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Apr 06, 2020
What are your customers looking for?
Having a good understanding of your customers’ needs, wants, interests and preferences can assist you to build positive relationships with them – which can result in them purchasing more from your business and recommending your business to others based on their experience. When you understand what your customers want it will help you to determine the best prices for your goods and services, increase your sales and profits and decrease the costs that are inherent with attracting new customers. This works by helping you build relationships and trust.
 When you have a retail website, it can be a powerful tool to help profile your customers and analyze their interactions with your business. You can do this in a number of ways, from determining how your customers found your website, in the first place, to examining how long they stayed on site, what path they took through your website, which individual pages they visited and whether they purchased from you, added items to the cart but failed to complete the purchase, or left your site without purchasing. 

Analyzing and examining this data can help you to improve the experiences your customers have in the future.

Analytics tools and other website management software is more sophisticated than ever and enables you to capture, measure and analyze a wide range of data about your customers. In order to better understand your customers, collect whatever data you can. If it is possible to capture data, then you should – this includes things like downloads, help requests, product views, reading reviews, leaving reviews, searches, purchases, basket additions and more. Of course, you should comply with any privacy laws when you capture, retain or use any data. Privacy requirements vary around the world. When you use the data, you should ensure that you have the appropriate consent, notice and opt-out practices in place. 
When you have captured meaningful data you can then begin to analyze it and investigate if there are any patterns that are useful to understand your own customers and what they want and what they don’t want.  For example:
- What time of the day are they visiting? Is it before work? During the work day? On their lunch break? After work? Weekends?
- Are they reading your product reviews? 
- Are they more likely to purchase a product with reviews and ratings?
- Are they comparing products? If so, which ones? 
- What pages do they arrive at the website?
- How do they arrive at the website? Search engine, links from other sites, ads on social media etc?
- Do they click out quickly after seeing a price? 

You can gather additional data by asking for feedback or carrying out short surveys to find out what your customers want, how they found the experience of shopping with you, and what they liked and what they would like to see more of.

Customers generally feel that the value they receive comes to them via the benefits they get from the products they are purchasing, proportionate to the monetary cost. By understanding what drives value for your customers you can grow your business by delivering them the service and products that they want at a price they are willing to pay.