Importance of building within Dow.com
A consistent experience across Dow’s digital content is crucial not just for marketing and business purposes but also for the customer's benefit.
External experiences, like a microsite or an off-domain microsite, often require visitors to reorient themselves to a new UI which can be confusing and feel disconnected from their other interactions with the brand.
Keeping visitors within Dow.com increases ease of use, supports the Dow brand identity, and allows for better tracking and analytics. It also ensures that important site capabilities, such as My Account login, Sample Cart, Contact Us and the global navigation menu, are always accessible. On the other hand, external experiences often lack integration with these Dow.com features, require maintenance of a separate system and can interrupt the customer's journey.
New Dow.com microsite template for more targeted, branded experiences
As an alternative to building external experiences, a new AEM template was designed so unique, custom microsites can now be built on Dow.com. It offers more flexible, interactive design components while adhering to the Dow CX Design System and integrating with key site capabilities and Adobe Analytics.
Click here for more details on the new Microsite Template.
If an external experience is necessary, still follow the Dow CX Design System
Before opting to create an external experience, confirm your requirements cannot be met within Dow.com or using the new Microsite template.
If you still must build off-domain due to technical feasibility or external system integrations, be sure to follow the Dow CX Design System as well as establish a clear strategy, objective and KPI. By mirroring Dow.com and using familiar visual language, visitors will not feel like they’ve left the core website and can intuitively navigate through the off-domain experience, ensuring a seamless customer journey.