Mind Reading 101 – Get in your Client’s Head as They Access Your Website
Do you ever feel like your clients just want you to read their minds? I have often wanted a lesson in “ESP” or Mind Reading! Then I could not only really understand what my clients mean (not just what they “say”), but also predict what direction I should take as a business owner in order to offer pro-active solutions for existing clients and find those new ones!
Large companies can spend millions of dollars on market research to get this kind of business intelligence. But, I’m going to save you a few bucks and tell you how you can do your own information gathering. Once you have this information you will feel like you can read minds. Imagine the power! With this power, comes responsibility. Your clients will tell you where they are… it’s up to you to reach out to them.
The best place to start to figure out what your customers care about is your website. If you have a website, you should be able to use Google Analytics. It’s not difficult to set up analytics, especially if your website is based on a WordPress or similar template. If you don’t have a website, there are ways to spy on your competition, but that’s another discussion.
Google Analytics gives you so much information, it can be a little overwhelming to digest it. Here are a few things that you can look for that will determine priorities for making some changes that will reach your clients.
- Location. From the google analytics page, you can learn a lot about who is interested in you by going to Audience/Geo/Location. On my page, I can see that my users are primarily in the US, but I do have engagement from all over the world. In fact, I have quite a few users from Brazil, which is really interesting to me. Could I have a potential market in Brazil?
- Language. Another interesting data point if I go to Audience/Geo/Language, I can see the top 10 languages that users speak. English is number one, but Brazilian Portuguese is right behind. This is telling me the users in Brazil are accessing my site in Portuguese. So, I would prioritize this language for localizing/translating my web site for sure! I could build on this market as I can see there is a lot of interest in that locale.
- Device. Another valuable area is to look at is to understand what device your users use to access your information. If you go to Audience/Mobile/Overview, you will know how many users access your site with a Desktop, Mobile Phone, or Tablet. For me, I notice most users still access my site from desktop, but I can see growth in use of mobile devices. This tells me I need to seriously think about using responsive design. You can learn more about responsive design from our recent webinar. After taking a mobile friendly test (another google tool!), I can see that my site needs some improvement. I’ll talk to my developer right away about at least changing the landing page to something that is responsive.
If I find the right template, my Portuguese site should look just as nice. I will definitely want a native speaker to provide QA before I launch it.
This level of information is amazing as you make decisions about how to improve your website and get to your current and new clients.
Other things you can do:
By putting a chat box on my site (like MyLiveChat), I can know immediately who is logging on and logging off my site. Does it feel kind of like big brother? Kind of. But, it’s also really exciting to see the direct result of a blog post or site update.
Other suggestions to get in your client’s head:
Resize your browser window to check how your site looks to users that access your site from a mobile device.
If you are using Google Chrome, there is a “mobile device emulation” feature in Chrome Developer Tools. These tools are found under the Chrome menu View > Developer > Developer Tools. Visit the Device Mode documentation to learn about the emulation feature.
Change the language on your PC and access your site to see how it functions in other languages. On your phone, use an app like “Any Locale”.
Post a blog entry and watch the analytics. Did your post resonate with your target audience? If not, try something else. The beauty of the web is that it’s dynamic!
So, what did you learn about your site? Who is accessing it? What language do they speak? What device are they using?
Watch Stacey's recent GALA Webinar on Localization QA for Responsive Design: Ensuring Quality for the Small Screen.