Over the past few years, there has been a greater focus on the consumer experience. Companies are doing everything they can to improve the ways consumers experience their products and services, from the awareness stage to post-purchase support.
One way companies get the information they need to accomplish this is to study user behavior. In fact, it is arguably the best way to get this information. So, if you plan to improve your customer’s experiences with your product, service and overall brand, tracking their behaviors is important.
How Starting With User Behavior Improves the Customer Experience
Unfortunately, owners and managers do not often have an objective view of their business. This is especially common when the business and its products and services are their own creation. To meet customer expectations, they have to find a way to look beyond their love for their creations and gather unbiased feedback.
- Objective: Studying user behaviors provides objective aggregate data that shows the user experience as a whole. This gives companies the information they need to make key decisions.
- Useful: This objective data provides handy information that companies can use to revise products, services, processes, web pages, apps and various aspects of their brands.
- Effective: Too many businesses design the customer experience from the top down. The more effective approach is to start from the bottom up, i.e., with the customer.
- Efficient: Reviews play an important role in online marketing and getting feedback, but it is far easier to study existing information that website and app tracking tools pick up naturally.
How To Track User Behavior and Uncover Intent
If you decide to partner with professionals or use specific tools to track user behavior, determine whether privacy laws in California or the European Union apply to you. Both the California Consumer Privacy Act and the General Data Protection Regulation put guidelines in place that restrict how companies collect, use and share data.
Privacy laws also dictate when and how information regarding this must be disclosed to consumers. Remaining compliant can help your brand to make the news for only the right reasons while collecting the data you need. With that in mind, here are some tools to consider.
You can find a wealth of free analytics tools to use online. If you have a WordPress website, this is already built into the platform. For more detailed analytics, you can turn to Google Analytics. Social media platforms also provide data on how people interact with your content. Facebook, Instagram and Twitter are just three of the platforms that provide this data for free in easy-to-use reports. There are also more advanced, site behavior tracking tools that monitor everything from clicks to time spent on a screen.
2. Anonymous Surveys
Customers often only bother to write reviews when they are angry or when employers encourage them to do so after a great experience. Both types of reviews balance each other out in the end, but they are nonetheless not always an accurate representation. When people get to survey a company anonymously and on their own time, they might feel compelled to be more honest. Some companies include this in their email marketing campaign, while others use paper forms.
3. Customer Testing
Proactive companies test products, services and marketing campaigns before releasing them to the public. Two examples of this are authors seeking beta readers and film producers testing pilots for a show on a small audience. When customers test products and services in the early stages, companies have the information they need to make necessary changes before they have already invested the money in polishing up the wrong product.
The greatest tell-tale sign of whether customers love your product or hate it is revenue. Are you selling more products over time or less? Have the numbers gone stagnant? What is your inventory turnover like? If you have distributors, what are they saying about the product? Sales numbers never lie. That said, it’s important to remember that it might not be the product or service that needs fixing when sales are low, but the marketing campaign.
The Bottom Line
Effective marketing relies heavily on consumer data. By tracking how your users interact with the components of your company, you have a much better chance of fine-tuning the user experience so that they leave raving reviews, become repeat customers and recommend your business to friends and family.