When a person visits a website or opens an email, they just want to quickly understand what is being offered and get what they need without any unnecessary steps. Digital customer experience is formed at these touchpoints. If the interface is overloaded, communication looks formulaic, and the registration process is irritating, even the strongest product may not get a second chance. CX is how the client perceives interaction with you online. And how carefully you approach this determines whether a person stays with you or leaves.
What is digital customer experience (digital CX)
Digital customer experience is the totality of all online interactions between a client and your company. This is how a person feels about your brand at the moment: on the website, in an email, in a chat, inside the product, when paying, during support. Unlike the general customer experience, which can include offline elements, digital CX is entirely formed in the interfaces, content and scenarios that you control through digital channels.
It all starts with the first touch. Some people get to the website through advertising, some to the landing page from a newsletter, some to the interface after registration. This is where the first perception is formed: is the message clear, does the design inspire confidence, does the page load quickly, is it easy to find what you need. Each of these points influences the decision - to stay or leave, continue or close. One of the most effective ways to improve digital CX is by tailoring experiences to the specific needs of your audience. Tools like a Customer Persona Generator can help identify user expectations and pain points early, allowing for more personalized and intuitive touchpoints.
Digital CX includes many elements:
- website structure and navigation
- page loading speed
- mobile adaptation
- onboarding logic
- message personalization
- text clarity and call-to-action
- visual style
- chat and support work
- response to user actions (e.g. reminders, confirmations, follow-up)
- sense of control: is it possible to go back, edit, cancel, get help
It is important that digital CX is not created only by a UX designer. It is formed at the junction: the product draws the logic, marketing — communication, support — reaction. If one of these elements is out of place, the user notices it.
Good digital CX makes the path simple, clear and predictable. Not in the sense of banality, but in the sense of clarity. The user should not guess where to click. He should not read three times to understand what the value is. To ensure users instantly understand what you offer, a Value Proposition Generator can help craft clear, compelling messaging that resonates at first glance. He should not look for help at the moment when he needs to continue. That is why digital CX is not a matter of “convenience”, but a matter of trust. And if this experience repeatedly causes tension, the user chooses those with whom it is easier.
Example. Imagine two competitors in SaaS. One of them gives access immediately after registration, explains what to do, and shows progress. The second requires confirmation by email, does not explain the next step and bombards with template letters. They may have the same functionality, but digital CX works on the side of the first one - because it removes frustration, and does not add it.
It is important to consider the emotional component. Digital CX is not only functionality. It is also the tone of communication, and the speed of response, and the ability to support. Sometimes it is enough to remove passive aggression from an error message or reduce the form from 12 to 5 fields so that the conversion increases by 1.5 times. Sometimes it is useful to review the letter templates: do they sound like a machine or like a person?
The numbers confirm this. According to PWC, 32% of customers stop interacting with a brand after one bad experience, even if they were previously loyal. And according to a Salesforce study, 88% of users believe that the quality of the digital experience is more important than ever.
A good digital CX doesn’t scream. It just makes it so that the user doesn’t have to think. And if everything works without stress, trust in the brand grows. And you turn a one-time session into a long-term interaction.
Why digital CX impacts growth, retention, and revenue
When talking about growth, the first things that come to mind are traffic, virality, and channels. But growth is impossible if the digital experience destroys trust immediately after the click. A user can come via a strong ad, become interested in the offer, and... leave after 20 seconds because the site doesn't work, the message is unclear, or the interface is frustrating. The same thing happens with retention - if the digital experience doesn't support the promise you made in marketing, the person won't come back. And without a repeat action, the product's economics don't add up.
Digital CX directly affects three key metrics: growth, retention, and revenue. Below, we'll look at exactly how.
1. Growth by reducing leaks after the first touch
Marketing can bring a thousand users to a landing page, but if the digital CX on the page is weak, they won't leave a request. Examples of weak links:
- long loading times on mobile
- content not adapted to a region or segment
- outdated forms and confusing UI
- intrusive pop-ups without logic
- unclear or contradictory messages
By improving digital CX at the entry stage, you reduce CPA and raise CR — without additional budget.
2. Retention depends on the experience after registration
The first 5 minutes after registration or activation are critical. If onboarding does not explain what to do, if there is no quick sense of progress, if the interface causes frustration — the user leaves. Digital CX here affects:
- activation
- engagement
- understanding of value
- return to the product
According to Appcues, proper onboarding increases the probability of retain on the second day by 50%. And this already reduces the cost of all subsequent channels: email, push, retargeting.
3. Revenue depends on the logic and comfort of the purchase
Even if the user decides to buy — the digital experience can ruin the deal. An overly complex checkout, an unstable interface, lack of localization, errors on the payment form — each of these factors reduces conversion. This is especially critical in a mobile environment, where the user will not look for where to refresh the page. He will simply leave.
Improving digital CX at paid stages often gives an immediate increase in revenue:
- reworking the order form
- automatic data substitution
- local currency and language
- clear confirmations after actions
- minimizing steps before payment
4. Trust = brand, and brand = LTV
Digital experience is how the brand “sounds” in practice. If emails arrive on time and to the point, if the button leads where it promised, if the interface responds to behavior — a feeling of control arises. And with it comes trust. This is why digital CX affects LTV. People come back to places where they do not have to fight for results.
Forrester research shows that companies with a strong digital customer experience are 2.5 times more likely to achieve growth of 15% or more year-on-year. Not because they have better marketing. But because the entire cycle — from the first touch to payment — works in concert and in the interests of the user.
If you want to grow systematically — start with the experience you already provide. And ask yourself: is it easy to interact with you, or is it a daily struggle?
Key areas to audit in your digital CX journey
When digital CX starts to sag, it is rarely immediately apparent. There are no obvious errors, no drops in analytics. But conversion is not growing, users do not return, the level of engagement is falling. The reason may be in the details: in the button text, in the loading delay, in the unclear logic of transitions. In order to systematically improve the experience, you need to audit regularly - look at the journey through the eyes of the user and ask specific questions.
Here are the key areas that are worth checking, even if everything seems “fine”.
1. First entry point: advertising, landing page, form
Where does the customer’s journey begin? With a banner? Email? Search results? This point should meet expectations.
Check:
- does the offer in the advertisement and on the landing page match
- is it clear what the product is and who it is suitable for
- is there a specific advantage on the screen
- is it easy to find the CTA and understand where it leads
- does the page load in less than two seconds?
The slightest discrepancy between the promise and the actual content reduces trust. It is better to show less, but clearly — than to overload the user with numbers and leave them in doubt.
2. Navigation and structure
Does the person understand where they are and what to do next? Even on a simple page it is easy to get lost if the logic is not obvious.
Check:
- is there navigation on all screens
- are CTAs repeated in long blocks
- are there anchors and return points
- does navigation work the same on desktop and mobile
- are the blocks read in a logical sequence
Conduct 2-3 usability testing sessions with new users and ask them to go through the registration scenario. You will notice details that you did not see from the inside.
3. Onboarding and first experience in the product
If the user registered, but did not understand how to start, it is not their problem.
Check:
- does the system show what to do next
- are there progress indicators
- do tutorials interfere with completing real tasks
- does a person understand how the product solves his specific problem
If you don’t set the context, the user will look for it himself. And, most likely, will not find it.
4. Communications: email, in-app, chats
All points of communication should sound consistent. Not like a set of automatic templates, but like a logical, human flow.
Check:
- does an email arrive immediately after an action
- is there personalization in topics and content
- does the user understand why he is receiving this email
- is there logic in triggers within the product
- how quickly does support respond in the chat
Unsubscribes, ignoring, and a low open rate are not a question of text quality. This is a symptom of poor work of the entire chain.
5. Errors, downloads, technical signals
Often an overlooked zone, especially if analytics shows “everything is fine”.
Check:
- what errors look like (404, form not sent, payment failed)
- is there an explanation and a suggestion for action
- how long does it take to load on a slow internet connection
- do animations and transitions work the same on different devices
Collect a map of all technical reactions and compare them with user expectations. This simple exercise gives a lot of insights.
Digital CX does not start with a redesign. It starts with a close look at the existing path. And an audit is the best way to understand where you are complicating what should be simple.
Tips to improve digital CX across channels
A good digital customer experience is not built on one screen or one channel. It consists of all points — from the first click on an ad to communication with support via chat. To make the user feel whole, you need to synchronize messages, design, behavior, and tone of communication. Below are practical tips that will help align CX across the entire funnel and reduce the gap between expectations and perceptions.
1. Use the same communication style across all channels
If the landing page speaks simple language, and the email after registration is formal and detached, this causes cognitive dissonance. The feeling that “another company is talking.”
Solution:
- describe the tone and style of communication (tone of voice) in one document
- use it in copywriting for email, banners, landing pages
- check consistency with each interface update
Even in template emails, you can sound like a person, not a CRM system.
2. Set up a sequence of actions between channels
Often, marketing leads to a page where the user does not receive a continuation. For example, advertising says “try it for free,” but there is no clear CTA on the landing page. Or after registration, an email does not arrive, and the person loses the context.
Solution:
- build chains in their entirety: advertising > landing page > email > in-app
- test the flow from different devices and entry points
- make sure that the user understands what to do next at each stage
If you do not offer a step, the user will take it themselves. Most often, towards the exit.
3. Simplify visual elements and avoid overload
In pursuit of effects, the essence is often lost. Overlaying animations, overloaded blocks, complex forms - all this reduces perception and interferes with the action. Solution:
- get rid of elements that don’t help to understand the offer
- use legible fonts, sufficient contrast, clear hierarchy
- test the design on mobile, where overload is especially critical
The best improvement is to remove the unnecessary.
4. Provide feedback after actions
The user pressed a button, submitted a form, clicked on an element. If the system does not respond, an alarm arises.
Solution:
- add confirmations after sending
- show the next step immediately after the action
- avoid blank screens and placeholders
Each action should lead to the next or give a sense of completion.
5. Localize the experience — not only by language, but also by context
Translating the interface is not enough. It is important to take into account cultural differences, habits, expectations.
Solution:
- adapt the wording to local patterns
- use examples familiar to your audience
- do not copy the flow from English-speaking markets without adaptation
Localization is CX, not translation.
6. Regularly check the channel where the user first meets you
The online experience does not start with the site, but with the very first point: advertising, articles, email.
Solution:
- audit advertising creatives
- watch how the page loads after a click
- check the correspondence between the promise and the content
The first touch sets the tone for the entire interaction. And if it does not work, the rest may not work at all.
Digital CX across channels is not a large-scale reform, but a series of precise edits in each zone. Each of them can change behavior, reduce friction and increase loyalty. All you need is to start listening and looking at the product from the user's perspective.
Best practices used by leading SaaS and ecom teams
The best teams don’t perceive digital CX as “one of the projects.” They build it into every function: product, marketing, analytics, support. CX becomes not a direction, but a layer through which everything passes: from the first layout to the last email. Below are the approaches that top teams in SaaS and ecommerce use to create memorable digital experiences.
1. Product + marketing teams work as a single whole
In strong companies, there is no boundary between “where the product ends” and “where marketing begins.” For example, at Notion, copywriters participate in the development of features, and product designers discuss welcome chains. This allows them to formulate value in a single style — and convey it to the user through the interface, and not just the landing page.
2. The entire CX is built on user signals
Shopify, Airtable, and Duolingo constantly collect behavioral data, feedback, A/B test results — and rebuild the experience based on them. This is not a single report per quarter, but a systematic process: segment, test, adapt. At the same time, they do not rely only on analytics: teams conduct user testing even for minor changes in email.
3. Each touchpoint is part of the overall scenario
In Figma, a user who clicked on an ad immediately gets to a page with the same visual style and the same tone. After registration, they receive a call-to-action letter, which logically continues the previous step. This increases engagement and reduces cognitive load. It is no coincidence that Figma's activation rate is one of the best in the segment.
4. CX is constantly tested as a hypothesis, not as a final version
Teams at ecom, like ASOS or Glossier, do not wait for retention to fall. They launch a series of parallel hypotheses: how will behavior change if you remove one step? How will changing the wording in letters affect? How will a simplified checkout flow affect? This makes digital CX alive - it is not fixed on one solution, but adapts to behavior.
5. Use micro-segmentation and real-time personalization
Amazon and Booking use data not only for recommendations, but also for interface adaptation. Text, block order, button color — everything can change depending on behavior and traffic source. SaaS teams use the same approach through Segment, Mutiny, VWO. This not only increases conversion, but also creates a feeling of “your product understands me.”
6. There are no random details in the CX interface
The best teams pay attention to details: the form of the error, the style of tooltips, the sequence of steps in the form. Each micro-interaction is a moment when the user either receives confirmation or loses confidence. Duolingo is a classic example: humor, micro-animations and sounds create a unique experience, while everything is built on deep analytics.
These companies have different scales, different budgets and audiences. But they have one thing in common: digital CX is not left to the mercy of one department. It is in the team culture. And that is why their experience is not just “convenient,” but memorable and viable over the long term.
AI tools that enhance digital CX at scale
As users increase, feedback increases, and channels go from three to ten, maintaining a stable digital customer experience becomes increasingly difficult. And this is where AI tools provide an advantage. They help not replace teams, but rather enhance response, personalization, and data processing in real time. Below are practical areas where AI is already improving CX at the product, marketing, and support levels.
1. Real-time personalization
Platforms like Mutiny, Intellimize, and Dynamic Yield allow you to tailor a website to each user. AI analyzes the traffic source, behavior, interaction history — and changes texts, banners, and page structure right at the moment of entry. One user sees an offer for SMB, another — for enterprise. This increases engagement and shortens the path to action without manual segmentation.
2. Analysis of open responses and reviews
When hundreds of feedbacks come in, they cannot be processed manually. AI tools like Thematic, MonkeyLearn or M1-Project Insight Layer automatically classify texts by topic, determine the emotional tone, and find repeated wording. This is especially useful when analyzing NPS, surveys, chats, and app store reviews.
3. Automation of support and chat experience
Modern AI bots are not just a help desk. Platforms like Ada, Intercom Fin, Haptik analyze the context, remember the history of dialogues, and can direct to the desired scenario. The result is less waiting, more accurate answers. And most importantly, the bot does not just respond, it learns based on previous requests and improves CX over time.
4. Adaptation of messages in emails and push notifications
Platforms like Rasa.io, Persado, OneSignal AI allow you to adapt the subject line, notification text, and even the sending time to the behavior of a specific user. This increases the open rate and reduces unsubscribes, because messages become relevant not at the segment level, but at the behavior level.
5. Predictive analytics for proactive actions
Systems like Salesforce Einstein or Amplitude Predict help determine which users are likely to drop off and suggest triggers that will help prevent this. This is not just a reaction to a problem, but an opportunity to act before the metric drops. In digital CX, this is especially valuable because retention is cheaper than re-acquisition.
6. Audit and improvement of interfaces based on behavior
Tools like Hotjar AI, Fullstory Smart Insights, Attention Insight analyze clicks, cursors, scrolls and highlight problem areas of the interface: where attention is lost, where people get stuck, what is ignored. This allows the team not to guess, but to selectively change those elements that really interfere with the user.
AI is not a “magic button,” but a layer that enhances every stage of interaction. It does not eliminate the need for UX, texts, and empathy, but it helps the team scale up its care for the user. As a result, the digital experience becomes not only stable, but also flexible: it reacts to behavior, adapts to context, and learns together with the business.
Conclusion
Companies use digital CX to shorten the path to action, reduce frustration, and increase trust at every stage of interaction. This applies to everything from landing page structure to email logic, from interface behavior to support work. When teams systematically work on digital experience, they get more conversions, higher retention, and more accurately meet audience expectations. And AI-based tools allow you to maintain this level even with an increase in load and number of channels.
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