Chances are the answer is yes. Maybe not directly, but it may still be losing you money by not tracking your valuable visitor attribution data – where they came from and all that they have looked at. Ultimately, it’s impacting on your bottom line. Obviously, your website should give your visitors the content that they need when they need it. But to keep providing visitors with the content they need, you need to know as much as you can about them. Your website should be providing you with a wealth of visitor attribution data but, unless you have sophisticated marketing software in place, it probably isn’t.
Why Attribution is Important
Visitor attribution is the process of identifying and tracking user actions and engagement. The aim is to determine how these actions contribute towards your desired result or goal. Visitor attribution provides a level of understanding of what combination and order of events influence individuals to engage in the actions you want them to take. Not only is it important to track this behaviour, you must match it to the contact who engaged in the behaviour or use it to improve your website flow.
More than Just Contact Information
We all collect visitor contact information or email addresses for various reasons – offer incentives to revisit the site, keep prospects up to date with special offers and more. There are many ways websites encourage customers to get in contact with you. The ubiquitous ‘Contact Us’ form, newsletter sign-ups, an email address on the ‘About Us’ page or the company phone number in the top menu are some examples. Whilst these methods may capture the prospect’s email address, without proper attribution tracking then valuable information is lost. Where did the visitor come from? What were they looking at before they filled in the form? Have they visited the site before? For other contact methods like an email address or phone number, how can you know that information was from your website?
‘Secure’ your Website Against Losses
Before you invest any more money on driving visitor traffic to your website, consider the following ways to secure it against attribution loss:
Tracked Phone Numbers: The main business number is on your website, right? Is the same number also on online ads, print media, etc.? When someone calls the number, how do you know which ad source the call came from? Consider a call tracking solution to track the different channels, or even better a unique number allocated to a site visitor or marketing medium to track individual website visitors. With VOiP and dynamic number insertion, this is not an expensive proposition these days.
Email Contact Info: If you put an email address on your website, or other marketing channels, use a unique email address for each marketing channel. Then you will know where a cold email contact originated. While there are better ways to have prospects initiate engagement, consider using a dynamic content solution for a contact email address to control how and when your email address gets presented. For example, if your business only caters to local customers use geolocation based dynamic content to prevent showing the email address to visitors from outside your region or country. Why waste sales and marketing time on contacts who will never be a customer?
Contact Us Form: Where does your form submit data go? Are you capturing the full web session information on what the prospect looked at before they entered their contact information? Even better, replace the ‘contact us’ in your menu with ‘book a meeting’. It can cut the whole contact process in half and shorten conversion time.
These are some basic things to help stem the losses of website attribution, but the real solution is an integrated marketing platform that tracks full user engagement across all channels including the website, email campaigns, social media, call tracking and more. Without a comprehensive solution, you are likely losing more than just attribution data.