Experience & build
Digital experience optimization
Find where customers hesitate, fix it, and prove the fix worked.
What it is
Digital experience optimization (DXO) is the ongoing practice of improving how customers move through your website and digital channels, using analytics, research, experimentation and personalization. It goes beyond conversion rate optimization (CRO) by treating the whole journey, not a single page, as the unit of improvement.
Who it’s for
- Teams with healthy traffic but flat conversion
- Organizations with a testing or personalization tool that isn't being used well
- Companies that want to improve the site continuously instead of redesigning every few years
The problem
What we’re usually called in to fix.
Unknown drop-off points
You can see that visitors leave, but not where or why.
Opinion-driven changes
Homepage edits decided in meetings rather than by evidence.
Personalization without a plan
Tools purchased, audiences undefined, results unmeasured.
- 01DiscoverSearch, social, referral
- 02EvaluateService pages, proof, pricing
- 03ConvertForms, checkout, booking
- 04RetainOnboarding, email, reviews
What you get
What you’ll have at the end.
Measured by conversion rate and value per visit on priority journeys, how many tests you run and win, and the revenue or leads from changes that go live.
Where most clients start
Journey diagnostic
A focused analysis of one or two priority journeys that ends with a ranked list of opportunities.
Request a journey diagnostic- Journey and funnel analysis across key paths
- Heuristic and accessibility review of priority pages
- Research plan: surveys, session analysis, user interviews
- Prioritized test backlog with hypotheses and success metrics
- A/B test design, build, QA and analysis
- Personalization roadmap based on data you actually have
Platforms we work with
- Google Analytics 4
- Optimizely
- Hotjar
- Adobe Target
How the work runs
Audit, plan, build, improve.
The same four steps every time, sized to the job.
- 01
Audit
Map journeys, instrument gaps, and find the biggest drop-offs.
- 02
Plan
Form hypotheses and prioritize by impact, confidence and effort.
- 03
Build
Design, build and run tests and personalization.
- 04
Improve
Roll out what wins, write down what you learned and line up the next tests.
Why ATL Martech
The people who plan it also build it.
- Senior practitioners. We’ve built and run marketing technology programs at enterprise scale. You get that experience without a big-firm team around it.
- Planned with everything else. Before we start, we look at how this work affects your strategy, your other tools and your data.
- Independent. We don’t take referral fees from software vendors.
- Fixed scope. Every proposal lists the deliverables and the timeline.
How much traffic do we need to run A/B tests?
Enough to reach statistical significance within a reasonable time. For lower-traffic sites we rely more on research, heuristics and sequential improvement than on split testing.
Is this the same as CRO?
CRO is part of it. Digital experience optimization also covers journey design, content, performance, accessibility and personalization across channels.
Next step
Talk to us about digital experience optimization.
The first step is a free 30-minute call. We’ll ask about your goals and constraints and tell you honestly whether digital experience optimization is the right place to start.
Prefer email? contact@atlmartech.com