Improving website engagement by identifying individual intent

August 26, 2016 | By

Do you know what your customers want? This isn’t (or shouldn’t be) a general question; it’s as specific as it gets. Do you know what each individual looks for every time they visit your website? If you have the right data, connected and channeled from every corner of your marketing tech ecosystem, you can make this type of connection and improve website engagement.

The clues to customer intent are being created all the time, but not all in one channel. If you want truly accurate customer profiles, you’ll have to collect information across mobile and web platforms, and then unite it in a central system. This is where a customer data platform proves its worth. By following the three steps below, you can craft customer segments specific to your audience, and then use those divisions to deliver relevant experiences that will make visitors stick around – and come back again.

“Knowing how customers behave on mobile or websites is one thing, but synthesizing universal customer profiles from that data is more useful.”

Connect marketing tools
Marketing solutions operating independently can’t share all their information. Knowing how customers behave on mobile or what they do on websites is one thing, but synthesizing universal customer profiles from that data is something altogether more useful. Individuals today don’t think twice about reaching out to companies through a huge variety of platforms, so unless organizations focus on studying their audiences the same way, they will be out of step with the contemporary consumer experience.

Behavioral information captured and fed into a CDP can enrich a variety of other systems. Analytics and optimization tools are calling out for this kind of input, and they can use it to inform contextual and future interactions. Each site visit, whether through mobile or desktop platforms, is a brief but compelling opportunity to capture a consumer’s attention.

Reduce bounces: create personalized experiences
Once information has been pooled into relevant customer profiles, it’s time to design custom experiences that will suit each of those people’s needs and preferences. The distinctions between different types of visitors aren’t built on the basis of demographics; rather, they anticipate intent. As such, it’s entirely do-able to deliver messages based on whether this is a new viewer or a repeat customer – a committed buyer or someone performing early research.

If people see content or messaging that isn’t relevant to them or their particular interests, they bounce out. Long visits lead to further engagement and high bounce rates promise shallow connections at best – this is clear. And no site will be interesting to every segment of the base – without data-driven personalization, that is.

“Companies that know why each specific visitor is there are able to serve relevant landing pages and welcome messages.”

Capitalize on opportunities to engage
People don’t go to websites by accident. They are there to do something, whether it’s to gather preliminary information, buy something for the first time or return to a favorite site and purchase again. Companies that have a good idea of why each specific visitor is there are able to serve landing pages and welcome messages that deliver the exact experience the individual looks for and increase depth of engagement. For example, Lenovo knew that only a tiny percentage of their website visitors came to buy, so they had to find ways to identify who was visiting and for what reasons as not to waste their very small marketing budget. Helping consumers achieve their objectives quickly and effectively is in businesses’ best interests.

All website visitors are valuable, so don’t let them slip away. Instead, add an extra dash of relevance that can be achieved only when you know customers’ intentions. And the value of a CDP goes beyond this initial encounter, too, creating a record in the user’s profile of all previous visits. Furthermore, if individuals sign up with their email addresses or create customer accounts (not required), you’ll be working with detailed profiles that enable top-notch brand experiences.

Information gleaned from a number of platforms, a variety of types of data and identity, and several internal systems including CRM can go into these individual descriptions. Then, targeted marketing can follow, ensuring the customer and brand deepen their relationship over time.

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