Survey Shows Digital Publishers Need A Strategy To Improve Online User Experience

By Christine Kern, contributing writer

If you have clients in the digital publishing niche, a study by Cxense could help you design solutions that enhance the online user experience they provide.

The study showed although the majority of publishers surveyed (81 percent) believe data is critical or very important to their success, most to not personalize their websites based on individual users. The survey of 287 respondents, administered in conjunction with Editor & Publisher, found 69 percent do not personalize their home page or landing pages based on individual users, and 62 percent do not personalize content of email newsletters and only 13 percent plan to do so in the next year. In addition, 53 percent of companies surveyed don’t have a strategy to deal with ad blockers.

The survey also underscores the importance of taking action on the data they have collected in order to improve greater user experiences and digital revues. Cxense customers like The Wall Street Journal and USA Today have successfully created an experience tailored to their readers.

“There is no denying that digital publishing is undergoing a huge shift driven by personalization, ad blocking, data management, and more,” said Lauren Pedersen, VP global marketing at Cxense. “The entrance of new technologies must be coupled with the necessary support to make it easy for publishers to implement a data strategy.”