Tanmay Mohanty

Most of the time our time goes into developing new strategy to build platforms and new campaign strategy that we loose focus of the goldmine-  Simple optimizations that can get us  clients. This part of the series will cover; how to optimize and to increase response rates and improve on customer acquisition.

Top ten list of things to look deeper at data and work on the same.

1. Returning Visitors: The customer who return are the guys who liked our site and when we have been successful in building enough interest and providing the right content. Customer experience varies a lot between the first time visitor to second time as he is looking for better engagement, fresh content, enhanced learnings and may be better offers. Optimizing our site for repeat visitors increases the conversion and better word of mouth.

2. Loyalist : Going by Pareto’s Principle 20% of our customer give us majority of business and the same rule also applies more or less online. There are a small number of customers who frequently visit our site and keeps on converting. Recognizing them and offering them the better offers and services than regular customer goes a long way to increase the profitability and conversion rate.

3. Registered users: As prevalent in most transactional and brick n mortar sites we offer a place for registered user. Most of the time we forget that for a user to register for a service or product or information he will need to see real value in such an activity. Most of the time we don’t recognize the service for which the user had registered and they just become a mailing list. this over a time leads to customer loosing the interest in our communication both in the platform and email.

4. Non Prime-time Visitor: Mostly a late night visitor or traffic in the weekends are the customer who comes because of specific need and our site or having top of the mind recall at that time. Most websites are not adept to recognize these visitors and failed to increase the conversion rate. Targeting content based on time, Offering special prices or just thanking them for the visit can play a long way to convert these customers.

5. Direct Traffic: As these user have taken the pain in either keyed-in the url or from a bookmark treating them as same is a blunder that most marketers do. If the customer was motivated by a offline communication he is looking for a more information and content. If he heard of the URL from a friend he may be looking for specific information. Re-looking at our main landing/entry pages is a better option and optimizing the same and the UI can also be focused on more need or current theme than grid based. For a bookmark traffic its the internal pages that needs re-looked and finding the right mix of analytical tool and CMS we can optimize the same.

6. Search Engine Traffic: The traffic from search engines is most debated in the online world. Traffic from searches we generally divide them to organic and paid search. But optimized way to look at the analytics will show us traffic from organic to be mostly type of keywords to home page or inner pages. Optimizing only home page may not help us to drive higher conversion. We need to look at our keyword density to search engine raking to optimize and recognize the traffic. For Paid search most discussion been around Split test to A/B test, but a mature way may be dynamic landing pages wrt keyword categories and keeping room for long tail.

7. Social Media Traffic: This traffic comes through both user generated content and social media marketing efforts that we undertake. These users are open to our communication before they reach our platform. They are mostly followers and understanding what make them come to us and optimizing our product and service pages will increase the conversion. In most website the traffic from social media sites and campaign banners or referring sites are treated same thus user loosing interest. Offering such users to follow us in Twitter or joining our Facebook group may be the first way to build the relation. Integration of Social CRM and social media integration to our site and optimization is the trend of the day.

8. Content Syndicators- These users are the word of mouth marketers of our brand and the need the attention to interact and convert. They are the one who put a feedback or review of the product in the site and like to take our content to other platforms or suggest to our site. Integrating functionalities that will help them to necessary feedback in the site and as well as building a complaint/feedback management system to our site helps in relationship and goes a long way to build loyalty.

9. Decision Makers- They are the one who decide the product to buy and mostly b2b sites need optimization for these traffic. Developing a site that builds trust, easy to convert or do transaction and providing the information that make decision maker not to loose interest and increase traction. Referrals, case study or a product suggester are some of the tools we need to integrate for customer conversion rate to improve.

10. Early adopters and innovators-The innovators (2.5%) are eager to new ideas and products and the early adopters(13.5%) are opinion leadership in most social systems. They are the one who 1st check the product and decide on our success. This interest leads them out of a local circle of peer networks and into more cosmopolite social relationships. These customers look for content on how the idea or product can change their life not just the USPs that are mentioned. They play central position of communication structure in society, tools like refer a friend or recommend this to a friend and that tools that keep them as change agents are key to get better coversion.