Nobody has to explain to a marketer that the more you know about your visitor, the more effective your communication can be. Research however shows that the majority of personalization executed by marketers is simply based on name (55 percent) or demographic data (53 percent). Yet there is so much more information available, even for anonymous visitors. Some of the most obvious yet valuable pieces of information are often left untapped. Here are 5 categories of visitor information that are up for grabs that you should start collecting and using today.
1. Classify your visitor based on your site structure
Many sites are nicely categorized by product category or type of visitor (e.g. consumer vs. business). By simply calculating the number of hits each visitor has in each category you can easily classify a visitor, often in their first visit. The next step is of course to use this to your advantage: make sure that the business customer that is looking for information on his potential $50,000 dollar purchase doesn’t get lost on a home page that is usually designed to target the $100 consumer prospect.
2. Social login details
A lot of sites have areas only accessible for registered users. For convenience reasons these logins are more and more often handled by social login providers such as Facebook Connect. These tools are great for visitors because of the ease of use. It’s also great for Facebook because you’re handing over valuable information about your visitors to them. So do not forget to ask for something in return: social logins provide back key characteristics of the logged in visitor: name, age, gender etc. All available as first party data, as long as you don’t forget to store these attributes into your visitor’s profile!
3. Distinguish existing customers
A large portion of the homepage (if not the complete homepage) is usually dedicated to prospects, and tries to win them over to become a new customer. Conversely, you do not need to show those same messages to existing customers, as long as you are able to classify them. How, you ask? There are a lot of clever tricks: does your site have a member or customer section behind a login? The fact that a visitor requested a page or information only available post login, will identify them as an existing customer. Do you send out e-mails to existing customers? Tracing a visit back to this e-mail is a clear indication you are dealing with a customer.
4. Site search
Do you store the terms that people have been searching for on your site in their individual profile? There is no better indicator on a person’s intent than his or her explicit search. From direct buying signs to churn signs, it often starts with searches. And it is just a matter of scraping that search field, so you can capture this with less than 2 minutes of effort.
5. Mobile app usage
Your most engaged audience not only visits you through the web, but they are also the ones using your native mobile apps. You should not leave that out of the equation, but make sure that mobile app information is stored in the visitor’s profile. A lot of work? Not at all! Simply adding an SDK such as that of BlueConic to your app will give you valuable information on which visitor is using what version on the app on what platform. Right out-of-the-box!
Getting valuable and specific visitor information into a user profile is not hard, and it definitely does not require complex actions. So what are you waiting for?