If you think about it, the customers that have purchased from you are special.
You have their money – they liked what you had to say and offer and so they made a purchase for your business. These customers now have their own unique perspective on customer engagement with your business, from finding your business online, to comparing you to the competition, and deciding to buy from you.
What happens after that? Your business might reward them, simply re-sell to them, or maybe even ignore them.
So What Motivated Them To Buy?
The first thing you need to understand is how they see you based on their experience with your business. This means you need to harness the insights you have on your existing customers and these insights could help you do a much better job of generating sales and growing your customer base for future sales all good signs of a profitable business model.
There are numerous ways that you can generate customer insight and without any doubt, you should incorporate this into the day-to-day operation of your online business.
As holidays come and go or special promotions become available to existing customers or new you should be thinking about sending out a promotion. With that promotion you may want to ask one or two questions to further increase your knowledge about the customer base.
You may even send out a questionnaire on how their online customer experience was, what was it like to deal with your business from an outside perspective, did you meet your customers requirements and expectations, etc.
Here are some ways that you can use to gather this information:
If you don’t have a steady stream of data and prefer to ad-hoc (done for a particular purpose), emailing out a survey works great if you have already built up some trust. For example, once a year, you can send out a large questionnaire to your existing customer with questions you need answered. You will get a better response if you also offer an incentive.
It’s one of the most common ways to gather insights and it can be done last minute when you feel like things are sliding. However, it is better if you use your email survey to capture insight on your marketing and sales process.
You can gather data from the masses who do nothing on your site using tools like Kampyle or 4Q – these have low commitments. In addition to learning about your customers, it’s important that you learn everything you can or at least that is available about those who visit and leave your online business without making a purchase.
You never know, it may be one silly little aspect which only takes a second to change but increases the bottom line substantially by generating more sales.
It’s better not to ask all the questions you need to know all at once. You can overwhelm your customers by doing this and even scare them off.
Try to find discrete ways to capture relevant data at different stages of the customer engagement within the website so that you learn about your potential consumers, as they get closer to making their purchase.
The more information you have about your consumers means the more selling power you have as a business now and into the future.
In my earlier marketing days around the time of Frank Kearn and Ed Dale which makes it about 2005 this was know as a fly catcher page, I’m, not sure if it’s still used but it was a very good way to get additional information about a customer. If you would like to know how to create a fly catcher page to capture additional customer information let me know and I will write a “How To Page” for you.
Feedback and insights are an important part of understanding your online customer engagement and determining whether it is effective or whether it has weak areas that should be addressed. Make sure that you make use of it.
September 2015 Updates & News
Google Adds Customer Match
Google has introduced a customer match feature for AdWords advertisers. For brands that upload their customer details, there is now the potential to display hyper targeted advertising and match advert targeting to user profiles through demographic and behavior comparison.
Similar Audiences For YouTube and Gmail
Similar audiences based on your customer emails lists are available for YouTube and Gmail. These similar audiences will be automatically created if your lists meet the minimum eligibility criteria. You can target a similar audience the same way you’d target a remarketing list, by adding it to an ad group in your campaign. For detailed instructions, see Remarketing to YouTube viewers with AdWords.
What do you think, show me by sharing? Got anything extra to add to this post, if so, please do so below…