3 ways to make your business customer centric

The online landscape for businesses is changing rapidly. With business owners now able to launch an online store overnight, it’s more important than ever to adopt a customer centric approach and build meaningful relationships with your customers.

But how do we do this?

Say hello to your new best friend - data!

Whether it be your site analytics, Facebook Ads Manager or CRM platform reporting, there is an abundant of data now available for online business owners to help them reach their consumer, learn more about what it is that consumer needs, and communicate effectively.

So let's dive in!

Know your data!

If you’re building a customer centric online business, understanding your data is crucial. Data segmentation might sound complex, but it’s an essential step. By regularly reviewing and analysing data across all your channels, you can refine your messaging and create more effective, personalized communication. A customer-centric approach ensures you're targeting the right audience with the right message, increasing your impact.

Data segmentation is also a powerful tool to support SEM (Search Engine Marketing) and paid campaigns. With insights from your site analytics and Facebook Analytics, you can gain valuable information about your customers, such as:

• Age

• Gender

• Geographic location

• Income

• Interests

Moreover, diving into psychographic data, values, goals, emotions, and purchasing drivers allows you to understand your customers on a deeper level, tailoring your marketing strategies to meet their specific needs. Never before has this level of insight been so readily available, and leveraging this data is key to staying competitive in today’s fast-paced digital landscape."

Most online business owners understand the importance of building up their email database, but too often I see clients overlooking the power of a good email marketing strategy.

Email marketing is not just about sending out a monthly or weekly newsletter; that’s the bare minimum for any online business. To truly excel, you need to take a customer-centric approach—leveraging the data you collect to create tailored and targeted campaigns.

The business owners who are consistently hitting their revenue targets are the ones who take the time to build comprehensive data profiles of each customer. By understanding your customers' behaviors, interests, and preferences, you can create email marketing campaigns that speak directly to their needs.

Most email platforms today offer segmentation features, either through tagging or creating separate mailing lists. By segmenting your database, you can communicate more effectively. For example, if a group of customers found you through a particular freebie you were offering, you can tag them accordingly and target that group with related content or promotions in the future.

If you're using a more advanced email platform like ActiveCampaign or Infusionsoft, you can go even further, creating automation campaigns and follow-up series based on the specific data you’ve collected about each customer. This customer centric approach means that when you launch a new product, you’ll know exactly which communication style and messaging will resonate with each group, improving engagement and driving conversions.

Customised your check out

This applies to any business offering online purchasing options.

Do not create long, complicated checkout pages. Just don’t.

If your customer has already taken the time to browse your site, choose their preferred product, and add it to their cart, the worst thing you can do is create an obstacle by making them complete a convoluted checkout process or ask for unnecessary information.

Think Amazon. Think about making the checkout process as close to a one-step experience as possible, based on your current technology stack.

A customer centric checkout process prioritises speed and ease. The quicker your customer can complete their purchase, the quicker that sale is finalised.

Don’t put unnecessary barriers in the way. Keep the process simple, streamlined, and intuitive to ensure a smooth, hassle-free experience for your customers.

Need help with maximising your Online Store Conversions?

The next round of my Online Course is opening soon, which includes an entire module on Facebook & Instagram Ads. See more details here.