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How to Use Web Browsing Data to Convert Researchers into Buyers

By Seth Hirsch. Posted in Analytics

June 25, 2014

You can’t read your customers’ minds – but you can know what they’re interested in buying before they’ve even decided to make a purchase. If they’ve been browsing your website, you can analyze that data, understand what they’ve been looking at, target marketing toward them accordingly – and support them in coming to the right decision – buying the product from you!

For example, if you’re a home store and you know based on someone’s browsing data that they’re looking into BBQ grills, you can set up an automated system that sends them offers or messages related to grills.

You can also send them more creative, educational content surrounding the areas of interest in which they’re researching – articles about “5 Things You Need to Know About Grills” or a recipe program for grill owners.

You can send information about different versions of the product they’ve been browsing, or even tell them which brands are most popular. The key is to be helpful and relevant.

This type of campaign is most effective with “big-ticket” items – goods that people are inclined to spend some time researching and make an informed decision before making a purchase. This is when they’re likely considering making the purchase from any of a number of retailers – exactly when you want your store to be top of mind.

Most retailers know how to target customers based on what they’ve bought in the past. But targeting future customers based on their browsing patterns actually gives you a chance to influence their buying decisions.

Get to Know Your Customers

All people are NOT created equal. Lift361 can help you figure out which customers are worth targeting.

A data analytics company can help you implement this type of automated marketing campaign to identify shoppers who are in research mode for big-ticket items and communicate with them during this key decision-making process. Even better, your data analytics partner can help you identify the key messaging that will convert researchers into buyers!