The beginning of the commercial internet was uncharted territory. The launch of the first commercial websites marked not just a technological milestone, but the beginning of a fundamental shift in how companies interacted with their audiences: a world where the storefront extended beyond brick and mortar, a digital frontier where businesses could connect with customers in entirely new ways.
If you’re my age (or older) and think back to those first online presences, the websites were often static, one-size-fits-all experiences. Companies were essentially broadcasting information, hoping it would land with the right person at the right time. There was little or no understanding of individual customer needs or the ability to tailor interactions based on behavior. It was a digital Wild West, with a lot of potential but also lacking the sophisticated technology for engaging potential customers.
Adobe Journey Optimizer allows you to visualize, orchestrate, and analyze the entire customer journey, from initial awareness to post-purchase engagement. It lets you the create intelligent, event-triggered interactions that adapt to the individual customer actions and preferences.
The power of Journey Optimizer
Let’s look at a fictive use case that demonstrates the power of Journey Optimizer.
Imagine, Mark, married, father of two, likes to fish and more importantly needs a new lawnmower.
Mark knows about the online store called Green Thumbs Are Us, so he visits the website to browse the different available machines. During his search and after comparing some interesting models he adds his favorite model to the wishlist, but decides to think about it and doesn’t purchase it yet.
Here’s where Journey Optimizer kicks in. Tracking Marks browsing behavior, AJO triggers an automated email after a day. This isn’t a generic reminder; but a personalized message highlighting the benefits of the specific lawnmower Mark added to his wishlist and even including a short video demonstrating its use. To sweeten the deal, the email includes a limited-time discount on some of the accessories (cleaning brushes and an additional battery) for which he also showed interest during his visit.
Let’s say Mark now adds the lawnmower to his cart from the link in the email but still does not checkout. Fortunately, he has the Green Thumbs Are Us mobile app installed; this lets AJO trigger a push notification a few hours later. The message helps to remind him about the items in his cart and offers free shipping if he completes the order within the next hour.
Mark finally makes the purchase using the mobile app, but the journey doesn’t end here. Journey Optimizer will orchestrate a follow-up email with care tips for his new lawnmower and links to relevant articles and videos on the website. After a week, Mark will receive another personalized email showcasing complementary products, like gardening gloves and a maintenance kit, based on the initial purchase.
The power of Adobe Journey Optimizer lies in its ability to connect all the touchpoints. It tracks Mark’s interactions across the website, email, and mobile app, ensuring that the communication is on time, relevant, and personal. This is not just about sending automated messages, it’s about understanding the customers journey and providing the right information and offers at the right moment, having a visitor browsing the website becoming a satisfied, returning customer of Green Thumbs Are Us.
A more personnalized experience
The evolution from those early, basic websites to the sophisticated, personalized experiences powered by Adobe Journey Optimizer shows the overall advancement of technology and our understanding of customer behavior. Just as the pioneers of the commercial internet were exploring new possibilities, today’s businesses need to leverage this powerful tool to create truly customer-centric experiences,
We’ve come a long way from sending generic emails where the only personalized item was the name of the customer. No more static billboards of the early web.
An article by Johan Ruttens