Tracking does not necessarily mean becoming a spy ?. The goal of tracking is to adapt your marketing campaigns according to the behavior that visitors, leads, and customers have toward your brand. behavioral tracking for marketing campaigns will help you understand the intentions behind their actions so you can better guide them through your customer journey (purchase, newsletter subscription, resource download, etc…)
How does behavioral tracking work in marketing software?
Adapt tracking to your business and objectives
Anticipate customer needs and trends through behavioral tracking
5 tools for behavioral tracking
Our tips for ethical behavioral tracking
How does behavioral tracking work in marketing software?
Each visitor is first identified by an IP address and cookies. As long as the visitor does not provide their email address, their actions remain anonymous. However, once the email is associated with their profile (thank you forms ?), you gain access to the complete history of their interactions: pages visited, session duration, interaction times. This information appears directly in a contact record.
From the moment you obtain your contact’s email address, you will obtain additional information: email opens, email clicks, and also triggered campaign actions.
Also read:
What is this data used for?
Websites are a real gold mine for marketing, because they make it possible to track all kinds of information.
- Landing pages make it possible to identify the traffic source, visitor actions, and clicks on the highlighted CTAs.
- Emails make it possible to identify the people who opened the emails and the actions they perform thanks to the email campaign.
- Your resources: which ones attract the most? which ones convert the most?
All of this data will allow you to establish your ideal customer journey, identify the most viewed pages with the highest added value, detect exit pages, etc. It is an opportunity to improve not only your user experience but also your final results.
Also read: the complete guide to behavioral tracking in marketing
Adapt tracking to your business and objectives
Like any data, it must be processed and used correctly if you want to leverage it to its full potential. That is why having a strategy and clear objectives from the outset is essential.
- Set yourself an objective
- Use tools that allow you to collect and process this data (Be careful with GDPR)
- Segment your database
- Adapt your campaigns in real time
Adapt the data you track according to your needs and your business. Ultimately, you improve engagement and your conversion rates, killing two birds with one stone. ?
Anticipate customer needs and trends through behavioral tracking
To help you define future trends, nothing is better than studying the behavior of your visitors. Tracking the actions a person takes allows you to anticipate your marketing campaigns. For example, if a customer shows interest in a product, you can anticipate an order and send them a personalized offer. But not only that, analyzing the actions already carried out by the same segment will allow future people entering the segment to benefit from actions that have already been anticipated.
5 tools for behavioral tracking for your marketing campaigns
There are plenty of tools to implement behavioral tracking, we selected five:
Google Analytics
The best known, Google Analytics offers a wealth of information about your visitors’ behavior: pages visited, your visitors’ journey, etc… However, since Google Analytics 4 and GDPR compliance, the tool has become difficult to get to grips with. Moreover, the data is not hosted in Europe.
Webmecanik Automation
Webmecanik Automation is a French marketing automation solution that allows you to track your prospects’ behavior and use your data directly from the software. You have a complete view of email open times, download dates, visit times, all while respecting GDPR rules, we are not spies, we told you ?️. In short, more data and more opportunities to improve your processes overall.
Hotjar
A behavioral analytics tool, Hotjar is a solution that records your users’ sessions. It is also possible to display heatmaps and offer surveys. Be careful, Hotjar can sometimes slow down page loading speed because of the scripts the software uses.
Segment
Segment is a platform that centralizes the collection and management of user data from multiple sources (web, mobile, CRM, etc.). Although very useful for unifying data, it can be complex to configure and use, especially for small businesses that do not have in-house technical skills.
Clicky
A real-time web analytics tool, Clicky offers visitor tracking, session recording, and heatmap features. Although it is appreciated for its simple interface, its customization options are limited compared with other more complete solutions.
Our tips for ethical behavioral tracking
Obtain clear and explicit consent
Clearly inform users about the collection and use of their data, and make sure they give their explicit consent before any collection takes place. Use pop-ups or cookie banners to ask visitors to accept or customize their preferences. Provide detailed information about the types of cookies used, their purpose, and their storage duration. Give users the possibility to manage their preferences and choose to accept or refuse certain types of cookies. ? The more you show, the more your visitors will trust you.
Choose ethical tools
Choose to adopt ethical tools, software that complies with GDPR. Regularly inform your users of any changes to your privacy policy or your data collection practices. This strengthens transparency and trust. Put security measures in place to protect users’ personal data against breaches and unauthorized access. ?
If you wish, you can read our article to get examples of using behavioral tracking with Webmecanik to improve customer engagement.
