3 simple steps to turn your customer experience into your competitive advantage


Delaney McDonald

September 22, 2021 | 2 min read

According to Contentsquare’s Digital Happiness Report, only 23% of consumers feel happy when shopping online. For brands, this means there’s a huge opportunity to rise above the competition and create an exceptional customer experience through a holistic digital strategy.

Rethinking the role of digital

Consumer behaviors have changed drastically over the past year and a half, with 80% of consumers reporting that they have done more online shopping and 46% saying they made more mobile purchases. Yet with all signs pointing to digital, many brands are still not prioritizing their online presence and evaluating the role it plays in their customer experience.

Many customers still have frustrating or unsatisfactory experiences online. This is where you can stand out in the minds of consumers by continually providing an exceptional experience. Remember, consumers are loyal to experiences—not brands. That’s why you need to create an experience that will keep customers coming back again and again.

At Contentsquare, we believe that taking a holistic approach to your digital strategy is the key to success. And while there’s no one size fits all approach to digital, we find that focusing on the following three areas is a great place to start your CX journey.

CX Circle

Looking to make CX your competitive advantage? Check out our upcoming half-day virtual event for expert-led sessions on accessibility, A/B testing, the digital vs. in-person experience, mobile app optimization and more.
Learn more

A 3-step holistic approach

For success, you need to start thinking of the digital experience in three subcategories: UX and users, performance, and content.

UX and users

How are your customers interacting and engaging with the site? Can they quickly search and find what they are looking for? Do you have a high bounce rate? These are all questions that should be considered when evaluating your customer experience. The goal is to create a user experience that’s entirely seamless—from the moment they arrive on your site until checkout.


Without a high-performing site, it’s difficult to provide a positive CX. Focus on reducing errors, increasing site speed, and having an efficient process for feedback and collecting user information to ensure your site consistently performs well.


This is where it all ties together. This “surface level” is where the information, images, and videos about your product or service live, including insights into pricing and other important details that are useful to the consumer. Whether it's about your B2B content marketing or SaaS social media content, this is a powerful way of providing better customer experience with your brand. 

Each of these elements is equally important to your digital strategy, and without one of them your customer experience will fall short. But do them all well, and you’ll give yourself an edge over the competition.

Remember, creating an exceptional CX is the key to differentiating yourself, increasing conversions, and retaining customers in today’s heavily over-saturated online market.

CX Circle, an upcoming event on this topic

Our upcoming flagship event, CX Circle, is all about turning CX into your competitive advantage.

Industry experts from companies like Dell, Nespresso, and Classpass will be exploring topics such as mobile app optimization, how to improve your testing, redefining your online vs. in-person experiences, how to create dynamic experiences to go beyond personalization, and much more.

You can attend the full event, or just join for a specific session that interests you, register and see the full agenda and speaker lineup here.