Thanks to modern-day analytics solutions, you can know a great deal about the traffic to your website – where it’s coming from, how many page views it leads to, how many conversions it creates. But something very important is missing from this picture – the customer. If you don’t look at the individual people who are behind every click on your website, you’re missing out on a whole world of rich data that can help shape your business and improve your bottom line.
With the Conversion Suite, you can create detailed visitor profile records, gathering invaluable information about your potential customers. Combining detailed, person-centric visitor profile information with classic web analytics will give you a more powerful insight into your business than ever before. You can really get to know your visitors – from an individual visitor’s clickstream to a comparison between those who convert successfully and those who don’t. Armed with this detailed data, you can group your potential customers into meaningful visitor segments, or carry out cohort analysis. Ultimately, this intelligent visitor profile insight will enable you to conduct targeted, more effective campaigns, and to deliver content specially designed to grab the attention of your potential customers.
- Gather detailed data on your individual visitors
- Powerfully combine web analytics with a person-centered approach
- Conduct visitor segmentation and cohort analysis
- Deliver relevant, personalized content
The old model, focusing on a web-only paradigm of page views, form submissions and leads is no longer enough, and gives you only a partial picture of how your business is working. The Conversion Suite’s visitor profile approach lets you humanize your analytics efforts, enabling you to take a detailed look at what people are actually doing on your website, and even giving you the ability to go back to view every interaction that an individual visitor had with your business. The Conversion Suite can help you create visitor profile records in real time that gradually accumulate more and more useful information. Your visitor profile records can include the route a potential customer took to arrive at your website, the number of times they have visited, what they did when they arrived and, if they converted, what path they took to achieve it. Visitor profile records can even include any of the incredibly detailed information that people willingly provide about themselves publicly on Facebook, further enriching the information you can have at your fingertips.
Gathering such in-depth data paves the way to powerful visitor segmentation. Segments can be based on a range of visitor profile details, including demographic data, browsing behavior, and more, and can focus on dozens of different attributes. Using the visitor profile data you’ve gathered, you can carry out incredibly detailed micro-segmentation, based on metrics such as where visitors click, scroll, type and follow links, any keywords they entered in a search engine that led them to your website, how much time they spend on each page, which pages they visit, and the value of items in their shopping cart. Visitor profile capabilities also allow for powerful segmentation based on which company visitors are from (as indicated by their IP address), and based on details they provide through their Facebook profile, such as the number of friends they have on the social network, their sex, age, marital status, and more (“married men from London over the age of 40,” for example).
Using visitor profile information to gather visitors into segments, you’ll be able to see who reacts positively to social media and who responds better to an email campaign. The Conversion Suite’s visitor profile capabilities also enable you to establish relations between segmentation rules (such as “at least three previous visits and on mailing list”). You can even define the order in which events must occur (for example, “visitors who have clicked on a page with details of delivery costs after adding products to their cart,” or “show a pop-up offering free delivery to visitors whose IP addresses belong to the same city in which our store is located.”)
With the Conversion Suite you can also carry out cohort analytics, based on your visitor profile data, allowing you to focus on a group of visitors who shared a specific experience on your site at a given point in time. In other words, you can use your visitor profile information to compare visitors who saw a certain campaign in October to those who saw it in November, while ignoring those who saw other campaigns. Using your visitor profile data to carry out cohort analysis gives you a meaningful insight into your business, telling you exactly how engaged your visitors are over time. You can discover whether you’re getting better or worse at grabbing the attention of your potential customers, helping you to make the right strategic decisions in the future.
Using visitor profile records to conduct cohort analysis and segmentation enables you to learn which strategies, campaigns and website features have the biggest influence on which kind of potential customer, so that you know where to invest your time and resources. The Conversion Suite’s multi-channel analysis enables you to easily discover which channels are giving you the best results, and may help you find high-performing audiences in new channels. In addition, armed with your detailed visitor profile information, you can powerfully segment your potential customers in real time. When a visitor arrives at your website, the Conversion Suite determines which segment they belong to and instantly displays personalized content that you know, from your visitor profile data, is most likely to appeal to them. Ultimately, your rich, detailed visitor profile records help you deliver a relevant, highly engaging experience for potential customers, increasing your chances of boosting your bottom line.
- Web analytics
- Person-centric approach
- Real-time visitor profiling
- Profiles based on demographics and behavior
- Visitor segmentation
- Cohort analytics
- Multi-channel analysis