Unleash the personalization potential of experience fragments
- Posted on August 16, 2021
- Estimated reading time 4 minutes
Creating and managing content at scale can be overwhelming at the best of times. But for enterprises with global operations and hundreds of thousands of pages, spanning regions and languages, it’s impossible without the right tools.
Updating a single line on a website can present all kinds of challenges. And if you factor in personalization, we’re not just talking about updating 100,000 pages anymore – we’re talking 100,000 times however many experiences are needed.
There is a combination of tools out there, however, that can make personalization at a global scale a real possibility.
One half of this combination is Adobe Experience Manager’s Experience Fragments – designed with the aim of making managing, personalizing and repurposing content simpler for developers and authors. But the system isn’t used as widely as it could be. And that’s a shame, because there is huge potential with using the Experience Fragments feature.
With a little know-how, the right people, and the right tools to support your company's customer experience goals, you can unlock the transformative potential of Experience Fragments. Here’s how.
What are Experience Fragments?
In Adobe's words, an Experience Fragment is a “grouped set of components that when combined creates an experience. For example, a Title, Image, Description, and Call to Action Button can be combined to form a teaser experience.”
Experience Fragments are building blocks (themselves made up of components such as HTML layout, written content and creative assets) that content authors can use to repurpose fragments of content for consistent experiences. What makes them so flexible is the fact that they are built up of drag and drop containers, meaning that variants can be created quickly for reuse across various channels. For example, a content author could easily turn part of an email into a social media post with a few clicks.
Digital marketers can use Experience Fragments to broadcast to different channels, perform A/B and multi-variate testing against different channels to learn which experience has the best customer engagement and highest conversion rates.
Experience Fragments and headless personalization
Adobe Experience Manager Sites is an API-first headless architecture. Because content, Experience Fragments and their variants are stored in a central repository, it’s simple to keep experiences consistent across different channels, website pages, and third-party systems to repurpose fragments of content. Critically, content authors can create alternate variants without lots of manual re-work or tedious copy-pasting.
Experience Fragments make personalization on Experience Manager a reality. Variants can be easily created to account for factors such as geography, currency, local information and more, then delivered as either HTML or JSON objects for delivery to target audiences. Experience Fragments make it possible not just to author content on Experience Manager but deliver it as well.
Take one simple use-case for example. A content author could set variants of an experience to account for different currencies, then have these pulled onto the page, normally via Adobe Target, when visited by a user from a country that uses that currency.
But when you’re looking to personalize at scale, creating hundreds (maybe even thousands) of Experience Fragment variations could quickly present a complex management challenge. Organizing Experience Fragments and applying an extra layer of intelligence could really power personalization at scale.
Deliver digital experiences faster
This is where the Avanade Digital Experience Foundation Accelerator (DXF) for Adobe Experience Manager can help.
The DXF accelerator is a powerful tool designed to help developers and content authors start delivering digital experiences faster. Used in conjunction with the Experience Fragments system, content authors can set up Fragment variants faster and do much more with them.
Lay a strong digital foundation for your Experience Fragments
Adobe Experience Fragments are a powerful tool in the hands of capable content authors. But even the best in their field would struggle to manage enterprise-level personalization using only Experience Fragments.
With the combined power of the Avanade Digital Experience Foundation Accelerator and Adobe Experience Fragments, your business is better equipped to launch thousands of engaging digital experiences, all in just a few button clicks. Talk to us today to find how we can help. For more advice on creating a strong digital foundation, my colleague shared his views on building the perfect digital experience to last.
What’s your experience with Experience Fragments? Do you have any tips and tricks for optimizing processes? I look forward to seeing your thoughts in the comments section below or hearing from you on LinkedIn.
About the Avanade + Adobe partnership advantage
Are you ready to embrace the rising tide of CX? Avanade is the how and now of digital marketing effectiveness. Personalization at scale. CX that glides. Smarter data. Avanade knows how. And with Adobe, we can help you deliver instant impact and long-term value – fast.