Improving the user experience starts with a better understanding of the user. Implementing tools to observe user behavior is essential.
These include a web analytics tool that provides information about your website traffic, app usage and various conversion rates.
The conversion rate should not be reduced to the action of buying a product or service. We need to look at all the steps leading up to this act, and thus identify the user journey.
This user journey covers logging on to the site, updating contact details including delivery address, payment methods, being able to subscribe to a service or make a purchase. Each stage must send back signals and enable data to be collected.
As each user is unique, analysis of all the paths clearly highlights the path taken by a given type of profile, leading to a given page and a given product. The implementation of marketing automation strategies is based on these analyses.
By setting up a review system, a presence on social networks and chabot tools, you can multiply the points of contact with your customers and listen to them on an ongoing basis.
Via these communication tools, it is therefore possible to gather information on their expectations, what they like or don't like, whether a technical problem has arisen... This qualitative data represents a not inconsiderable volume to be taken into account in order to improve the customer experience.
An adapted and personalized pathway creates a feeling of belonging, of greater consideration for the user, who will be guided and convinced more easily in the purchasing process.
Marketing departments need to take all these aspects into account in order to improve ROI and increase sales.
Thus, subjects such as identifying and setting up personalized user paths, proposing content, highlighting promotions or personalized products, all have data collection, extraction and processing in common.
But data whose veracity, quality and reliability are not guaranteed will only lead to bad decisions, and a drop in sales, or at least a lower result than envisaged.
Data Enso, through the implementation of Data Quality Management solutions, assists you in the collection, validation and verification of your data, whether integrated online or in the form of ad hoc corrective processing.
