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Leverage What You Know About Your Visitors to Deliver Highly Targeted Relevant Content

You already know that delivering targeted relevant content to visitors boosts your site’s conversion rate. And you also know that the key to delivering relevant content is knowing who your visitors are, especially how aware they are of your product or service and how it meets their needs. What you may not know is that you already have access to this information and that you can leverage it on your site quickly and automatically with little to no cost or effort.

Much of what you need to know to segment and target prospective customers is available through analysis of your website’s traffic. Although traffic analytics may not seem like much, they’re actually quite powerful because they can tell you about the past and present viewing behavior of visitors on your site.

You can use this viewing behavior to segment visitors according to where they’re located, what brought them to your site, how engaged they are with your website’s content and other similar characteristics. More importantly, you can use it to help you determine where visitors are in the Buyer’s Journey so you can deliver the content, messages and calls to action best suited to their needs and expectations at that particular point. And once you can do that, you’re well on your way to being able to move and nurture these visitors through this journey to where you want them to ultimately arrive: the Purchase stage.

Let’s take a look at some of the ways you can leverage this information to deliver highly targeted relevant content at the right time to your visitors.

 Welcome and Educate New Visitors

Welcome and Educate Visitors

Photo by alborzshawn / CC BY 2.0

In Content Marketing speak, first-time visitors are at the Awareness stage of the Buyer’s Journey. They have only just become aware of your product or, more likely, they’re not familiar with it yet but are aware of a problem they want to solve or a need they want to fulfill.

Strategy

At this stage of the game, you want to demonstrate your knowledge and expertise, and start building credibility. Deliver messages and interactions that recognize and validate the visitor’s need. Offer content that educates visitors about the problem and the available solutions. You can also introduce your solution at this point, but be very careful to avoid the sales pitch. The aim here is to raise enough awareness of your brand so visitors develop an interest and want to find out more.

Examples and Digioh How To

  • Use the Past Visits rule to identify first-time visitors and display a lightbox offering non-gated downloads of educational content such as White Papers, Industry Guides, Benchmarks, and Educational Videos. Use the Thank You page to direct the visitor to other educational content on the site, such as a blog.
  • Combine the Past Visits rule with the Web Source rule or the Referring Website URL rule to treat even new visitors with a personal touch by displaying a special message that acknowledges what brought them to your site (e.g., a guest blog post or a response in a forum).

Engage Interested Visitors (and hopefully turn them into leads)

Identify visitors who have come back to your site a few times and browsed around more of your site’s content. This behavior tells you these visitors have moved from the Awareness stage to the Interest stage of the Buyer’s Journey. At this point, they have identified and understood their problem and are starting to look for a solution. Your job here is to tell visitors about your product in a way that makes it end up on their list when it comes time to consider options and make a purchase decision.

Strategy

It’s crucial at this stage to maintain visitor interest and deepen engagement. Messages and interactions should now speak directly to the visitor’s need. Content you offer should introduce your product or service and address at a high level how it solves the visitor’s problem. It is also at this point in the journey that a visitor is interested enough in your product to be willing to give up an email address. Interest on its own may not be enough, however, so sweeten the deal with some premium content.

Examples and Digioh How To

  • Use the Past Visits rule to detect second-or third-time visitors. Acknowledge their return and direct them to content that introduces your product such as Data Sheets, FAQs, and Product Videos.
  • Use the Pageviews rule to gauge visitor engagement level. After a visitor has browsed several pages, display a lightbox that prompts them to sign up for email updates. Sweeten the deal by offering an in-depth white paper or industry study for download.
  • Use the Pages Navigated URLs rule to find out what content on your site a visitor has already looked at and then offer relevant content on your site they have missed.
  • Use the Current Page URL rule to offer take-away versions of the content the visitor is currently looking at (e.g., if the visitor is on a features and benefits page, offer a downloadable Product Sheet).
  • Use the Referring Website URL ruleLanding Page URL rule and/or Web Source rule to detect what brought your visitor to your site (source). Traffic from social media, ads, PR stories, and presentations lets you know the visitor is still at the research stage.
  • You can also use traffic source information to learn more about your visitor so you can deliver even more targeted content. For example, if your product employs sophisticated technology and a visitor has come to your site through a presentation given at a conference for developers, material about the technical side of your product would be a great piece of highly targeted relevant content.

Re-Engage Disinterested Visitors

Re-Engage Disinterested Visitors

Photo by Writing on the Mall / CC BY 2.0

It’s common for site visitors to become engaged with your product and then lose interest over time. These are visitors who at one time reached the Interest stage of the Buyer’s Journey but have since become disinterested or disengaged. Luckily you can use site analytics to identify these visitors and deliver targeted content that hopefully will get them re-engaged.

Strategy

The thing to keep in mind about disengaged visitors is that they were engaged at one time. Getting them to re-engage may just be a matter of delivering messages or content that not only remind them of why they were interested in the first place, but also make it easy for them to stay engaged.

Examples and Digioh How To

  • Use the Days Since Last View rule to single out visitors who have not been to your site for some time. Display a lightbox that acknowledges their absence and thanks them for coming back. Ask them to sign up for email updates so they can updates right in their Inbox. This is convenient for the visitor but also helps to bring them back to the site more often.
  • Combine the Days Since Last Visit rule with the Date of First Visit rule to identify content available during the first visit and that may have peaked the visitor’s interest. Display a lightbox that redirects the visitor to that content as well as to new content made available since the last visit.
  • Combine the Days Since Last Visit rule with the Referring Website URL rule and/or the Landing Page URL rule to try and determine what brought the visitor back to your site. If possible, deliver content tailored to that experience.

Nurture Highly Engaged Visitors

Visitors who continue to return to your site and have viewed a substantial amount of your content are now in the Consideration or Evaluation stage of the Buyer’s Journey. At this point, visitors have done their research and have put together a list of possible solutions. That they’re still coming to your site means your product is on that list.

Strategy

Your job at this stage of the journey is to differentiate yourself from the competition and position yourself as the clear winner. You do this by providing visitors with detailed information about your product as well as proof points. Hopefully by now you have obtained email addresses from most of these visitors, so you should also begin to build and sustain a trusted relationship with them through constant communication and interaction.

Examples and Digioh How To

  • Use the Past Visits rule, the Pageviews rule and the Date of First Visit rule to detect highly engaged, highly motivated visitors.
  • Use the Web Source rule and Referring Website URL rule to identify where your visitors are coming from. Traffic coming from Google or a review site indicates a high-level of engagement.
  • Use the Pages Navigated URLs rule and Current Page URL rule to control the display of lightboxes so content is delivered on the right pages, to the right visitors at the right time. Use these lightboxes to deliver detailed product content (Guides, Specifications, Product Videos, Webinars) and proof points (customer testimonials and reviews, customer success stories, case studies). Make this content “gated” (requiring registration) to create a sense of exclusivity.

Recognize Buying Intent (and respond accordingly)

Recognize Buying Inttent

The moment of truth comes when visitors reach the Purchase stage of the Buyer’s Journey. If a visitor gets to this point, it means your targeted content strategies have worked and you have successfully moved that visitor through the journey to where you want them to be.

Strategy

This is the point in the journey where it is crucial for you to recognize buyer intent so you can respond and interact with the client in a way that closes the sale. There are a few ways you can do this.

Examples and Digioh How To

  • Use the Web Source rule and Referring Website URL rule to determine where your visitor came from. Sources like Google and product review sites are a good sign of buyer intent.
  • Use the Pages Navigated URLs rule and Current Page URL rule to single out visitors who are on or have visited your Plan and Pricing, Product Comparison and similar types of pages. This also is a high indication of buying intent.
  • Once you’ve identified a visitor with an intent to buy, respond and interact with messages and content that will turn that intent into actuality. For example, direct the visitor to the Free Trial sign-up page or the Live Demo registration page. Offer the visitor a free consultation or estimate. To sweeten the deal, offer a promotion if they buy now.

These are just some of the ways you can use the Digioh Lightbox to leverage site traffic analytics to deliver highly targeted relevant content to your visitors. If you have other ways you’d like to share with us, please contact us to let us know. We’re always happy to hear from you.

Need to learn more about how the Digioh Lightbox can help you leverage site analytics to deliver highly targeted relevant content to your visitors?

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Credit: Photo by Steven Depolo / CC BY 2.0

About Cecilia Farell

Cecilia Farell is a freelance writer living in Toronto, Canada. She does content marketing for Digioh and blogs regularly on inbound marketing, lead generation and conversion optimization. Follow Cecilia on Twitter @ceciliafarell.