Building a website that really works is no easy feat. Anyone who’s been on a website design (or redesign) project will tell you: it’s a monumental effort across departments, teams, and roles. There’s a ton of copy to be written, edited, and approved. So many images and mockups that need to be created and implemented. And don’t even get me started on all the testing and QA work that needs to happen.
Like I said – it’s a monumental effort. And you’re bound to get lost in the details at some point or another.
But, at the end of the day, the most important thing to consider is who you are building your website for. That’s it. That’s your north star. Your site visitor is your potential buyer and future customer – and your website should make it easy for them to find information and make a decision.
At Drift, we always strive to put the customer at the center of everything we do. In this post, I’m going to walk you through five different ways you can use Drift Audiences to put your customer at the center of your website.
Let’s dive in.
1. Know Who You’re Talking To
We can’t talk about your website without first talking about your ideal customer profile (ICP). Some companies have it nailed down, while others are still putting the pieces together. But no matter what stage you’re in, the best way to identify who’s interested in your solution is to take a closer look at the traffic coming to your website.
Use Drift Audiences to see who is landing on your website and then use that to build out and refine your list of target accounts. You can also use that to inform your website copy and tone. Let’s say you defined your ICP as enterprise companies. Audiences can show you if, instead, more mid-size companies are exploring your website. Or maybe you’re planning to go after a particular geography when you notice there’s a lot of interest from a region you haven’t targeted before.
☝ Audiences can help you find not only coverage gaps, but potential opportunities that you haven’t explored yet.
2. Create Content Your Visitors Want
Great content is not easy to create. It takes a lot of time and effort to create content that’s informative and engaging – and even more so, to create content that is relevant, engaging, and helpful. You want it to resonate with your site visitors, buyers, customers, and potential customers.
With Drift Audiences, you can see your visitors broken down by industry. This can help ensure that you have the right kind of content for the verticals that are considering – and can benefit from – your solution. If you already have Drift live chat on your site, you can see what percentage of each type of audience you are reaching (or not) and use Audiences to improve that coverage.
3. Improve Bounce Rates for Website Pages
You may already know what pages cause visitors to stay on our site and what pages cause them to leave.
But, how do you fix it?
Adding a chatbot to a webpage can make it stickier and reduce the bounce rate. With Drift Audiences, you can see the amount of coverage you have on a particular part of your website and with particular segments of visitors. And not only can you see this data, but you can also easily act on it by building out a bot (or playbook) that adds coverage and helps start more conversations.
In the example below, you can easily identify a segment with limited coverage (visitors from the United States) and create a playbook that targets them.
4. Talk to Your Target Accounts
Earlier, we talked about defining your ICP and seeing if your actual site visitors align with that. But, what about talking to those accounts you know you want to go after and have put in the effort to nurture? Those target accounts that are at the center of your account-based marketing campaigns.
With Audiences, you can leverage your Marketo and Pardot integrations to see which target accounts are landing on your site and how many conversations you are starting with them. You can view coverage rates, conversation rates, and meeting rates. And, best of all, you can quickly create a playbook (or bot) for this audience that personalizes their website experience.
5. Improve the ROI for Your Existing Marketing Efforts
2020 is the year the world officially went digital. So there’s a good chance you’re spending money on paid ad campaigns to drive traffic to your website.
What if there was a way to increase the return you are getting on this ad spend without making significant changes to your website itself?
With Drift Audiences, you can see what campaigns are driving traffic to your website (using UTM parameters) and what’s happening once buyers land on your site. Using this data, you can see what kind of bot coverage you have (if any) and quickly build out a bot to create a custom experience that acknowledges where the site visitor is coming from and what they are looking for.
When you start with the “who,” you can make sure that your website and messaging are doing what you want them to – turning visitors into potential buyers and, eventually, customers.
Interested in seeing what audiences are on your site right now and where you’ve got gaps in coverage? Book a demo today.
