The Secret To Optimising Your Website For Dramatic Increases In Online Sales, Leads And Conversion Rates In A Downturn

26/08/09

By Greg Kelton, Director EMEA, Autonomy Optimost, shares all

The online channel now plays a central role in people's purchasing patterns. Regardless of where or how a consumer makes a purchase - online or offline - the web is nearly always included at some stage in the buying process. Consequently, the web is the most powerful tool for businesses of all sizes to inform, persuade, and build trust and loyalty with customers and prospects. But if visitors to your website don't quickly get what they are looking for, chances are they will turn to your competitors. With the competition merely...

...one click away, the stakes are high.

The more you know about your customer - what they're looking for, what they need, what they think of your company and its products - the more likely they will buy from you and stay with you. Nowadays, companies have more information than ever about their customers; the challenge resides in leveraging that information to lead online visitors to the point of purchase. Given the predominance of social media, chat and other web-based communication vehicles, the vast majority of a business's customer information is now what is known in the computing world as "unstructured."

Unlike structured information that resides in limited quantities neatly and statically in databases, unstructured information has the benefit of providing a richer, deeper and more accurate understanding of your customers and prospects. Until now, though, businesses have had no way to extract the insights and meaning found in unstructured information, nor leverage that knowledge to better serve their customers.

For the first time, new technologies, based on mathematical principles, make it possible to comprehensively understand customers, by harnessing the human richness found in all forms of customer information, and automatically deliver the messages, offers, prices and images that... continued on page two >

 

 

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