile and adaptive approach leverages actionable data and real-time communication, offering a seamless, personalised eCommerce experience.

Contact us today.

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Important Ideas To Boost Your Sales On Cyber Monday & Black Friday

Every company that has been around for a while deep down understands the importance of Black Friday and Cyber Monday.

This is true for stores big and small, online and off. Sales on both days have skyrocketed alongside the rise of online shopping. For instance, in 2019, Americans spent a stunning $7.4 billion on holiday purchases. That’s an increase of 18% from last year!

If you don’t believe that’s profitable, consider that in 2019, Cyber Monday sales reached $9.2 billion, an increase of 6.2% from the previous year. How bizarre!

Building on this, there is reason enough to predict that Black Friday 2022 will also go down in history as a landmark shopping event. So, you should already have a plan in place to increase sales both in-store and online.

What Exactly is a Cyber Monday?

The National Retail Federation and Purchase.org of the United States came up with the idea of Cyber Monday back in 2005 to encourage people to shop online, increase sales for the earliest internet retailers, and level the playing field for small businesses.

Cyber Monday has been around for 17 years now in 2022; it has grown in popularity over Black Friday in recent years. According to a research by Adobe Analytics, sales on this day in 2019 topped $9.4 billion, up roughly 19% over the $7.9 billion spent by customers in 2018.

What’s The Big Deal About Advertising On Black Friday & Cyber Monday?

These are the most crucial, massive, and hectic shopping events for online shops, when you may make a sizable chunk of your annual sales in a single day. As a result of the pandemic, stores had to put all of their attention on the rapidly expanding realm of online shopping.

As the most important sales days of the year, businesses may raise their revenues, win new clients, and retain existing ones by taking advantage of the occasion. It is your responsibility to ensure that you have enhanced the consumer experience as much as feasible. Consequently, you need to employ a more cutting-edge marketing plan than ever before this year.

Prepping For The Black Friday and Cyber Monday Sales

Cyber Monday sales for online retailers totalled $10.7 billion in 2021, down from the all-time high of $10.8 billion in 2020. Total earnings for Black Friday were $8.9 billion. Sales have continued to outpace those seen before the outbreak.

Moreover, long-term problems in supply chains and rising inflation are likely to blame for Black Friday’s slowing growth rate. In spite of this, the shift from brick-and-mortar stores to online marketplaces after the epidemic has boosted holiday season online sales of fashion, accessories, and pet supplies.

Accordingly, retailers who use print-on-demand platforms should take heart from the fact that clothing items are the season’s top sellers, thanks to Black Friday. With an average of 18% off for clothing and gear, Cyber Monday is the day to shop online and take advantage of the massive discounts.

The sales event known as Black Friday begins on the Saturday following Thanksgiving (November 25th 2022) and continues through the following week with Small Business Saturday and Cyber Monday.

Make sure your store’s search engine optimisation (SEO) and external social media accounts are up-to-date and optimised before you start planning your Cyber Monday and Black Friday marketing ideas to attract potential customers for holiday shopping season discounts. Here are a few ideas to look out for:

1. Define Your Ideal Client Profile

Small businesses are seeing a rise in interest from consumers searching for Black Friday deals.

71% of the 51 million shoppers on Saturday, November 28, 2021, also known as Small Business Saturday, do so to show their support for local, independently-owned businesses. Consequently, opening your own online store just before Cyber Monday is a great strategy.

Focus on a specific market segment where you’re seeing success and learn your clients’ wants and needs. On Black Friday, it’s important to highlight your best-selling items; if you try anything new, it could hurt sales.

It’s possible that you may kick off the Christmas shopping season early by bringing Christmas-themed clothing to the attention of those who tend to wait until the last minute to do their shopping.

2. Attract Visitors To Your Landing Pages

This is perfect for your Black Friday and Cyber Monday sales sites. Keep in mind that many people are in a rush during the holiday shopping season.

Given that you can never be sure of a customer’s precise needs, a pop-up window is a great way to get them to your sales page. Usually, that’s what they have in mind.

Users in this category are likely looking for offers that will allow them to snag products before they go out of stock. Make it simpler for your users to find what they’re looking for by categorising the content on the landing page.

A good rule of thumb is to display this pop-up no sooner than a few seconds after the page load. This will aid in lowering the percentage of visitors that leave your site without purchasing anything since they gave up too quickly.

3. Offer Irresistible Deals

There are few more tried-and-true Black Friday marketing concepts than offering deep discounts on the biggest Cyber Monday deals. However, over the past two years, discount rates have declined, with apparel goods seeing a drop from 20% in 2019 to 18% in 2021.

Users will always be drawn to a good deal, even though the number of legitimate reductions has come under some scrutiny among more well-known firms. People between the ages of 18 and 24 in the United States are the most likely to make a purchase at a steep discount.

4. Use Freebies & Discounts To Win Over Potential Customers

Your prospects are more likely to return to a business if they have been offered discounts or freebies. Discount codes should be made available once a user has completed a purchase or interacted with promotional information.

It’s not necessary to go into crippling debt over a gift. For a more memorable encounter, it’s the thought behind the gift that makes all the difference. This may take the form of specialised packaging, digital materials, personal messages, or complimentary add-ons.

Coupons are similar to discounts as a Cyber Monday marketing strategy, but they also give the impression of exclusivity, which your audience will not want to miss out on. You should urge people to use their coupons once they receive them because it appears wasteful not to.

You can immediately discount select products for the lucky buyer by adding a coupon code text box on your landing page or adding a coupon code to the purchase page.

5. Collaborate With Influencers

In addition to using discounts and specials, getting suggestions and endorsements from influencers may be a wonderful way to boost sales and increase brand credibility during seasonal campaigns. Incentivise influencers to share content by providing them with a discount code or a bundle of products to promote to their audience.

Finding an influencer that can truly connect with your target audience is essential. You can recruit a known face or try your luck with a fresh face to boost your sales.

Final Thoughts

To sum up, seasonal sales are an annual opportunity to increase profits. Moreover, Black Friday sales could end up accounting for a significant portion of your annual revenue.

The strategies we’ve come up with are sure to pique the curiosity of your potential customers.

Do you wish to boost revenue all year long? Choose Adapty to optimise your platform.

As leaders in digital commerce and customer experience (CX) platforms, our tech team creates omnichannel solutions to boost customer engagement and expand your brand’s global presence.

Contact us today!