Wednesday, June 15, 2011
Knowing how your target audience uses your website is integral to increasing visitor conversions and improving customer relations. Various retail stores around the world spend millions of dollars on researching how their customers browse their brick and mortar stores. They use this data to arrange the store in the most efficient manner, even engaging in testing to increase purchases by the customer.
Your internet marketing campaign should adopt a similar approach. Focusing on Key Performance Indicators (KPIs) within your web analytics solution can provide insights into how your target audience is using the website. The KPIs can bring troublesome drop-off points within your goal conversion funnels to your attention so you can make the required changes to the design of the page or its content to increase conversions. Perhaps certain landing pages have a consistently high bounce rate. Or perhaps the pageviews-per-visit or average time on site are down. This could indicate that the content on the page is not relevant or targeted enough for the consumer.
Customer relations are not only managed in brick and mortar stores, over the phone, or in emails. Implementing web analytics into your internet marketing approach can provide an integral avenue of improvement to customer relations and conversion rate.