Digital experience platforms also known as DXPs are platforms that allow its users to optimise their customers’ digital experience. Digital experience platforms also collect and aggregate customer data across a range of channels, this helps companies to build, maintain and improve the content available to their target audience. Some of these platforms also use A/B testing to help you get the best results. DXP can assist with the functionality of everything from ecommerce, business intelligence, data analysis to content management and marketing. The four key players we are going to discuss in this article are:
- Adobe Experience Manager
- Optimizely (Episerver)
- SDL Tridion
Adobe Experience Manager
Adobe experience manager (AEM) is a web content management solution primarily used for building websites, mobile apps and forms. This end-to-end digital document solution makes it easy to create forms that are responsive and easy for consumers to complete security with e-sign which makes a seamless experience for the customers journey from acquisition all the way to retention. All of this is useful for a business because it assists in building lifetime value and delivering a high quality digital experience for your customer that will help to increase brand loyalty and drive demand.
- Easy to manage users digital experience
- Tracks and follows up project and task processes
- Using the system is complex without the right technical knowledge
- Initial cost is high
Next on the list of digital experience platforms is Optimizely, formerly known as Episerver. Optimizely is potentially one of our favorite digital experience platforms due to its effectiveness. It helps developers like Ultimedia, the UKs first Optimizely partner, to build and run A/B testing on websites. This is useful because it helps achieve validation for conversion rate efforts. With the help of Optimizely you can create a number of experiences for your web pages using the dynamic or basic features that come with the platform.
- Easy to use interface
- Effective A/B testing
- Analytics can be weak
- Does not always integrate well with other tools
Another customer experience management system is Sitecore, a leading platform when it comes to digital experience. Sitecore is used by a number of well known companies across the globe to create seamless, personalised experiences online. What’s more, Sitecore uses powerful analytics to help you collect useful insights and detailed customer data. It also allows you to track user journeys. All of this data, when combined, helps you to optimize your online digital experience.
- Ease of use
- Useful analytics
- Not compatible with Google Chrome
- Lack of user support
A global leader in the world of content management systems is SDL Tridion, trusted by the biggest brands across the globe to manage and develop their websites. This hybrid solution helps to connect people, processes and information through a complete portfolio of professional digital experience management. The key components of SDL Tridion include effective content management abilities that help to deliver impactful digital experiences.
- Multi-lingual site management
- Ease of use
- Slow load time
- Does not work well in all browsers
- Tools can take time to learn how to use
Overview of digital experience platforms
Overall, it’s clear to see that each of these digital experience solutions come with their own unique challenges and values. Most of the time it will be the developers dealing with these platforms therefore the usability factor may not be an issue. Out of all of the platforms listed above, overall we feel the most useful one for creating digital experiences that transform your company’s website is Optimizely.