8 essential tools to optimize your website 

Website optimization is all about making changes to your website to improve its quality based on your own set of objectives. Website search engine optimization (SEO) involves working to acquire a high-ranking position on search engine results pages (SERP) like Google. According to Search Engine Journal, as many as 93% of online experience start with a search engine. Conversion-rate optimization (CRO) is the process of increasing the number of website visitors that take a desired action on your website — from downloading a piece of content to making a purchase. Econsultancy found that just 22% of businesses are happy with their conversion-rates. And, it’s crucial that when making these changes, customer experience is optimized throughout, ensuring the journey is intuitive and simple. Let’s explore some of the leading technology available to help you optimize your website for the best results.   

Google Analytics

Analytics are a great source of useful information to help you make necessary changes to your website. Google Analytics provides you with insight about your visitor behavior, shows you pages that are seeing a high bounce rate, identifies best performing content and referrer channels, as well as helping you track your goals to ensure your business is moving forward. It’s also easy to create custom reports, so you’ll have hordes of data at your fingertips — not to mention it’s free!

Screaming Frog SEO Spider

There are a huge number of factors that can impact your SEO ranking. The Screaming Frog SEO Spider crawls websites to analyze and audit technical and on-site SEO. Identify broken links, analyze page titles and meta data, spot duplicate content and more. With a free version available to download — as well as a paid version with advanced features — it’s suitable for businesses of any size.

Crazy Egg

Like all things in marketing, website optimization involves a level of experimentation. Crazy Egg analyzes your website, shows you where to make improvements, provides an A/B testing tool to help ensure you’ve selected the best option, as well as offering simple editing tools that eliminate the need for a developer. Plus, it offers a 30-day-free trial.

Wordtracker

A robust keyword strategy plays a crucial role in enhancing your SEO ranking. But, what are your potential clients searching for? And, where do you start? Wordtracker is a tool built for keyword research, helping businesses find new keywords and related terms to weave throughout their website pages and content and increase their SERP position. 

Grammarly

Regularly uploading hordes of high-quality content is key to a website optimization strategy. In fact, 72% of online marketers describe content marketing as their most effective SEO tactic. It helps search engines recognize that your site is active, and gives your visitors more to engage with — helping them get familiar with your brand and, in turn, increasing the time they spend on your site. Grammarly is an effective, free add-on that helps users create mistake-free writing, offers grammar and spelling support, as well as detecting tone. 

IBM Watson Assistant

The modern-day customer expects a 24/7 service. Utilizing technology to help you provide just that will supercharge your customer experience and help you maximize on opportunities fast, guiding visitors towards making a conversion. The IBM Watson Assistant enables users to create chatbots and virtual agents that understand and respond in a human-like manner to multiple languages.

Lead Forensics

With access to detailed website visitor journeys and real-time alerts of the businesses visiting your website, Lead Forensics converts visitors to leads — even if they don’t make an inquiry. Users can see their visitor’s journey, make changes to their site, reach out to the right person at the right time, and even personalize their sales approach using insight — increasing the likelihood of conversion and providing great customer experience.

Webeo

According to Evergage, 96% of marketers agree that personalization helps to advance customer relationships. And, 88% think their prospects and customers expect a personalized experience. A personalized approach helps draw visitors in, keeps them around for longer and increases the chances of them making a conversion. B2B website personalization technology Webeo can help you optimize your site by creating bespoke experiences for your visitors as they land. By increasing the relevance, displaying content that resonates with them and speaking directly to the visitor, you’ll benefit from reduced bounce rates, increased time spent on your site, a boost in conversions, enhanced CX and supercharged SEO.

Webeo is a leading website personalization tool that transforms static B2B websites into engaging, personalized on-site experiences. Utilizing a global leading database of business IP addresses, Webeo alters the language, imagery, content, greetings and calls-to-action displayed on your website in real-time based on the visitor. Whether they’re ABM targets, key industries, existing clients or first-time visitors, create the perfect website for every visitor, every time. Optimize your website with customer experience, conversions and search engines in mind. Discover the power of website personalization and book your Webeo demonstration today!   

How to become a customer journey expert and impress your boss

The customer experience provided by your B2B organization can have a huge impact on your reputation, marketing ROI, revenue and more. For modern-day marketing success, your wider customer experience strategy needs to be robust — and that includes optimizing your customer journey. Salesforce discovered that 34% of businesses are implementing customer journey mapping into their service. This makes sense when we learn the benefits — in fact, according to Mckinsey, organizations that use customer journey maps reduce their cost of service by 15-20%. So, let’s explore how to become a customer journey expert, providing the best experience for your potential buyers and increasing the likelihood of conversion. 

Using customer journey analytics

Your customer journey is, essentially, the way a potential customer gets to know your business, how they interact with your brand, and the series of events that take place on the lead up to them making a purchase. Journey analytics are a useful way for marketers to see multiple variations of the customer journey, identify which of those journeys are the most successful, see where they should prioritize and establish what will help them meet their business goals. Analytics go a step further than customer journey mapping, helping businesses identify how many clients took a particular path, what types of customers go on a particular journeys and even the channels that will most likely lead to a purchase. 

CX measurement

Mapping out your customer journey is a key step in helping you measure your overall customer experience — a necessity for achieving the best results. It enables marketers to understand what their customers like and what they don’t, as well as ensuring their CX strategy is helping them meet their KPIs. There are multiple ways to monitor how successful your customer experience is — let’s explore a few.

Sales: has there been an increase/decrease in sales since implementing a CX strategy?

Net Promoter Score (NPS): how many customers would recommend your business to family/friends? (%)

Customer Satisfaction (CSAT): the average customer satisfaction score based on a real-time experience

Customer Engagement: time spent on the website, number of clicks etc.

Customer Effort Score (CES) surveys: the level of effort a customer has to put in to get the outcome they want

Customer Churn Rates:

No. of customers at the beginning of time period – no. of customers at the end of time period

÷ customers at the start of the time period

It’s up to you and your team to decide which success metrics you’re going to measure. But, whatever you decide to use, they need to accurately reflect your objectives. And, it’s crucial to utilize the data provided to you to make necessary changes to enhance your experience.

CX reporting

If it’s your responsibility to improve customer experience, then measuring, monitoring and reporting all need to become a pivotal part of what you do. Now you have identified the success metrics you’ll be using, it’s time to report the findings from your analytics to optimize and enhance your journey. There are a few things you’ll need to include.  

  • Highlight successes

Make a note of what’s working and why, ensuring you include proof in the form of your chosen metrics. For example, if sales have increased — by how much?

  • Identify areas of improvement

If one channel is driving large quantities of traffic to your site, but it’s not converting, this is a key indication that something needs to be changed. Ensure you include these findings.

  • Introduce a plan of action

When exploring what needs to be improved, it’s crucial to include how you plan to change it going forward. Show solutions, not problems.

  • Establish where productivity can be improved

If teams are misaligned, certain tasks are particularly time-consuming, or a process can be enhanced, be sure to say it here. For your customer journey to be the best it can be, your business needs to be a well-oiled machine — and that starts with your strategy!

Your customer journey recommendations

When it comes to customer journey optimization, the best way to start is by putting yourself in your customers’ shoes. Try thinking about your own experience as a consumer and identify what makes for a positive and simple journey — and equally, what doesn’t. Map out a series of potential customer journeys, aim to streamline your touchpoints across all channels and weave great customer experience throughout. Utilize data to make informed decisions, identify what’s working well, and be prepared to make changes to what isn’t. Remember, no two customer journeys will be the same, so prioritizing personalized experience throughout your customer journey marketing is a must for maximized results.

Webeo is a leading website personalization software that transforms static B2B websites into engaging, bespoke on-site experiences. It works by utilizing a global leading database of business IP addresses and tailors your website based on the visitor. Users can alter the language, imagery, content, greetings and calls-to-action displayed on their website to meet the needs of the visiting business as they land, creating the perfect website for every visitor, every time. Reduce your bounce-rates, improve your conversion-rate, boost your SEO ranking and transform your customer experience from start to finish. Discover the power of website personalization and book your Webeo demonstration today!

5 examples of exceptional customer experience in B2B

Customer experience is a broad term, encompassing every aspect of your customer journey, a positive customer service and the way your customer feels about their interactions with your brand. PRNewswire discovered that 81% of organizations view customer experience as a competitive differentiator. This makes sense when we learn the vast benefits it brings B2B organizations. According to SuperOffice, customer experience initiatives have the potential to double your revenue within three years. And, CX helps create loyal customers, too — PWC discovered 73% of consumers say a good experience is key in influencing their brand loyalties. If you haven’t already put customer experience at your organization’s core, you risk falling behind your competitors. Let’s explore some examples of winning B2B customer experience in action.

IBM

IBM is a global technology organization that is leading the way in B2B customer experience. But, what makes its CX so successful? The organization provides every client with a team of specialists to help train them to use the best tools for their business and integrate IBM Cloud Storage. Plus, the business developed the IBM Customer Experience Lab to help them provide the best CX across their channels, as well as regularly taking customer feedback. Gaining valuable insight from your customers should be a key part of your plan — according to Oracle, 63% of CX professionals rely on customer feedback to help create better products, service and customer experiences. Ask, listen and make changes as necessary.

FedEx

FedEx is a US-based delivery service — it has an unbeatable reputation in the world of B2B customer experience and, while it’s available to individuals, it profits most from B2B revenue. FedEx has a customer loyalty and satisfaction market research team in place — this is crucial, especially since according to American Express, 33% of American customers say they’ll consider switching companies immediately following a single instance of poor service. The organization also employs a highly-successful, customer-centric content marketing strategy, and a team to test the expectations of the existing market. The brand is considered the second most trusted B2B organization, according to Forbes.

Slack

Workplace communications app, Slack, was launched in 2013 and is now worth more than $20 billion. The tool encompasses a customer-focused approach — first and foremost, it was designed with customers in mind and, since its creation, strives to make customers’ lives easier. The brand’s quick success saw an increased need for customer service — Slack’s CS team is made up of specialists, so users benefit from speaking directly to a specialist about their issue. Don’t dismiss the power of a great customer service team — American Express discovered that 62% of customers said the customer service representative’s knowledge or resourcefulness was key to a recent good experience.

Adobe

Adobe is a household name known for providing software solutions to businesses. The brand has customers at its core, with a robust customer experience strategy in place. This includes focusing employees on success and aligning teams; installing ‘Customer Listening Centers’ to give staff an insight into customer issues, and holding ‘experience-athons’ so employees outside of the product development team can test products and provide feedback, helping the business produce the best product from the outset. Remember, engaged employees help businesses win more customers — ‘The Next Ten Years’ discovered that 79% of employees at organizations with above-average customer experience are highly engaged in their jobs.

Webeo

According to Evergage, as many as 74% of online consumers get frustrated with impersonal website content. And, Accenture found that 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations. Innovative, on-site personalization tool, Webeo, helps businesses deliver an exceptional digital customer experience for their B2B website visitors. Thanks to a highly personalized experience, the B2B customer journey is seamless from start to finish. Not only does it enable organizations to reap the rewards of great CX, but it also prides itself on providing unbeatable customer service, too. In fact, every Webeo client is assigned a dedicated Customer Success Manager who is there to help them reach their marketing, sales and customer retention goals, achieve the best results, optimize their website experience and get the maximum return on investment from Webeo. 

Webeo is a leading website personalization software that transforms the online experience for B2B organizations everywhere. The tool works by utilizing a global leading database of business IP addresses, and tailoring your website in real-time to meet the needs of your visitors. Users can alter the language, imagery, content, greetings and calls-to-action displayed on the site to create the perfect experience for every visitor, every time. Put CX at the heart of your website, boost your conversion-rates, supercharge your SEO ranking and increase the time spent on your site. Want to discover the power of website personalization for yourself? Book your Webeo demonstration today!  

4 great examples of customer experience innovation

According to Walker, 86% of consumers are willing to pay more for great customer experience. And, loyal customers that support a brand for a long period of time spend 67% more than new customers, according to Edelman. So, as more and more businesses compete based on customer experience, including it in your business strategy has never been more important. To execute the best customer experience strategy, you want to be a leader in your industry, offer unbeatable CX, solve problems, add joy to your customer journey and put your customer at the heart of everything you do. Let’s take some inspiration from the organizations getting it right!

‘Try before you buy’

When it comes to making a purchase — especially one that is costly or will have a long-lasting impact — giving customers the opportunity to give it a try first is revolutionary for the world of customer experience. Innovative app Inkhunter uses Augmented Reality (AR) so users can see what a tattoo looks like before they get it. As far as client experience goes, this is a great way to build trust, ensure your customer knows exactly what they’re signing up for, and provide your team an extra opportunity to showcase what they do. A similar approach was taken on by brands like Coca-Cola and Ikea, enabling potential buyers to visualize how a product will look in their home or office space. For B2B organizations, a no-obligation free trial is a great way to enable potential customers to get a feel for what your product is and why they need it before making a purchase.

Use great customer experience to add value

To excel in CX, you need to provide your customers with genuine value to prove you’re the ultimate vendor for them. Rum brand Malibu created a number of limited-edition bottles that included a QR code, giving customers access to mobile games, prize draws and even cocktail recipes. This provided customers with more than just a product — developing an experience, sharing knowledge and creating an opportunity. Apply the same to your B2B organization in the form of direct mail campaigns and content marketing. Remember, content is king! Design a plan based on your audience’s interests, needs and pain-points so they truly benefit from what you create and share. Be as fun, creative and interactive as you can for maximum engagement.

Be there 24/7 with customer experience technology

The world has never been more ‘online’ than it is right now. And, that means that things are moving faster, and expectations are higher. This includes your customer service. But, how can you ensure that potential customers getting in touch before or after work don’t become missed opportunities? Take a leaf out of mattress brand Casper’s book by employing an innovative chatbot to enhance customer service experiences. In Casper’s case, the Insomnobot-3000 was designed with insomniacs in mind, only operating between 11pm and 5am. But for B2B organizations, providing a 24/7 service should be on your agenda. Use Artificial Intelligence (AI) to take your customer experience to the next level, making customer service easier than ever and providing hyperfast responses.

Get personal

As a customer, is there anything better than receiving a personalized experience? When you’re busy with what feels like a million things to do, the last thing you want to see is irrelevant content that doesn’t resonate with you. Cleo is a game-changing chatbot that offers personalized financial advice, tailored specifically to its user — in fact, they can even choose the tone of the conversation they have with the bot based on their own preferences. B2B buyers are consumers in their personal lives, and they likely have a lot to do, too. Make use of high-quality data to provide a personalized or bespoke experience for your customers to develop loyalty and enhance relationships.

So, what do all of these innovative, exciting and futuristic ventures have in common? They’re rooted in personalization. They add genuine value to their target audience. They make something easier or more enjoyable for the clients they work with. While B2B organizations aren’t always granted the same creative freedom as consumer marketers — that doesn’t mean we can’t apply the same messages and values to our own products, brands and services. Think outside the box, take a walk in your customers’ shoes and put their experience first. Not only will you yield excellent results from your business, but you’ll also reap the rewards of positive customer feedback, better client relationships and increased chance of recommendation.

On-site personalization software is a game-changer for B2B organizations — transforming traditionally static websites into bespoke online experiences. Webeo is an innovative website personalization tool revolutionizing business websites in real-time. It works by utilizing a global leading database of business IP addresses and tailoring your website based on the visitor that lands. Users can edit the imagery, language, content, greetings and calls-to-action displayed on their website to create the perfect site for every visitor, every time. Boost your conversion-rate, reduce your bounce-rate, increase the time spent on your website and supercharge your customer experience for impactful results. Discover the power of personalization and book your Webeo demonstration today

 

How to personalize your digital customer experience

Customer experience (CX) and digital personalization are talked about a lot in the B2B marketing world. And, for a good reason too! They yield excellent results for businesses of all shapes and sizes. For maximum impact, however, they need to go hand in hand and work together like a well-oiled machine. Clicktale discovered that customers who have had an unpleasant experience on a brand website are 88% less likely to return. So, if your organization isn’t already providing an unbeatable, customer-centric digital experience, you could be missing out on vital business opportunities — from both new and existing customers. And, according to Dynamic Yield, 96% of marketers and executives believe in the value of personalization. So, it’s time to use a personalized approach to optimize and enhance your CX and customer journey for the ultimate business results.

What is personalized CX?

A personalized customer experience is all about putting your customers wants and needs at the heart of your wider customer experience strategy. Essentially, this means getting to know your audience and doing what you can to ensure every interaction they have with your brand is simple, enjoyable, intuitive and, most importantly, personalized to them. As a B2B organization, it’s likely that you’ll provide a multitude of products and services and work with a variety of business sectors. This means you’ll have more than one audience — and it’s highly unlikely that the different groups that make up your audience will have the same wants, needs, interests and expectations. Personalized CX is all about ensuring each segment of your audience or target account gets the experience they want — with positive customer experience and relevant marketing materials every step of the way.

Why personalize your CX?

To put it simply, your customers want personalization. It makes their journey easier, increases relevance, and provides them with the content, information and resources they need. Accenture discovered that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, according to Epsilon, 80% of customers are more likely to purchase from a brand that provides a personalized experience. Providing great customer experience is about giving your audience what they want, so if you want to boost your marketing measurables — including revenue, conversion rate, customer retention rate, number of leads generated and more — as well as enhance your business reputation, you need to prioritize your customer experience and put personalization at the heart of your strategy.

Ways to personalize your CX

There are a number of ways to personalize your customer experience. But, it’s important to include personalization in your strategy from the outset for the best results. Start by determining the level of personalization you want to execute — and consider your resources before deciding. Let’s explore some options.

  • Audience segmentation

Split your wider audience into smaller groups or ‘segments’ based on similarities they share — their industry, buyer behavior, location, psychographics or demographics. This will help you see the groups that make up your audience and enable you to design strategies for each of them.

  • Account-based marketing

Select a number of specific accounts for your team to target with bespoke marketing campaigns and content. Identify businesses that fit your customer criteria and reach out to key decision-makers as markets of one, prioritizing personalization from the outset.

  • Mass personalization

Use innovative personalization technology to create bespoke experiences for every business opportunity you receive. Execute personalized marketing campaigns with the help of automation and marketing technology, enhancing your customer experience and widening your reach.

Website personalization

Static B2B websites will soon become a thing of the past as on-site personalization grows in popularity. According to Infosys, as many as 74% of consumers feel frustrated by impersonal website experiences. So, if you’re not already offering a personalized experience across every digital touchpoint — including your business website — you risk losing out on three quarters of your potential business opportunities. Website personalization automatically tailors your site based on your visitor, helping to streamline your omnichannel customer experience and ensure your leads and customers go on a seamless, highly-relevant user journey from the moment they discover your business online through to making their purchase.

Webeo is a leading website personalization software transforming the B2B customer experience for the better. It works by tailoring your business website in real-time based on the organization visiting — creating a bespoke, on-site experience for every visitor, every time. Utilizing a global leading database of business IP addresses, Webeo can alter the greetings, language, imagery, content and calls-to-action displayed on your website in real-time to meet the needs of your potential customer. Boost your conversion rate, increase the time spent on your site, watch your bounce rate drop and your SEO ranking soar. Discover the power of personalization and supercharge your customer experience — book your Webeo demonstration today.

5 tips for the best customer experience transformation

Is your current customer experience anything less than perfect? If so, it’s time to weave CX through everything you do and transform your business. According to Bain and Company, organizations with a customer experience mindset drive 4-8% higher revenue than the rest of their industries. And, Gartner found that two thirds of businesses now compete on customer experience. So, if you’re not already prioritizing CX, then you could be missing out on new business, loyal customers and the benefits of an enhanced reputation. Start by assessing where you are now, and identifying what you want to achieve. Then, explore these five tips to customer experience to transform your process.

Create a vision

You’ve looked at what you currently do in terms of customer experience, and you’ve explored what it is you want to achieve. For maximum results, your teams need to be fully onboard, aligned and working towards the same set of goals. Your vision should highlight your organization’s emotional connection to your customers — this should be simple to understand, motivate your employees and remind them to prioritize customer experience every step of the way. It should be shared by all departments and link to your wider business strategy or existing brand values. Try and break it down into digestible bullet points, or an easy-to-understand sentence that employees can apply to their day-to-day activities.

Assess your customer journey

Your user journey is a pivotal part of your wider customer experience — so ensuring yours is user-friendly, intuitive and simple is important. Everyone’s will be different, and can span a whole range of marketing channels and activities. Start by thinking about your website — is it easy to navigate? Are your form-fills simple? Are your calls-to-action easy to see? Is it fast-loading, up-to-date and visually attractive? All of these components play a role in improving your customer journey — but remember, the journey often doesn’t start at your website. Ensure your social media posts, content marketing material and paid advertising links through to relevant pages on your site and make for an engaging journey. 

Get to know your customers

Now, you have a clear customer experience vision in place, and you’ve optimized your customer journey. The next step towards great customer experience is ensuring you know exactly who your audience is. Remember, everything you do as a business should be with your customers in mind — so getting to know them inside out is really important. Start by looking at your existing customers to gain a clear understanding of who currently buys your product or services. Use a segmentation strategy to split your audience into groups that share similarities, or identify key accounts and businesses you want to target specifically as part of an account-based marketing strategy. The more you know, the better and more data-fueled your future strategies will be.

Implement a personalized marketing approach

It’s time to use your data and insight to design a personalized marketing approach. Conduct research and establish where your target audience spends time online — what social channels are they using? Do they prefer to be contacted via phone or email? Are they more likely to engage with blog posts and downloadable PDFs, or bite-sized videos and podcasts? Putting personalization at the core of your customer experience strategy is key. Not only do you need to understand the mediums your audience want to engage with, but also the topics they want to read or hear about. Cover industry-specific subjects, highlight pain-points and prove you’re a leader in their business sector.

Introduce technology for a seamless experience

From using automation to speed up processes and customer relationship management (CRM) software to align your teams, to chatbots for the best customer service and mass personalization technology to create bespoke experiences — there is a software solution to supercharge your CX. Website personalization should be a key part of your customer experience strategy — ensuring your personalized marketing approach is seamless across all channels. According to Red Website Design, you have just 10 seconds to impress a potential customer when they land on your website. So, make it count! Website personalization technology enables businesses to create highly personalized on-site experiences based on their visitor, without having to make changes to the code. This puts customer experience at the heart of your business website — if your marketing materials are tailored to meet your customers’ needs, then why should your website be any different?

Webeo is a leading website personalization software that transforms static B2B websites into engaging, bespoke experiences. Utilizing the global leading database of business IP addresses, Webeo tailors the appearance, language, calls-to-action, greetings and content displayed on your website to meet the needs of the business visiting your page. This supercharges the customer experience — enhancing the relevance of your business and creating the perfect website for every visitor, every time. Boost your conversion rates, increase time spent on your site, reduce your bounce rates and watch your SEO ranking soar. Discover the power of personalization and book your free Webeo demonstration today!

Bossing your customer journey marketing

The quality of your customer journey is more important than it once was. It’s a crucial part of the overall customer experience you provide, and it says a lot about your brand as a whole — for B2B organizations in particular. According to Cision, 81% of organizations view customer experience as a competitive differentiator. And, PWC found that 73% of consumers say a good experience is key in influencing their brand loyalties. But, how can you ensure you’re getting it right? If you don’t already have a robust and engaging customer experience strategy in place with an optimized customer journey weaved throughout it — you risk falling behind your competitors and losing out on vital business opportunities.

What is your customer journey?

The customer journey is the path your customers take on the lead up to making a purchase with your business. It’s rarely straight-forward and often involves multiple digital touchpoints — especially in the B2B world. According to Salesforce, it can take 6-8 touchpoints to generate a viable sales lead. For example, a potential customer may follow your brand on Twitter. They see a post that interests them and they follow the link to your website. The link takes them to a specific blog post that engages them further — at this stage, they might go on to explore more of your content or work their way through your website. It’s unlikely that a first-time visitor will go straight through to the purchase stage — however, a great user journey will ensure nothing stands between your potential customer and the purchase. Remember, a buyer may repeat this process or come across your business via a different medium many times before making an inquiry or purchase.

Understanding the customer journey

According to the Adobe Digital Trends Report, more than half of marketers are prioritizing more effective audience segmentation and targeting. To understand your customer journey, you must first understand you customers. More importantly, you need to understand the different types of customers you have — and the different buyer journeys they go on. Make use of the data you already have to gain insight into who your customers are — what industries buy your product? Which social media channels do your key decision-makers use? What sort of behaviors do they typically exhibit on their buyer journey? The more you know about each segment of your audience and the journeys they go on, the better.

Experience strategy

Customer experience should no longer be put on the backburner — instead, businesses need to have a robust customer experience strategy in place to gain the best results. It should be at the center of your business, your website and the service you provide. Walker found that 86% of consumers are willing to pay more for a great customer experience. And, according to Oracle, they found that just 1% of consumers feel that vendors consistently meet expectations. Ensure your teams are aligned, customer-focused and working towards common goals and objectives so that your strategy is executed effectively, and the best results are achieved. Remember, experience is what sets you apart from other vendors!

Journey analytics

Where a customer journey map is a visual representation of the various touch points throughout the buyer journey, analytics provide businesses with the data to track, monitor and analyze customer behavior — weaving together data from across all touchpoints. Journey analytics provide valuable customer insight from across your channels, enabling businesses to manage the journey, make data-driven decisions and supercharge their customer experience. Use high-quality information to decipher when is best to engage, the type of customers that follow a particular path, and the likelihood of churn. Make accurate predictions, increase the lifetime value of your customers and boost your marketing measurables.

CX software

Embracing technology for supercharged customer experience is a must. As the digital world continues to grow and expand, more and more of your competitors are employing marketing technology to boost their businesses. If you haven’t already included innovative software in your customer experience strategy, you’re already a step behind! From streamlining and enhancing processes, to improving personalization capabilities and reducing human error — software can vastly improve and support your organization. From customer experience platforms and customer relationship management software, to mass personalization technology and marketing automation, there’s no excuse for a poor customer experience in 2020.

Webeo is a leading website personalization software revolutionizing the B2B online experience. The software works by transforming static websites into bespoke, personalized sites based on the visitor. Utilizing a global leading database of business IP addresses, Webeo tailors your existing website to meet the needs of the visitor — without any need to alter the base code. Users can edit the greetings, appearance, language, content and calls-to-action displayed — optimizing customer experience and improving the user journey. Boost your CRO, reduce your bounce rates, improve time spent on your site and create the perfect website for every visitor, every time. Discover the power of website personalization and book your demonstration today. 

6 ways to improve your customer experience journey

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.   

Embrace technology

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.

Website personalization

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!

11 simple steps for great customer experience (CX)

According to Experience Matters, 73% of organizations with above average customer experience perform better financially than their competitors. And, Accenture found that customers switching vendors due to poor service costs US businesses a total of $1.6 trillion. So, it’s clear that providing great customer experience is pivotal for the success of your brand. From the first time a potential buyer engages with your brand through to the final stages of making a purchase, each and every step is an important part of the buyer journey. We’ve put together 11 steps to help businesses improve customer experience, impress potential buyers and achieve the maximum results. 

Identify your audience

B2B organizations typically have more than one type of customer. In fact, we often work with a whole host of industries, sectors, and buyers. So, before designing a customer experience strategy, marketers need to have a clear understanding of exactly who their customers are. Look at your existing data, use a segmentation strategy and get to know who makes up your audience.

Understand your audience

Now you know who makes up your audience, you need to get to know them inside out. Undertake research to find out their wants, needs and expectations when it comes to business. Use this data to fuel your choices going forward — and be prepared to monitor, measure and make changes as necessary.

Personalize your content

Personalized experience should be at the heart of a great customer experience strategy. So, use your audience insight to create bespoke, personalized content. After all, the more relevant the content, the better the overall experience your potential customer has. Ensure you provide enough that’s free and accessible — as well as gating more valuable content to generate leads.

Give account-based marketing a try

Account-based marketing is the ultimate in personalized, customer-centric marketing. Businesses identify specific accounts to target as markets-of-one with highly-relevant, bespoke marketing materials and a personalized sales approach based on relationship building. Before you get started, ensure you have the resources in place to execute ABM effectively.

Look the part

If you’re looking to enhance customer experience, reviewing your website is always a good place to start. How does it look? Is it up-to-date, attractive and engaging? UK Web Host Review found that 75% of people base an organization’s credibility of their website. Think about your own experiences as a customer — would you want to provide contact details to a brand with a website that looked untrustworthy or inactive?

Optimize your website for conversions

Think about your user journey. Is your website easy to navigate? Are calls-to-action easy to find? How long are your form-fills? Does each page load in a reasonable time? Each seemingly small factor contributes to the quality of your overall customer experience, so prioritize conversions and ensure the journey is simple, seamless and intuitive.

Use automation

Marketing automation should be a crucial component of your CX strategy. It speeds up processes, eliminates human error, and can help make your business accessible 24/7. From chatbots and social media automation to CRM software and email personalization technology, embrace a tool that supports your customer experience goals.

Align your teams

Buyers don’t look at a business and see the multiple teams that make up the customer journey. So, for the best customer experience, businesses need to ensure their organization is a well-oiled machine. Align your teams so that they are working towards shared goals and prioritizing the customer at all times.

Set customer experience KPIs

While it can be tough to measure CX success, ensuring you include goals and KPIs in your customer experience strategy is a must. From customer lifetime value to retention and churn rates, there are a whole host of CX metrics to take into account. Start by looking at where you are and establishing exactly where you want to be. Set regular reviews to ensure your strategy is working and your teams are on the same page.

Take notice of feedback

According to CXM, only one in every 26 customers will actually voice their complaints — and the rest will take their business elsewhere without saying anything. So, make it as easy as possible for customers to reach out and provide feedback. Whether this be through surveys, social media or an active customer service team, your clients need to be able to share their opinions. And, remember, customer insight is highly valuable — so, take feedback on board where you can!

Embrace on-site personalization

Your website is the digital hub of your B2B website. Every visitor that lands has the potential to become a customer — but what happens when they get there? According to Epsilon Marketing, 80% of consumers are more likely to do business with an organization that offers personalized experiences. Website personalization helps ensure your site is seamless, relevant and engaging, providing the ultimate in great customer experience.

Webeo is a leading website personalization software helping B2B organizations create highly bespoke on-site experiences. Utilizing a global leading database of business IP addresses, the tool identifies the businesses that are visiting your website and tailors it accordingly to provide the ultimate in personalized website experiences. Alter the imagery, language, calls-to-action, greetings and content displayed on your page and design the perfect website for every visitor, every time. Reduce your bounce rates, increase your conversion rates, watch your SEO ranking soar and provide the optimum customer experience. Want to discover the power of website personalization for yourself? Book your free Webeo demonstration today!

Why putting CX first will boost your digital marketing initiatives

“It’s easier to love a brand when the brand loves you back.” — Seth Godin, author and business executive.

According to Adobe, 20% of marketers think that customer experience is the most exciting trend for 2020.  And, they are preparing to see other organizations prioritize CX, too — with 80% of organizations expecting to compete mainly on CX, according to Gartner.  So, if it isn’t already deeply rooted in your business strategy, then it’s time to design a customer-focused plan for success.  At the heart of great customer experience is a truly personalized approach.  Establish your target audience at the start, then design an all-encompassing marketing strategy to get you noticed, with high-quality customer experience woven seamlessly throughout it.  Find out what your customers want, and then build your marketing approach around it — not the other way around.  By putting your customers first, you’ll reap the rewards of measurable marketing success across the board. It’s time to get personal and step into the shoes of your B2B buyer. 

Brand awareness

Getting potential customers to engage with your brand is crucial.  With so many businesses offering similar products or services to you, the customer experience you provide is often where you will stand out from the crowd.  And, developing high-quality relationships that lead to brand loyalty can be great for your business in the long run.  According to Motista, consumers with an emotional connection to a brand have a 306% higher life-time value. And, remember, CX has to span all channels to work most effectively — according to Aberdeen Group, businesses with strong omnichannel customer engagement retain almost 80% of their customers.  When we compare this to just 33% for organization’s with poor strategies, it’s clear to see just how important customer experience is across every business touchpoint.  

Lead generation

After your brand starts to generate interest, it’s crucial for you to turn that interest into leads so your business can grow.  Generating leads is all about capturing data so your teams are able to reach out to potential clients.  And, the best way to capture leads is to the direct them to your website and do what you can to keep them engaged.  Embrace automation to ensure their experience is seamless and 24/7 — consider utilizing chatbots of automated personalization software.  Econsultancy found that 80% of business buyers expect organizations to respond and interact with them in real-time.  Ensure your website is designed with conversion in mind — if your visitors need to fill in a form or sign up so you can capture data, keep it short and simple.  If it’s through gated content like downloadable assets or webinars, ensure they are valuable for your potential clients.  After all, you want to impress your website visitors to ensure they become long-standing, valuable customers — not just acquire their data.

Increase sales

If you want to see your sales skyrocket and watch your costs decrease, then implementing a customer experience strategy is in your best interest.  According to McKinsey, brands that improve customer experience see a 10-15 % increase in revenue, and 15-20% reduction in costs.  And, it’s not just new customers that will ensure you feel the benefit of customer experience. Temkin Group found that 86% of consumers that describe CX as excellent are likely to repurchase.  Aligning your sales and marketing teams to ensure a seamless experience is key — according to Super Office, 21% of B2B marketers fear that misalignment between sales and marketing will give the customer a poor impression.  So, don’t focus on your funnel, focus on the customer, and ensure they are treated individually with a high-personalized approach from start to finish.

Personalization is at the core of customer experience — from the materials you send to your business website.  Think about your target audience.  As a B2B organization, your potential customers are busy decision-makers looking for useful solutions and accessible information.  Design your website and digital marketing strategy with this in mind.  Divide your audience into industries and create content that meets each specific industry’s needs.  Conduct an ABM campaign, opting for the ultimate personalized experience.  Ensure your calls to action are tailored to guide your website visitors through a simple journey, prioritize fast load times and website optimization — so nothing stands in the way of creating the ultimate CX.

Webeo is a leading website personalization software that revolutionizes B2B websites, creating personalized online experiences for every website visitor.  The tool works by tailoring the language, content, imagery and greeting displayed on your B2B website based on the IP address of your visitor.  Thanks to a global leading database of business IP addresses, Webeo creates the perfect website for every visitor, every time.  Impress first-time visitors, current prospects, existing pipeline and long-standing customers.  Improve CRO, boost SEO, prove ROI fast and supercharge your customer experience.  Discover the power of personalization and book your free Webeo demonstration today.