Organizations across all sectors are competing in a world where their digital channels and capabilities are increasingly critical for driving profit and sales growth. Companies are competing to provide the best possible digital interactions and experiences for prospects and customers who are now engaging and transacting online more than ever. With the Covid-19 pandemic likely driving a permanent shift in customer behavior towards online channels, the importance of digital experience optimization has become paramount.

The State of Digital Experience and Conversion in 2021 report from Econsultancy and Decibel shows increasing numbers of businesses have recognized the close correlation between the quality of their customers digital experience and business outcomes. They are consequently investing in new optimization-related tools and techniques that have led to the development of more sophisticated metrics, and the evolution of digital experience ‘ownership’ within their organizations.