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7 benefits of customer analytics and how they can boost your business
Diving deep into customer analytics doesn’t just benefit your business by helping you make data-based decisions to increase sales and drive product growth—it benefits your customers, too, as you learn how to better meet user needs.
But with so much data out there, it’s hard to know exactly what numbers to look for and how to take action on customer analytics to reach your business and user goals.
Last updated26 Aug 2022
This article guides you through seven benefits of collecting and analyzing customer analytics, including how to use these insights to understand your customers’ product experience (PX), with actionable tips on how you can make changes and updates to create user delight and drive business growth.
Ready to discover how customer analytics can help you build a better product?
Hotjar’s tools help you better understand your customers and make more informed product decisions
7 ways customer analytics help you build a user-centric product experience
A strong customer analytics process helps you understand who your customers are, how they behave, and how satisfied they are with your company or product experience.
Furthermore, customer analytics are as important as financial reports in gauging the health of your business.
Let’s take a look at the most significant benefits of customer analytics to help you understand how to use them to drive business growth. Customer analytics help you:
1. Increase the efficiency of your marketing strategy
Paying close attention to the individual customer experience (CX) gives you marketing insights that take you beyond quantitative data. Diving deep into metrics like page views and time on page is great for spotting trends and identifying problem areas.
But combining these statistics with qualitative data—such as customer feedback, interviews, or survey responses—helps you prioritize the most effective marketing tools and techniques.
Focusing on both quantitative and qualitative data can help your team figure out where it’s most valuable to focus your customer analytics strategy efforts, and if you need to trim unnecessary processes from your marketing budget or expand your customer reach more efficiently.
A big next step is to start using customer analytics software that can help you capture accurate customer analytics data. Then, you can start identifying factors that will boost your company’s success.
Try to get any demographic info about your visitors that might be relevant to your particular business. You can collect some of this from your standard web analytics platforms, through your signup process, or via third parties, like targeted ad platforms. For example, if you run ads on Facebook targeted at guests who live in a particular geo-region or have certain interests, you can segment the traffic coming in from those campaigns to enrich your customer data.
2. Reduce customer churn
It’s no secret that retaining your current customers is a lot less costly than acquiring new ones. This is especially true for SaaS companies where subscription renewal is a significant contributor to sales numbers. Staying on top of customer analytics helps you reduce your customer churn rate and maintain a strong relationship with existing users.
How to use customer analytics to reduce churn
Use Hotjar (that's us!) to deploy exit-intent Surveys and ask your customers why they're canceling their subscriptions or leaving for a competitor to eliminate your users' obstacles and frustration and ensure they're satisfied. Identifying common traits among customers who churn helps you identify users most at risk of leaving, so you can take extra steps to incentivize them to stay.
Businesses deal with clients without assessing their performance or customer satisfaction. Without a proper analysis, a business may not know where to improve and how to ensure the clients remain satisfied to be repeat buyers. With thorough customer data analytics, a business will be well set up to analyze any flaws in its deliverables. It will help cut out practices or staff behaviors that are not up to standard, and help businesses deal with clients appropriately.
3. Increase sales
When you truly understand your customers and what motivates them, it's much easier to increase your sales.
Staying on top of key ecommerce customer analytics helps you understand whether your users are making purchases, to identify what's driving or preventing transactions, so you can validate product decisions and prioritize what updates to focus on.
For example, an ecommerce company looking to drive web purchases could segment customer analytics like click-through rates, newsletter signups, and conversion rates by device. If the analytics show low rates of engagement and conversion for mobile users compared with desktop, it’s a good sign you need to optimize your mobile user experience (UX).
Once customer analytics have pointed you toward a potential issue or opportunity, use product experience insights to prioritize actions and fixes. If your ecommerce company has low conversions on mobile, for example, watch Hotjar Recordings, filtered by device type, to see exactly where your mobile users are struggling to navigate.
4. Lower customer acquisition cost
Understanding what drives current users to make additional purchases or renew subscriptions can help you lower the acquisition cost of new customers. For example, if you’re designing a new social media campaign to target new leads and drive traffic to your website, knowing what excites your users by measuring interactions, click-through rates, and more will help you create personalized and engaging posts.
Steer your customers away from your competitors by understanding your user pain points and what gaps other companies may have in their product experience. Tracking customer acquisition key performance indicators (KPIs), like impressions, conversion rate, and customer acquisition cost, in your analytics is a fantastic way to better understand your ideal customer persona and discover how you can highlight your product solution and positioning to stand out.
5. Validate product updates and features
Monitoring customer analytics is a great way to decide which product updates and features to prioritize. For example, tracking customer touchpoints—like call-to-action (CTA) buttons, landing pages, and points of exit—and the user flow on your website helps you understand what your customers are hoping to find and use your insights as the basis for a new navigation feature. Feature usage metrics can also give you a sense of what your users are most interested in.
It’s also important to simply ask your users what they’d like to see, using interviews, Surveys, and Feedback tools.
Gauging your users’ responses to potential features or mockups helps you find issues before launch and saves you valuable time by ensuring you don’t invest resources into features customers aren’t interested in.
If you’re releasing small bug fixes or cosmetic product updates when customers have indicated that they need major crash fixes or a new navigation feature, they might seek out a competitor that offers them a better user and product experience. Closely monitoring customer analytics—and going deeper with qualitative customer insights—helps you prioritize the updates and features your customers want the most.
6. Create a more personalized customer experience
Using customer analytics helps your company find out which touchpoints in the customer experience are most important for personalized marketing and how you can implement these specialized interactions across the customer journey.
Tools that offer integrations with other platforms can help you combine your organization’s available resources and more easily run experiments to gather customer insights. Creating personalized customer content can be tricky, so it’s important to have spot-on data that will effectively drive conversions and engagement.
When organizations fully embrace integrating customer analytics into decision-making and creating a personalized customer experience, they see uplift in important KPIs, including:
Overall customer satisfaction
Customer lifetime value
The ecommerce environment provides opportunities for consumers to interact directly with companies, and customers demand fast, efficient, and personalized experiences.
Pro tip: make your personalized marketing efforts data-led by running experiments like A/B tests and changing key conversion variables. For example, you could use the Hotjar integration with Google Optimize to make changes to your website and see if they impact your Heatmaps and increase user engagement. A data-informed approach will take away the guesswork and tell you which elements lead to improved conversions.
7. Better customer service
Great customer service is crucial to create customer satisfaction, brand credibility and loyalty, and product advocacy. But how can you determine what areas of your customer service experience you need to improve? You guessed it—customer analytics.
Metrics like overall ratings, customer satisfaction scores (CSAT), customer retention rates (CRR), average support ticket time, and more helps your team determine where your support for your users is falling short.
Start implementing customer analytics processes at your organization
Adopting customer analytics across your business helps you respond to consumer trends, driving change that keeps you one step ahead of the competition.
The more you’re able to keep track of customer analytics and collect insights that help you understand your customers and their needs, the better in terms of customer experience. By strategically using customer analytics, you can build your brand and improve your reputation for great products and amazing service and gain a loyal customer base.
Ready to discover how customer analytics can help you build a better product?
Hotjar’s tools help you better understand customers and make more informed decisions about your product.