New Feature: Informz Web Tracking
Are you ready to close the gap when it comes to understanding your audience’s digital behavior? With the addition of Website Tracking, we’re bringing the subscriber experience full circle! Informz Website Tracking gives you key web metrics in easy-to-read reports for monitoring performance, allows you to identify known visitors as they navigate through your website, target email campaigns based on web activity, and include web behavior in your lead and engagement scoring models.
Phew! That’s a lot of great stuff. I met with Peter Nelson, Director of Product Management, to get the low-down on the ins and outs of Website Tracking in Informz.
Melissa Tyler: Hi, Peter! Can you give me a brief overview of web tracking?
Peter Nelson: Informz Website Tracking is our next big feature in the Informz Marketing Automation Suite. The use of Informz Website Tracking will radically improve not only what insights our clients will now have, but it will also improve the subscriber experience. At a high level, Informz provides a robust way to monitor website activity from the people that an organization sends mailings to. This is huge to be able to understand the behaviors of your “known” users. As with everything we do in our marketing automation offering, we build upon the technology and insights that we’ve developed in email marketing to extend what our clients can do.
MT: Why would a client want to use something like this?
PN: It provides a huge amount of incredibly useful data for analysis and for targeting. What, and when, you send to someone that has no interaction with your website would be very different from someone who has been on the website five times over the past week. These insights allow our clients to tailor and refine their approach to messaging their various audiences. Let’s say that a client has a web page created for a special event of some kind. Knowing that someone that an organization has been sending emails to has not only clicked the link in the mailing once, but has returned to that web page additional times after that initial click, paints a very clear picture as to the level of engagement that person has with the organization.
MT: That makes a lot of sense. Where can users view web tracking reports?
PN: They will be right under the Web Tracking menu option. The other big feature – the ability to create email target groups from web activity – is displayed after using the “Create” button on the Target Group page.
MT: What kind of reports will clients now have access to?
PN: The short answer is “a lot!” You can see from the Overview tab below, that there are twelve reports on this page. These reports display a variety of data based on website activity. The other tabs show specific web page activity, views of “tagged” web pages, user activity, what parts of the web page a user engaged with, and conversion tracking of purchases.
MT: What kind of changes can users implement once they’ve review the reports?
PN: The Informz Website Tracking reports yield a variety of insights. There are many ways that a client could leverage what’s in the reports. Here are some things that come to mind:
- Reconsider the flow of web pages
- Examine how one web page guides a user to another web page – the goal being to increase stickiness
- Experiment with either adding, or removing, pop-ups to increase visits and duration
- Consider language localization for mailing stories
- Conduct A/B tests on mailings to see if any of the web statistics can be influenced
- Evaluate the ROI on various products and services that are offered for sale on the website
MT: What types of web activity does Informz track?
PN: Visits, duration, the interaction with on-page components, and purchase.
MT: How can a client use web tracking with their email campaigns?
PN: There are two ways but they feed into each other.
When starting with the creation of a mailing, it’s good to understand what type of traffic past mailings have been driving to the website. You then want to see if you can influence – for the better! – those interactions by tweaking your email marketing approach. For example, maybe consider a change in how you display hyperlinks in a mailing. Maybe a few big buttons in the right sidebar will be more effective than simply hyperlinked text. Maybe different color or graphics choices will influence.
Once the mailings have been sent, then it’s a matter of actively reviewing the data and working to analyze how what is done in the mailing is affecting web traffic and interactions. Ultimately, we want our clients’ audiences to discover something on the website and then engage with it. Engagement might simply be to download a white paper or it might be to register for a big class or event. That’s the ultimate measure – assessing the ROI is key.