Implicit web profiling – quick tips on how to leverage it
Added Wednesday 01 June 2016
Most organisations use their CMS and Marketing Automation systems in very basic ways. That’s not to say they don’t use them comprehensively, but more that they don’t make the most of the functionality that’s available.
It’s a shame, as using these two systems together can create powerful profiling that aids the single customer view, even without immediately knowing who it is that’s visiting your website.
What it means: tracking the anonymous.
Implicit means “implied, but not plainly expressed”, so when people visit your website, you should be responding to how they behave - even before you know who they are. What that means is that you should be tracking their implicit actions such as clicking on buttons, watching videos, reading content etc.
What you do with it: persona mapping
This implicit behaviour should then be used to match that visitor to a buyer persona, which in turn dictates what content they subsequently see, and how you might engage with them.
This activity should be logged so that it can be attached to a contact record once you know who it is, giving you a rich information set prior to starting a discussion with them.
How it works: in real life.
For example, we’ve seen that if you visit the ASOS.com website, it remembers your preferences from your previous visit and guides you to the relevant page immediately, reducing the number of clicks needed to get to your desired product. They then feature product placement in a more targeted way and give you options based on the assumed preferences they have recorded from your visits.
Find out more…
Implicit profiling requires careful planning and testing, but can be a powerful way to speed up the time to purchase. It requires tight integration between your CMS and Marketing Automation to work correctly, and why not download this report that explores this and other methods that can improve the customer experience, and increase sales for you.