For business owners, the need to track visitors often butts up against expectations of consumer privacy. If you do this tracking thing, will you be perceived in a negative light?
As it turns out, no. In fact, tracking visitors responsibly is often an endearing quality to those you would hope to call customers. One survey recently confirmed this.
Turns out, most customers prefer it. At least, they do if you’re using that data to improve the customer experience. In this article, we explore the benefits doing so can bring to your customers and business.
Visitor Tracking Educates On Customer Experience
Tracking how your website visitors are accessing your site helps you understand their preferences. Do they primarily go through a desktop or laptop? Or, are they like the majority of guests who prefer the mobile experience?
Understanding things like this allows you to drill down further. Are they Android or Apple users?
What types of features do they gravitate toward? The more you can understand how they’re interacting with your website, the easier it will be to optimize for their tastes.
Likewise, knowing where your site visitors are coming from (their industries, countries, communities) can help further customize. This can assist marketing efforts by finding the nexus between your brand and the customer’s values.
You wouldn’t market the same way in China or India as you would in the United States and Europe. Tracking helps you understand both the pitfalls and opportunities.
Tracking also aids with company marketing. It helps you understand what happens when a guest enters your marketing funnel.
How many touchpoints do they have before taking an action? What is the type of catalyst that gets them there?
Often, people do not put an item in their cart and head directly to checkout. They’ll mull it over, visit other websites, leave for a few days, come back to it. It can be a very messy process, and tracking how they get through it enables you to stay the course.
It Helps Inform Advertising
Your ad and business marketing department will certainly appreciate IP tracking, because they’ll know which keywords and platforms to target. Customers will benefit from it, too, because they’ll find your product or service based on what they are searching for.
Build Effective Content
Every marketing plan needs content to push those initial visitors through the process. You can base content on what your visitors are looking for.
Learn the questions they’re asking. That goes for both the initial inquiries and the more advanced ones that will arise as they delve further into their research.
And Can Move Visitors to Action
Tailoring your call to action is possible when you track visitors. A visitor who wants to know more isn’t ready for you to sell them something.
Keep tabs on what they want and where they are. Customize your CTAs to meet those needs, and you won’t lose them.
Learning to Track Visitors Effectively Can Boost Business
As you track visitors, always be asking how you can use the information to improve things for them. Adding value to the visitor’s life will make them see the value in your brand.
For more marketing articles and tips, check out some of our additional posts.