Marketers today gets bombarded with too many data. While it is highly necessary for your marketing campaigns, you just can’t help but feel overwhelmed with its excessive presence and leads you to a saturation point wherein you don’t know which one to use and not to use.
So, to stay on top of the competition, you need to focus on the ‘right’ consumer insights to get that much-needed lift in your business stats, especially in conversion rate. To get the useful insights you need to identify the gaps in your data which is only attainable by observing the consumers.
As a marketing professional, you need to keep track your customer’s behaviors, habits, and feedbacks because they’re the yardstick of strength when it comes to your company’s relationship with its clients.
Use The Right Insights to Convert
The two of the most important factors that marketers consider, presumably including you, are profitability and revenue. As long as these two are growing up, you don’t need to pay attention. Or should you? The answer is yes!
Simply put, profitability and revenue may grow at a rapid speed, but they can also take a sudden plummet. It can happen because the preferences of the customers can change in a heartbeat. If your business is caught flat-footed, the sales results next month won’t look quite as rosy as how it is today.
It’s about time that you found out what matters to your customers. Having the right comprehension of their behaviors and activities will help you perceive the warning signals before your conversion rate ultimately goes south. It will also help you unearth trends that may lead to new areas of opportunity and growth for your business.
Check out the following methods to boost conversions using the right consumer insights.
On-site behaviors are the engagements of a consumer on a website. For some businesses, the only bridge of interaction between the consumer and the brand is a site. Hence, it’s important for companies to apprehend how consumers engage with their sites. This action may range from what content page they visit up to what calls-to-action buttons they click.
Through observing the visitor, you’ll learn what interests them and what possible issues may arise that could affect their engagement. This data is particularly critical when it comes to directing the consumers in the sales funnel as it can reveal friction points that prevent the buyers from completing a transaction.
Interactions are most effective when they incorporate real time behaviors. You can think of it as unexpressed profiling. Knowing the intention of the buyers helps your team to anticipate their future behavior and prepare marketing strategies to convince them to buy.
Making a sale is only the start of having a real comprehension of your consumers’ needs and this is where usage data comes in. This type of data is imperative to determine the actual value of the product. You should know the perceived and real benefits from the perspectives of the consumers.
Through following patterns, you’ll be able to identify which customer types use the product, the frequency of the client’s usage and how the customer navigates through the application. Customers have varying reasons for using your product, and a usage data can disclose their true intentions.
Furthermore, usage data also helps you determine which product features are the most valuable to the consumers. Thus, you’ll know which outdated features to discontinue and if you need to provide user training for the new ones. So, allow the patterns of your product usage patterns to underline competitive advantages, highlight growth opportunities and mark new markets to enter.
Surveys and Forms
Surveys and forms will give you an opportunity to ask consumers for relevant information. The only downside here is that most companies view forms and surveys as a way to obtain every single detail about a buyer. And with all honesty, it’s impossible to accomplish and only irritates the visitor.
Typically consumers don’t like to waste their time answering a lengthy questionnaire to receive your freebies. In fact, most would stop completing the general inquiry while 40% don’t submit if the survey or form is too long to fill out. They would opt to fill few form fields and before giving out further details.
On top of this dilemma, marketers are also torn between quantity and quality when collecting information from surveys and forms. Short forms usually yield low quality leads since people can quickly finish them. On the other side of the coin, if a consumer takes time in completing more form fields, there’s a high probability that they’re interested in your products.
What you can do is make your tests and find out what works best for your business. Research is also helpful in determining the balance between earning conversions and acquiring information. Use surveys and forms as a tool to collect information about your target audience. And produce the best leads by doing experiments with the number of form fields.
Complaints of Customers
It’s normal for a business to get complaints as it’s part of the development lessons. You can’t please everyone with your products and services, the same way that you can’t want people to like you no matter how good you are.
However, do not let complaints become a scarlet letter for your business. Listening to the sentiments of the consumers is a chance for you to refine the services of your brand. So, be dynamic after receiving the opinion of your customers by requesting feedbacks in your website and email campaigns.
Cooperate with your team and interview a group of unsatisfied customers. In doing so, just listen to their grievances and concerns and avoid rebutting with a quick answer. Be prepared also to ask questions that target the root of the problem.
Convert With Data
Since we’re talking about conversions here, data is beneficial in achieving your goal. The rule of thumb is to focus on customer data that will augment the experience.
You must track on-site behavior to find out how exactly the buyers engage with your content. You can get direct insights by asking questions to the consumers through surveys and forms and provide your team with ample space to take real action.
Customer insights are useless if you don’t incorporate them into your business strategy. Thus, the real work begins when you implement the following techniques above. It’s also crucial to advocate a culture of experimentation in your company.
Let your business grow by running different sets of experiments to find what works and what doesn’t. Analyze the results of your tests and always get input from your consumers. Remember that innovation sprouts from failures, so let everyone in your team explore and allow them to learn from their mistakes. And actively engage your plans to convert visitors into customers.
Latest posts by Patrick Joseph Panuncillon
- 5 Ways to Augment Conversions Using Proper Consumer Insights - September 12, 2017