Today there is a multitude of points of contact between your customers and you, offering you a wealth of data colossal on their browsing habits. But how to take advantage of this huge manna? Elements of answers taken from the Digital Marketing 2018 guide, published by EBG.
Businesses are challenged to optimize and design a rich and consistent customer experience across channels, drive conversion, build loyalty and differentiate to compete. All this is not possible without the data. Collecting the data to better understand the users, to analyze to identify the elements to optimize and exploit to transform this data into actions in order to optimize the trajectory of the Net surfers, these are the three essential phases for a successful optimization process.
Collect: Customer Knowledge And Analytics
To be able to analyze and estimate the best strategy to adopt and the tools to put in place on your site, it is necessary to have the necessary data. Thanks to the data, it is possible to understand how users use your site. For this, there are several tools for data collection.
The recording session: the recording of videos online makes it possible to view the interactions between the Internet users and the site in order to better understand the user’s course (mouse movements, clicks, pages scrolling, completed form, etc.). Thus the points of friction and the difficulties of navigation are clearly identified;
Heatmap and Heat Zones: Your users’ behavior data can also be viewed through heatmaps. You can check the browsing behavior of your users by viewing the elements with which they interact the most. Heatmaps allow you to compare page click distribution on each variation of a test or your customizations to refine the analysis;
Net Promoter Score: the user feedback tools make it possible to collect more directly the comments and remarks of each one. The satisfaction survey thanks to the Net Promoter Score also makes it possible to identify the types of respondents: detractors, liabilities, and promoters, while identifying the areas for improvement to be implemented on your site;
Data Management Platform or Data Management Platform: DMPs will recover, centralize, manage and use data related to prospects and customers. There are also other ways to collect data such as cookies (text file placed on browsers), tracking URLs, Google Analytics or your CRM tool. Analyze: targeting strategy
Data is the most powerful way to analyze the expectations and needs of your users. You will be able to understand when and why they did not convert, and thus optimize your site and put in place the right strategy to avoid drop-outs in the conversion tunnel and low click-through rates.
Analyzing this data will help identify the source of your prospects and know which process generates the most clicks. Did they give up the purchase? You can know when then analyze this data in order to know which points are to be improved: a Call To Action (CTA) not explicit enough? A discouraging buying tunnel? A basket that multiplies the sources of leaks?
The reading of the data is not obvious, the analysis that follows either. To simplify the reading and the analysis of this abundance of data, data visualization tools make it possible to illustrate these figures. As the name implies, the data visualization tools display the data visually. This can be done with charts, pie charts, diagrams, maps, timelines, infographics or even unpublished graphic creations or photos. The presentation in an illustrated form makes the data more readable and understandable.
Other web analytics tools allow a simplified reading of the data. For example, Google Analytics is also a clear and easy-to-use tool. Its interface also offers graphic elements that simplify the reading and analysis of the data.
Analyzing the behavior of Internet users makes it possible to establish recommendations and rational modifications, based on reliable data. Thus, you can reduce the margin of error in terms of optimization: we know that this CTA is not clicked, so first optimize this button before changing the entire page. But here we are already entering the next phase!
This second step, which involves the exploitation of the data, can seem difficult since it requires a capacity for introspection and a critical look at the existing site. It is nevertheless crucial for anyone who wants to see their KPIs improve drastically.