TL; DR: Famous for its flagship customer support software Freshdesk, which launched in 2010, Freshworks has since produced a wide range of cloud-based business apps for CRM, technical support, and more. Freshmarketer, the latest offering in this SaaS suite of products, was built to help businesses understand user behavior and improve conversion rates. We recently sat down with Santhosh Guru, Growth Product Manager of Freshmarketer, who told us how Freshmarketer’s all-in-one suite gives site owners what they need to analyze and optimize visitor journeys in real-time — resulting in more personalized engagement that leads to huge returns on investment.
It’s no secret personalization has become the latest buzzword in marketing circles. In fact, one-third of marketers note that developing more personalized customer experiences will be the most important driver of success in the future.
There’s good reason for this. Nearly 80% of consumers now only turn to brands whose promotions are tailored to their interests. It has, therefore, become more crucial now than ever for businesses to learn as much as they can about their customers to optimize their journeys through online touchpoints. And that’s where Freshmarketer — the new SaaS marketing tool from Freshworks — steps in.
“A typical customer of Freshmarketer is someone who wants to understand visitor behavior on their website,” said Santhosh Guru of Freshmarketer. “This tool allows marketers to see why visitors are converting on certain pages and dropping off on others.”
Santhosh said Freshmarketer’s toolbox includes an array of features that enable marketers and site owners to answer that question.
Robust analytics allow site owners to paint a picture of what’s happening during a journey to a conversion or a bounce. With the data gathered through analytics, site owners can form hypotheses and then run experiments in real-time with Freshmarketer’s A/B Testing functionality.
These tools, coupled with the suite’s heatmaps, funnels, and feedback features, give site owners everything they need to create experiences tailored to visitor expectations. The result is optimized engagement levels, increased conversion rates, and happier bottom lines.
Increasing Marketing Success With Analytics and Heatmaps
In today’s highly connected landscape, businesses must effectively engage with their audiences. And an increasing number of businesses worldwide are turning to Freshmarketer to do so.
“If I’m spending hundreds of dollars on an advertising campaign, I really want to see how visitors are behaving on my website,” Santhosh said.
Freshmarketer provides Heatmaps that businesses can employ to view how visitors are interacting with their websites. Clicks, scrolls, and hovers are all detected to give site owners an idea of which elements are effective and which are ignored. As a result, site owners are better equipped to make decisions on redesigns that will positively impact user engagement.
“We have an in-depth segmentation feature, which can help you understand different user cohort’s behavior,” Santhosh said.
What begins with analytics leads to the formation of testable hypotheses and eventually optimization. For example, appealing product images and button colors can increase conversions by making the sale more enticing.
“You can even zoom in to a single visitor’s behavior to see his or her entire journey around a site using a tool called Sessions Replay,” Santhosh said.
Lowering the Technical Barriers to Effective Digital Marketing
Just as web development was once reserved for the more technically inclined, today’s business management software often requires expertise from several departments — analytics to crunch the numbers, marketing teams to manage promotions, and IT teams to handle server management and end user support.
Since analytics are the backbone of effective marketing, the ability to interpret and use actionable data is essential. Without having to use an entire team for analytics, businesses can save tremendous amounts of time, money, and labor.
Freshmarketer’s Funnel Analysis solution is a prime example of how the suite can remove technical obstacles normally present in digital marketing.
“One of the biggest highlights of analysis is our flexi-funnels,” Santhosh said.
The Funnel Analysis tool allows site owners to identify where visitors are bouncing in their journeys around multi-page websites. The Funnel’s reorder feature also displays the multiple paths visitors can take toward conversion and map out possibilities. This allows site owners to create different combinations that work better to funnel visitors to the desired result.
And, when the funnels are combined with Freshmarketer’s A/B testing and Personalization tools, site owners can develop the most effective site structure.
“You first analyze, then optimize, and finally personalize,” Santhosh said. “The goal is to create the best possible experience for visitors.”
Gather Feedback to Understand Your Audience’s Needs
Freshmarketer offers a number of ways to directly engage visitors through its Polls and Feedback tools. These features allow site owners to gather feedback through easy-to-create polls, forms, and other CTAs.
The intuitive user interface makes it simple to develop poll widgets that match the aesthetic of a website. These polls can be tailored to be triggered during moments when visitors are most likely to leave a site. This gives businesses one last shot at a conversion through pointed engagement.
Freshmarketer’s Net Promoter Score feature also allows site owners to gauge whether visitors will recommend their products and services. These reports are generated as readable bar and gauge charts and word clouds.
If loyalty and satisfaction levels score low, site owners can turn to Freshmarketer’s Heatmap, A/B Testing, Funnels, and other solutions to find a remedy.
On the Horizon: Greater Customization & Advanced Behavior Analysis
By streamlining major business processes, Freshmarketer not only makes things easier for companies, but for the end-user as well. When businesses take the time to engage with customers, it builds a stronger bond between the two and leads to greater brand trust and customer satisfaction.
In turn, companies experience a rise in visitors, repeat customers, and positive publicity. As Santhosh said, Freshmarketer’s focus is on creating more personalized user experiences.
“We just did release a new feature, Web Content Personalization,” he said. “It’s in the beta phase, and we are very excited about it because you can deliver different experiences for different segments of customers.”
Session Replay is a feature that shows playback of visitor behavior such as where they come from and what links they click. The tool is yet another example of how Freshmarketer was built to drive conversions and bolster returns on investment.