How To Use Marketing Analytics to Enhance Customer Experience

The marketing experience has been improved by analytics. But that means nothing without a high conversion rate, which can only be caused by a good customer experience.

Using analytics to enhance customer experience is essential to staying ahead of your competitors.  Remember that both you and they have this information.

So if you don't use the data, they will.

Here are a few tricks we've learned over the years to improve the experience of my web visitors.

Using The Behavior Flow Report To Enhance Customer Experience

The behavior flow report is one of the most underutilized analytics tools.

That's a shame because it's one of the best tools out there for providing insight into the direct experience of your customers.

The report maps out the path visitors take on your site. This information will let you tailor your website's content to the priorities of your visitors.

For instance, if visitors to your site frequently visit the page for one service offered by your company, making that service more prominent can increase your conversion rate by making sure customers get the information they need. 

Behavior flow reports are great tools for organizing your site, but they aren't perfect. Use them with services that determine how visitors to your website behave on individual pages to tailor your web, content, and marketing strategies.

Understand Your Bounce Rate

Bad content loses customers.

That's bad news in a big way, but you shouldn't forget the positives to that.

We're glad to say that understanding your bounce rate will let you make content that keeps customers hungry for your site.

Bounce rate is the percentage of visitors who exit your website on the same page they enter from.

You can analyze the bounce rate of your whole website, but what's more useful is to look at the bounce rate of individual pages. After you do that, there's one question you need to ask yourself:

Why are visitors leaving?

In some cases, a high bounce rate could be a good thing. If you're trying to improve your SEO ranking, visitors finding a legitimate solution to their problem through a blog post is a good thing.

On the other hand, if visitors are leaving your website because they think your content is useless, your presentation tasteless, and your page frustrating to navigate, you need to take steps to enhance customer experience.

Knowing your bounce rate is important, but what's more important is understanding your bounce rate in context.

That's why our CX Insights let you find points on your website where your customers leave. This will help you tailor your customer experience strategy to overcoming these obstacles.

How Fast Are You?

A lot can happen in three seconds. That includes your customers leaving.

There are plenty of fast websites out there today. If yours isn't one of them, your competitors' are. Using analytics to optimize your website's speed will keep your customers on your website and not backing out of an infinite loading screen.

Analyzing your site's speed is a great way to enhance customer experience. It's also easy to do through analytics and offers a great ROI.

Remember: your customers do not have the patience for a slow site. The Tortoise and the Hare is fiction: business needs speed.

Desktop, Tablet, Or Mobile?

A growing number of web browsers today use three devices, usually: a desktop, tablet, and mobile device.

If you don't know which one they're using to visit your site, you're limiting your ability to enhance customer experience.

Use analytics to see which devices contribute the most to your traffic. This, in turn, will allow you to leverage that information into setting development priorities tailored to the needs of your customers.

Where Are Your Customers Coming From?

Knowing here your customers coming from doesn't just help you know where to market.

It also helps you know what your customers are interested in.

For instance, let's say you have a lot of customers visiting your recipe website from a vegan forum. You might use that information to decide to post more vegan recipes and maintain those customers.

Or, if a lot of visitors are coming to your website from a travel blog, you might post content with a more cosmopolitan vibe to enhance customer experience.

Another thing this can help you with is identifying keywords. Knowing both what blogs and what searches bring customers to your website is essential to using analytics to enhance customer experience.

Either way, analyzing the path to your website is just as important as analyzing the path on your website.

Need Help?

Analyzing customer experience is time-and-resource consuming. We understand that, even with this information, small business owners might not have the time to go over every aspect of their website's analytics.

Luckily, we offer plenty of services to help you enhance customer experience. One of the most popular is our world class customer experience strategy!

Our strategy will help you map out content to support your path and the path you want your customers to take. We'll help you focus on both gaining and retaining customers, figuring out how long you want it to take for your customer to purchase your product for the first time and then repeatedly, and even tailoring your business strategy to using analytics to enhance customer experience.

We'll help you focus on both gaining and retaining customers, figuring out how long you want it to take for your customer to purchase your product for the first time and then repeatedly, and even tailoring your business strategy to using analytics to enhance customer experience.

But we understand that you still may be skeptical.

Get in touch with us if you're looking to get moving on your path to taking control of your business. We'd be happy to talk your strategy over!