from unknown to known: turning website visitors into organization advocates
TRANSCRIPT
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FromUnknown to Known
Turning Visitors into Advocates
October 8, 2015
#InformzTracking
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Presented by….
Chris ScavoDigital Marketing Strategist
Vivian SwertinskiSr. Digital Marketing Strategist
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Agenda
Understand the difference between unknown and known visitors.
Maximize your targeting capabilities
Leverage website engagement to increase marketing effectiveness
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Imagine your website is a storefront….
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Web Tracking – Insight and Action Tool
Tracks All Visitors
Reports Key Activity Metrics
Identifies web activity from your subscription lists
Create action based target lists
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Very straightforward, easy to implement tool
Cookie based tool
Few lines of JavaScript code
Serves a unique purpose
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Can you recognize your subscribers online?
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How subscribers become KnownEmail In Inbox
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• Website Form Submissions
• Email Communications
Set yourself up for success
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Serve your audience better with web tracking
Personalized
Relevant
Timely
Guidance
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Tracked Activity becomes Actionable Activity
Select known visitors who
• visited any web pages
• performed interactions
• made online purchases
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Opportunity to observe and serve your audience
• Initiate email communications
• Campaign decision steps
• Remarketing
• Scoring
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Page View Metrics – What’s working and what’s not?
Know your website “hot spots”
Important metric for:
• Display Ad Revenue• Prospect Engagement• Measuring content adoption• Member engagement
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Page View Data – What actions do you want to respond to?
Select by Specific Page
• Membership Login
• About Us
• Industry News
Select Any Page Activity
• Website Bounces
• Multiple Views
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Put a TAG on itSimplify segmentation with Page Tags
• Education• Events• Benefits • Advocacy• Donate
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Page Interaction – Who is actively engaged and who is not?
Video Testimonials
Whitepaper download
Conference Agenda
Certification Requirements
Pre-recorded Webinars
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Purchases – If only my website could be more like a storefront!
Abandoned cart
Stock notifications
Order confirmations
Subject Line: You left something behind…
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Purchase data - equips you with opportunities to follow up
Cross Sell Opportunities
Clearance Sale
Reviews – testimonials
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Campaigns to launch based on web activity
Re-engagement campaign – members that are at risk of becoming inactive
Prospect Nurturing campaign - prospects visiting high value content pages
Event campaign – early sign up page, call for volunteers, video highlights of last year’s event
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Campaign Example
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Web Tracking – Measuring Effectiveness
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Web Tracking – Measuring Email Effectiveness
Individual Subscriber Web ActivityIndividual Email Statistics
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Web Tracking – Measuring Effectiveness