How to Use Customer Data to Optimize Your Site’s Messaging

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As a marketing professional, your job depends on getting the company messaging in line with the ideal customers. In the past, this process involved customer surveys and other opt-in forms of gathering information, but their inefficiency can often lead to inaccurate results. Today, however, technology has gotten to the point where gathering customer data isn’t the issue. What matters is cutting through the fluff and finding usable, relevant insights.

If you’re using Google Analytics or similar website analysis tools, you’re sitting on a goldmine of customer data you probably weren’t aware of! Most standard analysis dashboards only provide a high-level overview of trends and statistics about your website. That data can help you identify trends about content and website performance but in order to gain fine-grained customer insights you’ll need a more robust solution. The recent surge of ad blocker usage has shown customers want pertinent offers tailored to them, as opposed to generic messages.

Automate the Analysis

First, you need to leverage customer insight software to help you filter potential leads through metrics such as location, interests, and profession. Such suites also help you enhance the customer experience by tracking all the interactions they have with your company. Calls, emails, and website signups are all logged in a central hub of customer data, so your sales teams can tailor their efforts based on the progress the customer makes along the sales funnel.

Optimize Your Calls to Action

Once you’ve gotten a handle on your target audience’s needs, you’ll need to focus on optimizing your calls to action (CTA). There’s no silver bullet to getting the most conversions, but the key to success is to combine relevant information with solid user experience (UX) principles.

Here are a few practical tips you can use:

  • Make your button copy stand out. For example, instead of a generic stand-alone “sign up” button, add some descriptive detail beside the button to compel customers to click, like “learn more about our [product].”
  • If you’re offering multiple options to your customer, use a different color to highlight the package you’re focusing on.
  • Don’t overwhelm your customers with options. A focused set of offerings ensures customers are confident in their decisions.

Leverage Remarketing

Have you ever noticed that when you shop for goods online, those stores seem to follow you across the web? For example, you go to a retailer looking for sporting goods like a sleeping bag. You might not make a purchase, but as you visit other websites you’ll see ads for sleeping bags, regardless of the site content. This is a relatively new form of advertising known as remarketing. It’s the ultimate type of targeted advertising since the messaging is automatically customized to each individual user.

Remarketing used to be limited to enterprise companies, but Google Adwords, Facebook, and Amazon are just a few of the major platforms built for companies of all sizes.

Diversify Your Efforts

In the marketing space, you need to find the tools and techniques that work best for you. The best way to leverage data in your marketing efforts is to use a combination of analysis, targeting, and marketing automation tools to ensure you’re taking a holistic approach to developing your marketing campaigns. For more info on efficient use of your data, check out our article on the top KPIs for conversions.

Want to gain a better understanding of your current and potential audiences? Check out our customer insight software!

Olga Traskova is Senior Manager of Marketing and Sales Operations at Connectivity.

Image credit: Macrovector / Shutterstock


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