TeamWith the continuing increase in online audiences, the need to cross-purpose your marketing has never been more important.

Multichannel marketing represents revenue for all industries, so the importance of correctly mapping customer behaviour is critical.

However, while web analytics can help you as you attempt to create a better online service, a simple shift in organisational structure may give you access to an ideas pool you’ve haven’t previously utilised. Your staff.

Here’s five quick ways you can get the best out of an integrated approach to improvement, by combining your employees ideas and talents with solid metrics to create a better service.

1. Don’t isolate your teams

Generally speaking, the core purpose of online marketing is to drive traffic to your website.

Certainly sales teams may focus more heavily on conversions, while your design team works out how to maximise the customer experience, but ultimately you all need to pull together to make this as holistic an experience as possible.

One of the major stumbling blocks in marketing is the increasing specialisation of the teams that facilitate this. Instead consider how and where you can cross-purpose teams in order to achieve a more integrated workflow.

Concentrate on improving internal communication and information sharing. Your technical teams should ultimately have as deep an understanding of your customer profile as your marketers.

By promoting collaboration, you’ll be more likely to spot gaps in your strategy, and will improve your entire web presence.

2. Check your hiring policy

One of the biggest challenges when organising a site is deciding how to group products or services.

Different customers will obviously have widely differing habits and preferences, so you need to organise your site based on a composite picture.

While it’s fine to organise products according to traditional factors like ‘Brand’, you may also need to consider more esoteric classifications. Think carefully about who uses the product and why.

A good way to initiate this is to introduce seasonal promotions. If you’re a retailer for example, then putting together ‘summer holiday’ packages makes sense, but think about your target demographic. Are they likely to be found caravanning in the Cotswolds or larging it in Ibiza?

Think about your staff again. Why did they join your organisation? Why did they want to work for you? All these questions are common enough on HR forms but are rarely fed back into the workplace. If you have a team that joined you because of your reputation for bleeding edge tech then it’s a fair bet that they represent a large section of your target market.

Likewise you should organise your site monitoring around these factors.

Consistently map customer behaviour and actively consult profiles when considering new sales initiatives. Track single, repeat and multi-site visitors and consider how you can bundle products to appeal to these customers.

Ultimately, the understanding needs to exist that customers exist in a variety of different group sizes, from ‘individual’ to ‘all’. Your site should be flexible enough and your report data detailed enough to cater to either, so make sure you utilise metrics like conversation in order to maximise groupings.

3. Get input from all levels     

Analysing the entire customer journey both on and offline has never been more important, so it’s paramount that you receive feedback at every step.

Keep an eye on search terms, conversion and departure points to clearly identify any problems with your site.

Is your checkout procedure too complex? Do you have too many distractions on a given page? By focusing on these key areas you can hone your copy to dominate search, and refine upsale features on site.

Overall, you want to make your sales process as quick, painless and intuitive as possible. By taking input from staff at all levels you’ll gain a wider understanding of possible bottlenecks and be able to change accordingly.

4.Share your data

By allowing multi-purpose teams to analyse data, you’ll notice gaps in your marketing you may not otherwise spot.Sales teams will be able to clearly identify which marketing initiatives are working most effectively.

Despite the various goal conversion setups that analytics services provide, there’s still a definite tendency to focus on a single KPI. Stop and look at your analytics and think through what each measurement means.

Monitoring actual sales is obvious, but examined in isolation this will leave you in the dark when it comes to possible future problems. A decrease in sales may initially point you in the direction of price, rather than, for example, traffic quality and relevance.

Make sure you’re getting the best out of your analytics by finding comparative goals for each metric.

Put together a framework of major KPI’s, set goals for each and have different departments review these regularly.

5: Continuous improvement from within

Regularly review everything. Ask staff to actively suggest and report areas where they or their friends are dissatisfied.

Make suitable comparison benchmarks. Check out your competitors and look for holes in their strategy as well as your own.

Instigate a policy of constant improvement, if possible incentivise staff suggestions that lead to improvements. Don’t automatically assume that you know better than them.

Make as much effort as possible to get different teams talking, organise social events and online initiatives, get rid of the competitive sales element and instigate company performance based bonus schemes.

In other words: Listen.

By applying the opinions and diversity of your staff to your selling process you’ll be able to gain a deeper understanding of your customer and will have access to an otherwise underused ideas pool. Combine this diversity with solid metrics and you’ll have a continually adaptive and improving strategy that anticipates and harnesses trends and creates an intuitive full service experience for your customers.