Knowing your customer is key to the success of your business. Traditional web analytics can provide valuable data about the big picture, but you need to couple this with a more detailed, visitor-centered approach in order to fill in gaps in your knowledge. Tapping into the data provided by visitors themselves helps you to discover who your potential customers are, and to gain an insight into what they want from your business. It’s clear to see that, armed with such rich and detailed information, you’ll know exactly where to invest your valuable time and money to get the best results.
The Conversion Suite offers a range of ways to help you achieve powerful visitor segmentation. Identifying your potential customers according to their demographics and online behavior helps you really get to know your visitors, so that you’ll be able to deliver targeted campaigns and customized content – and ultimately boost your conversions.
- Identify your visitors through demographics
- Understand their online behavior through click tracking
- Create rules to deliver personalized content
- Carry out ad-hoc segmentation for detailed reporting
The Conversion Suite offers a wealth of ways to achieve visitor segmentation in real time, based on your potential customers’ browsing behavior or social profile (“single women from New York under the age of 25,” for example). It’s possible to define relations between visitor segmentation rules (“at least two previous visits and subscribed to newsletter”) and you can even specify in which order the events must occur (“visitors who have checked delivery costs after adding products to their shopping cart”). Visitor segmentation can be carried out based on details from your potential customers’ Facebook accounts, such as their sex, marital status, number of friends; the positioning of keywords in their search results; the amount of time they spend on a page, and many more metrics.
It’s also possible to carry out visitor segmentation based on the clicks and mouse movements of your potential customers. The Conversion Suite’s visitor recording tools enable you to follow every click that your potential customers make on your website. You can get rich data from recording, watching and analyzing entire browsing sessions from all over the world, in which you can study every keystroke and scroll – helping you understand just how your website is being used. Ordinary web analytics can only show you which pages of a funnel your visitors abandoned, but click tracking with the Conversion Suite also helps you find out why. You can carry out visitor segmentation and view only the videos that match a certain business scenario – eliminating the need to search through hundreds of hours of visitor recordings. The Conversion Suite’s dynamic visitor segmentation tools mean you can define a funnel according to, for example, how your potential customers arrived at your website, which pages they visited, how far down they scrolled, where they clicked, whether they converted, and more. Carrying out visitor segmentation based on click tracking is an affordable solution that allows you to conduct web-usability testing on any budget, with no specialized equipment or skills.
Armed with powerful visitor segmentation capabilities, based on your potential customers’ behavior and demographics, you can deliver customized content based on their characteristics. The Conversion Suite can help you instantly create rules for displaying content and messages on your website according to your visitor segmentation, profiles and channels. Our behavioral targeting module is a list of personalization rules, and each rule is a combination of a page, a UI element and a visitor segmentation element. With these three parameters, you can create personalization rules such as, “Replace the welcome banner [UI element] for all SEO customers [visitor segmentation element] on the homepage [page].”
The visitor segmentation element is, of course, a key part of the personalization process. The Conversion Suite’s intelligent behavioral targeting tool empowers you to see who’s looking to buy and who’s just browsing, helping you to target your marketing, build brand loyalty and drive conversions. The visitor segmentation element of the personalization rule can be defined based on various pieces of information from the potential customer, such as whether they are a new or returning visitor, where they’ve clicked on your website in the past, and the number of previous visits they’ve made. Other information that can be used to identify the visitor segmentation element can come from the traffic source, such as how the potential customer found your website and what keywords they used to get there. For example, a really simple behavioral targeting strategy would be visitor segmentation of customers who arrived at your website by searching for a specific word on a search engine.
In addition, the Conversion Suite provides a huge variety of usage reports, from basic stats to custom dashboards and detailed, executive reports – all of which can be subjected to intelligent visitor segmentation for an in-depth insight into your potential customers. With our friendly reporting interface, you can easily create, filter, schedule, export and publish reports – all at the click of a button. And with our real-time reports, you can view information within minutes of it occurring on your website for an invaluable insight into your business and the impact of new content, campaigns or events. The Conversion Suite’s web analytics tools give you the capability to instantly carry out visitor segmentation on your real-time data and turn it into intelligent, flexible graphs that will help you share insights with stakeholders.
Our web analytics has dozens of metrics for useful visitor segmentation – including visitors, visits, referrers, search actions and top pages – that help you build up a complete picture of the behavior of your potential customers. You can analyze across multiple time periods and online sessions. The ability to segment in an ad-hoc manner also helps reduce the costs of marketing by making sure the most relevant message gets to the right customer via the best channel.
- Segmentation based on demographics
- Segmentation based on browsing behavior
- Click tracking
- Behavioral targeting
- Creation of personalization rules
- Web analytics reports