Behavioural Targeting

Personalise website content based on visitor behaviour

Engage is the smart choice for marketing managers seeking to use behavioural targeting to optimise website performance

It is well understood that personalising site content results in improved conversion rates and increased visitor retention. Indeed, the results of targeting the right message to the right person can be dramatic. Engage enables previous website behaviour to be used to determine the best messaging to be used in a visitor’s subsequent site visit.

Audience Definition

Engage understands which search terms a visitor used, which campaigns they have responded to, which pages they have viewed, how often they have visited your site and whether they have interacted with the site. Interactions might include ecommerce transactions, form completions, downloads and recorded events.  An Audience can be based on any of these behavioural attributes. Once created, the Audience is auto-updated daily so that it correctly reflects the up-to-date behaviour of site visitors.

Visitor Propensity

The propensity to engage with your business is exhibited by visitor's to your site in a number of different ways. In some cases, actual engagement is recorded within the back-end systems and used, for example, to trigger follow-up emails. However, only a very small percentage of your visitors will engage in a way that can be recorded by your back-end systems.  Engage can identify groups of visitors who exhibit a propensity to engage even if they don’t interact with your back-end systems. They might have searched for a particular holiday and visited a number of similar pages but not purchased. The next time they return you can now serve them appropriate content in the sure knowledge that it is of interest.

Integration with Explore

Users of Engage’s behavioural targeting features can easily add the Explore web analytics and reporting system for more in depth analysis of the performance of their web systems.  Engage and Explore share a common architecture and user interface and are designed to work together.