Clickstream and interest tracking enable you to gain valuable insights into what visitors to your site are doing, and as a result, how effective your email campaigns really are. By applying this knowledge, you can craft more powerful campaigns – and see significant improvement in your results.
Clickstream Tracking: The Key to Understanding the Success of Your Campaigns
According to Wikipedia, a clickstream is “a series of page requests…that can be graphically represented for clickstream reporting.”
Having access to this information is crucially important to email marketing experts, because it allows you to track the success of your campaigns in much greater detail. Going beyond open rates and clickthrough stats, clickstream tracking gives you a depth of knowledge that you’ve probably never had before. When you apply this knowledge to future campaigns, you can achieve results beyond what you thought possible.
Even better, it’s easy to set up clickstream tracking in Lyris; just visit the Clickstream Tag page to create each tag, and then place the tag on the appropriate page of your website. You will also need to include tracking code in your message (such as opens, click-throughs or HTML detection) in order for the tracking to work.
Here’s a scenario: Say you’re an online retailer and you’re promoting a one-day flash sale via an email campaign. With clickstream reporting, you can not only see how many people opened your email and clicked through to your site; you will also see the path they took through your site, and from which page they departed. You’ll be able to tell if your customer added your promoted item to their shopping cart, or browsed around, or both. You can see what they were browsing for – and whether or not they ended up purchasing anything in the end. If they added the special item to their shopping cart (and/or other items), but then abandoned the cart at the last minute, you’ll know that, too.
Go Deeper with Interest Tracking
Interest tracking, also offered by Lyris (at the Pro and Enterprise levels), takes this concept even further.
With interest tracking, you can gauge how interested your subscribers are in your message based on their behavior after receiving it. There are three elements to interest tracking: events, stages and points.
Events are the actions that your subscribers take, such as clicking through to your site, downloading a piece of content, or making a purchase.
Stages are numerical values you assign to an event that indicate where your subscriber is in the sales cycle. For example, a clickthrough to a particular web page would be fairly low-value, while an actual purchase would be a higher-value stage.
Finally, points are values you assign to each of your events. They show the relative importance of each event. You can assign points in whatever way makes the most sense for your business. For instance, while an event such as a visit to one of your product pages might be a “10”, an event like signing up for a product demo would be an “80”.
With this kind of information at your fingertips, how much more impact could your email campaigns have? For one thing, you’ll be able to tweak future campaigns to make the call to action and the desire for your product much more compelling– which will help you reach and even surpass your campaign goals.
Why wait to get your hands on this powerful feature? Our support team is happy to review clickstream and interest tracking with you, and show you how you can use the results to get the most from your email campaigns. Give us a call at (877) 263-8285 or send us an email at customerservice@netatlantic.com today!
Have you used the clickstream or interest tracking features in Lyris? If so, we’d love to hear how it has helped your email marketing efforts. Feel free to share in the comments below!
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