The Business Exchange Swindon & Wiltshire Edition 48: April/May 2020 | Page 29

TECHNOLOGY
REVVED UP
HOW WELL DO YOU KNOW YOUR
DIGITAL CUSTOMERS?
OJO Solutions transform organisations through
technology. Here, Nathan Baranowski, Managing
Director, discusses user behaviours.
Which user are you? The Browser, The Go Getter or
The Asker? Perhaps you’re all. Read on to find out.
Gone are the days of just having a shop window, a
nice store or office and a bit of branding with a few
values. Customers want to have a good experience
with your brand from the moment they walk into
a shop or office, or when they call and talk to your
staff. Moving into the virtual and digital world our
expectations from the physical are not only amplified
but we expect more and faster. In simple terms you
have five seconds to give your online customers an
understanding that they are the right place
Despite being complex creatures, as customers
or users we are also creatures of habit and that is
good news when it comes to digital. Using data and
profiling user behaviours it is possible to create an
immersive experience that keeps your customers
coming back again and again.
USER BEHAVIOURS
No matter what your business offers online or offline,
customers will fall into one of three user behaviour
types when they come to your website or app. The
importance is to recognise that your digital space
needs to cater for each one.
THE BROWSER
The first type of user is one who is simply there to
look around. They’ll flick through your website or app
searching for more information around what your
organisation is about, and maybe dive a little deeper
if they like. They will happily browse for hours and
easily become immersed. It is important to guide and
steer these users with a clear call to actions, perhaps
provide instant chat to help them on their journey
or provide comparison tools to ease their decision.
Recommendations, reviews and offers will help these
types of users to take action . If your business is a
service, it is important to consider less is more and
allowing the user to contact you or you contact them.
THE GO-GETTER
This type of user is expecting to land specifically on
what they need. They know what they want and are
not interested in seeing anything else or knowing
anything else. Most likely they found it through
googling or hit a button immediately on your home
page. Just think how you have been frustrated landing
on a website and trying to find the phone number?
THE ASKER
Often looking for support, they are either seeking to
browse by directory, or search for what they need.
Like the Go-getter, they know what they’re looking
for, but they want direct help finding it. In the digital
space, this might present itself as a search function,
chat or recommendations and recently viewed items.
For a service business this might be clear call to
action on a call back, and explaining how you can
help.
“PERSONAS” ONLY GET YOU SO FAR
For some time now, organisations have created
“Personas” of theoretical users in order to ensure
their platforms are meeting their goals. This remains
a good starting point, however digging deeper to
understand individual behaviours will further improve
the performance of your website. Consider your
business objectives and your users’ needs. This isn’t
about whether they drive a Ford Mondeo or Porsche
but simply what are they seeking to achieve by coming
to your site. If you have an existing site, overlay this
with analytics and track goals to ensure your website
is delivering. Test using different versions and see
what works. After all, you are not your customer -so
don’t assume you know everything and ultimately ask
– it is surprising how many customers are willingly to
give you feedback.
PERSONALISE
Digital isn’t homogenous and our experience
shouldn’t be vanilla. The opportunity to use data to
create unique experiences that are personalised
to each customer is relatively simple to achieve
- but too often we don’t. The world of Artificial
Intelligence (AI), Machine Learning and Social
Media enable us to reach our customers anywhere
on any platform, not just on our websites or apps.
Be it presenting personalised content based on
their behaviour, reminding them of the product or
service through promoted content on social media
following them reading it on your website, or making
recommendations based on their behaviour, the
possibilities are truly endless.
BEYOND THE WEB
Perfecting your customer experience doesn’t come
without its challenges, and in the digital world this
becomes more challenging as we move into a world of
chat bots, smart speakers and virtual assistants. No
longer is the interaction one of human to human but
more so human to computer - and soon computer to
computer. With every evolution comes the opportunity
to explore new ways of engaging customers.
OJO Solutions provide strategic digital thinking and
beautifully crafted technology to businesses across
the South West. If you would like to find out more,
please get in touch.
For more info:
www.ojosolutions.com
@ojosolutions
THE BUSINESS EXCHANGE 2020
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