Customer experience optimisation

By Liniar’s Simone Sangha.

This month I’m focusing on customer experience and how website optimisation can improve customer satisfaction, loyalty, return on investment (ROI) and much more. When it comes to a customer’s experience of your brand, a big part of what they see is online. That’s why it’s vital to ensure that your digital presence is always optimised.

I will be discussing the best ways to incorporate user/customer experience within your marketing strategy and why it’s so important in 2021.


Something I’ve touched on in the past is personalisation and I still feel this is as important as ever. When enhancing a customer’s journey, whether it’s on your website, social media or an email, it is often difficult to stand out with so much other ‘noise’. By this, I mean distractions such as other posts, banners or emails that can take focus away from your message.

It’s important to stand out so your message has impact, and a great way to do this is through personalisation. This can be achieved in a number of ways, including targeted paid adverts on social media, or personalised subject lines on your emails.

Not only will this ensure the content is more relatable to the customer, it can also create a sense of loyalty to your brand.

performance analytics

The more data analysis you initially carry out about your target demographic, the more you will be able to optimise your efforts and see a positive impact.

Something I always recommend is doing research way ahead of any strategic planning. Performance analytics will ensure you’re enhancing the customer journey by targeting their likes and dislikes, and you’ll therefore see a better return on investment on your advertising spend.

mapping customer journeys

While there are many ways to incorporate customer mapping into your strategies, such as positioning matrix tables and segmentation, I would recommend tracking your target audience across all channels and working backwards.

By this, I mean to see how your consumers are currently interacting with your business and using this information to optimise their journeys even further.

An example of this would be if customers are most likely to visit your website via your social media posts, you can focus on these channels to further enhance their interaction, engagement and therefore their customer experience.

As with all marketing (not just digital) it’s important to view everything through your customers’ eyes.

The above points are just the tip of the iceberg for customer experience, with many more ways to improve both online and offline. I will cover more of these in a future column.

bonus tip

Creating a communication plan can help to align your message across different platforms and makes scheduling emails, social media post and other activity much more efficient. Scheduling messages in advance will give you more time to analyse what’s going on behind the scenes and optimise it further.