Journey Optimisation: The Road Not Taken

Dectech – 7 September 2022

Source dectech.co.uk

The global economy has been digitising exponentially for over 20 years, albeit differentially across countries and categories.  In 13 years, the majority of US retail sales will be online.  In the UK, online is already 30% of sales. However, there is tremendous scope for journey optimisation.  In our case study, real-world acquisition journey conversion rates vary from 21% to 64%.  Based on this, one provider’s stock has outperformed its rival by x20 over 15 years. In a digitising economy, this report explores various strategies for optimising customers’ online journeys and, using an immersive randomised controlled trial, measures the scale of those benefits.