How well do you understand your visitors? This is a key question on digital marketers' minds today. We are transitioning to using more data when it comes to understanding the needs, pain points, and interests of customers, and shifting to become experience-centric. Of course, this dynamic focus has intensified as web analytics and web content management systems have evolved, and consumers expect brands to know their hows, whos, and whys in a consistent and continuous manner. Today, every website of any size and in any category needs to be in-sync with its visitors, to understand them well, and to deliver personalized customer experiences.
Yet wanting to understand visitors, and knowing what actual content paths to direct them to in order to improve their experience are two very different things. There is no one right way. But, here is a simple course of action that can help you become more experience-centric.
Observe visitors behavior through your web analytics platform and see where they are having problems; the bounce rate, pages per session, session duration, and conversion rates in these pages or categories can help you to gather customer insights.
This data can be translated into use-cases that connect to your strategic and marketing objectives. The focus on user or behavior flow is a great way of understanding your customers, and it will help you develop persona elements based on their expectations.
Once you are able to understand what really matters to your visitors, just put yourself in their shoes, and think about all the options you would need before making a choice on a product or service.
Then, listen to what your customers are saying through comments, social media, reviews, etc., to understand their reactions to those options, and iterate accordingly.
The idea is that you transition to becoming an experience-centric digital marketer, and shift to designing for your customers and not for company executives, and use content as a means to enhance all phases of the visitor journey.
This simple approach can help you move closer to improving the customer experience of your website. As the digital marketing world becomes more experience-centric, you will need to transform the way you design, store data, create apps, build emails, produce content, integrate data flow, etc., to stay competitive and relevant with your customers.