It may seem a bit Orwellian, but the new era of web forensics can give you an incredible insight and understanding of your customers - and in the current market that knowledge may be just the edge you need to win business.
Web forensics is all about getting to grips with the ‘journey’ your customer makes through your website – how they are interacting and using the site to meet their requirements. It now goes way beyond the basics and instead allows you to tag individual visitors, tracking them through their activity and the sales process. This information is invaluable to sales people and marketeers, helping them understand individual motivations, target communication and increase conversion rates.
The key to success is to make sure your forensics solution gives the control and analysis your team needs to improve customer communication and sales – not just the basic analytics, but something much more powerful. You may feel like Big Brother watching visitors to your site, but the truth is that you will be able to deliver a better, more tailored service to each and every visitor.
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