Do You Know Who Your Website Visitors Are ?
In the brave new, interactive online world, it’s the website visitor who now has control – you need to find out who they are and what they want!
Consumer communications across multi-digital platforms – think iphone, Twitter, Facebook – have exploded onto the ecommerce mainstream, in the last few years. ‘Real time’ technology has given the consumer a formidable capability to connect and exchange their views instantly on the brands they use, the sites they visit and the experience they receive.
Simply stated, conversation is now two-way! Engagement is everything and customer relationships should be the connecting wires of your online marketing campaigns.
If you don’t find out what your website visitors want and need, your time spent on email marketing or PPC will be seriously undermined and you will find that your site soon fails to perform, i.e. lack of enquiries, drop in sales!
If they can’t find what they want – and quickly, not only will visitors not stay, neither will they wish to return and this will impact on search engine indexing and your page ranking will dramatically fall. Remember, if this happens, it can take up to 6 months to reverse the downward slide!
Website visitors control what you can and can’t do with your site! Tracking software and analytics are absolutely essential here! By paying close attention and examining exact visitor behaviour, you can work out what your website visitors are looking for, where and how long they are searching and what particular site features they seem to appreciate.
You need to know which pages are the most popular, what part of the page they are most drawn to, which desired ‘call to actions’ are actually being carried out, e.g. how many people are signing up to your newsletter. If it’s not happening or the figures aren’t as high as you would have liked, check the stats and work out how you could get it higher!
Remember, your online marketing strategies carry on right through the engagement process! If a visitor makes an enquiry or asks for something, it’s a good idea to give it serious consideration, and reply immediately – otherwise you may find you will disappoint them and they will go elsewhere, to your competitors!
If you get to know your visitor, constantly test your website design and put the right content and products in place, you will achieve results!