Great customer experience should be at the heart of everything you do as a business. After all, your existing and future customers are your most important assets. But, how do you create an experience your customers love? Understanding the customer journey is an important part of getting the customer experience just right. In fact, a negative or difficult customer journey could be the difference between developing loyal customers — and achieving fast-exit rates and poor bounce rates from your website visitors. Let’s discover six ways to create an unbeatable customer journey — from website optimization and bespoke marketing content to leading software and on-site personalization.
Know your audience
Start by establishing who your audience is and what they are looking for. After all, they’re the ones going on your customer journey. Look at your existing customers — what industry are they from? What demographic are they? Where are they discovering your business — Google search results, social media or email marketing campaigns? Remember, you’ll likely have multiple audiences — consider a segmentation strategy for the ultimate insight. Once you have a clear understanding of your customers, you should review and explore your existing customer journey. Once they land on your website, where do they go? And, at what stage do they exit your page? Consider mapping out their journey and highlighting any pain points or issues.
Customer journey optimization
You’ve identified the parts of your website that work well, and more importantly, those that don’t. Website optimization is about improving your site for the best experience. It can be optimized for search engines (SEO), and for conversions (CRO). Both work to improve your customer journey — appearing at the top of the search engine results page supercharges your reputation and makes you more discoverable. Conversion rate optimization ensures your website is intuitive to navigate and, in turn, easier for your visitors to take actions and make purchases. Posting keyword-loaded content regularly, ensuring your pages are fast-loading, enhancing your website appearance and tailoring your calls-to-action are just a few ways to get started.
Personalized experience — your secret to success
Now you know what your customer journey looks like and who is engaging with your brand, it’s time to apply this insight to your experience. Personalized marketing is crucial for the modern-day B2B marketer to succeed — and, it dramatically enhances your customer journey.
According to Evergage, 55% of marketers say improved customer experience is a top benefit of personalization. And, Segment found that almost half of consumers have made impulse purchases because of personalized experiences. So, create content that is specific to key industries, audiences and accounts, and distribute it on the platforms and channels that matter most to them. Make use of website analytics to identify your best referrer channels and prioritize your marketing activity in these areas for maximum impact.
Your customer journey should be seamless and simple — and innovative, reliable technology ensures that is the case. Whether it’s employing live chat or chatbots on your site to make customer support accessible 24/7, using tools to support your optimization strategy, embracing mass personalization technology for maximum impact, or supercharging your processes with customer relationship management tools, scheduling platforms and automation. The customer journey has evolved — people want help, information and insight instantly. According to Edelman, more than half of consumers expect a response from customer service within an hour, even on weekends.
The customer experience metrics that matter
Remember, measuring and testing everything you do to achieve the best results matters. Sometimes, what you think might work successfully isn’t what you need at all. Split testing is a great way to see a side-by-side comparison of what’s working best. Something as simple as the language you use on a particular page or the color of a call-to-action button can make all the difference. Look at where you are — and identify where you want to be. Set benchmarks and goals, and use customer experience metrics to track your progress. This could be anything from customer satisfaction to churn rate, as well as website results like time spent on your site, bounce rate, conversion rate.
On-site personalization is the missing piece of the customer experience puzzle and should be considered a key part of your customer strategy. According to Infosys, almost three quarters of consumers are frustrated when website content isn’t personalized. And, Business2Community found that 81% of consumers want brands to get to know them.
So, to ensure that your customers find their experience with you enjoyable — and not frustrating — implementing on-site personalization is key. This helps ensure the journey is seamless — if the content they’ve viewed on your marketing channels is bespoke, then why should your B2B organization be any different?
Webeo is a leading website personalization software that is supercharging the B2B client experience with real-time, bespoke on-site experiences. Utilizing a global leading database of business IP addresses, the innovative tool works by transforming your website based on the specific visitor. Greet your visitors by business name, alter the imagery, language and content that appears when they land, increase relevance, personalize calls-to-action and create the perfect website for every visitor, every time. Boost your CRO, reduce your bounce rates, improve customer experience and watch your SEO ranking soar. Discover the power of website personalization and book your Webeo demonstration today!