A common goal of every business is to make customers happy. Just provide your customers with what they want and put a smile on their face - sounds simple, right? Well, here’s the bad news, no matter how well you chalk out the various aspects of your business, there’s always a possibility that your customers will struggle. And as a business owner, it is important for you to find out where your customers struggle and the points that may be causing frustration and abandonment.
Here is a step-by-step guide that you can follow to help find your customer’s online struggles -
Prioritize your KPI(s)
Your key performance indicators are related to you customer struggles. Prioritizing KPIs will help you understand your goals better and take the correct steps toward attaining them. Once you’ve set the appropriate KPIs for your business, you can prioritize customer struggles and align your engagement goals accordingly.
Use analytics to investigate
You can use website analytics tools such as Google Analytics to locate when and where customers are exiting your site. Start by evaluating your site as a whole and gradually come down to specific pages and features.
Employ segmentation
Your customers come from different backgrounds and so segmentation is necessary. Divide your customers into well-defined user groups, and focus on the ones who are leaving or struggling with contextual guidance. You can also segment customers based on the different sections on your website where their pain point lies. For example, you could provide a piece of supporting content to lead users through a confusing part of an online form.
Evaluate the buyer’s journey
Similar to segmentation, you can trace customer struggle points by attributing data to different phases of the buyer’s journey, from awareness to the decision making phase. For example, one big factor that might be driving customers away during the consideration phase is insufficient content or information about the product. Find out what users are trying to achieve on each page, and where they are on the buyer’s journey. This will help the respective teams in your company to take necessary action about the issues that fall in their purview.
Incorporate engagement into your reporting
Your analytics tool will assist you in finding when and where the problem is. However, if you integrate your engagement tool with it, you’ll not only be able to create positive engagements but will also be able to track and adjust them constantly. You’ll be able to identify both the struggle point and its impact. And by optimizing these pain points, you can decrease its impact and make necessary improvements.
Remember that customer struggle points can occur anywhere on a site. So, make sure you analyze your website thoroughly, to provide your customers the best online experience.
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