After you’ve done the hard work of getting visitors to your site, as a marketer, you have a couple more jobs to do – you need to pay attention to your visitor’s behavior, intentions, and actions and then you need to deliver the most compelling content possible at the right time through the right medium. It’s not an easy task – lucky for us the web is the most measureable and actionable medium marketers have ever had.
Web analytics solutions give you powerful insights in understanding the interests and behavior of your online visitors… both through implicit and explicit actions. For example your visitors may tell you exactly what they want, such as adding a product to a shopping cart, or may spend 30 minutes browsing a particular area of content on your site. Either way they are sending you a clear message of intent and interest.
Listen to your visitors and take the appropriate action to start a conversation to help them get what they’re looking for. When you combine the insight you get about customer behavior and intent from your web analytics solution with ExactTarget you have the data you need to take action and start the conversation with your website visitors. By taking the insight you’re getting from the web and coupling it with a powerful communications platform like ExactTarget you’re able to get the content, offers, or information that are relevant to your prospects and customers instantly – and automatically. When you provide value to your online visitors prior to a transaction, during a transaction, and after a transaction, you build long lasting customers and deep relationships.