Optimising your customers’ experience is one of the best ways to foster greater loyalty, and attract new customers in the process. Despite the massive importance of this, countless marketers and business owners are managing to neglect their customers both before and after a sale. You need to be leveraging customer engagement data to inform your marketing strategy. Here are some great techniques for gaining a better understanding of your customers…
Apply Smart Customer Engagement
A great customer experience is extremely valuable for customer retention and your overall revenue. These days, engaging with the customer in real-time has become easier than ever, thanks to a variety of modern tools. Chat window platforms are becoming more and more popular, with various programs allowing you to talk to customers in real-time as they browse your site. These channels can be a great means for collecting customer insight. The data you reap from simple interaction, regardless of the channel, can allow you to understand your buyers better. Whenever you’re using these kinds of channels to gain insight, try to remove your own bias as much as possible, ask questions that will get a clear answer, and keep your interactions focussed on one element of the customer experience.
Get Data from Customer Analytics
From clicking a link to spending more or less time on a web page, every little action your customer performs is going to offer some invaluable insight into their behaviour. To get a clear picture of how your customers are interacting with your business, you’ll need to apply the right tools. Things like Google Analytics, used in combination with SQL server modernisation and similar services, are excellent for organising insights such as the time customers spend on your landing pages, their bounce rate and how much each conversion is worth to your business. The behavioural trends you pick up on will show you what your audience does and doesn’t understand, what they do and don’t respond to, and the best ways for you to create a more enjoyable website experience. If people spend more time on a certain page, try and pin down what it is about that content that’s keeping them there. If there’s a high bounce rate, find out why people are leaving.
Fine-Tune Buyer Personas
A lot of small business owners make the big mistake of developing their buyer personas with generic factors such as age, geographic location and gender. These things are certainly important, but aren’t enough to support messaging that resonates with your audience on an intimate, emotional level. One great way of fine-tuning your buyer personas is using analytics tools to see the kind of social media outlets and industry news channels your site is getting the most traffic from. This information can be applied to your current personas, allowing you to figure you how, where and when you should be reaching out to customers. Acquiring keyword data can also be very helpful to this. The more intimate you are with your customers, the easier it will be to hit your marketing on the head.