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Customer Insight - Understanding eCustomers

Understanding eCustomers is crucial to eBusiness and eMarketing. Realising their fears and issues will mean that you take steps to make sure they feel more confident online. You will need to instill confidence in your website and business.

Another part of understanding the online customer and the way they think; and act, is seeing how they navigate around your site. Where they go and why, how long they stay or how fast they leave. To do this you will need to install some analytical software on to your sites pages.

Analytics

Analytical software requires you to cut and paste some coding on to each page of your website. This code is there so that the software can monitor how people move around your site, where they come from and where they go. Don't worry this doesn't have to be big brother but rather can be used to redesign and redevelop your site so that it is easier to navigate around the site and to offer more targeted and personalised advertising on the site.

Customer Online Behaviour

Customers online behave in similar ways to offline customers in their decision making process. There is a pattern to the way the think and act. That pattern can be set down in a series of steps;

Step1: Problem Recognition: this is the realisation that they need to purchase a new product

Step2: Information Search: searching out as much info on the desired products and places to purchase

Step3: Product/Site Evaluation: test the websites they have chosen, read reviews and product info

Step4: Price Comparison: With so many websites offering similar products out there today one of the crucial aspects will be price comparison

Step 5: Purchase Decision: making the purchase

Step6: After Sales Service

By monitoring customers online behaviour we can better understand how to please them and satisfy their online needs.

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