Create Unforgettable Interactions with a One-Of-A-Kind Customer Experience

Published on 24.03.2025

Aline Stohler

Co-Head SEO & UX

On their own, good products are no longer enough—the experience is what counts! A strong customer experience (CX) makes the difference, leaves your customers satisfied and fosters long-term loyalty. We reveal how to create smooth, personalized and inspiring experiences online.

What Exactly Is Customer Experience?

As the term suggests, the customer experience (or “CX” for short) relates to the experience that customers have with a company or brand across all its touchpoints, from the initial interaction through to long-term retention. Alongside the purchase process and the associated user experience (UX) on the website, factors like service quality, communication and emotion also play a crucial role.

As a result, a positive CX leads to satisfied customers who feel connected to a brand and are more likely to recommend it. In a digital-first world with countless options to choose from, the customer experience gives companies a decisive competitive advantage.

Read on to discover how to take your digital customer experience to the next level.

Aline Stohler Co-Head SEO & UX

Customers expect smooth experiences. If they don’t get them, they’ll quickly jump ship to a competitor.

Understand Your Target Group’s Needs

If you want to create the optimum CX for your customers, you first need to know what makes them tick. So, we recommend doing the following:

Target group analysis

We suggest using demographic and behavioral information about your customers for this quantitative evaluation. Good sources include data from analytics, CRM or ERP systems.

User research and customer feedback

We recommend supplementing the quantitative target group analysis with a qualitative evaluation: After all, numbers alone don’t tell the whole story. Interviews, surveys and analysis of chatbot inquiries provide valuable insights into your target group’s preferences—and the challenges they face.

Personas and customer journey maps

Once you’ve worked out your target group’s qualitative and quantitative characteristics, you can use them to create personas and put together the best possible customer journey. This lays the groundwork for an effective content and campaign strategy, so you can reach your target group in the right place with the right message.

Boost Conversions With Tests and Optimizations

Nobody knows your target group better than you do—so you should draw on this knowledge and shape the customer experience so it maximizes the potential at play.

Optimize the landing page and checkout

A landing page optimized in line with best practices and an efficient checkout process have a significant impact on your conversion rate. Minimize any obstacles in the purchase or sign-up process and create a smooth user journey. Most of these steps are straightforward and low-risk—and can start having a positive impact in a short space of time.

Test the user experience

While the CX describes the end-to-end customer experience, the UX focuses on customers’ interactions with the website or app. Clickable prototypes let you validate new elements—be it a quote configurator or a revised design—at an early stage. In turn, you can make well-founded decisions before investing hefty sums in making any modifications.

A/B testing, gamification and nudging

If you have enough users (at least 1,000 visitors and 100 conversions a month), A/B testing can provide valuable, data-driven insight into further scope for optimization. Alongside this, nudges and gamification elements can be included along the “happy path” to encourage interaction and boost the likelihood of a transaction—such as by stating how many products are left and, in turn, tapping into the scarcity principle. The right method depends on your individual goals and the user’s behavior.

Digital Accessibility Improves the CX

Inclusion is king

While digital accessibility is crucial for an outstanding customer experience, it is often overlooked. People with visual, auditory or motor impairments need accessible designs, supportive technologies and clear communication so they can use the content without any limitations. Companies that don’t do so aren’t just excluding potential customers: They’re also risking frustration and lost sales.

Accessibility—everyone wins

Many businesses don’t realize that everyone benefits from accessibility—even the company itself. Better user navigation, greater reach and positive SEO effects are just some of the perks.

European Accessibility Act

Plus, digital accessibility will be a legal obligation from June 2025 onward thanks to the European Accessibility Act (EAA), which also impacts Swiss companies that do business in the EU. Companies that take steps in this direction at an early stage won’t just be legally compliant: They’ll also boost their brand and gain a competitive edge. In short, it’s time to get started!

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