Improving customer experience with analytics
Online analytics scripts like Google Analytics and Mixpanel contain a wealth of information about your website visitors. Apart from providing marketers with holistic and visitor-level information about factors like the source of traffic, the location of the visitor, their engagement rate and product interests, the data from these tools may also be aggregated to derive more insightful information about your customers that can then be used to provide better experience.
Identify bottlenecks in interaction
There are multiple reasons why a targeted customer visiting your product page may not end up buying from you. This could range from product-related factors (price, size, etc.) to logistics and website-related issues (transaction fee, slow website, etc.). Most of the leading analytics tools in the market today, including Google Analytics, come with features that let marketers view the behavioral flow of their website visitors. This feature allows marketers to identify the pages that contribute the highest to visitor bounce and is thus critical in identifying bottlenecks in customer navigation.
Segmenting your customers
Advertisers swear by remarketing. This is the process of reaching out to your non-converting website visitors through follow-up advertising. One mistake that many advertisers commit is to put all non-converting visitors into one bucket and target all of them with the same ads. This is not only going to be ineffective, it ruins customer experience and is the reason why many customers feel remarketing is ‘creepy’.
Google Analytics comes with advance segmenting tools that can dramatically improve the way you segment your visitors. For instance, you could create a unique segment that targets 18-24 year old male visitors who exited at the checkout page. Or, you could target all visitors who landed from a specific search query on Google and spent less than 15 seconds on your website. These segments can then be passed on to your advertising tool for remarketing.
Segmenting does not have to necessarily be for remarketing alone. Segment information from your analytics software can also be passed on to your helpdesk to take remedial action or be shared with your warehouse for demand planning.
Multi-form user behavior
Analytics tools traditionally contained a lot of false-positives. This is because these scripts studied behavior over every visitor session. What this means is that a visitor who browses through your products at work, but comes back to buy them from a home computer would be accounted as two sessions - one that converted and one that did not. User behavior analysis derived from such faulty analytics data is bound to be misleading. The subsequent marketing efforts may ruin customer experience since the product shall continue to be sold to a customer who has already purchased your product.
Google Analytics launched Universal Analytics a couple of years back that included one powerful feature - the User ID. This was a unique marker that websites could pass on to Google and this helped the software process the visitor information more accurately. With User ID, a business could comprehensively understand the behavior of their customers regardless of what device they are interacting from.
No industry relies on Google Analytics for visitor insights as much as eCommerce. Online shopping websites rely completely on analytics to understand why certain visitors behave the way they do. A few years back Google rolled out ‘Enhanced eCommerce’ that is similar to behavioral flow, but targeted at eCommerce websites. Using this feature, retailers can now gain insights to questions like why a visitor clicked on one product over another, what are the hot spots within the page that gain the most eyeballs, how every product copy measure in terms of conversion, etc.
In each of these cases, analytics tools not only help a business in knowing what their visitors do, they also provide inputs on what they don’t do. All this information helps businesses understand customer behavior and thus design a website that offers the best experience to its visitors.