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One simple step to give your visitors exactly what they want

April 26th, 2012

Website owners know less about their visitors than they think — and that’s even with web analytics.

Take one search for example, like “how to tie a tie?” A user could search that phrase and land on your site. Seeing that phrase appear in your web analytics dashboard gives some details, but it’s unlikely that user is searching how to tie a tie to practice in his home.

What if he is getting ready for a wedding? If you knew that info, you could guess he ultimately wants to know, “How do I look presentable for a wedding?” Then, you could offer him step-by-step instructions for how to tie a tie, plus how to match a tie to a dress shirt, which button on a suit jacket to button, and how to polish dress shoes.

Business websites should be just as accommodating for their visitors. Here’s an easy process for finding exactly what your visitors want from you.

Use a free online survey tool, and post a link to the survey on your website. It could even be something as simple as using Google Docs.

Ask these two questions:

  1. What were you trying to accomplish in today’s visit?
  2. Were you able to accomplish that task?

From this simple survey, you will learn more about your visitors than from even the most sophisticated and integrated analytics tools.

How do you give visitors what they want? Ask for it. Use your users’ responses to anticipate their actions, and then tailor your website to align with what they want to accomplish.

Conversions will increase. Revenues will increase. You’ll have more satisfied customers.

Photo by coriehowell

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