Google Analytics is indeed having a huge impact on almost
everyone in the world today as it analyses all that one needs to know about
people and their choices. Due to this, it is indeed a very important business tool.
Everyone needs to know who our
potential customers are and what impact they could have on our business.
We all know that the major challenge
is any business is understanding one’s customers. For this we do need to work
on it incessantly.
Understanding our customer(s)
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Earlier, people used to do this by
conducting manual surveys of potential customers and trying to see what people
are looking for. Brochures were often distributed, views were asked, noted and
compiled. This was done many a time till the business hit the spot of 100%
success.
Naturally, the whole process took so
much time and money that there were more misses than hits in the business
world. In fact, this resulted in a new area called market research where a
whole department would be working on just this aspect of business.
Even in the digital world, this is
very much present. For, the key to success of any business is having a comprehensive understanding
of one’s customers Whether we are build or optimize the experience of a
customer, understanding and knowing one’s customers better is always the key to
growth.
Some
things we could do are
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1. Ensuring intelligent customer engagement
A
satisfactory customer experience is valuable for retention of customers. This
in turn results in more revenue.
In
the area of technology, engaging with one’s customers in real-time has become
more easily accessible thanks to new tools. Messenger is becoming an ever more
popular customer service channel, while tools like Drift allow you to talk with
your customers as they browse one’s website.
Even
though technology has a lot of strength, there are some areas where one must
keep in mind.
·
Remove bias: One must get the uninfluenced,
impartial opinion of the customer without any bias. For, we want genuine
insights, even if they’re negative. An example of this could be a question like
“What or where do you think we could do
better?”
·
Be concrete: We must use simple language that asks
for feedback on a specific topic for clarity. For instance, we could has, “How
have you improved in sales using our software?”.
·
Focus: Our surveys should always address only
one area of the customer experience.
Keeping these things in
mind as we personalize our customer survey helps a great deal
2. Creating robust buyer profiles
Often,
many people make the mistake of using generic demographics like age,
profession, and location to develop their potential buyer’s profiles. These
data points do not provide enough information to create messaging that resonates with the audience on an emotional level.
One
thing we could do to analyze customer preferences is to use the Acquisitions
tab on Google Analytics to see which social media outlets, industry blogs and
professional forums the website traffic comes from. This could then be used to find
out where and when to reach them more effectively.
Acquiring
keyword data is also a helpful way to discover the terms and descriptions that
certain buyers use to describe one’s services.
To
segment customers based on keyword searches, we could use Google Webmaster
Tools to create a list of common keywords that drive people to one’s site. This
can then be grouped into overarching themes and assigned to different profiles
based on the data we have available.
These
keywords can then be put across the website copy, content marketing efforts,
and other online interactions. Speaking the same language as your customers is
a subtle way to make our current audience feel more welcome.
3. Generating data from customer analytics
Every
action has value. Each and every customer action needs to be analysed, whether
it is clicking on a link or reading through a web page as this provides valuable
insight into customer behavior.
This data leads us to conclusions about what our audience
doesn’t understand, what they do and don’t like, and how we can create a
stronger website experience.
If
people had trouble navigating to a certain sales page, for instance, we need to
adjust the interface to allow for a more user-friendly experience.
If
theirs is one page people that people spend more time on than others, we need
to analyze that page’s content to see what’s retaining people’s attention.
Most
of all, if there is a page with a high bounce rate, we need to understand
what’s making people leave.
4. Anticipating and planning
Planning
for future customer engagement is just as important as creating a plan for the
present.
One
thing we would need to do always is to put our teams in the right frame of mind
to respond to customers during stressful or challenging situations.
Additionally, when we look and study historical
behavioral data, we will learn which features customers have found most
valuable over time, and which features they didn’t use. Understanding the most
popular and most visited pages can also help us plan content strategy making us
focus on topics and formats that will best solve the challenges that our
audience faces.
Drawing
trends across the most commonly-used features would to determine why our
customers liked them. Additionally, looking at market trends and analysis will
give us a good idea of what other companies in the space one is in, have
already accomplished. This shall make us devise new features that explore these areas.
5. Traverse the customer’s path
The
only way to completely understand the unique and dynamic customer buying
journey is to put ourself in your customer’s shoes.
All
this requires is a change in perspective, a change in the way one operates.
Each step of the customer needs to be noted and then understood from his/her
point of view.
Here, technology has indeed made it
much, much easier to understand and interpret data to make the business cater
to exactly what people are looking for. We just need to learn the tools that we
have completely and holistically to ensure we take the right steps.
We welcome you to join our course in
Google
Analytics to take you forward in your journey.
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