A website should provide an immediate, accessible route to information and allow customers and potential customers to interact with a company’s brand.
So, how do you keep your customers switched on? Alan Hall, managing director of web analytics consultancy and reseller, SCL Analytics has some top advice.
1. Use your website to sample customer behaviour and track the success of online or offline advertising campaigns through web analytics – this will give you a clearer picture of how visitors are interacting with your brand and allow you to optimise your campaigns to successfully reach your target customers.
2. Keep your website fresh and up-to-date by regularly adding new content. This will appeal to your users and also help to boost your search engine ratings. Measure visits from your RSS feeds to determine which content is interesting to users.
3. Your website needs to invite customers to engage with your brand. Blogs and forums provide a good way to get customers involved and coming back for more, but keep track of how well they are working for you.
4. Whether you try to capture leads on a website, or offer the ability to purchase online, you need to measure and optimise the process.
Errors in searches, bottlenecks in the purchasing process and pages not loading are examples of problems which will frustrate your customers and switch them off. Small changes can mean big gains!
5. Above all don’t treat your website as a static entity. Once up and running it’s important not to neglect it, it’s one of the most important tools you have to reach out to new customers and engage your existing ones.
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