by Thekla Bartels
Small and medium sized businesses are facing the challenge of managing digital transformation and establishing it as a valuable source of income. Meanwhile, 50% of companies estimate their level of digitalization as ‘high’ (McKinsey 2017). We believe that the full potential is not yet tapped, or even identified. With a thorough online concept and the right tools, existing potential in B2B marketing can easily be identified and optimized to cater to even the most specific requests.
In this blogpost, we will take a look at four basic scenarios in which user-centric analytics helps to create ideal conditions for identifying and understanding unused marketing potential.
1. Marketing Campaign Optimization
A campaign was set up and is creating cost day after day. In order to review its efficiency, KPIs need to be defined. How many additional users are showing up on the website through the campaign? Are they the right target group and hence potential customers? How high is their click-through-rate? Which and how many purchases can be attributed to the campaign? All these questions can be answered by companies who have set up user-centric analytics and an efficient tracking. Campaigns can hence easily be reviewed and optimized.
2. Website Optimization
A highly targeted campaign shows positive results and brought potential customers to the website. Did they find what they were looking for or does the navigation need improvement? Is there a product that is in especially high demand? Companies have had great success with grouping visitors and their behavior. We highly recommend analyzing interests and navigation paths. Furthermore, pages that show an exceptionally high exit rate should be flagged and optimized.
3. E-Commerce Activity Tracking
Logged in or not, precise tracking enables B2B clients to develop a better understanding of the different customer journeys. With the help of data, the checkout path can be optimized. Some central questions to ask are: where do most potential clients exit the checkout path? Can the process leading to a purchase be optimized by adjusting the buying process? Is the customer missing information along the way? Does a visual path through the checkout process help to reduce exits?
4. Identifying customers
A deep knowledge of customers is the basis for a successful business model. This means: the target group has to be clearly identified. Only then can a successful customer experience be created. What sub-target-groups can be identified and what defines them? Online- and offline data can be combined to deepen this knowledge. Weaknesses in the web presence are often already identified through a very clear target group definition.
Find out more
We’ve only touched on some of the many possible scenarios in which user-centric analytics can help businesses. A more detailed look into website optimization for B2B companies can be found in our free Whitepaper (in German).