Dec 21, 2023
Dec 21, 2023
How to benchmark your Digital Experience?
How to benchmark your Digital Experience?
Written by
Written by
Aurelija Vyčaitė
Aurelija Vyčaitė
Digital Commerce
Download a checklist to evaluate your brand’s DXP.
It’s quite hard to put a finger on the definition of “Digital Customer Experience” (or DXP as we call it). What DXP means for you likely depends on the hat you are wearing:
If you are a UX designer, you would probably say it’s about UX, UI, and CRO.If you are a marketing specialist, you tend to focus on the brand experience.If you are a software engineer, you would mention page speed performance, site reliability, and security.One can also take the perspective of a supply chain manager, ensuring fast delivery and product re-stocking.
Truth is, DXP is all that and more. It’s the feeling (satisfaction/disappointment) your customer gets during and after the interaction with your brand. You can ask about this by using the Net Promoter Score (NPS) scale, but it will not provide you with a comprehensive list of improvements in the array of functions in your company. So, how can we determine if a brand is performing well? Is there a measurable way?
Download a checklist to evaluate your brand’s DXP.
It’s quite hard to put a finger on the definition of “Digital Customer Experience” (or DXP as we call it). What DXP means for you likely depends on the hat you are wearing:
If you are a UX designer, you would probably say it’s about UX, UI, and CRO.If you are a marketing specialist, you tend to focus on the brand experience.If you are a software engineer, you would mention page speed performance, site reliability, and security.One can also take the perspective of a supply chain manager, ensuring fast delivery and product re-stocking.
Truth is, DXP is all that and more. It’s the feeling (satisfaction/disappointment) your customer gets during and after the interaction with your brand. You can ask about this by using the Net Promoter Score (NPS) scale, but it will not provide you with a comprehensive list of improvements in the array of functions in your company. So, how can we determine if a brand is performing well? Is there a measurable way?
Conway & Co approach: Seamless Selling methodology
Conway & Co approach: Seamless Selling methodology
This is what we at Conway & Co are attempting to do. We started off with the Brand Radar, ranking and rating the Top Dutch DTC brands. And now, we aim to elaborate on our way of assigning the DXP score to the brands. What do we take into account, and how can you do this to your brand, too?
The DXP score is based on the Seamless Selling methodology, which is a holistic and comprehensive evaluation framework that we use in consulting projects. Its goal is to measure and benchmark each relevant aspect in digital customer journey to understand whether the brand is performing well or not.
Here are the key elements of the Seamless Selling methodology:
1. Technical performance
2. Core Shopping Flow
3. Customer Centricity
4. Content
5. Community
Let’s review them one by one.
This is what we at Conway & Co are attempting to do. We started off with the Brand Radar, ranking and rating the Top Dutch DTC brands. And now, we aim to elaborate on our way of assigning the DXP score to the brands. What do we take into account, and how can you do this to your brand, too?
The DXP score is based on the Seamless Selling methodology, which is a holistic and comprehensive evaluation framework that we use in consulting projects. Its goal is to measure and benchmark each relevant aspect in digital customer journey to understand whether the brand is performing well or not.
Here are the key elements of the Seamless Selling methodology:
1. Technical performance
2. Core Shopping Flow
3. Customer Centricity
4. Content
5. Community
Let’s review them one by one.
This is what we at Conway & Co are attempting to do. We started off with the Brand Radar, ranking and rating the Top Dutch DTC brands. And now, we aim to elaborate on our way of assigning the DXP score to the brands. What do we take into account, and how can you do this to your brand, too?
The DXP score is based on the Seamless Selling methodology, which is a holistic and comprehensive evaluation framework that we use in consulting projects. Its goal is to measure and benchmark each relevant aspect in digital customer journey to understand whether the brand is performing well or not.
Here are the key elements of the Seamless Selling methodology:
1. Technical performance
2. Core Shopping Flow
3. Customer Centricity
4. Content
5. Community
Let’s review them one by one.
This is what we at Conway & Co are attempting to do. We started off with the Brand Radar, ranking and rating the Top Dutch DTC brands. And now, we aim to elaborate on our way of assigning the DXP score to the brands. What do we take into account, and how can you do this to your brand, too?
The DXP score is based on the Seamless Selling methodology, which is a holistic and comprehensive evaluation framework that we use in consulting projects. Its goal is to measure and benchmark each relevant aspect in digital customer journey to understand whether the brand is performing well or not.
Here are the key elements of the Seamless Selling methodology:
1. Technical performance
2. Core Shopping Flow
3. Customer Centricity
4. Content
5. Community
Let’s review them one by one.
Technical performance
Technical performance
Your e-commerce tech stack is just like the floors, walls, and ceiling of your online shop. If it’s not reliable, secure, or fast, this must be your top priority. Even the biggest companies face very costly issues in this area. Therefore, it’s essential to continuously adapt your tech stack as your company grows. Each stage of your company requires a refined technology strategy (discover how to do this in Jons's webinar recording on e-commerce technology strategy).
A good DXP requires checking these boxes:
Speed: Use Google PageSpeed Insights. What is your page speed score? You should aim for more than 90. The average score in NL is 55pts.
Reliability: Check if the hosting service provider has a guaranteed uptime (aim for 99.9%) and load test the website to see if it can handle a 50% increase in traffic.
Accessibility: Use accessibilitychecker.org and aim for a score of at least 80% compliance. Non-compliance can bring lawsuits.
Security: Conduct a basic security scan using tools like Sucuri SiteCheck
Mobile: Verify that the mobile version retains all functionalities of the desktop version.
Your e-commerce tech stack is just like the floors, walls, and ceiling of your online shop. If it’s not reliable, secure, or fast, this must be your top priority. Even the biggest companies face very costly issues in this area. Therefore, it’s essential to continuously adapt your tech stack as your company grows. Each stage of your company requires a refined technology strategy (discover how to do this in Jons's webinar recording on e-commerce technology strategy).
A good DXP requires checking these boxes:
Speed: Use Google PageSpeed Insights. What is your page speed score? You should aim for more than 90. The average score in NL is 55pts.
Reliability: Check if the hosting service provider has a guaranteed uptime (aim for 99.9%) and load test the website to see if it can handle a 50% increase in traffic.
Accessibility: Use accessibilitychecker.org and aim for a score of at least 80% compliance. Non-compliance can bring lawsuits.
Security: Conduct a basic security scan using tools like Sucuri SiteCheck
Mobile: Verify that the mobile version retains all functionalities of the desktop version.
Core shopping flow
Core shopping flow
This is the online shopping journey, which typically includes navigating from the homepage to the menu, then to the Product Listing Page (PLP) where products are displayed, followed by the Product Detail Page (PDP) for more information on a specific item, and finally proceeding to the Shopping Cart and Checkout.
Consider these crucial questions: Can an inexperienced user easily find what they need on your site, compare products, and make a decision? Does a loyal, returning customer receive a personalized experience?
To evaluate this core shopping flow effectively, we incorporate the e-commerce UX guidelines defined and tested by the Baymard Institute. Their large-scale experiments, involving more than 1,000 participants, provide a proven framework for optimizing user experience in online retail.
A good DXP requires checking these boxes:
Can a user add a product to the cart and complete checkout within three clicks?
Are the colours, fonts, and imagery of the implemented stylesheet consistent with the brand and across all pages?
Does the homepage change based on the user's past browsing or purchase history?
Are product categories and subcategories logically organized and easy to find?
On a mobile device, are buttons and links easily clickable with a thumb?
Does the PLP (Product Listing Page) facilitate product comparison and grasp of the full catalogue?
This is the online shopping journey, which typically includes navigating from the homepage to the menu, then to the Product Listing Page (PLP) where products are displayed, followed by the Product Detail Page (PDP) for more information on a specific item, and finally proceeding to the Shopping Cart and Checkout.
Consider these crucial questions: Can an inexperienced user easily find what they need on your site, compare products, and make a decision? Does a loyal, returning customer receive a personalized experience?
To evaluate this core shopping flow effectively, we incorporate the e-commerce UX guidelines defined and tested by the Baymard Institute. Their large-scale experiments, involving more than 1,000 participants, provide a proven framework for optimizing user experience in online retail.
A good DXP requires checking these boxes:
Can a user add a product to the cart and complete checkout within three clicks?
Are the colours, fonts, and imagery of the implemented stylesheet consistent with the brand and across all pages?
Does the homepage change based on the user's past browsing or purchase history?
Are product categories and subcategories logically organized and easy to find?
On a mobile device, are buttons and links easily clickable with a thumb?
Does the PLP (Product Listing Page) facilitate product comparison and grasp of the full catalogue?
Customer centricity
Customer centricity
Are you investing enough in customer retention? Remember, the past experiences of your customers are the best predictors of their return. When evaluating customer centricity, we consider key elements beyond just the UX or UI of the website: the quality and efficiency of delivery, customer support & advice, omnichannel integration, and sustainability commitments. These aspects, though not immediately apparent in the website's design, are crucial for maintaining a loyal customer base.
A good DXP requires checking these boxes:
Delivery: Do you offer express domestic shipping, with options like pickup points, scheduled delivery, or in-store pickup?
Returns: Is your returns process straightforward and clearly outlined on the website? For products over 100 EUR, do you offer free domestic returns?
Omnichannel: For businesses with a retail network, is it easy for customers to seamlessly transition between online and offline shopping? For example, can they browse products online, get advice and try them in-store, use loyalty rewards for in-store purchases, and then access their order history online?
Sustainability: Are you offsetting the CO2 emissions from shipping? Do you use eco-friendly or reusable packaging?
Customer Service: Is live chat available with response times under 2 minutes during business hours? Are phone, email, and WhatsApp support options clearly visible? For higher-priced items, do you offer personal expert consultations?
Reviews: Is there a straightforward process for leaving product reviews on your site? Can customers easily find and trust the reviews posted?
Are you investing enough in customer retention? Remember, the past experiences of your customers are the best predictors of their return. When evaluating customer centricity, we consider key elements beyond just the UX or UI of the website: the quality and efficiency of delivery, customer support & advice, omnichannel integration, and sustainability commitments. These aspects, though not immediately apparent in the website's design, are crucial for maintaining a loyal customer base.
A good DXP requires checking these boxes:
Delivery: Do you offer express domestic shipping, with options like pickup points, scheduled delivery, or in-store pickup?
Returns: Is your returns process straightforward and clearly outlined on the website? For products over 100 EUR, do you offer free domestic returns?
Omnichannel: For businesses with a retail network, is it easy for customers to seamlessly transition between online and offline shopping? For example, can they browse products online, get advice and try them in-store, use loyalty rewards for in-store purchases, and then access their order history online?
Sustainability: Are you offsetting the CO2 emissions from shipping? Do you use eco-friendly or reusable packaging?
Customer Service: Is live chat available with response times under 2 minutes during business hours? Are phone, email, and WhatsApp support options clearly visible? For higher-priced items, do you offer personal expert consultations?
Reviews: Is there a straightforward process for leaving product reviews on your site? Can customers easily find and trust the reviews posted?
Content
Content
Content is where creativity and brand experience should truly shine. For customers, it’s the main source of information and inspiration. As retail increasingly intertwines with media, content becomes even more crucial for brands.
Remember, when it comes to content, the stakes are high: if it’s not outstanding, it's almost worthless or can even harm the brand. Ensure your product content is helpful and informative, while your brand content should be inspirational and engaging.
A good DXP requires checking these boxes:
Product content: Do all products, especially those that are visually-driven, have comprehensive descriptions, specifications, and multiple high-quality images?
Support content: Is your FAQ section exhaustive? Do you provide intermediary category pages, guides, product quizzes, or comparison tables where necessary?
Lifestyle content: Does the proportion of promotional content compared to lifestyle or educational (non-promotional) content stay below 50%?
Content quality & appeal: Do your images load efficiently and contribute to differentiating your brand? Is your copywriting of high quality and consistent with your brand's voice?
Multimedia integration: How effectively are you using rich media, like video, animations, and GIFs, to enhance the online shopping experience?
Content is where creativity and brand experience should truly shine. For customers, it’s the main source of information and inspiration. As retail increasingly intertwines with media, content becomes even more crucial for brands.
Remember, when it comes to content, the stakes are high: if it’s not outstanding, it's almost worthless or can even harm the brand. Ensure your product content is helpful and informative, while your brand content should be inspirational and engaging.
A good DXP requires checking these boxes:
Product content: Do all products, especially those that are visually-driven, have comprehensive descriptions, specifications, and multiple high-quality images?
Support content: Is your FAQ section exhaustive? Do you provide intermediary category pages, guides, product quizzes, or comparison tables where necessary?
Lifestyle content: Does the proportion of promotional content compared to lifestyle or educational (non-promotional) content stay below 50%?
Content quality & appeal: Do your images load efficiently and contribute to differentiating your brand? Is your copywriting of high quality and consistent with your brand's voice?
Multimedia integration: How effectively are you using rich media, like video, animations, and GIFs, to enhance the online shopping experience?
Community
Community
Community-led brands often emerge as the strongest, primarily because they capitalize on word-of-mouth (WOM), which, according to Nielsen's 2022 report, remains the most trusted source of information for purchase decisions.
A well-nurtured community does more than just retain customers; it actively brings in new ones through brand advocacy. Notable examples of this strategy in action include Rapha and Peloton, whose innovative approaches in engaging their communities have set benchmarks in the industry.
A good DXP requires checking these boxes:
Brand Community Engagement: Is there an established program for community engagement, such as forums, loyalty programs, or memberships, that encourages active participation from customers?
User-Generated Content: Are there features that allow customer contributions, like writing reviews or uploading photos of products?
Social Media Presence: How active is the brand on social media platforms like Instagram and TikTok?
Does it engage in collaborations with content creators or other brands to broaden its reach and influence.
Community-led brands often emerge as the strongest, primarily because they capitalize on word-of-mouth (WOM), which, according to Nielsen's 2022 report, remains the most trusted source of information for purchase decisions.
A well-nurtured community does more than just retain customers; it actively brings in new ones through brand advocacy. Notable examples of this strategy in action include Rapha and Peloton, whose innovative approaches in engaging their communities have set benchmarks in the industry.
A good DXP requires checking these boxes:
Brand Community Engagement: Is there an established program for community engagement, such as forums, loyalty programs, or memberships, that encourages active participation from customers?
User-Generated Content: Are there features that allow customer contributions, like writing reviews or uploading photos of products?
Social Media Presence: How active is the brand on social media platforms like Instagram and TikTok?
Does it engage in collaborations with content creators or other brands to broaden its reach and influence.
How to rate your brand?
Now, it’s time to roll up your sleeves and take on the auditor’s role 🔎
Principle #1: do not fall prey to self-confirming bias. Be critical since, at the end of the day, you want to discover opportunities for your brand.
Principle #2: put yourself in the shoes of a customer. Imagine you are seeing your website for the first time. Pro tip: get an actual stranger to answer some of these questions. For example, are they able to find the product they want? Do they find your content appealing? This experience will be much more valuable than you expect. We promise.
Download this worksheet here and start from the first step.
We are curious to hear how it went for you, so feel free to share your results with us at aurelija@conway.expert.
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