Category Technology
SUB CATEGORIES DigiMags - Systems |  General |  Magazine |  Systems | 

Unlocking digital potential: Turning website visitors into customers

29 November 2021 Nick Durrant, CEO at Bluegrass Digital
Nick Durrant, CEO at Bluegrass Digital

Nick Durrant, CEO at Bluegrass Digital

When investing in a new lead generation website, many businesses focus on the design aesthetics rather than the many other aspects that could help turn website visitors into customers. With less effort and more control, businesses can continuously personalise interactions with a brand so that every experience is better than the last.

Creating digital experiences that transform a company website takes data-driven decisions, continued experimentation and constant invention. There are many techniques and solutions that can help turn website visitors into prospects and customers.

The aim is to optimise every experience to unlock the company's digital potential. This can only be done by creating a seamless digital journey for customers with?an open, extensible platform that provides one consistent foundation behind every touchpoint.

It takes humility to truly understand customers - businesses need to listen, communicate and observe their website visitors before trying to efficiently market and sell to them. Customer preferences and pain points continually evolve and change.

Digital experience platform (DXP)

A digital experience platform (DXP) enables companies to build, manage and optimise digital journeys. It will help companies anticipate customer needs and make collaboration easier by creating sophisticated content faster for behaviour-driven experiences. More importantly, it will eliminate guesswork and make every interaction actionable.

According to Gartner, DXP is as an integrated set of core technologies that support the composition, management, delivery and optimisation of contextualised digital experiences. Forrester says a DXP provides the architectural foundation for flexible, agnostic core services to maximise scale, quality and insights across channels and systems.

Understanding the customer

Businesses are customer dependent, it's crucial that they understand their customers better than their competitors.

Behind every unique data set is a customer and by unlocking this data's potential, one soon uncovers more humanised digital experiences. Each time a user returns to the site, what they see should evolve with their unique tastes and behaviours.

One needs to personalise experiences with insights - not only where the customer is coming from, but what they are likely to do next.

All customer experiences are personal

No matter what the larger brand strategy is, every customer only cares about their own experience. The only winning digital strategy is a personal one. According to a study by PwC, one-third of customers who have a bad experience will break up with a brand.

One therefore needs professional tools to track behaviours and use data to identify the audiences. Armed with this knowledge, one can then craft messages and deliver them with confidence to the right person, at the right time - every time.

Maximise time spent interacting with customers

The success or failure of any relationship depends on the time spent together. Customers build relationships with brands and companies, so one needs to nurture the customer relationships by providing easy and ample opportunities for them to interact with the company and its brands. This will allow one to understand the values, perspectives and needs driving customers to the website - and it builds trust.

Creating opportunities for customers to interact with the company via digital platforms is a good way to build a community. So it’s crucial to create an omnichannel, an ever-present experience for each customer. This allows them to engage with the company at their convenience - where and when they want.

The customer experience therefore needs to be seamless, switching from app to web browser should be as easy as changing from your PC to phone for email. Continually invite customers to interact with the company and personalise their customer experience. This will help strengthen the customers' relationship with the brand.

Listen to your customers

Customers want to be heard, so collect as much customer feedback as possible. This can be done by reaching out to them through social media, email surveys or giveaways. Not only does this allow one the opportunity to get to know the customers better, it also provides an opportunity to get them into the store or to shop online.

As customer service is a fundamental element in sales, one should encourage feedback in order to build loyalty by meeting the customers’ needs. This will provide marketing and sales teams with valuable insight about how to market and sell the product, hereby giving them a competitive edge in the market.

This feedback can further be used to inform future product development and website design. This will allow businesses to appeal to an even broader customer base and improve satisfaction among existing customers.

Customer journey management (CJM)

Customer journey management can help businesses boost customer satisfaction and at the same time, increase revenues. It's a method of optimising the online and in-store customer experience and far more panoptic and extensive than the common practice of customer relationship management (CRM).

CJM combines technology and behavioural science to show businesses how to develop plans for every step of customer interaction. It uses science to encourage behaviours from customers, like taking action on content, filling out forms or purchasing suggested items.

Top tools used in customer journey management

To build the best customer journey experience, one needs the right tools. They will help collect and create data about how customers interact with a brand, and help one better understand the customer persona.

Some easy-to-use customer journey mapping tools include:

• Optimizely: A digital experience platform that helps companies make data-driven decisions for developing their customer experience and site content.
• UXPressia: This application builds visual customer journey maps and includes helpful product templates.
• Smaply: Smaply is a cloud-based tool that builds both basic and complex customer experience maps. It includes a free version.
• Miro: This is a versatile, digital whiteboard application for creating customer journey maps, retrospectives, mood boards and much more.
• Gliffy: Gliffy creates workflows, diagrams and customer journey maps.

Getting on board with building a quality customer journey experience begins with the right tools, analytics, and a thorough understanding of how the company interacts with customers. By adding a solid customer journey management program for a brand and employees to follow, one will soon see gains in multiple areas like sales, customer referrals and upselling.

Businesses are more than just a product or service, customers see it as an entity that creates an experience – and how one manages that experience is demonstrated in customer spending and customer satisfaction.

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