Understanding your customers is key to any successful business. After all, if you don’t know what it is your customers want or think, how could you ensure you’re meeting their needs?
Website tracking is just one way that you can get to know your customers, so that you can tailor your email marketing to better hit the mark.
With website tracking, you can also get better insight about both your website and your email marketing, ensuring that you’re always making decisions based on reliable analytics.
What is website tracking?
It’s in the name - website tracking is the simple process of tracking someone’s activity on a website. Whether it’s the pages they navigate through, where in the world they’re accessing your website from, or which products they add to their basket, website tracking is a fantastic tool for gaining valuable insights into the preferences and activities of your customers.
Although it sounds simple, understanding how it works can be complicated. Thankfully, you don’t need to worry about that part. Transpond handles it.
How does website tracking work?
Once you’ve chosen the pages of your website that you’d like to track, add website tracking to them. From then, when a visitor accesses these pages, their data will be sent to us.
If the visitor has accessed your website via an email you sent, or if they’ve previously entered their email address into a website form or gated content page, then the data we receive will be specific to them. You can then see how they interact with your website.
However, if their email address has never been submitted to you, their data will be anonymous and therefore limited.
Enhance site tracking by collecting email addresses on your website
Without your visitor’s email address, you will know very little about them or their experience on your website. Although you can see which pages they access, this information can only go so far.
This is why forms and gated access pages are so important to a business’ website, as they enable website tracking to gather information that would not otherwise be seen.
What’s brilliant about website tracking with Transpond is that it can backdate visits. This data is extremely valuable, giving you an insight into which products/services they frequently looked at, where this potential customer is from and how they are searching for your business (plus more).
How site tracking can benefit your email marketing
Filtering contacts based on very specific data
Email marketing is best when it’s tailored. If an email appears in your inbox which is generic and not relevant to you, you’re unlikely to even open it, let alone interact with it.
This problem is resolved when using site tracking, as emails can be sent to specific segments of visitors.
For example, if a person visits a certain page and clicks on a specific product, this data would be sent to Transpond, where you can then add it to a custom field and filter your customer email addresses. Therefore, only people who clicked on that exact page and product would receive the email.
Abandoned cart emails
As well as knowing when the visitor purchased something, you can also know when they added items to their cart then didn’t go through with the purchase.
According to SaleCycle, 84% of visitors add something to their shopping basket but then leave the site without purchasing anything. That’s a lot of missed opportunities.
With site tracking, an automated email can be set up to remind customers that they’ve abandoned their cart, directing them back to their potential purchases.
Understanding the pathway
How do customers move through your website?
When you apply site tracking to every page of your website, you can gather powerful insights into exactly how your customers move through your website, which pages are most popular, and which are often missed.
Not only will this help with website development, but it will also provide you with valuable insights that can be utilised within your marketing.
Streamline your marketing with site tracking from Transpond
Getting to know your customer is the best thing you can do for your marketing, and site tracking helps you do this.
With Transpond’s site tracking, you gain the insight you need to get the marketing results you deserve. Get started with Transpond for free today: https://app.transpond.io/