Prioritising Customer Experience (CX)

The fundamental rule of growing your business is to utilize your existing customer base to the max – whether it’s a new business or a well-established one. For both, a newly open setup and a fully operational shop, lowering customer bounce rates, addressing CRO (conversion rate optimization) and improving CX are mandatory. Priotising Customer Experience requires extracting invaluable information to facilitate improvement in all the areas of business operations, ultimately helping to increase improving CX growth. Unsure of the costs-versus-benefit ratio of Prioritising CX? Here are the reasons why it’s worth it:

It provides behavioral insight analysis

Understanding your customers is the bedrock of proper marketing. Knowing your customers’ motivations, you can direct their journey through personalized messaging and customized marketing. Using Heat Maps and session replays (using CCTV cameras & Sales Rep feedback) to give you insights into your users’ behaviors and unique buying motivations that will in turn allow you to implement the changes necessary to improve conversions. For example, Shubham Timber had a walkin customer who was researching Solid Surface options for his Home Entrance, where we tailored his catalogue displays accordingly to promote special lazer cut designs and CNC jobworks that are catered to a his needs and desires. When customers are shown highly relevant and targeted content, conversions are exponentially more likely to occur.

It allows you to customize your campaigns

Using customer experience, you will have valuable insight as to where your customers are in the conversion funnel, enabling you to customize the content they see and guide them forward in the conversion process. Customers hesitating at the research stage would best be motivated by information about the benefits of your services or other customers reviews. Someone who’s already arrived at the final stages of the conversion funnel, however, might be propelled forward by a seamless checkout experience or, alternatively, abandon the process completely due to unseen hurdles that may otherwise seem insignificant or even justified from a business standpoint. You can hone in on your specific and unique set of best practices based on your knowledge of a potential customer’s present location and behavior in the buying cycle.

It helps you make sense

Marketers claim that interpreting the data they’ve gathered is the greatest impediment to proper conversion optimization. A mass of numbers and percentages won’t do any good if you can’t decipher their meaning and extract actionable insights from them. One has to apply data visualization schemes to help analyze large amounts of data. This allows you to easily spot patterns, determine what action needs to be taken, discover areas where spending can be reduced, predict sales volume, and more. For example, let’s say 25% of your customers abandon their order for no apparent reason. By studying the data and comparing the segment that abandoned the order and the one that proceeded to purchase, you can discover the reason they abandoned the order. For instance, the analysis might show that the 25% that abandoned, got stuck with the outdated pricelist for plywood, or realised the delivery charges as high. In these cases dynamic upgrading of pricelist or simplifying the terms of delivery would increase the number of purchasers significantly.

It lets you simplify testing methods

Not testing enough is one of the most common mistakes made by marketers today. Elements must be analyzed, changes must be tested, and strategies must be fine-tuned. With CX, you can easily conduct A/B testing, analyze the efficacy of each and every element in your store / business operation, and systematically discover which elements within your conversion funnel are working and which are not.

There are overwhelming benefits that a company stands to gain from prioritising CX. Potentially, customer behavior analytics can give you the data you need to improve your customer’s user experience, increase customer satisfaction, and boost conversions. Start understanding  your audience better with this integral system of business operation, make sense of the data you are collecting and use these tools to give your customers a smooth and successful purchasing experience.