In order to generate conversions (results) on your website, it is important to understand “user insights”, which are the users’ essential desires and hidden truths. Also, by acquiring high-quality user insights, you will be able to conduct marketing activities that are in line with user needs. In the future, you will be able to stay ahead of your competitors and expand your business.
In this article, we will explain the necessity of obtaining user insights in marketing and introduce three steps to obtaining high-quality user insights.
Gaining high-quality user insights will give you an edge over your competitors.
User insight refers to the hidden true feelings and deep psychology of users.
When you open a website on your smartphone or computer, you may visit it with a clear purpose, or you may simply open the website casually. The concept of user insight is that the user’s true feelings and desires are hidden in this “just something” that even the user himself cannot explain.
Obtaining high-quality user insights is important in marketing. Even if you have a great product or service, it won’t lead to conversion unless users are interested in it.
To gain high-quality user insights, you need to bring together disparate user data, analyze it, and deliver dynamic user experiences. To understand user insights, we collect user data such as search keywords and movements on the website (which pages they viewed and what actions they performed). This step will give you a complete picture of user behavior and build relationships that will help you stand out from your competitors and grow your business.
・What is Insight? Importance in marketing and 3 success stories
Step 1. Integrate user data for high-quality user insights
The first step is to get a complete picture of user behavior. Collect various user data across organizations and departments and integrate it into one. By bringing together data previously stored by different teams, you can gain clearer and more valuable user insights.
The key to integrating huge amounts of user data is to start small and step by step.
First, connect your web app analytics solution to your customer management technology. Then, think about how to integrate data through channels that are relevant to users (customer acquisition routes/email campaigns, point programs, etc.).
The next thing to focus on is clear external data such as user search intent. We integrate this data into a cloud-based management space to uncover high-quality user insights.
Google Analytics is an effective tool for understanding user insights. Google Analytics is a tool that analyzes how users interact with your website. You can collect data that helps you understand user insights, such as time spent, page navigation, and repeat rate.
Interviews and questionnaires are also effective ways to gather user feedback. However, you need to be careful because unless you carefully consider the question content, you may not be able to derive user insights (hidden true feelings).
Step 2 for high-quality user insights: Analyzing data across the customer journey
The next step is measurement and data analysis across the customer journey. Measuring and analyzing marketing effectiveness is a common business metric for all teams, so this step is at the heart of your marketing strategy.
Google lists the following two points as points to consider when choosing an analytics solution.
1. Choose a tool that can analyze a variety of factors By choosing a tool that can analyze various factors such as customer journey, channels, content, and campaigns, you can allocate the contribution to the factors that are producing the most results.
2. Choose an attribution model that allows you to understand the collaboration of multiple media and which channels are performing well.An attribution model is one that determines which channels contribute to conversions and then decides how to allocate the contribution. It refers to rules. You can increase the effectiveness of your marketing, understand which users are most likely to close a sale, and identify creatives that are effective for those users.
Step 3: Obtain high-quality user insights. Deliver an optimal user experience
The final step is to apply high-quality user insights from your data to your platform to provide an optimal user experience.
Platforms that don’t take advantage of user insights will miss out on customer retention. For example, the day after purchasing a product on an e-commerce site, the same product may become available at a discount. This was due to not utilizing past user insights and not being able to link data.
If you can provide an optimal user experience, you will eliminate user distrust and discomfort, leading to increased satisfaction. By leveraging user insights, you can categorize users by taste and tendency, and provide user experiences tailored to each segment.
New technologies such as machine learning can help customize the user experience for each segment. Being able to provide a high-quality user experience that is optimized for each segment will lead to long-term business expansion.
summary
◆User insight refers to the hidden true feelings and deep psychology of users, and is an important element in marketing to increase conversion.
◆To obtain high-quality user insights, you need to perform the following three steps.
1. Collect and consolidate various user data that transcends departmental and organizational boundaries
2. Measure and analyze data across the customer journey for common business metrics across your team.
3. Apply user insights from your data to your platform to provide an optimal user experience
◆If you understand the overall picture of user behavior and build relationships through 3 steps, you will be able to gain leads from competitors and expand your business.