@ChristiJOlson, https://www.linkedin.com/in/christijolson

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Did you know that you can use search and analytics data to identify your best customers and identify their potential pain points in interacting with your website? Most of the data you need is available in your analytics and webmaster tools accounts. All you need to know is where to look so that you can segment and analyze the information, and develop a strategy to turn one time purchasers into long-term loyal customers of your business, products, and services.

You can create seamless digital experiences that your customers love by combining a customer-centric focus with your insights and data. This allows you to create strategies tailored to each customer segment with the goal of driving higher lifetime value across the board.

Customer Centricity – Find your “BEST” customers

Businesses that are successful in generating long-term relationships rely on a customer-centric focus to build deep and trusting relationships. Creating an empathic view of your customer means more than “getting” them; it means being able to put yourself in their shoes, anticipating their needs, and responding to their pain points.

Ask the right questions

Start by imagining a day in the life of your customer. Try to understand them by asking questions and listening to their answers. Identify customer segments so you can develop strategies to reach your best customers. The questions you’ll want to investigate include:

  • Who are your customers? What characteristics about them will help you speak to their specific needs?
  • How do your customers perceive themselves?
  • What are the problems that they are experiencing that your (or your products) can solve?
  • What do your customers value?
  • Where do your customers go for information (which marketing channels?)
  • What is the average lifetime value of your customer? (Check out this free lifetime value calculator to help answer this question.)

Next look at your customers’ purchases patterns and behaviors. What do the customers who are above average have in common? How about the customers that are below average? For instance, do you have customers who only make purchases when items have discounts associated with the purchase, such as subscription services that receive discounts when paid in full upfront? Do these customers spend as much as customers who purchase non-discounted items?

Finding answers to these questions will help you come to know your customers better, and identify what you can do to win them over.

Use great SEO and web design to meet your customers’ needs

More than 50% of all research begins on a search engine, and search is one of the only marketing channels where users tell you exactly what they are looking for and want. Is your site easy to find when your customers are searching online? To know for sure, you need to use Bing Webmaster tools or Google Search Console. Webmaster tools provides you with data on how search engines crawl and index your website and if they experience any issues doing so, along with the information about which keywords and phrases your website is ranking for within the search index.

Use your webmaster tools data to answer questions such as:

  • How do your customers search for your products and services? (This is in the search query and keywords reports.)
  • Does your site have issues with page load speed or mobile user experience? (This could cause higher bounce rates and customer dissatisfaction.)
  • Which pages of your site are appearing in higher positions within the search results? Is the content on these pages tailored for your highest value customer segments?
  • Where are the search engines experiencing pain points with your website? (This is found in the webmaster tools SEO Report and shows you areas of SEO optimization opportunity.)

Use analytics to create custom segmented reports and dashboards

Your analytics data will give you a better understanding of the behavior of customers as they interact with your website. The goal is to make interactions as easy and painless as possible. Once you’ve identified your best, average, and below average customer segments, you can create custom segments to cut and view your reports by your top valued customers. Use the custom segment data to track information, usage, and error reports so that you can quickly solve problems as they occur, and hopefully reduce the number of occurrences of problems that your customers face.

Use your analytics data to answer questions about potential pain points and areas to improve user experience such as:

  • What pages on my website have high bounce rates? (This can help identify a pain point.)
  • How do mobile users interact with my website? Is it different from desktop users and is there an opportunity to fix potential mobile pain points?
  • What are the top paths on my website and where do customers exit my site?
  • How does my lead generation or purchase funnel perform? Are there steps within the funnel where users exit at a higher rate?

You want to delight your customers by focusing on convenience and user experience. Track and visualize your customers’ performance through your analytics data and focus on where you can improve their experience and remove pain points to create seamless digital experiences.

Use Tools and Resources to Get on Track with your Most Valuable Customers

As you continue to develop content and messaging for your customers, go back through your dashboards and reports to see how your different customer segments interact across your site. Continue to use and test both marketing campaigns and updates to your website so that you can continue to improve the lifetime value of your customers. In the end, you’ll capture your clients’ hearts by learning who they are, what their pain points are, and by using webmaster tools and analytics data as well as our CLV tool to track and monitor performance so that you can continually meet their needs.

How do you use web data and analytics to drive customer relationships? Share your thoughts in the comments below.

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