Experiences refined for people
Clunky sites drag down even the strongest marketing strategies.
Contentsquare’s CX Circle New York City highlighted how crucial it is to optimize every touchpoint in the customer journey—both off-site and on-site.
Understanding user behavior and customizing experiences for each unique visitor is key to driving marketing success and improving overall customer satisfaction.
My colleague, Maria Wittbold, Senior Account Manager and Team Lead, and I returned from the event with insights that could refine KORTX’s approach and strengthen its digital customer experience.
The Post-Click Experience is Just as Important as Driving Traffic
As digital marketing experts, we should always aim to understand the user’s experience from all angles: off-site to on-site to in-store. When you work with clients, you shouldn’t be afraid to ask questions about their customer experience and how they work to customize that experience to each unique user.
Many marketers focus on driving users to a brand’s website. But what happens after they arrive is just as important. You can create top-tier marketing campaigns, but if the website experience falls flat, it can undo all your efforts.
When sales dip, the issue often lies in the user’s experience on the website itself.
Understand every aspect of the customer journey—from the first digital touchpoint to the final online or in-store interaction. After a customer lands on your website, ask: What happens next? Does the website meet users’ needs, or are there friction points preventing conversions?
Brands often miss opportunities to improve the digital experience through generic messaging. While a general-purpose strategy may work for awareness, it falls short when the goal is to drive action or conversions.
At KORTX, we encourage brands to personalize messaging based on factors such as:
Tailoring messaging based on these insights improves the user experience and can significantly boost engagement and sales. The more relevant the message, the better the customer response.
A photo of one of the panel events.
The buzz around AI was inevitable at this event. Contentsquare highlighted how AI is becoming an increasingly important tool for enhancing the digital experience.
But the main takeaway was clear: AI is great for enhancing customer experiences, but it’s not ready to run the show. It’s still evolving, and without the right guardrails, relying on it entirely can be risky. We need to use AI to support our processes, but the human element remains key.
Use AI to enhance customer experiences, but don’t completely rely on it. Leverage AI for insights and efficiency while keeping a human touch to maintain authenticity and handle nuances AI might miss.
Another major theme was the growing importance of user-generated content (UGC). While reviews are still relevant, brands should go further by showcasing real people using their products.
Honest feedback and real-world scenarios create relatability, and in a world where authenticity drives sales, UGC is influential in building trust and fostering engagement.
Integrate user-generated content into your marketing strategy. Highlighting real people using your products builds trust and strengthens your connection with your audience.
Missed CX Circle NYC? Don’t worry—5 more events are coming up before 2025.
A fundamental shift highlighted at the event was how brands can empower customers to control their digital journey.
Take the automotive industry, for example—while online car buying is now possible, customers still want options. Many prefer a hybrid experience where they can begin their purchase online (such as filling out credit information) and finalize it in person at the dealership.
Give users the freedom to choose how they engage—entirely online or in-person. A seamless, customer-driven experience boosts the chances they’ll come back.
About Contentsquare’s CX Circle Events
CX Circle events, hosted by Contentsquare, are must-attend customer experience (CX) conferences. Held multiple times a year across global cities from Melbourne to New York, these events offer invaluable insights and networking opportunities for customer experience leaders in marketing, design, product, and analytics.
Contentsquare specializes in advanced site analytics tools that provide an in-depth view of user behavior. With heatmaps, frustration scoring, and error analysis, they help brands optimize every touchpoint. Their focus on the whole user experience was the core of the event.
Contentsquare’s CX Circle event drove home the need to look at the entire customer journey. It’s not just about traffic—what happens after the click matters. By understanding the full digital path and using tools like AI and user-generated content, brands can improve the overall experience.
From the first click to conversion, KORTX creates seamless digital paths for your audience that drive measurable results.
Jess Ostrom is our VP of Client Services and nerds out about the stories data can tell us.
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