The unprecedented expansion of markets into an online space has changed up the customer journey. That means that is has never been more important to connect with your potential customers on their terms– but for your sake, it should be done in a way that capitalizes on their established behaviors. Sound complicated? It’s not in today’s tech savvy world.

You see, before, with a limited number of options, the idea that if you’d “build it they will come” combined with reasonable customer service was enough to ensure you made some sales. That, and the fact that your competition was one or two similar businesses tops. Today, of course, customers can get whatever they want and whenever they want it– usually within a few clicks of a mouse. It’s no longer enough to have an exceptional product or service.
But don’t give up just yet!
Perhaps you’ve heard the term “analytics.” Maybe in conjunction with a little company called “Google?” Data and analytics are quickly becoming a huge competitive advantage for organizations. Keeping a close eye on the analytics and data associated with your website (and your customer’s’ journey) can help you build your business in a big way. With customers increasingly having an online presence, not just for their purchases but for much of their personal and professional lives too, the opportunities to collect data are vast. You need only go searching for them.
While your customers are no doubt individuals, they’ll still have similar patterns when it comes to making decisions about purchases. This is where data, and the idea of Blue Goldfish or using data and technology to better the overall experience of your customer, can come in handy. What is the buying process every customer will go through, regardless of who they are? The process still begins with developing an awareness about your business before creating interest in the company, a desire for the experience of the product, and eventually, the trust to purchase.  
In an online environment, the entire process described above can take mere minutes if it is supported by a well-designed customer journey. The journey should target your potential customer’s interest using their own behavior to allow a connection to be made in the moments where they are already mentally prepared to be interested. Using data correctly really takes out the guesswork out of managing a potential customer’s movements towards purchase and increasing your ROIs. It even allows businesses to anticipate when and where their customers will be at the point of making a purchase, creating that moment through strategy that is centered around specific habits of customers.
Data doesn’t have to be complicated, even though for some the very word spurns anxiety and confusion. There are countless tools available to help businesses, especially small businesses, with uncovering and understanding the analytics associated with their website, products, or services.You just have to look for them.