Consumer behavior is one of the most critical factors in guiding a business. Especially those who work in the digital area, as is the case with any e-commerce that is in the fight for its market share, keeping up with the trends of the target audience is north for the actions of both marketing and internal processes.
Thinking about it, today we brought this content presenting 4 reasons not to miss this opportunity to improve the venture and to teach some guidelines to apply the analysis of your client’s behavior. Interesting, right? So come with us on this reading and stay on the subject.
Contents
Why Monitor Consumer Behavior?
Consumer behavior is about buying habits that it has. Thinking of the moments before the closing of the sale, we know that there is a way to go: how the customer understands his brand, how he accesses it, how he sees it and what impressions he has from it, among many other points.
The most exciting part of monitoring these paths, especially in the virtual environment, is to develop metrics that are, in fact, a reflection of the desires, needs, and challenges of potential customers. When the sale takes place, the work does not end: it is essential to stay close to the consumer, to become a customer, partner and follower of the brand.
Now we go to the reasons to put the monitoring of the behavior of this person in question:
1. Get to know your audience better
You can count on the best product in the world, the most humanized service on the market, among many other qualities that we could mention. But what is all this about if your audience does not know your venture? The target audience is one of the foundations of market research and one of the pillars of all the work developed by the company.
So by getting the means to observe the ideal consumer up close, you become aware of where it is present – which is where you need to be seen – what he expects from products such as those offered by your e-commerce, which ones are the interests of life in general and what are the impediments to closing the purchase.
Turning data into information is indispensable
When you get ahead of these events, you can draw a blueprint to reach that person and bring him close to the mark. Data analysis automates the whole process. In other words, when using email marketing, for example, you know which links were clicked, which language generated more engagement, etc.
If management collects these data, it is possible to analyze them and use everything that has been raised for the sake of improvement. If a given post had more hits or if an email generated more engagement, it’s time to find out why and replicate the practice. The correction of faulted points follows the same way.
2. Develop loyalty strategies
You know your audience, you know what he wants, what is looking for, what problems need to be solved with the product in question, etc. You were able to enter e-commerce in this context, reliable, friendly, and engaging. Mission Accomplished. Until then.
Now the idea is to gather the data about this customer to devise strategies that make it even closer to the business. Loyalty can come in a variety of ways, from the attention your team gives in the after-sale to the offering of new acquisitions (that make sense with the proposal), loyalty programs etc.
Focusing on the customer experience is the key
The customer experience must be placed on a pedestal, as this will ensure that the consumer evaluates e-commerce well. Remember to collect reactions to actions and group that data together to analyze numbers and make decisions based on that.
3. Drive marketing efficiently
Let’s talk about results. Do the advertisements you make have the desired effect? Are you on social networks, pay ads and yet your content does not generate the number of purchases that management wants? The organization of information also works in this direction.
By using the target audience as the base, the chances of the result being negative decrease. However, we will evoke Deming to guide this conversation: one does not manage what one does not measure. Therefore, all actions need performance indicators to attest to their efficiency.
Saving the results to analyze periodically is strategic
Special promotion dates such as Black Friday, Cyber Monday, year-end holidays, children’s day, and other times when there is a consumer boom should be used as a basis for organizing the store and rescuing old consumers.
When planning the communication, launching it promptly and collecting the metrics, whoever takes care of the store knows exactly what works and what does not. Through this information, everything can turn perfectly, such as inventory, cash, personnel, delivery logistics, etc.
Reduce operating costs
Have you heard of the 80/20 rule? Also known as the Pareto Principle, it is a tool that collaborates with the identification of the application and return of invested resources. In other words, it is a question of knowing the small share of shares that brings most of the results.
By monitoring consumer behavior and appropriating it, in addition to being able to influence it by using it in favor of the organization, the company also gains a way of observing itself internally. The logic is simple: when management knows what affects the client and in what way, can determine what gives the highest return and emphasize the application of resources in these actions, cutting costs with others that do not cause the desired effect.
How do you track customers for valuable information?
Imagine having to manually count every click on your site: crazy, right? With the amount of data that the internet gives access is impossible to maintain control, although you dedicate human strength to this action. The chance of errors from fatigue is also high in this hypothesis.
Therefore, it is essential to use a useful tool that automates all these calculations, group them strategically and give dynamic visualization of the data that you want to analyze without complication.
The best thing to do is to integrate it into your e-commerce, not only to analyze consumer behavior but to assist in the whole process of customer communication and marketing, be it pre, trans or after the sale.
Are you wondering how to get all those benefits to the store without weighing the budget? We’re here to help with this journey. Get to know how E-goi works. And be sure to try it. It’s free and simple!