Just like a great server in a restaurant, business owners can read their customer’s body language… but in a different way, of course. When you walk into a restaurant with great service staff, you are waited on hand and foot. Most of the requests and communication that are exchanged in restaurants are through body language. Your server needs to read the signals you give off in order to satisfy your needs. When your server goes above and beyond to make you happy, then you are a customer for life!
While your visitors do not physically “walk into” your online store, there are many lessons business owners can apply from a restaurant server to the online visitor experience.
You can read your online visitor’s “body language” by their clicks that leave a trail of information that business owners can collect, analyze and leverage. These signals define your customers, allowing you to use the information to make a more meaningful and personalized experience. All these signals add up to bring a greater meaning to every interaction a visitor experiences with your brand. We truly get an idea about who your visitor is and what they are looking for. This way, your customers will experience a more personalized and valuable visit than if you knew nothing about them.
All businesses would benefit from this technique of reading digital body language, no matter what your industry is. All visitors like to feel as though something is tailored to their particular interests. For this reason, it is surprising that over 1,700 digital marketers from all industries are still doing very little to personalize their visitors’ experiences.
A personalization strategy can include any tactics that speak to visitors such as targeting a more relevant search keywords result, remarketing emails according to when a visitor viewed you page, or displaying ads tailored to your visitor’s interests.
When personalizing content, take a couple of things into consideration: what your visitors are telling you, and what you actually observe from their behavior. Is this person a new or repeat visitor? Did they arrive to your page in an organic search, or did they come across your site via social media? What keywords did they use? What are their previous purchase patterns? Any interests? Take these signals and share similar areas of your site or content that your think they would enjoy. When did they visit your site? Where do they live and what is the weather like in that area right now? A shopper in Hawaii won’t benefit from your heavy winter coats! How are they reaching you? And are they using a laptop, smart phone, or desktop?
Creating personalized customer experiences just isn’t possible without data, so put your analytics to work! You can create a more targeted experience with homepage banners from your analytics data. Deliver more relevant search results based upon the most popular items or content.
A personalization strategy is an always-changing process that requires time and care. But if done correctly, businesses can really benefit from this technique! To view this full article, click on the link below.