Not getting the customer insights you need by tracking aggregate visitor data with your web analytics platform? Seeing the data in CRM, but not able to tailor content on the fly? Engagement analytics tracks behavior at the visit level, providing the insight needed to understand specific customers’ behavior, the capability to personalize the digital experience with rule based triggers and in turn build stronger relationships with your customers. Here are just 5 benefits of utilizing engagement analytics on your website:
1) Track visit specific customer behavior
With visit level tracking, you can begin to see the paths visitors are taking throughout your site across multiple visits, whether they are identified or not. Get a view into the pages visited, content downloaded, how long they stayed on site and how often they came back. Once an unidentified visitor submits their contact information through a sign up or form, all their prior visits will be connected to that unique profile. This level of detail will allow for a more intimate view of your customers’ experience and engagement with your brand, allowing your team to target specific customer with offers that meet their needs.
2) Automate content personalization for a highly relevant experience
If engagement analytics is incorporated with your CMS, set rule based triggers to serve content as a visitor completes specific triggers, providing a more relevant experience that caters to the specific needs of your visitor. For example, if a visitor clicks on a piece of content regarding a specific brand line and is located in Asia, personalize their experience to ensure that the next page serves a detailed locator page for that product line in that geographic area (Not just the generic product page).
3) Arm your sales team with details to facilitate a more relevant conversation
As soon as a visitor identifies themselves through voluntary submission of their contact information, your sales team can have instant insight into the prior interactions a visitor had with your site, giving them the power to tailor their conversation to the leads’ specific experience with your site and their interest with your product or service. With engagement analytics, you can see the content that the potential customer had interacted with, the steps they took (or haven’t yet taken) to learn more about your business, the source that brought them to your site and the number of times that they have visited.
4) Focus your marketing efforts on your best bets
Through profile scoring against your site’s goals you can begin to build an engagement score for each independent visitor. As visitors accomplish previously identified goals within the site, (such as viewing a specific page, signing up for a newsletter, searching for a dealer) their score increases. This way, you can see which of your visitors is the most engaged and target them with personalized messages to bring them further down your marketing funnel.
5) Increase visitor satisfaction and boost conversion
By focusing on your most engaged visitors and providing personalized content that is tailored to their needs and interests, you can improve your customers’ experience with your site, engaging them further and increasing the propensity to turn the visitor into a converting lead. With the insight that engagement analytics can provide, you can take action to develop the right content, serve it to the customer at that right time and increase their affinity with your brand.
Engagement analytics, in addition to a traditional web analytics platform and marketing automation software, will provide your team the relevant insight to take action targeted to each individual visitor. In today’s digital landscape, you can’t afford to have a poor digital experience. Delight your customers with the personalized and targeted experience that they have come to expect.