Many people are not ready to buy the first time they visit a website. That’s why retargeting—the process of showing previous visitors ads in order to entice them back to purchase—is so important to advertisers.
It’s easier to retarget a visitor if you know something about them or what intent they have visiting your website.
There are many kinds of visitor data that advertisers have access to, such as visitor age, income and location as well as more abstract details such as personal interest by categories like cars or beauty products. Advertisers access this knowledge through third-party data providers, or, in the case of first-party data, they collect it themselves.
Visitor intent data in particular is an exceedingly valuable kind of visitor data—especially if advertisers know how to use it for successful retargeting.
Not all visitor intent data is made the same
In some instances, companies look at visitor behavior to make an assumption about visitor intent. More specifically, they look at what a visitor does when they are on the website and compare this information to third-party data that suggests specific behavioural patterns align with intent.
However, a more reliable way to determine visitor intent is to actually ask visitors directly. iperceptions does just that: collect customer feedback and scale across a large audience to reach a research-based conclusion about visitor intent.
There are different kinds of visitor intent to consider: Are visitors browsing with intent to purchase, researching a product or looking for support service? This variety of visitor intent data can be put to use to entice visitors back to online properties, and it can also help advertisers discover and segment new audiences that are likely to purchase.
Connecting the dots between visitor intent data and audience segments
Visitor intent data facilitates the creation of categories for organizing audiences. An audience segment that has intent to purchase is valuable because it eliminates some of the uncertainty of retargeting. Doesn’t it make more sense to advertise to a group of people that have the intent to purchase rather than a group with unknown intentions?
The visitor intent data that iperceptions gathers goes through their Active Recognition Technology, which is essentially an audience analytics engine that can pass on intelligence to other platforms like AdGear Trader.
In AdGear’s demand-side platform, you can also easily pass visitor intent data (and many other kinds of audience data) to an audience segment with a universal tag. AdGear’s universal tag is a snippet of code that you put on online properties that allows you to start absorbing data about visitors. This single tag enables advertisers to manage conversions and define new segments from one place.
If you have a tag running and you’ve collected some audience data, you can create an unlimited number of highly specific audience segments. These audience segments can be uniquely tailored with a range of custom variables, such as CRM, e-commerce, age, gender, location, user behavior, socio-demographic, and, of course, visitor intent data. You can generate even greater audience specificity by chaining related segments together and disregarding irrelevant segments using exclusion lists.
Get smart with audience retargeting
Using visitor intent data allows advertisers to split audiences into multiple segments for smarter retargeting. By segmenting, you can target new, potential and returning buyers with the appropriate frequency, content and incentives.
If you know why visitors come to your website—to browse, research or buy—you can nudge them towards a purchase by offering them a relevant incentive, showing them audience-appropriate content or advertising to them with the right frequency. For example, a new visitor that seems apprehensive to buy—because they have done a lot of research but never made a purchase—may need gentle retargeting that offers a discount such as free shipping. A returning buyer that makes multiple purchases a month, on the other hand, may respond well to more aggressive retargeting.
If you look at intent across different consumer categories, you can discover which groups have a greater propensity to purchase and in what way. You can also combine visitor intent data with conversion data to identify which audience groups not only have intent but actually buy your product. In other words, as you collect audience groups you are simultaneously figuring out what groups are doing the most purchasing.
With visitor intent data you can translate information about visitors into information about groups of visitors (thanks to universal tags) and ultimately into new and improved audience segments for thoughtful retargeting.
Overall, visitor intent data is a critical component in the pathway to more effective audience and campaign management. Advertisers can leverage the data to learn and optimize at the same time. What’s more it can eliminate the guesswork so that advertisers aren’t experimenting for conversions.