Customer analytics refers to data collection that shows you what your customers are interacting with, how they are doing it, and how long. Interpreting that data helps you understand what is resonating with your various customer segments.
But, how can you improve customer analytics and properly integrate them into your eCommerce strategy so that you can achieve superb business performance?
Take a look at the following list of innovative ways to best use the customer data you own and improve your overall company’s customer analytics.
#1 Integrate IP Geolocation
Brands looking to improve their customer analytics through customer engagement have to navigate the diversity of devices they use and understand that consumers engage differently in different contexts.
As the number of mobile and connected devices grows, it is becoming increasingly important for businesses to have the necessary real-time intelligence offered by IP geolocation tools. Based on your user’s IP address, your marketing team will be able to deliver carefully crafted and contextually relevant content to improve customer journeys.
This technology can also identify other critical data parameters such as carrier, connection speed, and device type, allowing you to create compelling multi-screen engagements.
#2 Opt for Private Internal Network
For many jobs, remote work has changed the nature of communication, which is why intranets have grown in popularity. This private internal network that supports an organization’s employees is one of the many tools that make up today’s digital workplace. It does this by expediting communication, collaboration, and information sharing among your team.
So, to help your team frame the scope of your company’s customer analytics and set expectations for each stakeholder, opt for WordPress intranet. This resource is easy to maintain, open-source and provides access to thousands of WordPress plugins for adding new features when you need them. And, though intranet is not directly customer-facing, it can be a critical component in your company’s functionality.
#3 Secure Customer Experience Personalization
Today’s consumers are well informed and desire a personal experience when purchasing online. For that reason, businesses should utilize customer experience analytic tools to identify their customers’ browsing and buying patterns and offer multiple, personalized touchpoints throughout their interactions.
For example, by using customer analytics, your marketing team can develop customer profiles (buyer personas) to help you understand what your customers want on a deeper level. Or you can use customer analytics to build a self-service experience that provides information that customers can use to help themselves quickly and easily. Excellent materials for self-service openings include FAQs, explainer videos, or step-by-step solutions for everyday user problems.
#4 Offer Unique Service
Appropriate use of data about your customer’s demands can help your company promote a service that caters to your buyers on a personal level.
For example, innovative businesses use customer experience data to look up their customers’ wishes and the past treatments they received. With this information, you can trace the repetitive buying habits of your consumers and suggest personalized offers at the estimated time of purchase.
So, if a customer bought a shirt next to pants in a past purchase and in a new one only has a shirt, suggest adding a pair of pants as well. Or, if you notice a customer purchasing the same product on more than one occasion, make sure to suggest this product right away the next time they shop.
Thanks to the correct use of analytics, your service becomes more than just an exchange of goods and a simple transaction. Instead, it evolves into a long-lasting relationship.
#5 Improve Product Offering
Customer analytics can also help you offer better products to your customers. That being said, by carefully analyzing transactional data, for example, you will be in a position to look at how often a product was purchased based on your customer’s purchase orders. Or by doing a segmented analysis on collected information about a product and what customers are saying from social media, you can establish if a product is loved or hated.
Most importantly, by using customer feedback, you can tell if your customers are happy (or not) with the product they bought. So, refining how you work with the data you collect can help improve your products. Remember, nothing sells better than a good product.
The Bottom Line
Analytics are essential to a thriving business and should be a top priority for any eCommerce business. A common experience among successful companies is that promoting and improving customer analytics can improve an organization’s ROI, enhance conversion rate, increase buyer’s loyalty, improve team productivity, and reduce expenses. With that in mind, we encourage you to start using our innovative tips and take your company’s customer analytics to the next level.