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To determine who is your customer, you should create buyer personas that summarize your target audience’s demographics, wants and needs.

Creating a buyer persona means researching your customers and competitors, determining your audience’s needs, and assessing how your product’s benefits overlap with these needs.

Knowing who your customer is helps you narrow your marketing needs, develop a competitive specialty, and adapt to your customers’ changing needs.

This article is for small business owners who want to learn all about their customers to improve their marketing.

Starting a business is an exciting time, and it’s understandable that you want to introduce your new company to the world and believe that everyone – young or old, male or female, urban or rural, you name it – needs what you’re selling. 

As a small business owner, you should feel enthusiastic about your business and confident about what it has to offer, and you need to be an evangelist for your business. But believing that everyone is your customer is counterproductive, because you’ll spend a lot of time, energy, and money trying to reach people who just aren’t interested. 

Think about some of the country’s biggest companies. Though they’re wildly successful and have very broad customer bases, even they can’t claim “everyone” as their target market.

Walmart, for example, focuses on budget and convenience shoppers, promising “everyday low prices” to deliver on its tagline of “Save money. Live better.” Although it has more than 4,000 stores in the U.S. and sells groceries, electronics, clothing and nearly everything else you need to run a household, it doesn’t carry high-end or luxury goods because that isn’t what its target audience is looking for in its stores. 

Just as everyone is not Walmart’s customer, everyone is not your customer. Here’s why that’s OK: You can’t please everyone. But there are people you can please, and once you figure out who they are, you’ve found your niche. Narrowing your scope to your actual and potential customers takes the pressure off “being everything to everyone” so that you can focus on delivering the products or services that your real audience gets excited about. 

Who is your customer?

So, if “everyone” isn’t your target customer, how do you figure out who is? If you already have customers, you can analyze your customer data to find commonalities. With this information, marketing experts recommend creating buyer personas, fictional characters who represent your ideal customers. 

Although they’re fictional, their qualities should be based on your actual customers. In addition to demographic information, you should include details about them that give you insights into who they are, what they want, the challenges they’re facing, the problems or pain points that are driving them crazy, and why your business is a good resource for them. 

To learn more about your niche market, spend time in the online forums and groups they use to find out the questions they’re asking and the issues they’re dealing with, and dig into social media. Additionally, you could interview your existing customers, ask your sales team about trends they’re seeing in the market and analyze data from your POS system and web analytics. 


Scour the places your customers spend time online, speak with them directly, and analyze your customer data to determine who your customers are.

Once you know who your customers are, it’s easier to connect with them, because you know where they are and what they want. So instead of addressing your “everyone” customers in broad, vague terms, you can speak directly to your target customers and get into the nitty-gritty details that show them you understand their needs. 

That enables you to create the most effective marketing strategy, whether that means creating content that resonates with them on their preferred social media channel, running an email marketing campaign, or following up with them on the phone or in person. 

Editor’s note: Need an email marketing service for your business? Fill out the below questionnaire to have our vendor partners contact you with free information.

2. Become a specialist in your industry.

Knowing exactly who your customers are and how your business meets their specific needs and wants allows you to break away from the pack and become a specialist in your industry. Specialist knowledge can give you a competitive edge over the generalists who also operate within your niche.

Chances are good that, as a small business, you’re not going to be able to beat the Walmarts of your industry on breadth of product or service offerings, nor do you have the sales volume needed to win a race to the bottom. But you can offer specialty products or features that aren’t available elsewhere – such as those that are suitable for enthusiasts or professionals – or a level of service that isn’t provided by other companies. 

3. Adapt as your customers’ needs change.

Once you’re no longer selling to “everyone,” it’s easier to keep up with your customers as they change and to adapt your offerings to anticipate their future needs. It’s rare for an industry to remain stagnant; knowing your customers helps you pivot as industry trends come and go, technology evolves, or your customers’ needs change. 

Understanding your customers and their needs also helps you identify how to expand as your business grows. For instance, this may mean bringing on more employees so you can offer additional customer support or investing in research and development so you can launch new products or add features your customers have been requesting.

Max Freedman contributed to the writing and research in this article.

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How To Connect To Your Target Audience

Targeting a broad audience that isn’t interested in your products or services – or can’t afford them – might boost website traffic on paper, but it won’t add any money to your wallet. To ensure your business is more than just a hobby, you’ll need to pinpoint your brand’s target audience to hone in on people who will engage with your product and ultimately make repeat purchases.

Once you’ve found your target audience, save time and money by performing proper keyword research. Getting your new product or service in front of consumers where they hang out, whether through online channels or social media, can help you gain new customers quickly and keep repeat customers anticipating your next offering.

Let’s break down what a target audience is, how to identify it, and how to reach these consumers. 

What is a target audience?

A target audience is a segmented group of consumers that want to buy your product or service. A target audience can refer to general followers of your brand or a specific group of followers interested in one or more products or services. 

You can identify a target audience by age, gender, geographic location, social media engagement, repeat purchases and other information. For example, if you sell spa services, your target market might be people who frequently purchase facials or pedicures. If you provide a specific service such as pedicures for men, segment your target audience by gender and even by men who have purchased services within the last six months.

How to identify your target audience

Communication is vital to identifying your target audience. To effectively analyze the buyer data you receive consistently, implement the following best practices:

1. Use the data from your best customers.

What makes a buyer love your products and make repeat purchases? Look for patterns in information such as when additional purchases are made, as well as the buyer’s location, age and preferred social media platforms. You can also survey your customers if you need specific data reference points.


Manage your online reputation to see what people are saying about you and whether they trust your business. Take steps to strengthen your company’s reputation if necessary.

2. Follow competitors, and track your industry.

Stealthily watching your competition can help you find ways to improve your services. For example, if your competitors are lacking in the customer service department, invest in additional ways your customers can contact you, such as via online live chat or a Facebook group. 

Track industry trends to find ways to improve and add to your product line. For example, does your industry sell better in a brick-and-mortar application or an online store? Being proactive is essential for staying ahead of your competition.

3. Narrow down your target audience.

If your business caters more to men than women, it’s vital to market to men. Even if your customers are already predominantly one gender, you can further narrow your market by age group, location, interest and buyer type. 

The more you can narrow your target audience, the less money you will spend (or waste) trying to acquire the right customers.

4. Invest in marketing tools.

Going through your customer data to find patterns, customer analytics and other pertinent information can be daunting. Fortunately, marketing tools can help you collect and analyze the business data you need to be competitive in your industry.

For example, Google Analytics provides in-depth data regarding website traffic, and Facebook business tools include engagement insights. Instagram business tools can also provide valuable data. If you already have a CRM tool for your business, use its CRM reports feature to analyze pertinent customer data.


Most e-commerce platforms store customer data, which allows you to access customer wish lists, abandoned shopping carts, loyalty behavior, and other online purchase habits to gain deeper insights on customer interaction.

How Do Kpis Optimize Your Customer Service Efforts?

Customer service is an experiential activity. Thus it’s tough to quantify from the customer’s perspective. It can be beneficial or harmful, rapid or sluggish, useful or unhelpful, and so forth.

Organizations, at the other hand, are in a league of their own. Contact Centers may track and measure just about every variable that affects the quality of their customer service now that sophisticated customer service analytics and reporting solutions are available. Contact centers can improve their overall customer experience (CX), reduce customer churn, and increase brand loyalty by measuring key performance indicators (KPIs). The quantity of consumer data, on the other hand, can tempt CX executives to track everything, resulting in information overload and analysis paralysis.

Importance of KPIs for the customer service

Customer service representatives have their work cut out for them: they must optimize margins and decrease expenses while still providing a better degree of care that matches current customers’ expectations for rapid, personal, and effortless assistance.

It’s now well recognized that the stakes for support teams have never been higher. People are increasingly basing their purchasing decisions on the level of customer service they receive. After one bad customer service encounter, customers will cease doing business with a company.

Because support has such a significant impact on a company’s bottom and top lines, it’s vital that support leaders keep track of their support agents’ performance, identify areas for improvement and what’s working, and recognize and reward great performance. To accomplish so, certain customer service key performance indicators must be tracked on a regular basis in order to change processes or improve agent training.

When you track the right KPIs, you get an unadulterated, objective picture of your team’s performance, which increasingly has an impact on the bottom line.

You may utilize concrete data analytics to make better decisions and reduce gaps in the three critical categories outlined below when you use customer service metrics and key performance indicators (KPIs).

Team performance should be measured − Customer service metrics and key performance indicators (KPIs) quantify how well your staff handles service inquiries. It provides you with the necessary information about your team’s gray areas, as well as upgrade plans and training sessions in order to meet customer service benchmarks.

Enhance consumer loyalty − Customer satisfaction is one of the most important customer service metrics since it determines how satisfied your customers are with your service. The greater the client’s lifetime value, the higher the satisfaction score (CLTV).

Performance indicators: Leading vs. Lagging

Using performance indicators will help you figure out what to measure, how to assess it, and when to measure it, as well as provide guidance to your team. You can’t comprehend why a customer is upset, where your agents are falling behind, or how to remedy it unless you know your KPIs.

There are two types of indicators to consider when deciding which to use in your data: leading and lagging.

Leading indicators are measurements that provide an early indication of performance, allowing you to direct your team’s performance in a proactive manner. Tracking your agents’ first contact resolution rates is one example.

The measures used to quantify the entire business impact of your customer service quality are known as lagging indicators. Results take longer to assess, but these indications can help you determine how effectively you’ve met your overall objectives. CSAT scores are an example of a lagging metric.

The idea is to combine leading and trailing indicators in your calculations. To see if customer service quality is harming the company’s overall goals, you can look at overall CSAT scores (lagging) and first contact resolution rates (leading).

Metrics for Measuring Customer Service Quality

The main customer service KPIs that firms can track are listed below. These KPIs, when utilized in conjunction with one another, can provide a comprehensive picture of your performance and achievement.

Average Time to Resolve − When a customer’s problem can be resolved quickly, they are usually the happiest. This metric will show you how your performance compares to others. To get your average resolution time, add all case resolution times together and divide by the total number of customer cases.

Rates of Customer Service Abandonment − We discovered that roughly seven out of ten customers would hang up on a call or leave a chat if they had to wait an excruciating amount of time for customer service. Your call or chat abandonment rate should ideally be zero. To get this number, divide the total number of customer service questions by the number of abandoned customer service inquiries.

The score for Customer Effort (CES) − CES is a relatively new customer service measurement metric to keep an eye on. It essentially measures how much effort your clients believe they must put in to resolve an issue. The more effort that is necessary, the more aggravating the encounter becomes. A Likert scale question can be used to collect these feelings after a customer service interaction.

Rate of Customer Retention − This indicator is the polar opposite of customer churn rate, but both indicate how likely your customers are to stay with you. To calculate the retention rate, subtract the total number of new customers from the total at the conclusion of a given time period. Then divide the total number of clients you had at the beginning of the time period by the number of clients you kept.

Customer Satisfaction Score (CSAT) − Customer Satisfaction Score is a five-point scale that measures how satisfied customers are with (CSAT)

CSAT is a metric that gauges how happy your customers are after interacting with a customer care representative. You can use a Likert scale survey question to record your customer’s satisfaction level on a scale of one to five, just like you can with CES.

Time to First Reaction − Customers want immediate assistance, and you can calculate the first response time to see how quickly they’re getting it. Calculate how long it takes for a customer to contact you and for a customer care professional to respond.

Net Promoter Score (NPS) − The Net Promoter Score (NPS) is a widely used metric for assessing customer service performance and satisfaction. This form of the survey question, like CSAT and CES, can be used to gather consumer feedback: “How likely are you to suggest our brand to a friend?” High response rates suggest that your customers are happy with your company and the service they received.

Rate of Resolution − Subtract the number of unsolved instances from the total number of client inquiries, then divide by the total number of inquiries to get the overall resolution rate. The fewer issues that remain unresolved, the better your customer service is. This statistic can be tweaked by calculating the first contact resolution (FCR) rate, which identifies only situations that are resolved within the first interaction.

Sentiment Analysis − Sentiment analysis, also known as opinion mining, involves reading a customer’s language to identify if it skews positive, negative, or neutral. This is a terrific way for agents to get a quick read on consumers’ emotions and change their approach accordingly, thanks to natural language processing technology.

How To Improve Your Customer Feedback Loop With Automation

Why don’t you just ask? Yes, it can be that simple. Just ask your customers how they are enjoying their experience with you. More precisely, we are talking here about putting a robust customer feedback strategy in place so that you are better prepared to create and maintain an efficient customer feedback loop. Take a look at the infographic below and learn more about customer feedback loops and the impact of automation on them.

Why customer feedback is important

The success or failure of your business depends on how happy your customers are with the offerings and service. Customer is the King, after all! As a business owner, what are you doing to ensure that you are aware of your customers’ needs and expectations? However, most companies ask the customers for their feedback only after the sale is complete. While it is great when you are looking for feedback on product improvement, there is still the question of addressing and solving the right problems faced by your existing customers and prospects. Instead of guessing your way through this challenge, it is a good idea to go and talk to the customers and ask them for detailed feedback! Customer feedback can give you access to massive amounts of valuable customer data and come up with new product ideas, processes, and strategies, thus improving a business’s overall functioning. This feedback loop can only be created when there is a two-way interaction between the customers and the businesses. As you start categorizing and analyzing the data, you would see some patterns emerge. In the reviews or feedback from dissatisfied customers, you would see some common pain points and similar issues that cause frustration. It will be the same for the positive feedback, as you would see similar aspects that seem to delight your customers. If you see that the problem areas are primarily technical, get your development team to look into it. However, if there are usability issues, let your product team take over. And, if you see concerns about onboarding, your customer success team should get involved. The idea is to get the feedback loop turning! This process ensures that your customers are at the focus of product development, content creation, and process implementation instead of being an afterthought.

Application & testing (Act)

Now that you have some actionable insights at your hand, you must prepare to implement them and test them out. You may even run some A/B tests to collect data and feedback on both versions. Finally, your new version must be the winning version. If it does not, you will have to regroup and brainstorm again to come up with a better solution. You can also send your new updates to those customers who actively gave you recommendations and suggestions. Ask them for additional feedback, and you may get deeper insights and make further improvements.

Talk to the respondents (Follow up)

It’s time to close the loop by following up with the customers. If a customer has taken the time to send you feedback, you must acknowledge their effort. Irrespective of the issue they had, let them know of the impact of their feedback. Thank them for their feedback and help in improving the product. Let them know of your actions and their impact on the performance or efficiency of your product. You can approach the customers who gave you negative feedback and apprise them of the changes you made. Also, ask them whether they are open to change their review to positive after the changes.

Get Your Data Structure In Shape For Your Next Step In Customer Segmentation

A combination of data types allows marketers to identify and build out the segment of ideal and high-value customers

Segmentation helps boost the value that marketing teams bring to an organization. I am a big fan of the trusted segmentation toolkit, but for most companies, it can do with a much-needed upgrade.

Growing your current database with high-value customer acquisition seems just the way to get there. A new form of segmentation and targeting can be found with the use of  Customer Data Platforms (CDP). A combination of data types allows marketers to identify and build out the segment of ideal, high-value customers.

Moving away from “blunderbuss marketing” from the start

Look at the Pillars of Segmentation marketing segmentation framework for a minute and you will realize that your data is at the heart of all segmentation efforts. Purchase data is a good starting point to identify interesting groups. What your a good segmentation sets look like will differ from company to company, so they need a bit of Segment discovery (more about that later).

The typical use of marketing segmentation is to divide your customer file into several semi-static groups of customers with similarities and differentiate marketing communication to them. These groups or “segments” are the basis of your marketing segmentation.

But now imagine your marketing data to be more effective from day one. Especially for businesses with big customer databases, the returns of segmented messaging overshadows any non-targeted “blunderbuss marketing” method. Segmentation has a strong foothold in two main use-cases:

Resonating Content: Play into the differences and buying reasons of your target groups so they “feel that it is for them”, if well executed it is a form of resonating messaging; relevant, interesting and persuasive. This brings the kind of targeting and personalization that your customers are growing to expect in their messages. It is especially crucial in direct (one-to-one) channels like email marketing and in lead nurturing funnels.

The ROI of newfound segmented customer sets

Realistically, not every single campaign can be completely individualized to the specific customer needs if you have too broad a mix of potential clients.

“Small segments in your database can represent big audiences outside of your current database.”

It might seem like this is something only big companies need to do, but an added benefit of all of this data is the bigger insight into your customer base. Startups, scale-ups and small businesses can benefit as well, particularly to pinpoint the segments to go after when faced with scarce resources.

Discover your segmentation set and create the best customer view

Now we are left with the how. A strong example comes from Spyder Snow Gear, a US sports retailer. Overcoming Data and MarTech challenges with the help of a customer data platform to make the data accessible.

Every company has pockets of Ideal clients, the clients that you love to have and that love your products and services. Now imagine all of your customers are like that. Profitable, premium, the best customer you could wish for. Even if we could get a few more of these, it could make all the difference.

Seems great, but that is not where most businesses are at the moment. For most businesses, the Pareto principle (or 80/20 rule) is what today looks like. The top 20% of your file is likely to present 80% of revenue. Same story for Spyder, but with the twist that they could now identify the patterns in that 20%.

To identify the most profitable customer segments you need to combine the purchase and behavioral data available with the customer profile. It is extremely important not to let this go to waste.

Spyder built a “best customer view” and was able to derive high-value customer personas and their profiles, where they weren’t before. Think of it as a mix of segmentation, RFM and targeting to create identifiable acquisition personas.

According to the study, the new prospect acquisition tactics resulted in:

Email list growth of 85%, while the Cost of Acquisition went down.

Revenue increase of 94% from targeting in subsequent sales campaigns

Content-focused EDMs generate 52% more revenue

Here are two (out of three) of their high value-customer segments:

You can imagine the potential gains and probably also potential problems if these segments aren’t treated correctly. The acquisition campaign, in this case, is targeted through taking our seed list of most profitable clients and creating look-a-like audiences on Facebook. Each segment got a tailored prize draw competition in exchange for their details and an enriched opt-in. The real long-term value, of course, is in identifying the correct seed list(s) and follow-up sequences to refine after an initial win.

Get your structure in shape for the next step in Data Activation

The benefits of Data centralization are well documented and yet marketers aren’t doing it. Reasons for this tend to be quite similar, with tech, data or the prospect of extra work-load holding them back. But it doesn’t need to be like that. Smart marketers are employing segmentation for the right type of campaigns and in combination with keen MarTech.

Gathering and transforming customer data is the all-important step. Most marketers will agree that we are just at the beginning of what is possible. The technology to use customer data and predictive analytics will soon be at the point where a combination of understandable segmentation-driven campaigns will be augmented with programmatically driven (often black box) targeting that use even more of the data and independently learn what works for who.

In that mode, you can drive smaller and smaller selections on a bigger scale – and identify the opportunities that our own logic could never. The smart marketers today are the citizen data scientists of tomorrow and something to prepare your MarTech infrastructure for.

A great customer segmentation/acquisition campaign is a beautiful use-case for bringing together your data and starting with more refined analytics.

Customer Experience Audit – Find The Issues That Are Hurting Your Conversions

You have holes in your funnel to fill – here is how  you can fix them

The metaphor I like best in this context is the leaky bucket. The bucket represents your sales funnel, and the holes represent visitors ‘leaking out’ before they should. The implication for your e-commerce business: you need to fill these holes, starting with the larger ones, as fast and as permanently as possible.

But how can you find out where your holes are, and how big they are? Fortunately, you can discover this in a straightforward and cost-effective way by using just three tactics from my ‘customer experience (CX) audit’ toolkit.

Transform your marketing strategy with the RACE Framework

The RACE Framework is our simple 5-step marketing planning structure for marketers and managers looking to apply a data-driven approach to marketing decision-making. Build an omnichannel marketing strategy that performs at every level of your marketing funnel, through plan – reach – act – convert – engage, with the RACE Framework.

If you’re looking for a marketing strategy to reach and acquire more customers, why not book a free consultation to kick off your strategic planning? Identify your problems, and discuss solutions that work for your business.

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What’s a customer experience audit?

A Customer Experience (CX) audit is a comprehensive assessment of your target customers’ interactions with – and perceptions of – your brand. In general, it considers all of the key ‘touchpoints’ during your customer’s shopping journey, from finding and choosing your brand or product, to interactions after the sale. A digital CX audit is a bit more limited, and typically includes:

Google analytics review

Website conversion review

Customer interviews

Emails review

Secret shopping review

Social media review

Abandoned cart review

One or more visitor polls

Unboxing experience

Product return experience

Do some customer interviews

The first task I recommend that you do in your expedited CX audit is to speak with customers. Yes, I realize you don’t have time to speak with hundreds, or even dozens, of your current prospects and customers. The good news is, you don’t need to. If you have a customer support team you have a nexus point for customer inquiries, complaints and requests, just the kinds of things you need to know as you seek to improve your user and, more broadly, customer experience.

After only working for your company for two to four months your customer support agents will have heard:

The most-asked questions

The most-voice concerns

A whole lot of complaints

They may have even heard some compliments and suggestions. But those are less important to consider, at least initially. To plug those funnel holes you first need to understand the most frequent questions and concerns – the emotion-based reasons your visitors are bailing out, and may never feel like returning.

Follow these steps to get input from your support agents:

Ask your Support Supervisor’s permission to speak with a few agents. When she asks why you need this access, tell her that the support team knows the most common questions asked and issues you need to address, and by discovering these questions you can proactively answer them through design updates. This will result in fewer support calls, giving agents more time to answer revenue-oriented sales calls.

Schedule time with 3-4 of the agents. Ask for both interview time (45 minutes per agent) and observation time (a minimum of 90 minutes per agent). Ask to speak with both phone and chat agents. Assure the supervisor that you won’t interrupt the agents during their calls. Important: Start scheduling these sessions as soon as possible, as setting these appointments typically requires a 2-3 week lead time.

Ask each agent to share the top questions asked and concerns voiced. After sitting them them individually, observe them while they’re taking calls. Probe to learn about the mindset of the customers they speak with. Have the attitude of a curious apprentice. And ask follow-up questions to ensure that you’re understanding the root cause of the issues.

You don’t need to audio record any of your conversations; just take good notes on the key questions and issues you hear. If your company has a chat app installed, ask to see the chat logs from the past couple months. If possible, filter the calls and chat to ‘sales only’ contacts, since it’s these early-phase issues you’ll first want to fix with your design updates.

Estimated time investment: 8-10 hours

Estimated tools investment: 0

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How far your visitors are scrolling

Visitor session recordings

How well your forms are performing

Conversion funnel data

You can also run a one-question poll on your site if you have a key questions to answer (for example, based on something that surfaced during your support agent interviews).

Estimated time investment: 2-3 hours

Estimated tools investment: US $270 (3-month tool subscription; moderate-traffic site)

(Shhh!) Do some secret shopping

Secret shopping – aka ‘eating your own cooking’ – is the kind of secret you don’t have to keep. While you may do it covertly, secret shopping will bring customer experience issues to the brightest light, because you will witness them yourself.

A caveat: doing this shopping may leave a ‘bitter taste’ in your mouth. But it’s better you know the issues now so you can fix them before your site leaks more revenues.

Here how to do secret shopping:

Identify the primary ‘target’ customer for your website. If you’ve created user personas or profiles for your website or brand, now’s the time to use them (and get some more return on that research and analysis investment).

Consciously ‘wear the persona’s mask’ as you interact with your company. Assume the same demographics, mindset and motivations of this person as you do you secret shopping. I realize this can be tricky to do, but do your best.

Start interacting with your brand at the beginning. If your persona would typically do a Google search, do that. Find your brand’s listing in the organic or paid results, and continue from there on to your website. Ask questions you have in mind via chat (if it’s available) and via phone. Keep logs of your discussions.

Note all of the ‘glitches’ in your experience versus what would be more ideal (what would get you to your desired product faster, and in a more satisfied emotional state).

Actually buy one or more of your products. Use a ‘test’ credit card account if possible. Otherwise return the product(s) to get a refund (another interesting process to witness).

Open the box to assess the clarity of the packaging and instructions (including the receipt, who to contact with questions, and how to submit a return).

Touch as many parts of your brand experience you can within a reasonable time (I usually allocate a minimum of 4 hours to this task). Include these aspects of your experience:

Shopping process:

Sales website. Note what on the sales website is unclear or unconvincing (doesn’t persuade you to continue). Note whether the site has a ‘human touch’ to support your shopping.

Online chat. If your website has chat, note:

Typical response time (try a few chats, at different times of day)

How helpful the chat agents are (Are they knowledgeable, responsive, friendly?)

Purchase experience:

Add something to your cart, and start checking out, but stop it after you enter your email address. Leave the site before you buy the item. Note things like:

Within 30 minutes did you get a ‘cart recovery’ email?

Does the site show you ‘wait, don’t leave!’ message when you start to close your browser?

Do you receive any other communications?

Return to the site, then complete your purchase. Notice the issues you encounter from cart through checkout and order confirmation. Answer questions such as:

Do you know who to call with sales-related questions?

Is it clear when your order is complete?

Do you know when you will receive your items?

Post-purchase experience:

Did the company offer to connect with you on social media?

Do you know who to call if you have order-related questions?

How will you get updates on your order’s shipping status?

Note how well the site does – and, more importantly, does not – answer the questions that arise, questions that, if left unanswered, would likely make you, or a real potential customer, bail out.

Estimated time investment: 4-6 hours

Estimated tools investment: 0

Analyze what you’ve discovered

Top questions asked

Top concerns voiced

Top drop-off points – with reasons why

Top intent-design disconnects

Any other key findings

Estimated time investment: 2-4 hours

Estimated tools investment: 0

Marketing strategy to identify and prioritize your key channels

CX is all about your customer. Our marketing strategy solution, the RACE Framework puts your customers’ journeys at the heart of your marketing planning. Book your free 1-2-1 consultation call today to discuss your marketing strategy challenges and weaknesses with a member of our team and unlock expert best-practice and recommended actions to grow your business.

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ROI Calc: Making the business case to your management Assumptions:

Time investment (avg.): 18 hours (less than 1% of a UX analyst’s yearly work hours)

Staff hourly rate (burdened): US $100/hr

Redesign time (above normal amount; 2 small projects): 12 hours

Avg. uniques: 20,000 / month (240,000 / year)

Current conversion rate: 3.0%

Conversion rate (2% lift): 3.6%

AOV: US $70

The costs:

Staff cost (research): US $1800

Staff cost (redesign): US $1200

Tool cost: US $270

Total cost: US $3270

The returns:

Revenues (3.0% CR): US $504,000

Revenues (3.6% CR): US $604,800

Revenue lift: US $100,800

That’s over a 30X return on your investment! You’ll be hard-pressed to find a higher ROI in your business.

Modest time investment, high insights return

There you have it: for a modest time and tool investment, you get an uber-high revenue return. What this means: there’s no excuse not to do these three CX audit tasks now (or at least one of them). Granted, you may need to work a bit later for a day or two, but the extra effort and diligence will pay off big time. Not only will you be able to make more confident, data-driven design decisions, but your supervisor and CFO will surely take notice.

A final reminder: Be sure to split-test the design updates you make as a result of the data and insights you collect. That way you’ll be able to prove how accurate your hypotheses were, and better quantify your revenue gains.

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