Does your business understand its customer base? You can have the most innovative products or offer a service that gives an undeniable return on investment, but if you don’t know the customers you want to target, you’ll only go so far.
Customer insight solutions in an online environment
It goes without saying that the amount of people using the internet to learn, shop and communicate has grown exponentially in the last fifteen years. Nowadays, the internet offers huge opportunities for businesses and also provides a wealth of customer information that businesses are able to learn from.
Customer insight looks at the different ways that a brand can communicate with an audience, whether that’s through a concentrated social media strategy, blogging and PR outreach or through a series of informative, entertaining blog posts. Furthermore, it offers the opportunity to monitor the effectiveness of these communications and develop them further.
Why is it important to analyse customer behaviour online?
Looking at the behaviour of potential and current customers is essential for any online business. Developing a better understanding of online behaviour not only helps a business to communicate relevantly with its customers and increase sales, it also allows it to develop its online offering – benefiting the customer experience in a wider sense.
Which tools can be used to map customer insight?
The internet is a goldmine for savvy businesses who are able to keep a keen eye on what customers are doing online.
The power of social media is not to be ignored. On Facebook, Twitter, Instagram and other social sites, customers’ opinions, behaviours and grievances can be highlighted and, if necessary, dealt with in a convenient manner. Facebook, in particular, also offers a detailed demographic breakdown of all people who ‘Like’ your brand, allowing you to see which age ranges and genders associate themselves with you.
What’s more, there are a number of in-depth analytical tools that can show a webmaster how visitors are behaving once they’re on a website. The most popular tool is Google Analytics, which can tell you all sorts of information about individual customer journeys – from what pages they clicked on, to whether they converted or how long they spent on your site before leaving.
Thanks to Google Analytics, you may establish that a specific page isn’t performing as well as others and make the necessary changes – whether that’s amending the design of the page or writing more relevant copy. This is just one way that you can use Google Analytics to monitor customer behaviour online and change your practices as a result – helping your website to convert more traffic and improving your customers’ experience.
If you need help shedding light on your target audience’s online behaviour, Graphic Alliance can help you! Learn more about their customer insight solutions here.
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