How Website Analytics Can Help You Think Like Your Customer
When you speak your customers’ language it’s so much easier to engage with them. The challenge is that when you’re an expert on something, there’s a good chance your customers aren’t as familiar with your business as you are. They probably use different words to describe it than you do. That difference in terminology can really kill your sales pitch. Wouldn’t it be nice to know what words consumers are using to describe and search for your offerings?
Enter web analytics reports. They can tell you almost anything you want to know about how many people have visited your website, how they got there, and what they did while they were there. Because there’s so much data, however, deciphering web analytics reports can be time consuming. But with a little forethought analytics can help you quickly identify and uncover valuable nuggets of business wisdom – such as identifying the unexpected ways that your website visitors think and act.
Viewing the keywords and phrases that people type into search engines to find your site is enlightening, because people type words that give you a glimpse into the ways they think. And chances are some of the terms consumers use when they’re seeking your services are different – less competitive and less expensive – than the industry terms that you and all your competitors are competing on.
What do you call this thing?
If you were selling the item on the right, what words would you use on your website to describe it? Some people call it a “thumb drive;” others call it a “flash drive;” still others say it’s a “USB drive” or even a “zip drive.” The point was that there are a handful of ways to describe this product (not to mention the brand name or trademarked terms) – and as a marketer it pays to know which one(s) your consumers are using most.
You can either wait for the customer to learn your language – or you can learn theirs!
