Approachment (e-proch-ment)n. The art of identifying, prioritizing and proactively engaging and chatting with your website visitors in order to convert them into clients, customers or patients.
No matter how good your Internet tracking and reporting, you’ll never get the depth of constructive information from stats that you will receive if you read the transcripts of your web visitors’ chats. Spreadsheets are useful, but regular live communication with customers and prospects is always more illuminating.
Did they come looking for a product or service you don’t offer? Are they buying because your pricing is low, or are leaving because it’s too high? What information can you provide that converts more shoppers in to buyers?
Whether you’re trying to generate leads for a business to business service provider, marketing for new patients, or trying to compete on price in a crowded sales environment, the ability to gather intelligence from the people who visit your web site is invaluable.
Any reputable web site host can tell you how many visitors you’re getting, how many pages they view, how many surfers actually buy/fill out a form, and what web site they came from. This is all useful information.
However, none of them can tell you how to improve your web site’s conversion rate, what content would make the site more profitable, and whether it would be profitable to invest in more traffic.
Business 101 is to get to know your target audience. Whether online or in the “real world”, talking to customers and prospects is the very best way to learn how best to shape your business.
This is what Approachment is all about.