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3 ways visitor intent is transforming digital marketing


Mar 5, 2015, By Duff Anderson

for data driven marketing, use intent data in your data driven marketing

Understanding what your visitors are trying to achieve is one of the most critical pieces of information digital marketers need for effective strategies. Until recently, marketers turned to web analytics to infer their visitor’s intent however today savvy digital marketers are turning to customer feedback for a better understanding of why visitors visit their site. This type of first-party data is called visitor intent and is collected through voice of customer analytics. It paints a detailed picture around web analytics data by identifying the intentions that drive consumers' actions.

Below are three ways visitor intent data can have a profound effect on your digital marketing strategies.

 1. Intent brings powerful precision to personalization

Much of the personalization done today is leveraging profile data. However, in a recent blog post on the Adobe Digital Marketing blog by Jeff Fuhrim, Senior Manager of Conversion Optimization at Adobe, he noted that many marketers need to look beyond traditional metrics.

"Both the who and the why are undoubtedly valuable insights for the digital marketer, but knowing user intent can bring powerful precision to your personalization efforts," Fuhrim explained in the post.

For example, someone researching to purchase a laptop will have requirements that are different than someone looking for support and is in a rush to get the issue resolved today. For marketers, one can easily map out relevant content, suggestions, and support, when sessions are described based on intent as opposed to profile. Personalization strategies become easier to develop, and intuitive to implement when the focus is the visit type, and not the visitor type. It's not about the person, it's about their purpose. Only by shifting your thinking towards your customers' goals will you be able to create more effective personalized experiences.

2. Tighten retargeting strategies

According to Ivan Roubtsov, director of product marketing at AdGear, the average conversion rate for a website is around 2 percent, meaning that almost everyone who visits a business' website for the first time leaves without making a purchase. In order to successfully bring these visitors back to your site, digital marketers turn to retargeting. But to increase the effectiveness of retargeting and avoid banner blindness, brands need to better understand their visitors.

By leveraging first party intent from customer feedback, you can drive retargeting efforts by recognizing purchase intenders and aligning the message with their needs in order to increase the likelihood of conversion. In addition to purchase intenders, you can recognize other types of visitor intent, like researchers and support seekers. You can pick up on pre-sale signals from visitors in the research phase and then drive lead-nurturing initiatives and set a budget accordingly. By recognizing your visitor’s intent, your retargeting efforts become relevant and aligned to your visitor’s purpose, increasing their visitor engagement.

3. Visitor intent drives conversion

Marketing Profs states that intent is at the heart of conversion rate optimization. “Your potential customers are seeking for solutions to problems you solve. When you can create strong alignment between the value of your offering and the intent of the visitor, you have your best chance at conversion success.” By bridging web analytics data, what visitors are doing, with first party intent from visitor feedback you are able to make meaningful interpretations of visitor behavior. By understanding your visitors' purpose, you can better understand what your visitors are trying to accomplish and make improvements to your website that will ultimately increase conversion. 

Visitor intent is a fundamental ingredient to enhance your digital marketing efforts from providing precision to personalization to creating relevant retargeting campaigns. Don’t miss your chance to create relevant marketing campaigns with visitor intent.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

3 ways visitor intent is transforming digital marketing


Mar 5, 2015, By Duff Anderson
|0 comments

for data driven marketing, use intent data in your data driven marketing

Understanding what your visitors are trying to achieve is one of the most critical pieces of information digital marketers need for effective strategies. Until recently, marketers turned to web analytics to infer their visitor’s intent however today savvy digital marketers are turning to customer feedback for a better understanding of why visitors visit their site. This type of first-party data is called visitor intent and is collected through voice of customer analytics. It paints a detailed picture around web analytics data by identifying the intentions that drive consumers' actions.

Below are three ways visitor intent data can have a profound effect on your digital marketing strategies.

 1. Intent brings powerful precision to personalization

Much of the personalization done today is leveraging profile data. However, in a recent blog post on the Adobe Digital Marketing blog by Jeff Fuhrim, Senior Manager of Conversion Optimization at Adobe, he noted that many marketers need to look beyond traditional metrics.

"Both the who and the why are undoubtedly valuable insights for the digital marketer, but knowing user intent can bring powerful precision to your personalization efforts," Fuhrim explained in the post.

For example, someone researching to purchase a laptop will have requirements that are different than someone looking for support and is in a rush to get the issue resolved today. For marketers, one can easily map out relevant content, suggestions, and support, when sessions are described based on intent as opposed to profile. Personalization strategies become easier to develop, and intuitive to implement when the focus is the visit type, and not the visitor type. It's not about the person, it's about their purpose. Only by shifting your thinking towards your customers' goals will you be able to create more effective personalized experiences.

2. Tighten retargeting strategies

According to Ivan Roubtsov, director of product marketing at AdGear, the average conversion rate for a website is around 2 percent, meaning that almost everyone who visits a business' website for the first time leaves without making a purchase. In order to successfully bring these visitors back to your site, digital marketers turn to retargeting. But to increase the effectiveness of retargeting and avoid banner blindness, brands need to better understand their visitors.

By leveraging first party intent from customer feedback, you can drive retargeting efforts by recognizing purchase intenders and aligning the message with their needs in order to increase the likelihood of conversion. In addition to purchase intenders, you can recognize other types of visitor intent, like researchers and support seekers. You can pick up on pre-sale signals from visitors in the research phase and then drive lead-nurturing initiatives and set a budget accordingly. By recognizing your visitor’s intent, your retargeting efforts become relevant and aligned to your visitor’s purpose, increasing their visitor engagement.

3. Visitor intent drives conversion

Marketing Profs states that intent is at the heart of conversion rate optimization. “Your potential customers are seeking for solutions to problems you solve. When you can create strong alignment between the value of your offering and the intent of the visitor, you have your best chance at conversion success.” By bridging web analytics data, what visitors are doing, with first party intent from visitor feedback you are able to make meaningful interpretations of visitor behavior. By understanding your visitors' purpose, you can better understand what your visitors are trying to accomplish and make improvements to your website that will ultimately increase conversion. 

Visitor intent is a fundamental ingredient to enhance your digital marketing efforts from providing precision to personalization to creating relevant retargeting campaigns. Don’t miss your chance to create relevant marketing campaigns with visitor intent.

Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience. As SVP and Co-founder at iperceptions, Duff is responsible for providing expert advice to organizations on how to gain a competitive advantage across the customer lifecycle and improve the customer experience.

Adobe Analytics Integration Info Sheet

Injecting Visitor Intent Data into your Web Analytics

Top brands like Dell and Comcast inject visitor intent data into Adobe® Analytics and create segments to understand why their visitors behave the way they do.

Download "Adobe® Analytics Integration"

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