August 14, 2009
Customer Intent Analytics: the weak link between search and purchase
Many e-commerce companies have thousands of statistical reports, down from the number of page views and up to the sales trends, but how can they know if the purchase intent of their customers is satisfied properly? And how can they learn to do it better?
While the fundamental goal of most web analytics systems is to reports the KPIs (Key Performance Indicator) having the most effect on sales, these KPIs all tend to be usage driven instead of satisfaction driven.
The CEM (Customer Experience Management) consulting companies tends to supplement this problem by polluting the life of the customers by asking them to answer countless surveys, but fail to deliver precise and actionable conclusions, especially on the per case basis.
How can you capture your customer intents in order to see how well your product offering is adapted to it and presented properly?
Understanding the key parameters of customer intents for products which are not easy to find or not in the database is the key to ensure the satisfaction of all the significant purchase intents.
