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6 ways to improve online customer experience in IT

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6 ways to improve online customer experience in IT Integrating a marketing automation platform is crucial to ensure an exceptional online customer experience in the digital business.

In January we dived into online customer experiences in e-Commerce. Now it’s time to take a look at the ways to build a superior online experience in the IT industry.

1. Stay ahead of the curve with your content

There are many types of informative content an IT company can create for its clients:

  • Blog articles
  • Infographics
  • Product videos
  • Whitepapers
  • E-books
  • Case studies
  • Surveys
  • Case studies
  • Webinars

Valuable content not only engages your audience but also drives traffic to your website and increases your rating in search engines. What is more, it is a great chance to generate new leads.

Think carefully about content promotion. Retire@21 promotes its video content through a pop-up form. A CTA button is appealing and straight to the point.

2. Send informative newsletters

Do not limit your email campaigns to welcoming letters and payment confirmations. Send useful and engaging newsletters to broaden a client's horizon. This is also a good promotional channel for your content.

Tip: Track open rates and click-through-rates of your newsletters with an email marketing tool. This will give you insights on what type of content is most interesting to your audience.

SurveyMonkey effectively nurtures their audience by sending tips on creating better surveys.

3. Track users' behavior with automation

Integrating a marketing automation platform is crucial to ensure an exceptional online customer experience in the digital business. Automation clearly indicates what products are interesting for a client and what is not a priority for them in your product line.

Eliminate unnecessary product promotions and deliver only relevant messages to a particular customer.

Take a look at the possible scenarios of a user's actions and your response:

  • Downloads your last 3 content marketing whitepapers → offer a 20% coupon for your content promotion services.
  • Reads mostly your articles related to customer relationship management → offer a free trial of your CRM platform.
  • Clicks your backlink analysis Google ad → invite to the Demo of your SEO services.

4. Convert through landing pages

Use landing pages to maximize your inbound campaigns. Since a landing page focuses on one particular path for a user, it is a good way to show you are helping them to achieve a course of action.

For you, it is an effective way to grow your email list and generate leads.

By including testimonials on the landing page, Outbrain increases the credibility of their service.

5. Make it easy to reach you

Your 'Contact Us' page is one of the most important pages on your website. Think carefully of its design to make sure your customers do not finish their journey halfway.

Call back request on the Survicate webpage makes it easier for a customer to reach out.

6. Offer a demo

A demo is an essential tool to let a customer know about all the benefits of your products and help them move towards a final purchase.

Focus on a client's needs to show how your tools can satisfy their needs. A well-planned and personalized demo is a crucial factor in the purchasing decision.

Design your 'book a demo' form to make it easy to fill in. For instance, Curata has a short video intro on the form to make the process more enjoyable.

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