Continuing our Multi-Channel series, this week we look at analytics for web and app and how brands can utilise them across all of their engagement channels.
Knowledge is power! But how much do you actually understand about your market, your customers and their behaviour? You probably have a good idea, but is it backed up by actual statistics and results, or do you just run by your gut?
Exploiting the analytical data from the places you engage with your clients will enable you to build a true picture of the customer journey and identify key drop-off points. This will allow brands to amend their touchpoints and re-engage users at drop-off points and drive them further down the funnel.
What sort of Analytics should you measure?
The key things to think about when choosing an analytics solution is what information will help you understand, engage and influence your user, how are you going to use the data and how will it be displayed? The ideal solution will allow you to build a rich user profile based on their behaviour and preferences.
As soon as enterprises understand who their customers are, what they want, what they do and how they are traveling down your funnel, you will be able to build a true picture of your customers. This will enable you to deliver highly-intelligent, personalised messaging at the right stage of the customer lifecycle, which in turn will boost engagement, sales and ROI.
Where do you start?
Imagine you’re a travel company that arranges package holidays. If you knew exactly what your web and app users were looking for, you would be able to tailor communication to them based on this information.
For example, if you know their gender, age, previous bookings and spend, types of location they have been viewing, level of accommodation they are interested in, when they are looking to travel, it would make no sense for you to engage them with holiday packages that would not fit with their user profile. However, using the user profile data will enable travel companies to engage their users with intelligent, targeted messaging.
This process works across all industries, as long as you have a sales cycle with multiple touch points, it will aid delivering sales.
What can you measure?
Using a people centered approach to insights and analytics, an analytic platform, like Xtremepush, can help you to understand each of your app users in detail allowing you to create and build highly relevant contextual app engagement campaigns using either in-app messaging or push notifications.
By understanding how often your customers visit your app, how long since a geographical area engaged with your app, which areas of your app are the most popular and used, what time your app is most actively accessed; you can deliver your messages with much more relevance and in a timely manner and build your engagement along with it.
Stop asking why your app users are not converting and start to understand why. Using a funnel analysis you can see at each stage where and why your customers drop off.
It’s rare that you will come up with just one campaign that you know will drive the most engagement, so that is why it is important to test your campaigns or elements of a campaign. By using a full split testing system, you can do just that, giving you the insight into what actually works before you launch the final campaign.
Do you know where the most success came from in your campaign? Which channel delivered the highest life-time value? Discovering what works the best for you in real time will enable you to make changes to the worst performing, or put more effort in to the most successful and capitalise on it.
Look at how your segments compare against each other. Do you need to spend more attention on one segment than the others, how can you utilise the high performing segments to strengthen your campaign. By drilling down in to the segment you will gain a mass of valuable information, so you can tailor your campaigns to suit each segment individually.
For more information about analytics and how you could use this valuable information to drive your campaigns to greater success get in touch with the team or visit https://xtremepush.com