Your website isn't yours. You don't own it. Sure, you may pay for it, work on it, outsource a portion of its upkeep and design to an outside firm, and spend a tremendous amount of your own time on it, but it isn't yours. Your website belongs to your customers and it's your big data marketing sources that are telling you what your customers like and don't like about your website.
It's virtually impossible for your big data marketing team to ask every customer what they think of your website's layout, and they don't have to do so. After all, everyone has an opinion and that's often the problem.
Instead, you need to go right to the source. You need to use the big data marketing sources you have right now to make your website a better platform.
There are a number of ready-made online tools and data sources you can use to help you better understand what customers think of your website as a whole and how they feel about individual landing pages. So, what are these tools and how can you use them?
All the information about your website's performance can be found on Google Analytics. You can define which landing pages work best, which keywords generate the most visits, how long users stay on a given page, how fast that page loads, and on what links customers click.
Google Analytics also provides insight into your individual customer segments. You can define from what countries your visitors come, their age, the products and services in which they're most interested, and which keywords they used in online searches. You can also determine the effectiveness of each of your calls-to-action (CTAs).
Big data marketing teams rely upon Google Analytics to improve page load times, make their websites mobile-friendly and mobile-optimized and set goal tracking against traffic generators like pay-per-click (PPC) advertising and text advertising. You can even see how users react to your website in real-time. The ability to identify which landing pages work and why they do is at your fingertips and it's free.
There is also software available online that will track your user's cursor as they move about your website. A heat signature map is provided that outlines how users navigate a given page. Hot spots show areas with high traffic and demonstrate on what portions of a landing page users are focused. This then allows you to re-position links and icons or shorten your content, if need be. Most importantly, you can better position your call-to-action (CTA) in and around specific areas and then track the results of those changes.
Another big data marketing source that can tell you what customers think of your website is social media. Right now your customers are voicing their opinions online and they choose to do it through their preferred social media channel. They share likes and dislikes on the apps they have on their smartphones. They are constantly providing you with feedback. All you need to do is listen.
Take yourself out of the equation. Stop listening to the opinions and input of co-workers, employees, and outside firms. Use the big data marketing sources you have right now to design a customer-centric website and always use the feedback your customers provide in real-time to make that website better.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.