How to use data and zoom towards success by understanding our customer's journey !



Today,  the internet has captured a greater share of human attention and the amount of easily accessible customer data has skyrocketed. 
www.digitalmarketing.ac.in/customerjourneyanalytics.jpg
Image source : blastanalytics.com

This has given marketers a unique opportunity.

By adopting a data-driven marketing approach, marketers can transform their websites into hyper-personalized buyer experiences that deliver a better UX and a higher conversion rate.

What is Data?

Data can mean many different things to different companies, so before we can take a look at how you can use it in your marketing campaigns we need to first define what type of data we will focus on.

The tactics we present primarily work with first-party data, which is the data collected by our company on our customers.

This could be analytics data from your site, data from our CRM, or any other data we actively collect from your customers (this could be from surveys or feedback, for example).

Boosting Site Conversions With Data

What could we do with this data

1. Site Tracking

A customer journey is the path that a customer takes on our website to become a paying customer or lead. Every business’ customer journey is going to look different from one another but, at a general level, most journeys have the following structure: Awareness -> Subscription  -> Paying customer

By tracking all the events that our current users are going through to reach conversion (e.g. clicking on to the page, reading info, filling form, etc.), we can understand how customers engage with our site, what moves them onto the next stage, and perhaps more importantly, what causes them not to move onto the next stage of the journey.

Some insights allow us to double down on the aspects of our site that are working and fix the parts of our site that aren’t and in the process help you improve conversion rate.

For example, by tracking how customers interact with your site on key landing pages, we can A/B test copy and arrangement to optimize for site conversions. This will ultimately allow us to increase our conversion rate with each iteration.

2. Chat-based Data Collection

Another way to understand the customer journey is by using chat to source common user questions. Customers do feel comfortable sharing information and asking questions to a chat agent, whether human or artificial.

Leveraging this phenomenon on our website, we can add a chat widget to our website where customers can ask their questions about your offerings and then use that chat data to inform our website managers.

For example, if customers on our pricing page keep asking our chat agent whether our pricing plans include multiple users, we can add the number of users to each plan description, reduce uncertainty and have more conversions taking place.

3. A/B testing

A/B testing is often recognised as the most important data-driven tool in any marketer’s arsenal.  

The basic premise of this method is that we show half of our site visitors one version of our website, and the other half another version of your website (usually with a single change made to it) and see which performs better to decide on the final copy. 

It is a slow and iterative process but well done well, the results are  truly rewarding.

A lot of marketers are unaware that A/B testing can also be used in a chatbot conversation. By testing seemingly minor changes to copy, delivery time, and even visual aesthetic, we can optimize our chatbots for higher conversion rates just like they would with a regular webpage. 

An wonderful example of this is to test different  messages on key site pages to see which prompts elicit the highest open rates.

4. User Segmentation

By dividing our customers based on attributes like location (users that visit your site from x location), analytics data (device type, number of pages per session, number of visits, etc) or CRM data (purchase history, company, vertical, etc.), we can create marketing strategies that are hyper-personalized to the preferences of our customers.

For example, if a customer has repeatedly visited the sneakers product on our site, we can use this with previous purchase data to personalize the home page. We can present the latest sneaker range landing page as the home page and include a repeat customer coupon to help convert the visitor into a buyer.  

The best part about personalization of the website is that a data-driven approach can be used in conjunction with any other method

Conclusion

Data is a powerful tool to understand our site visitors, what converts them, and how best to optimize your site as it can help to understand the consumer journey. This shall surely help in more conversions and success.

Today,  the internet has captured a greater share of human attention and the amount of easily accessible customer data has skyrocketed. 
This has given marketers a unique opportunity.
By adopting a data-driven marketing approach, marketers can transform their websites into hyper-personalized buyer experiences that deliver a better UX and a higher conversion rate.

What is Data?

Data can mean many different things to different companies, so before we can take a look at how you can use it in your marketing campaigns we need to first define what type of data we will focus on.
The tactics we present primarily work with first-party data, which is the data collected by our company on our customers.
This could be analytics data from your site, data from our CRM, or any other data we actively collect from your customers (this could be from surveys or feedback, for example).

Boosting Site Conversions With Data

What could we do with this data

1. Site Tracking
A customer journey is the path that a customer takes on our website to become a paying customer or lead. Every business’ customer journey is going to look different from one another but, at a general level, most journeys have the following structure: Awareness -> Subscription  -> Paying customer
By tracking all the events that our current users are going through to reach conversion (e.g. clicking on to the page, reading info, filling form, etc.), we can understand how customers engage with our site, what moves them onto the next stage, and perhaps more importantly, what causes them not to move onto the next stage of the journey.
Some insights allow us to double down on the aspects of our site that are working and fix the parts of our site that aren’t and in the process help you improve conversion rate.
For example, by tracking how customers interact with your site on key landing pages, we can A/B test copy and arrangement to optimize for site conversions. This will ultimately allow us to increase our conversion rate with each iteration.

2. Chat-based Data Collection

Another way to understand the customer journey is by using chat to source common user questions. Customers do feel comfortable sharing information and asking questions to a chat agent, whether human or artificial.
Leveraging this phenomenon on our website, we can add a chat widget to our website where customers can ask their questions about your offerings and then use that chat data to inform our website managers.
For example, if customers on our pricing page keep asking our chat agent whether our pricing plans include multiple users, we can add the number of users to each plan description, reduce uncertainty and have more conversions taking place.

3. A/B testing
A/B testing is often recognised as the most important data-driven tool in any marketer’s arsenal.  
The basic premise of this method is that we show half of our site visitors one version of our website, and the other half another version of your website (usually with a single change made to it) and see which performs better to decide on the final copy. 
It is a slow and iterative process but well done well, the results are  truly rewarding.
A lot of marketers are unaware that A/B testing can also be used in a chatbot conversation. By testing seemingly minor changes to copy, delivery time, and even visual aesthetic, we can optimize our chatbots for higher conversion rates just like they would with a regular webpage. 
An wonderful example of this is to test different  messages on key site pages to see which prompts elicit the highest open rates.

4. User Segmentation
By dividing our customers based on attributes like location (users that visit your site from x location), analytics data (device type, number of pages per session, number of visits, etc) or CRM data (purchase history, company, vertical, etc.), we can create marketing strategies that are hyper-personalized to the preferences of our customers.
For example, if a customer has repeatedly visited the sneakers product on our site, we can use this with previous purchase data to personalize the home page. We can present the latest sneaker range landing page as the home page and include a repeat customer coupon to help convert the visitor into a buyer.  
The best part about personalization of the website is that a data-driven approach can be used in conjunction with any other method

Conclusion
Data is a powerful tool to understand our site visitors, what converts them, and how best to optimize your site as it can help to understand the consumer journey. This shall surely help in more conversions and success.

Ref : hellotars.com

See also
https://youtu.be/qlcmM6w5cPc


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