Marketing Automation Tip 6: Identify website visitors

Marketing Automation Tip 6: Identify website visitors

By identification, we mean that we know exactly who is looking at our website - so we know the lead.

Let's take a closer look at the characteristics of a lead - which one can I use to identify a visitor? For example, the first name would of course not be a good quality because it is not unique. Marketing automation tools typically use the email address as a unique characteristic of the visitor. LUX doesn't do it any differently.

And we love email addresses! These are the reasons for it:

  • An email can be used to identify a lead and
  • View the first name as part of the e-mail address (especially in b2b)
  • View the surname as part of the email address (especially applies to b2b)
  • View the company as part of the e-mail address (especially applies to b2b)
  • We see the company's domain (b2b) - further interesting information can be found here
  • And finally, we have a contact option for manual or automatic e-mails and newsletters

So if email addresses are great and therefore we want to collect the emails from our unknown leads - how can we do that? I try to show you the answer below.

Identification via forms

Probably the most obvious way is to observe existing forms on the website. This can be a normal contact or callback form, but more complicated registrations for events or services can also be taken into account. LUX works with all types of TYPO3 extensions (form, powermail, formhandler, etc ...) and even with static HTML forms. As soon as a configured form is sent, the properties are added to a lead. If the property e-mail is included, the lead is considered identified.

Tip: We recommend that you deliver the forms without major obstacles such as unnecessary fields or validators, so that the conversion rate does not have to suffer.

Identification via individual fields

Similar to the identification of forms, the input of data in individual fields can also be evaluated directly during the input. This means that form interruptions can also contribute to identification. Here, too, LUX works with all kinds of TYPO3 extensions or even static HTML.

Tip: The visitor has to give his permission for this kind of data analysis. This can be done, for example, via an accepted data protection declaration at the beginning of the visit.

Identification via downloads

Probably the most frequently underestimated way to identify leads is to query the email address if the visitor wants to download an asset such as a white paper, operating instructions or price table. This is a small barter: "E-mail for useful information" that is gladly accepted.

Tip: If you want to identify your visitors as easily as possible, we offer you interesting downloads.

Identification via newsletter

A completely different option is to send newsletters in the e-mail marketing area (with the LUXletter extension) to your own group of customers and friends. For the purposes of the AIDA concept, former customers are also considered potential new customers, provided they are reprocessed with the help of marketing automation, for example. Since the system already knows the e-mail addresses, LUX takes over them as soon as an interesting link in the newsletter has been clicked.

Tip: Always provide your newsletter with interesting teaser texts so that the reader is encouraged to click. This is identified and can be provided with other interesting information on the website.

Identification via logins

Do you already use an internal area on the TYPO3 website where customers can log in? After logging in like this, is further interesting content available to the visitor directly in the browser or for download? LUX is so clever that such a login is already used to automatically identify the visitor.

But: What percentage of the visitors to my website should I know? Of course we wish that we would know every visitor. However, a realistic, good number is 2-3% of website visitors. If you can manage to identify that many, the content on the site has done a good job.