Here’s what many people often see as an unfortunate truth: Roughly 98 percent of the visitors to your website are anonymous. This means that only one out of every 50 people who visit your website is somebody that you have information about, so you can offer them a customized experience. But, there is a way to see the glass half-full.
The thing is, you can still use these anonymous website viewers to your benefit and provide them with an experience tailored to their interests. Here’s how:
What’s the weather like where your clients are from? That’s probably a tricky question to answer. When you have clients that span across an entire nation, the globe as a whole, or even just a state--lifestyles vary. If you can address these differences and separate your clients into distinct groups, you can create a multi-channel digital marketing campaign that will provide a unique user experience based on location.
An example of this was done by Fjällräven, a Swedish outdoor gear retailer. They set up different homepage banners for each type of weather condition to apply based on the website visitor’s location. By doing so and optimizing continuously, their CTR increased by 79 percent versus the static banner used previously, not based on weather.
If your product or service has nothing to do with the weather, that’s OK too. This is just one example of how to use digitally exhausted data to gather information on your website traffic. Some other ways characteristics you can use effectively include:
- Purchase history
- Product affinity
- Previous behavior
To demonstrate exactly how the behaviors of anonymous website viewers can be recorded through a browser’s local storage and used to customize their online experience, it’s easiest to show you how you’re being tracked right now. Click here to watch the back end of your current online experience (a little creepy, I know).
By monitoring what draws people’s attention most effectively and the paths they take to navigate through your website, you can further understand the context and intent of the average anonymous site viewer.
Of course, never forget to offer your viewers the opportunity to introduce themselves. Even if you don’t push for an email address right away, online questionnaires or surveys can be very beneficial.
By protecting the user’s anonymity, and at the same time, giving you information about their interests, intentions, patterns, and more, online questionnaires can point you in the next direction.
These findings can lead to creating more useful and engaging content that your viewers would actually be willing to give up their email address to access.
For more information on gated and ungated content, read our guide on how your marketing strategy “takes two to tango.”
John is a search engine specialist focused on gaining greater visibility in search results for Beacon Digital clients. His expertise includes SEO campaigns, PPC, Google Analytics, keyword research, technical website auditing, paid social media optimization, web analytics implementation and conversion tracking.