The digital consumer age is here. Now what?

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In the digital ecosystem, branded web experiences are becoming a crucial part of the buyer journey. As consumers move online, manufacturer websites are one of the first sources of information consumers look to for product information and other helpful content, and it’s an area where many manufacturers have significant room to grow.

Consumer needs are changing

With a changing customer journey comes new customer needs. In the digital consumer age, website performance and accessibility can act as a powerful fast track—or roadblock—to sales. When consumers have trouble navigating your website, they are quick to give up and move on. As web experiences across the board continue to improve, manufacturers must identify and prioritize the consumer needs that will lead to more seamless, streamlined buyer journeys.

Additionally, as corporate responsibility becomes an increasing topic of conversation, manufacturer websites present an opportunity to showcase virtuous intent – and back it up. Creating an accessible website, providing detailed product information, and ensuring transparent practices all take a step in the direction of trust for consumers.

UX has become a powerful purchase predictor

Manufacturers need to provide a frictionless, accessible website that delivers an exceptional digital experience to retain and grow customers. And customers won’t waste their time on sites that do anything less. With the right set of tools, manufacturers can begin to gather analytics data on page speed, customer frustration or drop-off points, search strategies, and more to refine these digital experiences. Once excused from exceptional UX’s rigor, manufacturers now need to take a closer look if they wish to keep positive WOM buzzing.

This in an opportunity to set the standard for branded web experiences

D2C experiences can have a big impact on brand sentiment. Positive experiences, consistent UX, and inclusive, accessible web experiences can all build brand equity and help companies take the lead in the race for customer loyalty like never before. Those that lean into these changes and move quickly to master these digital capabilities stand to gain a considerable advantage as digital consumer behaviors continue to rewrite the buyer journey.

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About Capgemini

Capgemini is a global leader in consulting, digital transformation, technology, and engineering services. The Group is at the forefront of innovation to address the entire breadth of clients’ opportunities in the evolving world of cloud, digital and platforms. Building on its strong 50-year heritage and deep industry-specific expertise, Capgemini enables organizations to realize their business ambitions through an array of services from strategy to operations. A responsible and multicultural company of 265,000 people in nearly 50 countries, Capgemini’s purpose is to unleash human energy through technology for an inclusive and sustainable future. With Altran, the Group reported 2019 combined global revenues of $20 billion.

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About Adobe

Adobe gives everyone—from emerging artists to global brands—everything they need to design and deliver exceptional digital experiences. We empower people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen. Adobe Creative Cloud, Document Cloud, and Experience Cloud bring together our design expertise with customer intelligence to deliver experiences that get results. With a robust platform that’s powered by advanced science, a thriving community of partners and developers, and a culture that’s passionate about pushing the boundaries of what’s possible with our products, Adobe is changing the world through digital experiences. Learn more about us at

About Siteimprove

Siteimprove is a SaaS solution that helps organizations achieve their digital potential by empowering teams with actionable insights to deliver a superior website experience and drive growth. Siteimprove has 550+ employees across 13 offices, helping over 7,200 customers globally. We’re part of the World Wide Web Consortium (W3C), the leading group developing international web standards, and an exclusive Adobe Premier partner.

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The information contained herein is provided for general informational purposes only and does not create a professional or advisory relationship. It is provided without warranty or assurance of any kind. © Copyright 2020 Capgemini America, Inc.