Experiencing The Use of Website Tracking Codes

Have you ever been perusing a familiar website, one where you may have joined the mailing list at some point and you find yourself looking through their products, and services before making your way over to the pricing page; only to receive an email from this company 10 minutes later informing you, that as a valued member of their community they would like to offer you an exclusive discount on the product or service you were just exploring?

 

Sounds like you have just experienced serendipity first hand, right? Well, that’s not exactly what just happened.

 

How Website Tracking Codes Work:

What you did experience was the practice of remarketing in action. This flow of events was triggered by a “known” website visitor (that’s you) viewing certain pages that this company considers to be “high value” (meaning they lead to a high percentage of sales or website conversions), and activated what is known as a triggered email accelerator. The sole purpose of these triggered emails is to provide you with a strong call to action and incentive to continue through the purchase cycle you were already heading down only moments ago. Think this is a blatant marketing ploy that no one would ever fall victim too? Think again, this is actually one of the most successful practices in digital marketing and for good reason. Let’s take a step back and look at this strategy from a psychological standpoint; you are telling them exactly what you’re interested in, and the degree of your interest as you have researched the pricing. You did not convert right away, so in order to secure what might be a lost transaction, they introduce two new factors into the equation, an exclusive discount (lower price) and a deadline. The most successful campaigns introduce these factors in a timeframe, where you are most likely still in a browsing session and potentially looking at a competitors products for comparison shopping. These strategies play off of the buyer’s behavior, and in most cases enhance the journey, as you are now receiving a discount on a product or service you were already interested in, a discount you may not have been offered otherwise.

 

Pretty clever when you think about it, but none of this would be possible without website tracking codes, telling their marketing automation system which of their web pages you have been visiting, the time you spend on each specific page and the frequency in which you visit their pages. This also has significant benefits for businesses who require a sales or account representative to close the deal, as website visits are included in the lead scoring process and can not only tell you which prospects are most engaged, at any given moment but also which products or services are currently of greatest interest to them. As a sales tool, this information and reporting can prove invaluable when working to move prospects to the next stage of your purchase cycle.

 

Putting Website tracking Codes To Use

Tracking this information also allows you to establish the touch points or paths of your user’s journeys, that lead to the highest conversion rates. Once you have identified these factors you can structure specific marketing campaigns to utilize these touch points, directing prospects through the process that has the highest conversion rate and generates the most revenue for your business.

 

You can find the next post in this series here: Audience Segmentation: How To Build A Foundation of Success