Tracking Website Visitor Behavior
Business Challenge
For companies selling smaller numbers of big-ticket items, normal web analytics fall short.
Most website log analysis tools (Webtrends, AWStats, etc.) have the ability to show page visit information and even the most popular navigation paths. Analytics tools go a step further with tying paths taken to conversion rates. However, none of these systems provide visibility into the actions of specific high-value visitors.
Solution and Services Provided
To help this client we built a visitor tracking system that allowed the client to see exactly where specific visitors have been on their website.
- Using a combination of PHP, java script, session variables, browser cookies, and MySQL, we built a lead capture database that captured all pages visited, and actions taken, by each visitor, assigning them a unique visitor sequence number,
- We also created an administrative system provided that the ability to look up the activity of any particular visitor, rate the lead according to defined quality parameters, and automatically create a lead record in the client’s CRM system.
- Data from the system could then be exported for further analysis using Excel or Access.
Results
Using this new system the client was able to analyze information for specific visitors that allowed them to identify trends and patterns such as:
- Specific PPC ad that the prospect came in on,
- Pages viewed, number of return visits, time of day lead was generated,
- Using this information, the client was able to see trends that led them to shutting down advertising during particular times and days of the week when the visitor quality was poor thereby saving cost.
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