With the goal of better understanding the impact of their own website on the basis of visitor movement patterns, many e-commerce and online marketers have already integrated web analytics into their daily work. Versatile tracking options, the graphical preparation of the data in complex dashboards, and, last but not least, the relatively new career of the Data Analyst are an integral part of successful online shops.
However, the collection and evaluation of quantitative data on user behavior is only the basis of any website optimization, since they only provide information on what the customer has done in the retrospective. So you are, in order to remain in the picture, the CV of a website. The influencing factors - positive: the purchase and negative: the abort - for certain actions on the website are rarely read from the Analytics data. Similarly, e-commerce operators with analytics solutions can not interfere with or influence visitors' behavior.
However, the collection and evaluation of quantitative data on user behavior is only the basis of any website optimization, since they only provide information on what the customer has done in the retrospective. So you are, in order to remain in the picture, the CV of a website. The influencing factors - positive: the purchase and negative: the abort - for certain actions on the website are rarely read from the Analytics data. Similarly, e-commerce operators with analytics solutions can not interfere with or influence visitors' behavior.
How can I influence the customer experience?
Anyone who wants to get on the "career ladder" of the optimization must find in the direct customer interaction how he can influence this customer experience in his sense. Which setting screws on your own web presence, your own product presentation or marketing message have to be adjusted in order to offer an optimized customer experience and thus achieve a higher conversion rate in the long term? A / B testing has proven itself on the company side for this. More and more companies use this methodology to verify assumptions based on Analytics data and provide information about future behavior of their visitors.
With appropriate tools the responsible persons no longer rely on abdominal decisions. Clear test results have priority. A / B testing provides an answer to the question of why visitor behavior is the way it is and how to influence it. As in the application interview, the existing data should be evaluated well and the right motivation behind the facts should be taken in order to reach the next career stage.
If you want to understand why customers are behaving in a certain way, different analytical methods are available alongside analytics and quantitative A / B tests. Using mouse and mouse clicks and scrollmaps, he is able to perform the user behavior and gain valuable qualitative insights into conversion optimization. Further information is provided by customer satisfaction surveys and the recommendation rate. In the course of A / B testing, the optimization strategy can be complemented and raised to the next level.
If you want to understand why customers are behaving in a certain way, different analytical methods are available alongside analytics and quantitative A / B tests. Using mouse and mouse clicks and scrollmaps, he is able to perform the user behavior and gain valuable qualitative insights into conversion optimization. Further information is provided by customer satisfaction surveys and the recommendation rate. In the course of A / B testing, the optimization strategy can be complemented and raised to the next level.
The royal class: Personalization for the best customer experience
The "king class of improved user experience on the" career ladder "of website optimization is thus the personalization. This is where another dimension comes into play, namely the subject, the website visitor or the visitor segments. Influencing factors vary depending on personality, access medium or product segment. The right, personalized approach to different customer, personality, or visit segments determines a successful customer experience on the company website and can bring the conversions upwards. There are a wide range of approaches that should be based on an existing data analysis.
If the basics, i.e what happens (Analytics) and the set-screws (the "why" and "how") are known, the online marketer can concentrate on the right combination of the two factors and so-called customer segments. It has all the necessary ingredients for an individual customer journey. Even with a perfect CV and the right motivation, the career leaders will end prematurely if the company type and the culture do not fit into one's own plans and personality.
The "king class of improved user experience on the" career ladder "of website optimization is thus the personalization. This is where another dimension comes into play, namely the subject, the website visitor or the visitor segments. Influencing factors vary depending on personality, access medium or product segment. The right, personalized approach to different customer, personality, or visit segments determines a successful customer experience on the company website and can bring the conversions upwards. There are a wide range of approaches that should be based on an existing data analysis.
If the basics, i.e what happens (Analytics) and the set-screws (the "why" and "how") are known, the online marketer can concentrate on the right combination of the two factors and so-called customer segments. It has all the necessary ingredients for an individual customer journey. Even with a perfect CV and the right motivation, the career leaders will end prematurely if the company type and the culture do not fit into one's own plans and personality.
Three levels of success: web analytics, A / B testing and personalization
During workdays, specialized tools enable flexible implementation at all three levels. However, these should work well together or cover several areas, since only a common data base, a readable representation of the data and a consistent measurement of the key performance indicators (KPIs) across all three levels allow for efficient work. With appropriate test results a conversion into a permanent personalization should be possible with few clicks.
The benchmark for a constant optimization of the data analysis, tests and personalization strategies should always be a bit further upwards, in order to step by step a career level higher. A step-by-step implementation enables an agile response to market, product and customer developments with fast first successes. Since the transitions between the layers are quite smooth and many tool providers cover the edge area, extension tools should also be selected according to this approach.
In order to be competitive, companies must be "on the way up" at least in the area of A / B testing. A / B, however, is no longer an all-round feature. Test and personalization campaigns should therefore be designed in a smooth transition to each other. Sophisticated insights of the testing tool form the basis. Sophisticated personalization strategies build on analytics and A / B testing and decipher the motivation for purchases or crashes. Anyone who has mastered the King's Personalization program has the right tools to keep customers, win new ones and increase sales.
An optimal personalization is a long-term project - a CEO post can not be reached from today to tomorrow - but not only through school and planning, but through much experience and work.
In order to be competitive, companies must be "on the way up" at least in the area of A / B testing. A / B, however, is no longer an all-round feature. Test and personalization campaigns should therefore be designed in a smooth transition to each other. Sophisticated insights of the testing tool form the basis. Sophisticated personalization strategies build on analytics and A / B testing and decipher the motivation for purchases or crashes. Anyone who has mastered the King's Personalization program has the right tools to keep customers, win new ones and increase sales.
An optimal personalization is a long-term project - a CEO post can not be reached from today to tomorrow - but not only through school and planning, but through much experience and work.
