What can negatively impact digital experience management?
While there are a number of digital experience management systems and solutions that address these issues from the standpoint of deploying content, one of the major - and often overlooked - elements that affect a user’s digital experience is website performance. It’s true that 40% of all visitors will bounce if a page takes longer than 3 seconds to load, but even more astounding, one second of delay increases customer dissatisfaction by 16%.
So what are the biggest offenders in terms of negative impact to digital experience?
The amount of intelligence that marketing tags offer verges on the uncanny - advertisers can build incredibly detailed profiles of an individual as they move around the web, seemingly to almost anticipate a consumer’s needs. That’s why they are deployed at such an astounding rate. But tags that are unresponsive and slow to fire can impede a site’s load time - the dreaded tag latency.
Ghostery allows you to pinpoint tag latency issues, which tags are slowing your site, so that you can solve the problems immediately. Additionally, you can optimize the location of vendor tags to resolve network latency issues that may be cropping up for users. Online shoppers dissatisfied with website performance are 79% less inclined to buy from a site again; 52% of shoppers rate quick load times as key to loyalty.* By precisely homing in on problem tags, you will speed up your site and improve customers retention.
Mixed Content Warnings
Another contributor to a negative digital experience occurs when a user feels that their personal data is not secure, commonly when a browser displays a red flag alerting them that a site is putting their data at risk.
Browsers display these red flags when they detect non-secure marketing tags on a secure page.
If non-secure third-party marketing solutions - often added by vendors in the marketing stack with whom the site has no direct relationship - appear on the page, this triggers a mixed content warning. These warnings scare off visitors ready to complete a purchase, contributing to an abandoned cart rate of 74% last year. Thus, the more non-secure code running on a site, the more potential for these alarming messages.
To improve website performance is to improve the entire digital experience. Ghostery’s digital experience management immediately identifies non-secure tags and address these issues, allowing for a smooth and protected DE.