By now, you probably know that customer engagement is the key to success for your ecommerce business. Without it, you wouldn’t be able to grow your loyal customer base. In fact, 65 percent of businesses believe customer engagement is the main driver behind growth, yet only 1 percent of customers feel like businesses meet their expectations. Why is this? The fact is, many businesses are not properly addressing their customers’ desires, which means they are not offering value. This translates to low customer engagement and lost sales.
So how do you figure out what exactly will provide value for your customers? Luckily, that’s where analytics comes in. You are probably already familiar with tools like Google Analytics or Constant Contact and maybe already use it for your own site. These tools can not only provide you with how many visitors you receive on a daily or monthly basis, they also provide important data so you can further personalize your interactions. Below are some ways analytics can improve your customer engagement strategy.
Improve Knowledge of Buyers
If you want to engage with customers effectively, you need to understand who they are. This goes beyond the usual demographics like salary, location, age and gender. Analytics can show you exactly what keywords new visitors are using to get to your site. This means you can then tailor your products to them and optimize your keywords or phrases so you are more likely to show up higher in the search engines.
What’s more, you can also see exactly how long visitors stay on your site and at what page they exit. If you’re noticing a high bounce rate on the first page of your site, it might mean your homepage doesn’t provide enough information on your business. It might also mean your user interface is too hard to navigate. If you notice a lot of people leaving at your checkout page, it’s likely the process is too long or confusing. This valuable insight allows you to see your site through the eyes of the customer and pinpoint problem areas.
All of this means you can produce in-depth customer personas by analyzing behavorial data. This gives you a much wider view of customers and can even help you predict customer behavior since you’ve collected all of these data points. Ultimately, this will show you exactly what your customers want and how they want you to help them. While this can take time to collect data, at the end of the day it can really help improve customer engagement.
Create Better Content
By now you probably know that content marketing is an excellent way to build customer loyalty as it solidifies your company as an expert in your field and offers value to your customers. A good content strategy includes more than just simple blog posts though. It can be range from something as simple as a checklist to more in-depth webinars.
The better your content, the more likely customers are to buy products. In fact, visitors who watch a video are 64 percent more likely to make a purchase. This means great content can not only help build brand awareness, but customer engagement as well.
To improve your content, check out heat map data. This allows you to understand the best placement and the colors and images that work. Analytics can also show you what type of content your customers prefer. It may be long form content or a short 30 second video clip. The more information you can gather, the better your content will resonate with the customer.
Better Customer Service
Customers nowadays want open conversation with businesses, but they also want to control when and where these take place. As much as businesses are now going to social media for customer service, studies find that retailers are still leaving 89 percent of customer comments unanswered. Based on your analytics reports you can see exactly where your customers are most active and then determine what channel works best for your customers. You might realize that support forums work better than social media sites or vice versa. This also helps you streamline your channels as you can use only the ones that make the most sense to your business.
Of course, it takes more than just offering different options. Your team must use the data collected from your reports to improve the experience on each channel. That means investigating the best time and place to talk to your customers. For social media sites, it also means engaging in real-time conversations. Remember: always avoid a sales pitch when starting a customer conversation. You want to actually connect with your customers on a personal level.
Personalize Marketing Campaigns
Thanks to all of the data you collect, you can further personalize your efforts to each customer. A more personalized approach can greatly increase customer engagement as you are speaking directly to them. The best way to do this is to target your customers by their lifestyle instead of demographics.
Segment your website visitors based on the data and then set up targeted ads based on their interests. This will ensure you are showing the right ads to the right people.
As you can see, analytic tools can do quite a lot to help improve customer engagement so long as you leverage it properly. That means you need to go beyond simply the hits and bounce rate and dig deeper into the options these tools offer.
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