Knowledge is power…but only if you use it properly

Posted on: May 3, 2017 by Chris Robson

What you need to know about online customer behaviour and how to shape it.

I have always been fundamentally interested in “Online customer Behaviour”, what makes a person choose the route that they choose, what are they doing on the pages before they chose to purchase or register?

During this article I’ve looked at 4 key areas, which should always be put in place and monitored to help achieve the best results for your clients.

The way we capture data is changing, and we must look at ways to evolve with the ever-expanding space of technology. In my experience, there are many ways you can leverage data to improve the experience customers have with your company. Whether this be an online or phone experience, it’s critical that we listen to what our customers are saying.

Feedback and customer verbatim

It sounds simple. Customers are often more than happy to tell you where you're going wrong (and also right!) so these offer great opportunities to optimising your service and the experience you provide to your customers. There are many tools out there to help you with feedback including Crazyegg, getsatisfaction and feedbackify. All of these tools are very well recognised but I have found that the use of online and email feedback surveys at the specific time of transaction works just as well.

Once the feedback is attained, its important that changes are put into action via A/B or MVT in a controlled way to see if this helps optimise your clients website and increase conversion.


Conversion through a funnel is your batting average at generating sales or asking customers to become registered compared to the total potential opportunity as measured by traffic. In simple terms, it’s simply the calculation of the number of customers that have made a purchase or registered compared to the number of customers that visited the site and started the journey. Measuring this allows you to identify where your conversion ‘gaps’ or ‘slippage’ are.

We can measure repeat customer visits in order to establish:

  • how many unique customers they really have
  • how loyal those customers are as measured by how recent they visited and the frequency

Effective distribution

At Atos, we measure effective distribution by the potential number of customers that are given exposure to products. By using analytics we can begin to see how many customers were given the opportunity to be exposed to the product during the customer’s online experience.

We know that each customer is slightly different, and where a customer, or potential customers spends their time online is an indication of their interest and what they potentially came to the site to do.

Traffic patterns and re-engagement

The use of customer trends and traffic patterns can potentially create recommendations for change for a clients website or introduce new initiatives which can be tested within a live environment. Traffic patterns can also help with regards to resourcing e.g. a web chat solution in a similar way to how call volumes help call centres resource during busy periods. This can help with workforce management and cost savings. When analysing this kind of information, Its important to note that knowing that existing customers spent some time in certain areas of a clients website and did not login, transact or make any changes to anything as important an insight as to whether the customer actually bought another product.

Timing is everything online, and specifically when a client is trying to re-engage with customers. The use of analytics and real time email automation can help re-engage customers who have dropped out of a funnel process and help bring them back on track. The use of tools such as IBM tealeaf or Webtrends can help when integrated into an email server to help identify and make sure that high net worth customers don’t slip through the net.

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About Chris Robson
Digital Optimization lead and Engagement manager
Chris is a Digital CX and marketing professional currently working as a Digital Optimization lead and Engagement manager. Chris is a very creative Digital specialist and an ambassador for clear, smart and simple online customer journeys. He is experienced in leading digital teams, strategizing, defining and managing the end-to-end digital/online experience roadmap across a number of industries, specializing in the financial industry. He is passionate about customer centric design; developing communications, products and services through a customer lens using customer and behavioral insight.