Anticipating customer preferences is key to your brand’s success. In the past, marketers relied on lucky guesses and cumbersome surveys. Now, analytics delivers actionable insight that companies can use in real-time in order to respond to consumer trends and fast-changing market conditions. If your company isn’t using analytics, then you might as well be flying blind, in a storm, without radar.
Analytics Provides Game-Changing Insights Into Consumer Behavior
- Are you analyzing customer site search queries to identify individual preferences, consumer trends, and selling opportunities?
- What do common website flow patterns look like? This is a page-by-page snapshot of the journey customers takes with your platforms. Are they getting stuck at a particular point? Perhaps they are they looking for additional information at a specific junction? Do they drop a purchase because they encounter a page about shipping charges? Mapping your flow can help you optimize the customer’s journey.
- Do you regularly test and measure alternative eCommerce options? The most successful companies -- Amazon, for instance -- have a culture of testing. By putting several choices in front of customers you can determine which one are the most effective.
Testing allows for certainty but analytics is what helps you identify what actually needs testing in order to optimize and grow your business.