A not-so-surprising fact, according to HubSpot: 65 percent of consumers state that the experience they encounter on a website is a “very important” factor in recommending a brand. If that statistic’s not enough, HubSpot also reported that 75 percent of consumers expect new technologies to be used to create memorable and better experiences.

The bottom line seems clear; If companies don’t invest in the digital consumer experience, there’s a potential risk of losing those consumers. What are the most important factors in creating those memorable digital consumer experiences? Consider these five must-haves:

Must-have 1: Answer the need of the consumer

Organizations are tempted to choose new technologies that internal staff think are great but have no effect on the consumer experience. Even worse, some new additions to current technologies can make the digital consumer experience worse or more complicated.

When considering adding new technologies, look at what the consumer experiences currently are. Then determine whether the new technology addresses a specific need or improves the experience. If those needs aren’t being addressed, it may be better to continue that new technology search.

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