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Five Clues Online Customers May Be Cheating (And How Data Can Win Them Back)
Customers often give hints before defecting -- and marketers who know how to read data can take pre-loss steps to retain them. Maxymiser's president Mark Simpson offers five tactics -- and practical examples -- of how this can be done.
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U.S. consumers spent $194.3 billion online in 2011, yet Forrester Research notes that for every $80 companies spent driving traffic to their sites, they spent only $1 trying to convert those visitors into customers. Given how much revenue is up for grabs, and how little companies are spending to stake their claim to it, there are huge opportunities for marketers willing to commit to rewarding, incentivizing and personalizing their visitors' experiences.
Consumers have more choices, more incentives and more reasons to comparison shop for the best deals out there. Marketers can use online behavior and web analytics to reveal patterns and warning signs indicative of the type of customer retention issues that lead to "online cheating."
The good news is that these issues can be corrected if caught early enough. To do so, marketers must identify which types of data patterns to pay attention to and use those data to inform their next steps.
Here are five common predictors of online customers who either aren't interested or not committed, and tips on how to use that data that to solve the problem.
Read the entire Mark Simpson article
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