November 24, 2020
To hyper-personalize the experience users have with your website, you need to treat every visitor as a customer, rather than a stranger. In a non-creepy fashion, this means tracking, monitoring, and analyzing every move your customer makes on your website. All high-performing websites do this; Facebook, Google and even us over here at Autopilot.
While some may consider watching every move your customers make as borderline stalking, companies consider it as crucial for delivering personalized experiences. If you don’t know what your customers want, how they feel, or what their next-best action is, then how can you possibly customize your marketing?
It’s no secret that the path to growth is through customer data. But only 63% of marketers feel they have the right customer data to track results (Autopilot State of Customer Journey Marketing report). The first step to collecting your customer’s information is adding a tracking code to your website.
The tracking code is your gateway to personalizing your marketing and understanding how your customer interacts with your website. The data you get from it will benefit both the business and the customer. Here’s why you should implement a tracking code:
Track known and anonymous visitor activity
All website visitors have a unique ID number and are initially treated as anonymous. With a tracking code, once a visitor has interacted with your website, they become “known,” automatically transforming them from a stranger into a customer.
By tracking your “known” customers, you can generate a customer profile and record the entire journey they take with your product or service. All this information allows you to trigger them into the right customer journey for acquisition, onboarding, or retention.
Capture leads and contact data
With a tracking code in place, you can collect customer data through tools like web forms and automatically enter that data into your marketing automation software. With that data, you can trigger website visitors into a customer journey and start converting them from a lead into a buyer.
For example, when a visitor opts to sign-up for your blog, you can use a web form to capture their email address and automatically trigger them into a weekly email journey. Here’s an example of an email journey that is triggered when contacts are added to a “Newsletter Subscribers” list.
Identify popular posts and pages
By knowing what pages your visitors land on and what material they browse through, you can identify high and low performing content. For content that’s working well, you may want to replicate it. For content that has a high bounce rate, consider optimizing titles, metadata, and load time to improve results.
Every post and page on your website should be optimized, and each should have a purpose within the customer journey. If there’s a particular page that no-one lands on or reads, it’s simple: remove or update it.
Find the source of your traffic
Google Analytics provides marketers with accurate information about the origins of their website visitors. By adding a tracking code, you can see the source of your traffic, whether it’s from direct, organic, referral, display, social, Google, etc. You can even break down traffic sources by geographic location, gender, demographics, interests, mobile, and more.
Understanding where your visitors come from helps to create targeted marketing strategies, like a location-specific promotion or a customer referral campaign.
Enable automatic UTM parameter tracking
UTM parameters are snippets of text that, when added to a link, tell tools like Google Analytics or Autopilot more information about the visitor. You can track information like where the visitor came from, what medium they engaged with, and what they’re interested in. When visitors click on one of these custom links, the unique parameters are displayed on your account for easy viewing.
Tracking UTM parameters is helpful when creating specific campaigns to convert users from leads to customers. For example, a UTM parameter can tell you which campaign led to sales and how many customers converted from a specific advertisement.
Segment and score contacts based on website visits
Once you know how your customers are interacting with your website, you can start segmenting and scoring them based on behavior. With marketing automation software, you can create specific journeys that trigger when a “known” customer performs specific actions on your website.
For example, visitors who viewed the pricing page, but didn’t make a purchase could receive a promotional email a day after their interaction. In another scenario, a visitor who reads three or more blog articles could increase their lead score by one.
Display highly targeted in-product messages
As your visitors start to browse through your website, you may want to give them an extra nudge. When combining a tracking code with marketing automation software, you can integrate a tool like Headsup that displays in-app or on-site messages.
For example, for visitors who land on an events page, you could automate a personal Headsup invite from the CEO. In another scenario, for visitors scrolling through your features list, you could automate a Headsup message to display the latest product update.
A successful customer journey starts by unlocking your visitor’s data. Without a tracking code, you’re essentially shooting in the dark. Tracking your visitor’s data will ultimately help you deliver high-performing, personalized content that they want to engage with. Learn more about our website tracking feature here.
This article was originally published in December 2018 and has been updated with recent statistics and resources.