There are several pieces of software to Track Website Visitors and a few techniques you can use to identify visitors to your site and then build rapport with them.
Assuming we have a well-structured site and a search bar it shouldn’t be too hard for visitors to find what they need. But sadly this isn’t true. I see evidence every day of visitors not being able to navigate even the best-structured websites .. or just being too lazy to do so.
So the first step is to ensure that visitors can ask questions if they can’t find what they want. A very obvious chat button can help as can a simple, easy to use contact form. Chat today is quite sophisticated. It can be AI-powered and very quick to answer FAQs.
The Science of Not Knowing, Ignorance or Not Knowing is Common… But Shouldn't Be
"I didn't know" is a poor excuse, but we are all guilty of it to a greater or lesser extent. Technically Agnotology is the culturally induced lack of knowledge or about doubt. It was coined in 1995 and is often the result of digging deeper, learning more but ending up more confused the more you read. It can also result from reading too much Fake News!
Agnotology is not to be confused with Ainigmology which is about using information to confuse .. the tobacco companies have been accused of this in the past.
But I'm not concerned with either one of these. I'm more concerned about the number of us that don't bother to keep informed. I've heard " I didn't know" so many times.
People say things to me like, "I didn't know our advertising wasn't working", "I didn't know our website wasn't working", "I didn't know online sales had dropped".
There is no excuse for any of us not knowing the essentials of our own business.
Information is freely available on a screen to tell us if online sales have dropped or if our adverts aren't working. We only have to look!There are dozens of free marketing tools available that will keep us informed.
If You Understand The Psychology of Selling; That’s How People React to Various Buying and Selling Situations, You’ll Sell More
Online or offline, the basic psychology is the same and it is a subject we all need to have a basic awareness of if we are to succeed in business.
For example, when people go to a website they expect the menu bar to be in the “usual place”. In other words across the top of the page and perhaps down the left-hand side in some cases. They expect to find some stuff in the right-hand column in some cases. What they don’t expect is for the menu bar to be in the footer or across the middle of the page. We expect to see a pattern we recognise.
Why are Patterns Important?
There is a simple psychological reason for this. As a species, we expect to see patterns in life. We react to patterns. We hate change and react against it. It reinforces the inertia in us and it is difficult to break people of this habit.
Most of the time, we look for patterns that match our habits. When we find a pattern match, we can embrace it without re-evaluating our beliefs.
So if someone has never eaten meat it is very difficult to convince them that they should buy your new meat product. They don’t recognise the pattern. but offer them a new fruit or vegetable and they live in a world where fruit and veg is part of the pattern they recognise and they are much more likely to buy. Tell them that you know they love trying new types of fruit and that you have one you know they will enjoy trying and you will find them very receptive to the idea. Patterns are like beliefs or habits; hard to break or change.
So selling the idea of me taking the train when I’d always driven was a really hard sell. Logic didn’t come into it. I understood that it could be more relaxing, that I could work on the train or even sleep on the train, but I remembered my car driving pattern. What I did recall was the time the train was late on one of the few occasions I took a train.
At this point selling me a new car, it fitted my pattern, would have been easy.
Disruption Breaks Patterns
It was only when my pattern was disrupted that I considered taking trains more frequently. I reached the age when I could get a discount card that could be used on the rail. The idea of saving money appealed more than the logic of using a train. So I bought into the idea of a discount card and the spin-off I take the train a bit more often now. It took disruption to break the pattern.
As a species we are are pattern-matching machines. Logic doesn’t come into it. But if we can match the pattern that our prospect adheres to it is much easier to sell to them.
In life and business, I ask myself three questions. They allow me to change my perception and mindset and to query how other people may perceive situations. The Three Question Process is very powerful and can enable significant change in your business and life.
Of course you can, and should, ask other questions. But this is a great start.
Why does this happen, why doesn’t something happen, why do people react to it as they do … the number of why questions are huge and help me to analyse a topic in depth. I don’t believe it is enough to accept the actions of people and processes, to truly understand them we need to ask why in many different ways.
Now we know why we need to look at What if? questions. For example, I know people hate cold calls but what if I sent them an email first. Or what if I only called those that responded to me on social media. “What if” questions allow us to reframe situations to see if people or processes respond more favourably.
How can I reframe situations or questions? is part of the Three Questions Process. Other “How” … questions could be …. How Can I do this differently? How do people perceive this? How is this different to last year/decade/century? and How will this differ in future?
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.