When thinking about your online goals and how these fit into the bigger picture of your organization’s growth, brand image, and market competitiveness, it’s no longer possible to sit back and hope that a single, all-encompassing technology will save the day.
The role of the CMO today is more akin to an orchestra conductor - coordinating the many different technologies at hand to deliver a coherent picture of customer satisfaction for inter-organizational departments to act upon. Once you have a clear picture of how customers are using your many ‘touch-points’ you can then work on delivering a better overall customer experience.
There are a number of basic essential elements that CMO’s and marketing strategists within the organization must coordinate in the modern ‘marketing orchestra’.
But at the end of the day its all about conversion:
Conversion Optimization is the process of fixing fundamental issues with the layout and structure of your websites, both for desktop and mobile, so that your website can do what it’s ultimately intended: bring revenue.
Your two main conversion questions should be:
Do you know where and why visitors are leaving your conversion funnel?
What did successfully converted customers do compared with those that did not convert?
Here are two things you can do to quickly gain improvements to your conversion rate right now:
- Optimize your online forms by removing unnecessary fields. This will help quickly reduce form bounce and drop-out rates.
- Ensure that major calls-to-action are visible. Sounds simple, but you’ll be surprised how often some of the largest companies make the mistake of hiding their calls to action with cluttered design or bad placement!
Dive into Your Customer Experience Analytics
But these are quick fixes. To really get the most out of your website you have to dig a little deeper. Try this 3 step process using a combination of Adobe Analytics and Clicktale:
1 - Use the advanced segmentation capability of your Adobe Analytics tool to show you converted customers as one segment and non-converted customers as a second segment. (Check out this example of purchasers vs non-purchasers from Lenovo)
2 - Then use Clicktale (which integrates nicely with Adobe Analytics) to analyze the customer interactions and online behavior for both these groups. Here's how:
- Analyze navigation patterns throughout the website for different customer segments and drill down to understand individual behaviors that can give you the information you need to make a conversion jump for your most valuable target audiences.
- Measure customer interest in your content (text, images, videos...) and design, by analyzing what your customers like and what they ignore, which parts they interact with or simply skip, based on engagement time and mouse activity etc.
- Measure the effectiveness of your calls to action. Look at individual conversion for specific links, mouse hover time, number of clicking visitors, etc. to take action and facilitate a streamlined customers’ journey from the home page to your ultimate call to action page.
3 - Once you know what factors tend to conversion or dropout, it’s then a fairly small step to strengthen the design and content features that lead to success while eliminating the factors responsible for drop-out. Using your new-found knowledge you can now:
- Optimize product features pages to focus on maximizing customer interaction with the page, keeping them interested until they convert.
- Optimize sign-up forms to keep unnecessary visitor actions to a minimum, thus reducing form abandonment and enhancing completion rates.
- Optimize content page such as blogs, FAQ’s, Product and Services descriptions, etc., and understand how to maximize the engagement time with the page and keep visitors reading your content. And more..
A Marketing Ecosystem, Like an Orchestra, is Interdependent
To develop the ultimate Digital Customer Experience you need to take a holistic approach. What we've discussed here is only one element of the ‘marketing orchestra’: combining big data analytics tools (Adobe or Google Analytics) with in-page customer experience tracking (Clicktale).
There is much more that can be done to strengthen your omni-channel experience: integrating with A/B testing tools, Voice of Customer software, tag management, online campaign tools and more. Doing this effectively will help to achieve that killer marketing advantage that sets your organization head and shoulders above the rest!