Leveraging your Customer Data Portal

July 04, 2017 - 12:48

Customer data is considered as one of the most valuable assets for any e-business. The more data we have, the more in-depth engagement we can drive with a customer. Customer data will help us to know about the customer, his purchase behaviors, products of interest, his purchase potential etc. This information will help organizations to frame strategies for business as well as from the technology end.

The customer data portal will facilitate collection of data from multiple touch points within the web portal and aggregate it in a way that meaningful insights can be extracted from them.

There are many advantages for collecting user data. Some of them are:

  • It gives rich insights about user engagement and behavior on the web platform which will help in analyzing the user experience delivered by the platform.
  • The matrices derived from the collected data can be used to measure the effectiveness of the digital and the business strategy that is being followed.

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Implementing a data portal can help organizations in framing:

User Engagement Strategies

The user engagement details that we receive from different touch points can be used to analyze the quality of design, quality of content, the impact of website structure etc. This can serve as inputs for framing a better user engagement strategy.

Business Strategy

Details about purchase behavior, order conversion rates, repeated order details etc. can help organizations in framing business strategies to be adopted for the e-commerce platform.

Marketing Strategy

From the matrices collected, it is possible to calculate the ROI of marketing activities. These insights can be used to decide whether the current marketing strategy needs to be improved or not.

Technology Strategy

Data available in the customer data portal will help in making technology decisions that will enhance user experience and will bring in more ROI. For instance, reducing the number of page loads in the purchase process by implementing a progressive web app concept will deliver an app-like experience.

Product Development

User flow to a specific set of categories and products can bring in more insights about product comparisons done by the users and the type of experience they are looking for, from their products.

Use case

Purchase Behaviour

John is on the lookout for a high-end audio device. He lands on ABC’s website through a Facebook advertisement of headphones. He is impressed by the design and features of the product. He has viewed the product video and the product images in the image gallery. The product reviews provided by CNET and PCMag has influenced him enough to add the product to the cart. Before making payment though, he has second thoughts and decides to check user reviews on other websites. As the reviews are satisfactory, the next day he comes back to the website and makes the payment to complete the order.

Analysis

In this case, the data portal considered John as an anonymous user till he registered on the website. Once he became a registered user, the details that were collected in the anonymous phase gets added to his persona. The user journey in the above case is like this : Social media advt >> Website home page >> Product page >> Cart >> Cart (2nd Day) >> Order completion( 2nd Day). When we analyze this user journey, we understand that the purchase happened on the second day. If an instant offer was provided during the first visit through chat agents or content personalization, he might have completed the order on day one itself. Likewise, in-page navigation on the product page gives an idea about user expectations for a product page. For instance, say after viewing the product image, John decides to view the video. On analysis, we can see how many of those who visited the website has viewed the video. Also, the view duration can be monitored. If the duration is too low, it can be concluded that the video is not connecting with the audience. The data from data portal can also be used to analyze details like referral source, landing page effectiveness, user interactions on the product page, order processing behavior etc.

To explore the possibilities of building a customer data portal for your organization, please get in touch with our sales team. Zyxware Technologies has over a decade of experience building customer portals for both B2B and B2C companies. We have served clientele in all business verticals.

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