3 Ways Data Can Help Improve Your B2B Customer Experience

January 23, 2015

Category: Best Practices

According to eMarketer, 7 in 10 marketing execs plan to increase reliance on data analytics for decision making. Data is beginning a bigger and bigger part of companies’ business strategies and initiatives as its become more readily available.

Analyzing your websites’ analytics and data has become easier than ever. Look for a solution that integrates seamlessly with Google Analytics allowing users to stay up on their sites’ happenings at all times. And there’s a lot you can do with the information these analytics provide you with. Understanding your site traffic, unique versus returning visitors, their behavior as they flow through your site, and how they get to your site all affect how you forecast for and run your B2B eCommerce business. You can use this information to predict changing customer behavior on your site and respond accordingly.

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[Flickr photo by web_Savvy]

But what else can you use this data for, especially as you think about ways to improve your customers’ experience and keep them coming back for more? If you want to take your data and analytics to the next level, here are 3 ways you can use the insights from your data to improve your B2B customers’ experience:

1.  Dig for Ways to Improve your Relationship with your Customers:

Pay attention to your power users. Power users are those individuals who come back to your site more than other users—especially in B2B eCommerce, these are the most important customers for your business. Along with their frequent visits, they are probably also influencing others within their organization (and others!) to check out your storefront. Use this information to your benefit by rewarding these Power Users. Send them a discount, a free product, or a promo code for free shipping (choose the reward based on their activity on your site) to thank them.

You could also considering creating a B2B commerce site that would help facilitate a loyalty program. Reward your power users by giving them access to a digital library of rewards that they can access as they rack up points from recurring purchases, for example. These types of interactions will leave your users feeling appreciated. They won’t expect it and they will tell people about it, boosting your site’s clout even more!

2.  Product Recommendations:

Based off of products specific users are viewing on your site, you can make recommendations for other products you think would interest them. This can be done in a variety of ways: send personalized recommendations to power users or set up a “Products Like This” feature on your site to showcase other products you think the users would like based on what they are shopping for. Show customers that you are watching, listening and trying to make their shopping experience better and easier.

3.  Behavior Response Plan:

Pay attention to your customers’ behavior on the site and you’ll start to develop strategies that will keep them on your site longer, get them buying more, and leave them feeling more satisfied than they would otherwise. For example, if you notice that more and more users are leaving their carts abandoned, set-up an automatic email for these users’ letting them know what they left in their cart.

By looking at customer data over time, you can learn a lot about them and think of many other customer experience enhancements like these. Use this information in the right way and you’ll find that you can create solid, valuable relationships with customers, and ultimately boost your bottom line because of it!