Understanding your customer isn’t as tough as you might think, but it does require some effort and careful analysis of where and how you can collect significant data. The key is to determine which of their behavior or profiles aspects are most relevant to your business. Once you are clear on that, you can start to measure and analyze better ways to engage them and ultimately sell them you products and even create loyal customers along the way.
- Real-Time Behavior of your Customer
To understand your customers better, you have to get greater insight into how they actually behave with as much data as possible on the way that customers are behaving in real time. You need to know how long are they staying on your ecommerce site, what links are they clicking, and what are they uploading or downloading and when are they doing it.
The trend in ecommerce marketing is needs anticipation. In order to survive in the ecommerce market, you will need to harvest, blend and analyze real-time customer data to help you identify patterns and predict customer needs before they’re even aware of them.
- Customer Service Interaction
When customers call to return products or to ask questions, it is the perfect opportunity to ask them a few questions and get their opinions on what they like or disliked, how they found you and how they are using your product or service. Create a template list of questions on hand for your customer service representatives and encourage them to use it every time they interact with your customers.
- Identify Your Referral Sources
It is common for sellers to forget to track the referral source of the lead during a sales as they are busy tracking all the information about the client to close a sale. But without the referral source, it’s hard to understand how to reach your customers because you don’t have clear data about where your existing customers are finding you or how you can reach them.
- Monitor Yourself
Although it may seem like the obvious thing to do, many companies do not keep a close eye on the activity that their customers have on their website, especially if no sale is completed. The activities and click-throughs that happen outside of a purchase or a conversion can also provide valuable information.
It is important to know which pages your customers navigate towards. Do they seem happy with the pages that each of your links leads to, or do they click away from them and if so, how quickly? Paying close attention to their behavior while they navigate your ecommerce site will allow you to understand and reach your customers better, while also making their online experience more fun and easy.
- Be More Social
Almost every person is on some form of social media. The best place to reach consumers is where they spend their time. To counter some of the problems of social insight, subscribe to a tool or platform that aggregates user data across all streams. A good analytical tool guide will help you build your database.
Do keep in mind that most consumers hate being bombarded with ads. Instead of running a basic ad campaign, try running a compelling, authentic campaign that involves real people to develop “social impact” element. This can help you add users to your database and a connection to your brand.
- Build It and They Will Come…Back
Creating an accurate and informative contact list is one of the most powerful marketing tools you can build. It is simple enough. After you’ve closed a deal, keep the lines of communication open with each client. Relationship marketing and customer relationship management (CRM) is important to keep your online business growing. You want to be able to reach the right customer with the right message through the right channel. The best way to achieve this is to record every piece of relevant customer data to build a rich customer profile. And of course, always make sure you have the customer’s permission to store and save their personal information.
- Get to Know Your Customer
Collect demographic and interests for your customer database as this will allow you to provide highly targeted marketing efforts to your customers for things that are interested in. Getting this information is often as easy as sending them a survey to fill out.
Any of these tips on their own is a good way to get more information to help you better serve your customer and increase sales at the same time. Used in combination, they can be very powerful tools to greatly increase brand recognition as well as sales, the ultimate goal of very ecommerce seller.