Monitoring your Customers’ Journey to Improve your Website

Customer behaviour trends start the moment your online visitors enter your website. How did they find your website, and what keywords did they use? This can be tracked within analytical platforms.

Knowing where your visitors originated from can help identify what marketing activities are providing successful for your company and which ones may need altering or removing, therefore helping to increase your Return on Investment (ROI).

Now that visitors are on your site, the next question that arises is what are they getting up to whilst they are browsing? Some advanced live chat software can track visitors in real time, showing the current page they are viewing, previous ones they viewed, what activities they have triggered on your website (looked at pricing, signed up for a trial or booked a demo etc.) and whether they have contact details already stored against them. All this information should also be available in summarised reports to aid analysts in identifying popular pages and visitors behaviour such as, are they completing the desired call to actions or is there a high bounce rate; if so which pages are causing this.

Information of this type is vital for improving the customer journey as it can help focus analysts’ attention onto the pages that have pain points, which they can concentrate on amending to increase the potential of visitors converting rather than abandoning. Companies who track their conversions, monitoring the value and if a representative was responsible for helping the customer to complete the desired action, can see if there are any trends in the collective visitors’ behaviour to result in a conversion, as for example visitors are four times more likely to make a purchase after using live chat software.

Adopting the Communication Channel

Wherever a customer is within their journey, questions can come up at any stage. Having live chat software available allows visitors to contact your company quickly and easily, which can encourage them to use the channel first, rather than abandon your site straight away. Most systems will allow chats to be monitored in real time by supervisors, viewed at a later date once stored or collectively analysed in a report. This allows your company to identify what questions are being asked by the visitors and whether the information needs to be presented on the website, or if it already is to ensure it is more prominent.

Using a proactive implementation can help bring visitors attention to the chat tool. These are invitations that automatically display on the visitors’ browser based on their activity, how long have they spent on the site and /or what page are they viewing. By monitoring visitor behaviour, your organisation can present proactive initiations at the most optimum time. Showing it too early will result in a high decline rate and sending it too late will mean visitors are likely to have already left the site or changed page. Their performance can be measured and benchmarked, ensuring any amendments to the timings can be fully analysed and tweaked to ensure the best uptake.