Taking a customer-centric is the path to long-term success
After your website has launched, it’s only natural to ask, what is the website doing for your company?
However, to define the true success of your website, consider asking: How is your website doing in terms of delivering for your customer?
Focusing more on your customer will help you look critically at the metrics you are using.
Consider page views. Every analytics tool measures page views, which we often consider a proxy for engagement: If you have a large number of page views, the website is performing well because customers are engaging with the site.
But in reality, a page view is a page view. Nothing more.
Page views are not an indicator of success unless it is thank you page a customer sees after placing an order or registering for your newsletter. There is no way of knowing whether customers are meeting their objectives by measuring page views.
Page views as a metric of success is the reason companies will find that after six to 12 months of measurement, their reports are not telling them anything and have had no impact on their bottom line.
Focusing on how the website is working for the company is short term. Solving the customer’s needs is a long-term mindset and encourages long-term success.
Your business is unique. Your website is unique. So why use a standard analytics tool with standard reports and measurement?
Instead, stop and ask what are the real questions you want answered? Then tweak your tools to measure for your own metrics.
Develop a customer-centric view and ask questions at the customer level. Use your street smarts, your business savvy, to look for the big picture in the data, to understand what you’re seeing, and to solve problems for the customer.
Focusing on the customer creates a sustainable, long-term competitive advantage for you.
Inspiration for this post came from Occam’s razor.