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The Power of Web Experience Data: How to Guide the Buyer’s Journey with Better Marketing Campaigns

Posted on May 28, 2015 by Glenn Gow

marketing objectives, martech, product strategy, target marketing
Happy with your last purchase, you visit a brand’s website intending on buying more of their products. Their website loads and you’re immediately greeted with a pop-up advertising the exact product you recently purchased. Why?
Well, the brand has failed to leverage their web experience data — in this case, your purchase history — and provide you with relevant content about accessories, support service, etc. By failing to retarget their messaging, the brand has likely lost an additional purchase from you.
Web experience data is crucial to connecting with buyers. It helps marketers better predict their next move and target marketing campaigns to meet buyers at the right time with the right content.
marketing objectives, martech, product strategy, target marketing

Why Your Web Experience Data Is Important

If you’re not monitoring buyer behavior on your website, you’re missing out on a huge marketing opportunity. Yes, a marketing opportunity. Every action a buyer takes on your website says something. Whether it’s the type of products the buyer viewed or the amount of time he or she spent on a particular webpage — their data tells a story. Using it can make the difference between making one sale and making multiple sales.

You can’t read your buyers’ minds, but you can take a look at the web experience data you have on them and use it to power your future marketing campaigns. With this data at your disposal, you can be ready with the perfect messaging the next time they visit your site. Purchase behavior doesn’t change overnight, and you can use customer data to your advantage and make adjustments to your messaging that better meets buyer needs.

Gather The Data

All of the web experience data in the world won’t make a difference if you don’t properly gather data both before and after the sale. Before a buyer even visits your site, you should be ready to track their behavior. Monitor the pages they visit, pay attention to all of the products they view, follow them from one page to the next. Hey, it’s not creepy — it’s diligent marketing.

When you’re choosing martech, keep web experience data in mind. Regardless of the web analytics platform you use, it’s easy to track buyer behavior and use this to drive your marketing campaigns.

Sort The Data

Not all web experience data is created equal nor is necessarily applicable to your current marketing objectives. Once you’ve gathered data on your buyers, you need to properly sort it to make sure you’re hitting the right notes.

You’ll likely have a lot of data to sift through. By sorting this into groups (support, purchase history, web behavior, etc.) you will be better prepared to leverage it for the right reason when the time comes.

Leverage The Data

Leverage your web experience data and you will be a faster, more agile marketer and more likely to make the sale and/or ensure repeat purchases.

Just ask George Skaff, TouchCommerce CMO, an innovator in omni-channel engagement solutions. Skaff manages corporate marketing, product strategy and industry relations for TouchCommerce, and he knows how the power of web experience data can drive better marketing campaigns and provide a better customer experience:
“Why would I want to show you something you already experienced, or bought, versus showing you the accessory, the support service, the warranty, etc.?” said Skaff. “This is really where the intelligence comes in so you can predict based on what they’ve done, what’s their purchase history, and what is the most likely scenario for them to buy additional products, complementing what they have already purchased.”

Here are just a few examples of ways you could leverage web experience data:

1. Offer sales/discounts on products similar to those the buyer is looking at

2. Provide recommendations on similar products

3. Use data gathered from chat conversations to adjusts a product’s webpage for clarity

The Power Is In Your (Digital) Hands

Like TouchCommerce, you don’t need to go in blind when it comes to marketing on the web. Using web experience data, you can provide buyers with targeted messaging that better suits their needs and stage in the buyer’s journey. The more web experience data you have, the more prepared you’ll be to deliver messaging that actually makes sense and doesn’t make a buyer go “Really, this product again?”

This article was inspired by my Moneyball for Marketing podcast featuring George Skaff, Chief Marketing Officer at TouchCommerce.

Originally published on CMS Wire.

Image: Courtesy of SDL Google+ Page

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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