Using Data to Problem Solve a Weak Spot
For businesses, problem solving can be as important as generating new revenue. Instead of hunting down revenue streams, data can be used to expose opportunities for expansion that already exist.
After all, why spend energy chasing a customer down the street when you could focus on better selling the one in the store?
Define the problem area.
Digital marketers can use data to analyze where and when a current website visitor leaves the selling cycle. By knowing where customers are slipping through the cracks – steps can be taken to build a framework for high conversion rates.
An important problem to focus on is identifying a page that has a high amount of interaction but a low conversion on the call to action.
Say a banking company has an entire area of their webpage devoted to information about small loans. Users are reading and consuming the information but aren’t filling out the form that will put them in touch with an associate. Data shows us that this is a weak spot in the digital framework.
Map the customer behavior journey.
Now that we’ve identified the problem, we can begin solving it. Take a look at the Google Analytics behavior flow. The clicks of users should follow a controlled path. Keep in mind that while this path can never be “straight” it should have rhyme and reason.
This data will show whether users are following the intended path or if they are stumbling into or out of the journey.
First, look at how a customer arrived at the page. Did they navigate to the page from a search query or by clicking through the site? If they are not there on purpose, what were they trying to find?
Secondly, look at where customers are headed after they click off of the page. If they are navigating away from the call to action, can it be integrated better to show a clear next step?
Behavior patterns show that the majority of users who navigated to the small loans page came from an outside search query of car loans. Keywords need to be adjusted to prevent the mix-up.
Refine automated marketing processes.
Since the problem area in our example deals with a failure to complete the call to action, we need to find a way to introduce a second call to action. Now enters automated marketing systems. Many marketers use automatic or algorithmic software to personalize messaging to a large magnitude of consumers.
Integrating with a system like Marketo or Autopilot means functions are in place to follow up with a customer who would otherwise be out of the sales cycle. Retargeting is so successful because you already have data to work off to deliver a relevant message.
Once a user has been on the small loans page for 5 minutes, their email address is added to a list (assuming they already gave their email address at some other touchpoint) that follows up with information on speaking to an associate. After one week, a second email will be sent out with information about the small loan process.
Often marketers are focused on the next big idea and fail to hone in on why current strategies are dissolving. By scouring data for cracks current customers are slipping through, a savvy marketer is strengthening all digital frameworks.
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