Marketing Technology

What’s an Experience Engine and Why Do You Need One?

Marketing experience technology is quickly moving to the forefront of the “martech” stack. Here’s a closer look at how marketers are leveraging them for maximum return on investment (ROI).

An increasing number of marketing technology firms are offering products that focus on experience management. These experience engines include a range of different features, including personalization, A/B testing, idea tracking, and more, to really hone in on the digital experience. If you’re considering a marketing experience engine, here’s a closer look at how you can use an experience technology platform to take your digital offerings to the next level.

Personalization: Consumers want personalized experiences at every level, whether it’s remembering what products they viewed the last time they were on your website or simply addressing your company’s e-mail newsletter to them. An experience platform can automate personalization in a variety of ways, allowing you to create a sense of familiarity and deliver relevant content to your customers at any scale.

Testing: Every company needs a testing agenda to support the development of its digital experiences. Within marketing technology, experience engines make it possible to conduct A/B testing and multivariate testing at scale. These tests use two different versions of a webpage, for example, to see which one customers like best. Over time, a continuous testing agenda can help you further target and deliver an outstanding digital experience. Experience engines use the data they collect to recommend what you should be testing and to help your long-term testing strategy.

Conversion Optimization Testing: Conversion optimization testing looks at what percentage of the people who land on a specific webpage subsequently take action. For example, how many people who land on your home page sign up for your e-mail newsletter? Or, in a different example, how many people who visit a product page end up buying that product? Understanding these dynamics is critical for finding weak areas in your digital experience and developing the testing agenda outlined above.

Recommendations: Today’s consumers are accustomed to websites like Netflix and Amazon, which understand their preferences and recommend relevant content. As a result, companies are looking for ways to incorporate recommendation engines into a wider variety of digital experiences. From simple algorithms that highlight content related to whatever article or product a customer is looking at, to highly sophisticated platforms that take information sources such as buying behavior and social media activity into account, recommendations can add a meaningful dimension to your website, app, and beyond.

As the customer experience becomes more critical, investing in the right technology can give brands an edge in delivering their digital experiences. A new generation of experience engines is making it easier to personalize all areas of customer interaction, recommend useful content, and continuously optimize marketing. Explore whether an experience engine could help you deliver the best digital experience in your industry.