From Unknown to Known: Turning Website Visitors into Organization Advocates

FromUnknown to Known

Turning Visitors into Advocates

October 8, 2015

#InformzTracking

Presented by….

Chris ScavoDigital Marketing Strategist

Vivian SwertinskiSr. Digital Marketing Strategist

Agenda

Understand the difference between unknown and known visitors.

Maximize your targeting capabilities

Leverage website engagement to increase marketing effectiveness

Imagine your website is a storefront….

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

Very straightforward, easy to implement tool

Cookie based tool

Few lines of JavaScript code

Serves a unique purpose

Can you recognize your subscribers online?

How subscribers become KnownEmail In Inbox

• Website Form Submissions

• Email Communications

Set yourself up for success

Serve your audience better with web tracking

Personalized

Relevant

Timely

Guidance

Tracked Activity becomes Actionable Activity

Select known visitors who

• visited any web pages

• performed interactions

• made online purchases

Opportunity to observe and serve your audience

• Initiate email communications

• Campaign decision steps

• Remarketing

• Scoring

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

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

Put a TAG on itSimplify segmentation with Page Tags

• Education• Events• Benefits • Advocacy• Donate

Page Interaction – Who is actively engaged and who is not?

Video Testimonials

Whitepaper download

Conference Agenda

Certification Requirements

Pre-recorded Webinars

Purchases – If only my website could be more like a storefront!

Abandoned cart

Stock notifications

Order confirmations

Subject Line: You left something behind…

Purchase data - equips you with opportunities to follow up

Cross Sell Opportunities

Clearance Sale

Reviews – testimonials

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

Campaign Example

Web Tracking – Measuring Effectiveness

Web Tracking – Measuring Email Effectiveness

Individual Subscriber Web ActivityIndividual Email Statistics

Web Tracking – Measuring Effectiveness

Questions? Stay in touch!

experts@informz.com