Know Thy Customer - Part 2
How to create content so that the customer will listen and how to listen to the customer so that they'll speak - part 2.Continued from the previous post, I know explain how to listen to your customers through your web site. Knowing your customers isn't just about reading their feedback emails and requests they make to you; it's also knowing how your clients enter your web site, what they do, and how the leave (with or without your product/service). These little details will allow you to see if there are any major faults in your web site, and if there are, you can fix them.
Here are a few suggestions that'll allow you to understand your customers better:
- Come one come all?
Where are your customers coming from? Is it a search engine; a directory; or are they just plain guessing you? If you're advertising on a non-digital or TV based medium, it's best to get your customers to go to a specific entry page or link so that you know those marketing mediums are working for you. It's also very good to have statistic software installed on your web site. All web sites made by FireStarter and that are hosted on Alias Hosting come with statistic software preinstalled. The software is:- Awstats
- Webalizer
- Analog
- Where have all the customers gone?
If you're running a web site and you're not getting much interest then there's something wrong. A web site should be built to perform, if it's not performing for you, there are ways you can debug your customer's experience. Once again, using your statistical software, you can track your customers as they go around your site. Look at where they're going to, how long they spend on each page and where they exit. Also look at how long they spend on your site before they leave. A recently survey suggested that people judge a site in around 50 milliseconds. One of the main reasons for your customers leaving in a hurry will be the design, feel and content of your site. Are you worried? You should be, ask FireStarter to give your site a full health check. - Can your customers find you?
A lot of customers that surf the web nowadays don't like to send emails straight away because they feel that they haven't got any guidelines on how to contact you. If they do email you, you may encounter a few emails going back and forth before you're able to help the customer. The answer to this is to be specific with your services and products, and give the client guidelines on how to contact - not in the shape of words, but in the shape of specific web forms. If you're offering to install windows for people, it's good to have a web form that's specific for the customer to enter their details and get a quote without unnecessary emails back and forth. This break-down in communcation layers allows you to get close to your customers and them to receive a more personal and tailored service.
— by Ahmed, Created on Fri Aug 2006
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