By knowing our audience, we can work out what they value and provide it. Like any Digital transformation efforts, the usability or experience our customers have when interacting with our business is key. This usually begins with our website. From our own perspective we need to attract visitors to our website, provide content they value which makes them ‘sticky’ and provide a degree of personalisation that makes the customer feel valued. Does your website do this? Through technologies such as Mouseflow and Hotjar we can track where a visitors eyes are drawn to on our pages, this informs our decision where to place elements such as a 'Call To Action' which in turn drives conversions and leads for smarketing. When we contrast this with the subjective opinions of a web designer the results usually speak for themselves. Also, when we make data driven decisions for SEO and understand how many visitors we require to achieve a 1% click through ratio, we can ascertain whether our keywords actually generate enough traffic to provide our smarketing teams with. Essentially our website becomes a growth engine and data generating platform which our Digital transformation efforts require.
What are your visitors searching for?
By knowing what our visitors are actually looking for, we can provide it. For example, a visitor searching for ‘managed IT support services provider’ is less valuable than a visitor searching for ‘managed IT support services provider pricing gloucestershire’ as the former is working through the awareness phase and the latter practically has their wallet out. Now if our website provided a managed IT support services provider pricing Chatbot that allowed our visitor to interactively build their own quote then we’d be providing real value and they’d probably become quite sticky as they worked out what they actually wanted and could afford. But how many managed IT support services provider’s in Gloucestershire actually have a pricing calculator on their website? That’s right – zero! Instead websites list features such as ’cloud based backup, O365, etc.’ which doesn’t help our visitors or provide value. That said, I’m off to design a web based interactive Chatbot.