Leverage Site Tracking to Supercharge Personalized Marketing

August 18, 2020

Leverage Site Tracking to Supercharge Personalized Marketing

Site tracking is like real-time analytics on steroids that react to visitors on your site and what they are doing while there. Here’s a few examples of powerful ways to leverage site tracking:

  • Send a coupon code 30 minutes after a contact views a product page or adds an item to cart without checking out
  • Trigger a targeted follow-up email sequence after two or more visits to a specific product category or site page
  • Show retargeting ads on other websites to remind prospective customers of your company and encourage them to return

In short, site tracking connects your marketing efforts to your live website activity, giving you the ability to see and react in real-time, on a fully automated basis.

How is site tracking different from analytics?

Analytics programs, such as Google Analytics, give you statistics about your website activity in aggregated form over a period of time. It can help you to see issues and opportunities with your website. Site tracking, on the other hand, gives you insights at an individual level and in real-time, allowing site visitors to have a more customized and personalized experience.

How does site tracking happen?

Site tracking is enabled with a tracking code that feeds individual data back to the primary tracking platform. We often recommend ActiveCampaign or Klaviyo for this purpose.

These platforms will collect anonymous data until a visit can be attributed to a specific user; for example, after a user logs in, subscribes to a newsletter by sharing their email address, or clicks on a personalized link. At that point, the data will be connected to that user’s specific profile and the experience can be personalized accordingly. Additionally, all of the user’s previous or future visits can be similarly added to the profile even if a personalization event doesn’t occur again.

These platforms handle many tasks, such as personalized email follow-ups, on their own. They can also integrate with many other platforms to trigger third-party events for these specific users. For example, the user can be added to your retargeting list on Facebook Ads. Both ActiveCampaign and Klaviyo, in addition to many other site tracking platforms, also integrate with Zapier, which allows for powerful if/then logic across thousands of online software applications and platforms.

Set up site tracking

If you already have a site tracking platform, it’s very easy to get started. Log in to your platform and look for a feature called site tracking. You should see a small snippet of code to embed on your website. Once that code is added, you can begin to take advantage of these powerful features.

If you don’t already have a website tracking platform (or don’t know if you do), we would be happy to help and may even be able to qualify you for discounted service. Contact us to learn more.

If your site was built by Empower Ideas, we can embed the tracking code to your website for free. Just reach out to your project manager and we’ll get it taken care of. If your site was built by any other firm, we would be happy to assist you as well.

Once your site tracking code is installed and functional, you can begin to build powerful marketing-response events. The exact steps will depend on the platform you’re using. With a small time investment now, you’ll find that powerful personalized marketing can act on autopilot moving forward, building an important new marketing channel for your business.

Get unlimited help with site tracking

Did you know that installing and configuring site tracking is all included as part of our Unlimited Work retainer? We can take care of everything for you, even brainstorm powerful new ways to use your site tracking capability, with our 1 Simple Subscription with Unlimited Work retainer. Learn more about Unlimited Work, which is available for new signups for just a couple more weeks.