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Global survey infographic

5 gaps between digital experience expectations and realities

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of people will abandon a site after an issue0monitor frustration signalsuse heatmaps0%0%0%use session replay
Expectation 1

Consumers expect brands to understand and meet their needs

Almost two-thirds (64%) of global consumers will abandon a site or app after a single frustration

64% of people will abandon a site after an issue
The gap

Less than one in five (19%) businesses understand where and why customers get frustrated

In reality most digital experiences under-deliver

  • Only about a third of companies monitor frustration signals

  • Less than a third use heat maps

  • Less than a third use session replay

bar chart
Expectation 2

Data should be the backbone of decisions behind digital experiences

84% of respondents say DX insights are vital for understanding customers as people, new user acquisition, converting customers, and growing revenue

Gap 2 expectations
The gap

43% of brands don’t have a clear view of customer preferences

In reality many brands are still just guessing

50% don’t have a clear view of customer behaviors
62% don’t have a clear view of customer attitudes and beliefs
73% don’t have a clear view of customer moods and mindsets
21% have an insight into their customers’ personality types

Many brands are still guessing
Expectation 3

AI should enable brands to improve their digital experiences quickly

AI is seeing early adopters in the digital experience space—but nearly 60% of DX practitioners believe they are lagging behind their competitors in the use of AI in digital experience optimization

60% believe they are lagging behind with AI in DX
The gap

AI’s effectiveness is limited by the data it’s trained on, but many brands report a lack of key user data.

In reality brands have a shaky foundation for AI-driven growth

31% struggle to collect relevant DX data from prospects and customers
67%
often have to re-tag sites or mobile apps when new questions arise
35%
say that it is too difficult to convert DX signals into meaningful insights

In reality brands have a shaky foundation for AI-driven growth
Expectation 4

DX pros should be laser-focused on advancing their DX

40% of DX pros want to spend more time devising new strategies based on digital experience insights, but many spend the majority of their time just trying to identify issues.

We expected brands to be laser-focused on advancing their DX
The gap

Most respondents lack the necessary resources to significantly improve digital experience.

In reality most businesses are struggling to stay ahead of DX issues

66% say that improving the digital experience requires skills their team doesn’t currently have
63% say they lack the appropriate technologies to improve the digital experience 

In reality most businesses are struggling to stay ahead of DX issues
Expectation 5

DX practitioners are expected to achieve higher business targets this year

66% of DX practitioners are trying to “do more with less”
30% of respondents say multiple teams are replicating work without knowing it
28% say relevant team members can’t access the data they need to do their jobs efficiently

We expected companies to be able to achieve higher business targets
The gap

Over half (51%) of DX pros are experiencing budget cuts and grappling with inefficiencies.

In reality brands will need to prioritize efficiency in their workflows and tech stacks to save time and money.

Implementing one digital experience platform can eliminate the need for smaller, siloed point solutions that eat up precious budget–and provide DX insights to more team members. 

In reality brands will need to prioritize efficiency in their workflows and tech stacks to save time and money.