5 Ways to Give Customers What They Want Online


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Customer experiences matter. Just ask this guy. Imagine he’s your customer. View the slideshare for customer experience strategies and to learn:

• What really compels customers to make a purchase
• The most important touchpoints along the customer journey
• What makes an interaction meaningful to a customer

Still not sure? Consider this:
$83 billion is lost in marketing each year due to poor customer experiences.
– The State of Marketing 2013

Published in: Business, Technology
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5 Ways to Give Customers What They Want Online

  1. 1. 5 WAYS TO GIVE THIS GUY A GREAT CUSTOMER EXPERIENCE. And get him to buy something, too. PRESENTATION © 2013 Webtrends, Inc.
  2. 2. Meet Steve. He’s really busy, almost all the time. 1© 2013 Webtrends, Inc.
  3. 3. It’s hard to get his attention. But you want him to notice you. Because you’re pretty sure you sell something he wants… 2© 2013 Webtrends, Inc.
  4. 4. Let’s say it’s THIS. 3© 2013 Webtrends, Inc.
  5. 5. How will you get his attention? And how can you say, hey, I’m here. For you. Only you. 4© 2013 Webtrends, Inc.
  6. 6. CREATE MEANINGFUL EXPERIENCES. Reach out while he’s shopping online. Or just living his life online, on mobile or in social. Make it easy for Steve to get what he wants. 5© 2013 Webtrends, Inc.
  7. 7. THERE ARE FIVE WAYS TO GIVE STEVE WHAT HE WANTS ONLINE. And create more meaningful interactions between him and your brand. Here they are. 6
  8. 8. © 2013 Webtrends, Inc. Last winter, Steve liked your Facebook page when you were promoting leather motorcycle jackets. Today, he’s at your website searching for a motorcycle. He’s getting serious. What matters to you is what Steve wants right now, so you can show him relevant content. #1: UNDERSTAND WHAT STEVE WANTS RIGHT NOW. Webtrends leverages in-the moment, visitor-level data, so you can give customers what they want right now. 7
  9. 9. © 2013 Webtrends, Inc. IN-SESSION DATA At your website, Steve views three pages of similar bikes. HISTORICAL DATA During a previous visit, he viewed bike accessories. OFFLINE DATA You also know he’s a member of the Motorcycle Rewards Club. All of this data creates a detailed picture. It’s easier to understand what information is right for Steve, right now. #2: USE EVERYTHING YOU KNOW ABOUT STEVE. Webtrends helps you use data to provide personalization in context—highly personalized online and mobile sessions that offer the best content for that moment. 8
  10. 10. © 2013 Webtrends, Inc. Personalization in context also allows your brand to provide a consistent experience and message across entire campaigns, in every channel. Steve reads the news online, checks in with friends on Facebook, and has a crowded email inbox. Wherever he is, you know he still has motorcycles on his mind. Have your brand and your message ready for Steve in every digital channel. #3: GO WHERE STEVE IS. 9
  11. 11. © 2013 Webtrends, Inc. 10 Steve hones in on the make and model of the motorcycle he wants. He starts researching that type on his mobile device. Your mobile site shows Steve exactly what he’s looking for at that moment. #4: SHOW STEVE RELEVANT CONTENT EVEN WHEN HE DOESN’T TAKE ACTION. Webtrends allows you to test against metrics you used to have to guess at. You can optimize based on engagement, not just action.
  12. 12. © 2013 Webtrends, Inc. 11 Steve finally buys his dream motorcycle. Why? You were there with him along his entire customer journey. While he was browsing, reading, searching—your brand was there. #5: OPTIMIZE STEVE’S JOURNEY AS A CUSTOMER, EVERY STEP OF THE WAY. Webtrends identifies visitor segments based on attributes and behaviors across digital channels, so you can optimize the purchase path for customers.
  13. 13. You made this happen for him. © 2013 Webtrends, Inc. 12 LOOK AT STEVE GO
  14. 14. YOU WIN! Steve felt comfortable with your brand, because your brand was there with meaningful information for him in every digital channel. You knew what he wanted, and were able to provide it at every step. 13
  15. 15. WEBTRENDS CAN HELP YOU CREATE MEANINGFUL, HELPFUL DIGITAL EXPERIENCES FOR EVERY CUSTOMER. • In-the moment data. • Highly personalized online and mobile sessions. • Personalization in context. • Visitor segmentation based on attributes and behaviors across digital channels. • Optimizing against metrics that go beyond conversion, like engagement. • Visitor segmentation and targeting based on attributes and behaviors across digital channels. 14© 2013 Webtrends, Inc.