How to Choose a Digital Experience Platform (DXP)

8 Things to Look For When Choosing a Digital Experience Platform

When evaluating digital experience platform solutions, focus on the factors that will directly impact your team's efficiency and customer needs. Here are some crucial things to consider:

1. Plan Flexibility

Look for platforms that allow easy upgrades or downgrades without penalties. Plan flexibility lets you adjust your subscription as your needs change and is valuable if your team grows or your budget shifts. During demos, ask how simple it is to change plans and whether there are any hidden fees. A flexible platform will adapt to your business, not the other way around.

2. Data Access and Reporting

Access to real-time data and robust reporting tools helps you make informed decisions. Choose a platform that offers customizable dashboards and easy data export options. Check if the reports can be tailored to your team's unique KPIs. During trials, test how quickly you can access data and whether the insights are actionable. Good data access means better strategic planning, which ultimately enhances your team’s experience management capabilities.

3. Integration with Your Tech Stack

Integration with your existing tools is essential for a seamless workflow. Ensure the platform supports popular CRM (customer relationship management), marketing, and analytics tools. Ask vendors about API availability and any integration issues others have faced. During demos, see how easily the platform connects with your current tech stack. Smooth integration reduces manual work and enhances productivity.

4. Onboarding and Support

Efficient onboarding and responsive customer support can make or break your experience. Look for vendors that offer comprehensive training and 24/7 support. During the evaluation, ask about the onboarding process and average response times for support queries. A supportive vendor will help your team get up to speed quickly and address issues promptly.

5. Role-Based Permissions

Role-based permissions ensure team members access only what they need. This feature protects sensitive data and streamlines user experience. Look for platforms that allow you to customize permissions based on roles. During a trial, test how easy it is to assign and modify permissions. Proper access control boosts security and efficiency and is critical for customer data management.

6. Industry-Specific Compliance

Compliance with industry regulations is non-negotiable and ensures you avoid legal headaches. Ensure the platform meets the required standards for your sector, such as GDPR or HIPAA. Ask vendors for compliance certifications and how they handle audits. Evaluate how the platform manages data privacy during your trial.

7. Customization Options

Your business needs are unique, and so are the personalized experiences your customers expect. Customization options let you tailor the platform to your unique processes. Check if you can modify workflows, templates, and user interfaces. A customizable platform will align better with your team's way of working, improving overall satisfaction. During demos, explore how easily you can make these changes. 

8. Automation Features

Automation features save time by handling repetitive tasks. Look for platforms that offer automated workflows, notifications, and data syncing. During a demo, test how these features work in practice and whether they fit your processes. For instance, effective marketing automation can free up your team to focus on digital marketing strategy and campaigns that stand out.

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How to Choose a Digital Experience Platform: A 5-Step Framework

Selecting the right digital experience platform involves understanding your team's needs and aligning them with the available features. You’ll want to focus on solutions that enhance your digital strategy, your workflow and meet your specific goals. Here's a step-by-step guide to help you make an informed decision:

Step 1: Identify Your Needs

Start by defining your team’s needs as the first step in selecting digital experience platform software. Gather insights and align them with your goals:

Gather Stakeholder Input

Engage key stakeholders like IT, HR, and leadership to understand their perspectives. Hold meetings or surveys to gather their input. Knowing what each department requires from the platform ensures you choose a tool that supports everyone, from the mobile apps team to backend developers.

List and Prioritize Pain Points

Identify current system pain points by talking to your team. List these issues and prioritize them by impact. For example, if slow data processing is a big blocker, it should be at the top of your list. If there are bottlenecks in your content management system, that should be addressed first. Prioritizing helps you focus on what needs immediate attention.

Align with Policies and Goals

Ensure your platform choice aligns with internal policies and goals. Check vendor preferences, security protocols, and regulatory requirements. This alignment avoids conflicts and ensures smooth implementation. For instance, if data privacy is a priority, choose a platform with strong security features. If customer expectations include faster service, choose a platform with strong AI-powered support features.

Differentiate Features

Separate must-have features from nice-to-haves. Must-haves are essentials like headless CMS support, digital asset management (DAM), or data security. Nice-to-haves might include advanced analytics, A/B testing tools, or custom dashboards. Knowing the difference helps you focus on what truly matters, especially if there’s a budget constraint.

Ask These Questions:

• What complaints or blockers come up most often?
• What needs aren’t being met today?
• What features would solve your top 3 pain points?
• What ROI are you expecting from this investment?
• How does the platform align with our security protocols?

Step 2: Research Digital Experience Platform Vendors

Researching vendors is the second step in selecting digital experience platform software. Dive into the differences and document your findings:

High-Level Vendor Scans

Begin with a high-level scan using review sites, rankings, and case studies. This gives you a broad view of available options. Look for platforms with positive feedback, success stories, and a proven track record in digital transformation. These resources help you narrow down potential vendors quickly.

Compare Based on Needs

Look at how tools fit your business size, integrations, or whether they support composable architectures or offer open-source flexibility. A small team might need a different solution than a large enterprise. Consider whether the platform integrates with your existing tools or requires significant changes. This comparison ensures compatibility with your current setup, including apps, social media tools, or existing customer data platform (CDP).

Identify Key Differentiators

Identify key differentiators like segmentation capabilities, user experience, AI-driven analytics, or flexibility for niche use cases. Some platforms excel in user-friendly interfaces, while others offer better implementation support. Determine which differentiators align with your priorities. This helps you find a platform that matches your specific needs.

Document Findings

Document your findings meticulously to keep track of each vendor's strengths and weaknesses. Create a spreadsheet or document with key features, pricing, and notes. This documentation makes it easier to compare each vendor’s overall ecosystem and make informed decisions later.

Ask These Questions:

• What does each tool do best?
• Does it fit your team size, budget, and stack?
• What support and documentation are available?
• How does it handle niche use cases?
• What are the user experience ratings?

10 Top Digital Experience Platforms to Consider

Here’s my list of the top 10 digital experience platform options available, to help you get started in your search:

1. 1. Product Fruits — Best for collecting customer feedback to optimize product DX
2. 2. Mouseflow — Best for understanding digital experience with heatmap and screen replays
3. 3. UserGuiding — Best for interactive product tours
4. 4. Contentstack — Best for modern content management system tools like SDKs, migration scripts + web framework
5. 5. Nextiva — Best for omnichannel customer support
6. 6. Pimcore — Best for product information management, digital asset management, and digital commerce
7. 7. Magnolia CMS — Best open CaaS solution to connect with CMS
8. 8. Censhare — Best for centralized content management
9. 9. Compass — Best for interactive walkthroughs
10. 10. Expresia — Best for AI-driven personalization

Show More (5)

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Step 3: Make a Digital Experience Platform Shortlist and Reach Out

Narrow down your vendor options and start conversations as the third step in selecting digital experience platform software:

Shortlist Vendors

Shortlist 2-4 vendors based on your research. Focus on those that best match your needs and priorities. This step saves you time and helps you concentrate on the most promising options. Use your documented findings to guide this process.

Send an RFI or RFP

Consider sending an RFI or digital experience platform RFP to gather detailed information. This helps you compare vendors on specific criteria like pricing, features, and support. An RFP is useful when you need comprehensive responses to make informed decisions. It’s a structured way to get the information you need.

Book Demos and Ask Questions

Book demos with your shortlisted vendors and prepare focused questions. Ask about features, user experience, and real-world use cases. During demos, observe how intuitive the platform is and whether it meets your team’s needs. For example, you might want to explore customer behavior tracking features and messaging integrations. This firsthand experience is invaluable.

Use Consistent Evaluation Criteria

Apply consistent evaluation criteria across vendors to ensure fair comparisons. Create a checklist or scorecard with key features and requirements. This helps you objectively assess each platform. Consistency in evaluation leads to more reliable, future-proof decisions.

Ask These Questions:

• Can you walk me through a real customer story like ours? (Alternatively, ask if you can speak to a current customer.)
• What support or onboarding resources do you offer?
• What features require an upgrade?
• How do you handle feature requests?
• What’s the typical implementation timeline?

Step 4: Build the Business Case

Turn your vendor research into a business case that your leadership team will understand and support:

Summarize Pain Points

Summarize the pain points you’ve identified and the expected outcomes to demonstrate value. Clearly outline how the new platform will address these issues. For instance, if data processing delays are a problem, explain how the platform will speed this up. Highlighting these points shows the tangible benefits of the investment.

Present Cost Estimates

Find basic cost estimates and implementation timelines from vendor information. Present these in a clear format, showing both the short-term and long-term financial impact. Use digital experience platform pricing details to support your case. Accurate estimates help set realistic expectations for budgeting.

Articulate ROI and Risks

Explain how the platform will improve workflows and save costs. Articulate the ROI, efficiency gains, and financial or operational risks of doing nothing. For example, detail potential savings from reduced manual work. Highlighting these aspects makes a compelling case for why the investment is necessary.

Ask These Questions:

• What business problem will this DXP solve?
• What are the risks of doing nothing?
• What are the financial and operational upsides?
• How soon can we expect to see results?
• What metrics will we use to measure success?

Step 5: Implement Your Digital Experience Platform and Onboard Your Users

Plan a smooth onboarding process once you’ve selected a digital experience platform vendor:

Communicate the Rollout Plan

Communicate the rollout plan clearly to all users. Share timelines, key milestones, and what to expect. Use emails, meetings, or internal platforms to keep everyone informed. Clear communication ensures everyone knows their role and what changes to anticipate.

Assign Internal Owners

Assign internal owners and points of contact for the platform. Designate team members who will oversee the implementation and act as liaisons with the vendor. Having clear points of contact helps streamline communication and address issues quickly.

Ensure Consistent Training

Ensure teams complete training and adopt the tool consistently. Schedule training sessions and provide resources like guides or video tutorials. Encourage team members to participate actively and ask questions. Consistent training leads to better adoption and smoother transitions.

Create Feedback Loops

Create feedback loops during rollout, including vendor resources. Set up regular check-ins to gather user feedback and address any concerns. Involve the vendor in these sessions to provide expert input and solutions. Feedback loops help you make necessary adjustments early on.

Ask These Questions:

• What’s the change management plan?
• Who’s responsible for rollout?
• How will you track early success?
• What training resources are available?
• How will you gather user feedback?

What’s Next:

If you're in the process of researching digital experience platforms, connect with a SoftwareSelect advisor for free recommendations.

Fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.