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Ask the expert - Holly Neal

Ask The Expert – How do you use customer data to inform conversion rate optimisation

Holly Neal

How do you use customer data to inform conversion rate optimisation?

Using customer data and insights to inform your conversion optimization strategies can help you create more effective marketing campaigns and improve your business outcomes.

We start with defining your conversion goals, such as completing a purchase, filling out a form or signing up for a newsletter, along with mapping out any micro conversions that may lead to a main conversion event throughout the journey. This will help you focus your data analysis on the metrics that matter most to your business. 

Next, we start collecting customer data. This is about your customers and their behaviour such as their demographic information, their browsing history, their purchase history, or their beliefs from surveys. You can gather this data from various sources including web analytics tools like Google Analytics, CRM systems, social media platforms, and online survey tools.

Then we analyze the data. We use data analysis tools to analyze the data you’ve collected to identify patterns, themes and any trends in customer behaviour. We look for insights that can help you understand what motivates or fuels your customer to take action, as well as any friction that may be preventing them from Converting. 

Next, we develop optimization work streams based on your data analysis. We develop optimization work streams that are tailored to your customer’s needs and preferences. For example, you may find that customers are abandoning their shopping carts because of high shipping costs, so you might want to offer free shipping to incentivize them to complete their purchases.

Then we start to test and refine so implementing your optimization work streams and testing them using A/B or multivariate testing to measure their impact on your conversion rates. We use the results of your testing to refine your work streams further and improve your conversion rates over time. 

As for the types of data that are most valuable for conversion optimization, it does depend on your business and your goals, however, some of the most common types of data include demographic data which can help you understand the characteristics of your target audience and then tailor your messaging and your marketing efforts to their preferences. Then, browsing behaviour can help you identify which pages on your website or app are most popular and which ones might be causing them to drop off. Conversion data, which includes metrics such as conversion rates, average order value, and customer lifetime value, can help you understand how well your efforts are performing. Finally, we’ve got customer feedback, which includes feedback from customer surveys, reviews, and social media comments which can provide valuable insights into what your customers like and dislike about your products or services.


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