what the anonymous visitor is telling you: how to engage the 95% that don't convert
TRANSCRIPT
WHAT THE ANONYMOUS VISITOR IS TELLING YOU:
HOW TO ENGAGE THE95% THAT DON'T CONVERT
95% of anonymous websitevisitors remain just that -
anonymous
* they don't convert
Instead of focusing on the 5%that DO convert,
the focus should be on the
95% that DON"T convert.
A N D T H E Y T E L L Y O U A L O T
I S K E Y T O
U N A N O N Y M O U S - I N G T H E M
P A Y I N G A T T E N T I O N
T O W H A T A N O N Y M O U S V I S I T O R S
A R E T E L L I N G Y O U
So this is how we’ll present it:
1. What is the information
2. What is the tell
3. What you can do about it
Device
The Information The Tell To Do
What device the visitor is on- desktop, tablet orsmartphone.
This can be easily extractedfrom Google Analytics.
The visitor’s expectedattention span.
Serve content relevant totheir current (assumed)state of mind.
The Information The Tell To Do
What browser the visitor ison.
Again, this information canbe easily extracted fromGoogle Analytics.
How technological-savvy youraudience is. In this case TheTell is indicative of the groupas a whole, not of specificvisitors.
First of all, make sure your site supports allbrowsers. Next, understand your audience, andmake sure you are speaking to them in alanguage they can understand. You can evenhave different landing pages for each browser.
Browser
The Information The Tell To Do
Where your visitor is from.
The information is availablefrom:- Any server in the world- Google Analytics- Any marketing automationsoftware
The visitor is telling you about:- His or her culturalbackground- The language they feel mostcomfortable in- Socio-economic standing (ina very general way)
In one word - localize. Localization doesn’t stop withlanguage. Different countries havedifferent preferences and sensitivitiesthat hold an impact on on-siteperformance.
IP
The Information The Tell To Do
What time it is. Soundstrivial, but it’s not.
Information is available onGoogle Analytics.
Your visitors’ state of mind.Think about it logically - youare in a different state of mindon Saturday at 3pm, than youare on Wednesday at 11am.
The first thing to do is to take in intoaccount. Next, you can use it for asimple - and effective - personalizationtrick: time-sensitive greeting.
Time
The Information The Tell To Do
Where from the visitorarrived: email / newsletter,link (article, blog post,directory listing), banner ad,search ad, social referral.
As always, Google Analytics
From sources you createdthe tell is about theeffectiveness of your paidmedia and inbound efforts.From free-agent sourcesyou can deduct about the‘quality’ of the visitors.
Customized landing pages that ‘talk’ to thevisitors in their own language andreferencing the subject matter of theemail/ads or relevant publication.
Referral Source
The Information The Tell To Do
What the visitor typed inGoogle search box.
The information is availablefrom Google Analytics onlyif the visitor isn't logged-in.
In this case there is no tell, butrather straightforwardinformation - the actual wordsthe visitor typed. This is gold.Your way to know exactly theneeds and pains of the visitor,and hopefully the aspect ofyour product or service thevisitor is interested in.
Direct the visitor to a landing pagecustomized to their specific query.Devote time to understand how youraudience perceives you on the one hand,what your audience is searching for on theother, and make adjustments to yourmarketing accordingly.
Search Query
The Information The Tell To Do
As is. A new visitor, or afamiliar face.
Sure by now you can guesswhere to get this info...
Returning visitors areinterested in your product /curious about your company.
First-Time or Returning Visitor
Suggest, recommend or serve content inthe appropriate funnel level, introductoryor in-depth.Use various personalization tools to setrules of engagement for returning visitors.For example, if returned on the third time,suggest a Demo or open a chat window.
The Information The Tell To Do
What pages the visitorchecks, how long hespends on each and thetotal time spent on site.
- What stage of the buyingjourney the visitor is at.- What aspect of the productthey are interested in, whichcan be used to speculate ontheir role as decision makers. - How engaged they are.- How ripe they are forconversion.
Recommend to visitors content based onthe pages they visited, that is relevant tothe stage of the buying journey they are atand that relates to their role as decisionmakers.If they spent considerable time on yourwebsite and visited a few pages, the timeshould be right to make an offer.
Browsing Flow
ConclusionANONYMOUS VISITORS ARE LESS MYSTERIOUSTHAN THEY APPEAR AT FIRST GLANCE.
Personalization is a key conversion driver.>Take into account everything the anonymousvisitor is telling you >Interact with him and provide a personalizedexperience >Your anonymous visitors will appreciate itand introduce themselves :)
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A locavore is someone who is interested in eatingfood that is locally produced, not moved long
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The next step is to personalizeeach visitor's content experience
on your website.To learn how check out