Drive and Convert Episode 110: What is Digital Experience Optimization?
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Jul 2, 2024 Jon MacDonald, CEO specializing in Digital Experience Optimization, discusses the shift from Conversion Rate Optimization to Digital Experience Optimization (DXO). He explores the importance of understanding the digital journey as a whole and making meaningful changes to websites/applications for improved user experience and business success.
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DXO is CRO's Evolution
- Digital Experience Optimization (DXO) goes beyond traditional conversion rate optimization (CRO) by focusing on the entire digital journey.
- It centers on understanding why customers make decisions and meets both user and business needs.
DXO Covers Full Customer Journey
- DXO addresses four phases: discovery, information gathering, decision-making, and post-purchase.
- CRO only focuses narrowly on improving conversion actions within a small part of the customer journey.
DXO Extends Beyond Website
- The digital journey includes pre-website touchpoints like social media that influence discovery.
- Marketing and website experience must align to create a seamless thread for customers.