×

Digital Browsing and Consumer Intent

Presort.com   July 2, 2015    

For most of us, 95% of our website traffic comes and goes without us knowing who the individual people were that passed through our digital store.  We use cookies to “ID” some of those visitors and create clever remarketing programs that offer discounts and promotions via ad networks when that same device clicks through to an ad network partner. Unfortunately, these retargeting programs are not particularly productive (about a 0.1% response rate), and let’s face it, even retargeting is fairly impersonal; we don’t know who the person using that device is unless they place an order.  Once they do, we use incredibly sophisticated tracking tactics to try to retrace the steps that customer took before they placed their order, in the somewhat misguided belief that we will be able to replicate that string of behavior and get better results next time. But what about the rest of those website visitors: the ones who did not visit an ad network site, or make a purchase when they did?  A very small percentage of them will give us an email or postal address when we provide that opportunity on our home page or via a pop-up box.  The rest disappear, leaving behind a trail of data that is aggregated and analyzed in umpteen ways via a variety of analytics tools.  But those individual prospects and customers are mostly lost to us.  Well, it does not have to be that way. Every day, large numbers of shoppers

See the article here:
Digital Browsing and Consumer Intent