Putting it to the test
Jenkins says, “One of the most important elements of improving the customer experience comes from data. With Adobe we now have a great framework for tracking and measuring, but also testing, which has been an important tool for us to educate the business on how crucial data-driven decision-making is.”
Using Adobe Target, Spark started with simple tests, such as making a subtle change to its online shop. Many of these were based on people’s assumptions, but once actually tested and real data was collected, the assumptions could sometimes be wrong. In their place, Spark could deliver a better experience, improve engagement and increase conversion rates through data.
“We started with one ‘Buy Now’ button in our online shop, which at the time seemed like the most direct, intuitive way for our customers to make a purchase,” says Jenkins. “But when we tested three other button options—‘Learn More’, ‘See Plans’ and ‘Shop Now’—the ‘See Plans’ button had an 84% lift in engagement. We wouldn’t have known that without running that kind of test. We would have carried on with ‘Buy Now’ because it made more sense. It was an important start to educating people on data’s significance in making the right decisions.”
Ultimately, integrating Adobe software throughout the digital experience enabled Spark to produce a cleaner, more engaging and more effective customer experience. As Jenkins explains, “The combination of Adobe Experience Manager, Analytics, Target and Audience Manager has enabled us to deliver personalised customer experiences across our smartphone app and websites. Adobe software helped us to move to an agile way of working, which means we now have the accountability to help ensure each customer’s journey is a positive one.”