Brand on the Run – are they whistling to your tune ?
When the average online consumer visits up to five different sites before deciding to actually complete a transaction, it makes perfect business sense to ensure that awareness of your company branding places you absolutely into those five visited sites!
Key Performance Indicators (KPIs) are critical to understanding and acting upon the behaviour of your marketplace to achieve a desired outcome. Monitoring the response to your online marketing means looking at web traffic, conversion rates, average order values and website surveys.
Customer profiling by means of created ‘personas’, which act as a visual and mental model of the different types of people you want to use or buy your products/ services, can be ‘brought to life’ and used to test the entire site–user journey.
In the age of inexhaustible online consumer choice, the key to customer retention is understanding your customer’s real motivations and marketing to their needs, thereby creating a strong relationship. Whether through email marketing, newsletters, opt-in subscriptions and exclusive offers, the online medium allows you to engage and react in real time. You can quickly respond to behaviour changes, concerns, enquiries and requests and demonstrate how customer loyalty brings real value.
When a customer receives a service or product they like, they tend to come back – “can’t be bothered looking elsewhere”, is the usual reason given! However, examining a little closer, we can identify the underlying strategy your website design and marketing company should employ – and are the real reasons a satisfied customer is transformed into a repeat customer.
Here are the top four tactics :
- Basic User Testing
Try out your strategies with a few volunteers first before going ‘live’ or emailing to your market audience.
- Analytics
Visitor site data gives you constant feedback. Evolving your business is dependent on keeping attention on changing behaviours and modifying and adapting in response.
- Niche Communications
Target your email so they are always relevant rather than spam.
- A ‘Push & Pull’ Site
This translates as, “ I’m happy to give you more data and information if you give me value in return”.