The prime focus of internet marketing is centered around a single objective: Converting a potential customer as efficiently as possible.

It depends on the business, but generally speaking it is not worth the effort to try and convince each and every visitor to take a look at your product(s).  If you pitch to every visitor you might find you’re giving them the cold shoulder if what they were really looking for was support or very early stage research.

On the other hand, if you are offering more than one type of a service or a product, you have different type of visitors and targets to reach and doing this effectively can present a challenge…what do you promote on the limited space of your Homepage?

You may find your traffic is a mix of Google search referrals, advertising campaign respondents, blog referrals or previous customers.  Whatever the mix, the targeting cannot be generic.

Ideally, you do want to be relevant to the individual needs from the outset; so how can you achieve this?

When you run a pilot marketing campaign and you don’t have any data from previous campaigns to turn to, there are some key analytical points in your traffic data that can really boost your initial try outs.

A websites top entry, as well as top exit pages, bounce rates etc. play an enormous part in your start up decisions for a campaign.

First campaigns are based on rough segmentations and estimations of the approach on how to get to the target market. However, ActiveReception gives you real-time results so you have the opportunity to change and adjust your promotions on the fly.

The live chat feature on the other hand, used passively or proactively, enables a more personalized approach to visitors which can lead to immediate conversions through conversation; using this as a targeted action is a powerful compliment to your promotional campaign and will really help you understand the individual needs.

After the campaign is over, you will have a better insight as to who is your real target market and how that target market behaves.

Knowing who is most likely to convert versus the “probables” and the “probably not today” crowds will give you a great boost to mapping out content placements and planning advertising campaigns.
Once you have that nailed, you can start thinking about retargeting…but more about that another time.