Online behaviour: marketing just got a whole lot smarter

Online behaviour

Your competitor’s website is just a few clicks away and a visitor becoming your lead or sale is also only a few clicks away.

Click’s matter more than ever and this is why businesses are constantly looking for new, more efficient ways to determine their visitors’ next steps in order to know when and how they should best engage with them.

Will they view a different product?

Seek more information on the blog? Or just abandon the site completely?

To be able to answer these questions, it requires sophisticated measurement and analytical technologies.

When leveraged correctly, it can help your business efficiently target and engage users which ultimately drives more conversions.

Today we are going to show you exactly how you can determine what your visitors are going to do next and how you can deliver them content based upon what their next move will be.

 

Online behaviour insights

Understanding online behaviour is pivotal to increasing conversion rates and providing a better user experience for your websites’ visitors.

One of the most common ways for companies to measure and target online behaviour is through your visitors’ “click pattern” which is simply an analysis of where they’re clicking on your site.

Software such as CrazyEgg allows you to view a “heat map” of the areas that receive clicks, for example: you can determine what position your call to action button garners the most clicks.

Now this information is very useful and is necessary to get a better understanding of online behaviour however, new research is indicating that mouse cursor movement may be a more sensitive and insightful indicator of visitor intent, due to its strong correlation with eye movement.

Researchers have been studying the relationship between mouse cursor tracking and eye movement over the past few years and, according to a Carnegie Mellon study, there is an 88 percent correlation between mouse behaviour and eye movement.

Further more; a recent study from Microsoft indicates that mouse cursor behaviour is strongly correlated to a user’s area of interest.

This may seem like common sense but none the less, it is very interesting results.

This means that a click is not the only measurable expression of interest and intent.

The level of insight provided by mouse movement would allow online marketers to get around click-based guessing and target a visitor before a click is even made.

How cool is that right?

So we have the facts, we know that insights of mouse movement would allow us online marketers to target a visitor before a click is even made but how can it be done?

Getting smarter with mouse-based Analytics

When analysing mouse movements it can produce much more effective targeting and this will help improve conversions, particularly in the areas of lead generation, visitor re-marketing and cart abandonment.

So what you and I need to leverage mouse behaviour analysis is some very powerful software and technology.

This is where LivePerson’s LP Marketer comes into play.

LP Marketer is a real-time data-driven targeting solution that delivers relevant, personalized content to website visitors.

With data-driven targeting solutions like this, companies are able to anticipate when a visitor is about to hit the “Back” or “Close” button—or even leave the site—to instantly create a dynamic interruption such as displaying a banner that speaks to the visitor’s shopping interests, customer history, geo-location, etc.

For example, if your visitor is in the process of completing a high-value form such as a mortgage or loan application and his mouse movement indicates that he is going to abandon the form, you can save the lead by proactively displaying a pop-up to enter their email address to continue the form at a later date.

In other instances, targeting solutions are used to deliver coupon codes, shipping offers or other personalized calls-to-action to successfully engage the visitor’s interest and prevent them from abandoning their cart or the site entirely.

This can provide a more dynamic customer experience and higher conversion rates than embedded display advertising.

By identifying and targeting mouse movement, companies may be able to win back more customers before they abandon the website, helping to increase leads and conversions, and ultimately, the bottom line.

“The process of analysing mouse movement to determine visitor intent continues to evolve and as the technology is refined, companies will be able to gain a stronger ability to anticipate visitor behaviour on their websites in order to drive a more intelligent and successful online strategy.”

 

We would love to hear from you if you have used this technology before or even if you are just interested in it and would like to know more, leave us a comment below!


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One Response to “Online behaviour: marketing just got a whole lot smarter”

  1. Cari Lorine November 9, 2012 at 4:47 pm #

    It’s absolutely amazing how technology has impacted marketing (and how companies view it). This is a really interesting use of both psychology and technology, and I’m sure the implications are far-reaching. I’d love to have this information for my site. Thanks for sharing!

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