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Technology is disrupting the way consumers interact with businesses online.
Today, the buyer's journey is complex. Consumers discover products through social media advertising or artificial intelligence-based product recommendations. They know the tools to use to compare and track prices. They expect immediate engagement with brands on social media. They know how to research the product and where to ask for help.
From discovery (organic search, social media advertising, etc.) to interacting with your website, digital marketing is being enhanced by rapidly evolving technology and, therefore, Consumer expectations and needs are also evolving rapidly.
To stay competitive, marketers need to stay on top of the key technologies and innovations that are driving change in the marketing industry.
Here are a few ways to better understand the onsite customer journey and improve your conversions:
1. Follow Popular Purchase Paths
One of the easiest ways to dive into your on-site buying journey is to look at your Google Analytics reports. Google Analytics offers several conversion optimization tools within their “Behavior” section. To access them:
- Sign in to your Google Analytics account
- Click “Behavior” in the left sidebar
- Select “Behavior Flow”
There you can see your website users' paths throughout your site, visually displayed:
It's a bit basic but it's a solid first step to understanding your website visitor's behavior and:
- What is the most common next step after people land on your website?
- Which landing pages work best in terms of navigating people through the correct path (How can this success apply to another?)
- How many people per page landing pages tend to lose (Is there a way to fix that?)
You can play with the settings to:
- Show more or less details
- Create s to better understand your customers. For example, I typically track branded search referrals (those who entered any variation of my brand name) separately.
2. Implement Smart Spot Search
Search on the spot be considered one of the most important elements of a website, for two reasons:
- People use it a lot to find the product or page they need: on average, a third of web visitors perform a site search. And it really is a conversion booster. Consumers use search, know exactly what they want, and if they can locate the search box fast enough, they'll be ready to buy in no time!
- Internal site search is a goldmine for information: Search allows users to control their own actions, so you can sit back and track what they want and how best to serve them next time. after.
People who do a site search are twice as likely to convert
Meaning, if your site's search isn't performing well, you could be missing out on lots of conversions and lots of data.
AddSearch is a tool that allows you to add intelligent internal search functionality to Places. This tool includes a personalization feature new strong which allows you to guide users through your site based on their previous interactions with your pages.
With personalized search, each website visitor is shown search results depending on their previous behavior and personal settings.
Personalization can be affected by anything from a few pageviews or clicks on favorite search settings, account information, or purchase history.
The tool also collects all your search query data into useful reports, allowing you to reach higher levels of understanding what your customers are searching for:
3. Use Advanced Retargeting and Conversion Channels Tools
Finteza is an intelligent conversion optimization platform that offers many useful features, including:
- Traffic assessment, allowing you to identify risky traffic sources or odd patterns
- Event tracking, allowing you to keep a close eye on important links and buttons on your main landing pages
- Conversion analytics, allowing you to identify which funnel steps are losing your customers
- Website advertising functionality, allowing you to schedule advertising campaigns on the website targeting a specific holiday or season
All those features become more powerful as you add Finteza's retargeting feature, allowing you to customize the user's experience based on the previous spot avior.
Eg:
- Serve special offers to your customers based on previous purchases
- Use additional offers on what they have previously purchased
- Promote products that complement articles or direct users to read or download
The possibilities here are limitless. You can play with the settings and discover more personalized marketing opportunities as you go.
On the good side, although this process can be a bit time consuming, it will help you understand your target customers better.
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