If you own a physical location such as a restaurant or retail shop, it’s pretty easy to see how prospective customers interact with your products and services. They walk in, pay attention to certain items, ignore or don’t notice others, and over time, show you the path that the majority of people will take toward purchasing (or not purchasing) from you. In a coffee shop, for example, it’s pretty easy to watch customers and notice if they are more drawn to high cocktail style tables or comfy armchairs. You can see if they’re searching under the tables for outlets to power their laptops or asking for the WiFi password. You know which drinks they are most interested in (mmm… pumpkin spice!) or which they are turned off by (was it the name or the ingredients that they hated?).
But how can you gather that same information from digital customers – those who check out your website but never make a purchase? How can you learn what brought them in, got them to click through, or ultimately turned them off before they completed their purchase?
There are many ways to get this information. All you need to know is how to ask.