A great way to know your customers is to let them drive your website. To capture information from customers, set up user-friendly feedback systems. You'll need a three-part strategy:
- Collect basic information on visitors to your website.
- Offer a variety of ways for customers to provide feedback.
- Choose software and web-hosting services carefully so that you can capture essential information and analyze it.
Collect basic informationSpot a new visitor on your home page? Ask him to provide basic data such as job title, industry sector and information needs.
Get their opinionsA daily poll and short pop-up surveys are two low-hassle strategies to promote more customer input.
Go bloggingOffer a moderated Web log with links from your home page. Organize by industry sector so customers may better share experiences.
Answer frequently asked questionsProvide a frequently asked questions or FAQ section that answers popular questions and tracks new or emerging concerns.
Provide real-time customer supportAllow customers to set up a live chat with a salesperson or technical expert.
Encourage in-depth feedbackTestimonials and case studies are powerful tools in business development, when properly prepared.
Find quality web hostingWhether in house or under contract, webmasters must analyze your feedback in a meaningful way on a regular basis.
- A daily poll, with just one question, may bring customers back to your site on a regular basis.
- For case studies, include a variety of industry sectors.
- A hot new trend is audio/visual testimonials, which connect a face or voice with positive comments about your business.
- A quality webmaster or host should provide detailed analytics on your customers and visitors at least once a week.
- Effective case studies should identify a problem, outline a solution and then analyze the results.