Lead tracking is a tool integrated with some marketing automation software. It makes it possible for you, an online retailer, to monitor consumer behavior in e-commerce individually. With this, you can align your resources and sales pitches in a personalized way, which will help you sell more. It is a fundamental tool in Inbound Marketing.
Inbound Marketing in E-commerce
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Lead tracking, however, is different from lead scoring . The first tool allows you to observe and analyze behavior, while the second classifies consumers' willingness/tendency to buy through a scoring system.
Therefore, lead tracking can provide data that will be used to create a score list for the lead scoring classification. That is, the two tools can be integrated.
Uses of lead tracking to monitor consumer behavior in e-commerce
Among the uses of ferment lead tracking to monitor consumer behavior in e-commerce, I cite the possibilities of:
• Individual and real-time analysis of visitors to your virtual store pages;
• Monitoring page access throughout the Buyer's Journey ;
• Individual follow-up of consumers' trajectory on the pages;
• Accounting for the most and least viewed pages;
• Verification of the performance of each product page;
• Observation of active (returning) and inactive consumers;
• Checking the most frequently pressed buttons in the online store;
• Comparison and accounting of the most promising “ call-to-actions ”;
• Observation (through accesses) of the consumer's best interests;
• Checking the interaction history of consumers visiting your store;
• Analysis of the origin of accesses (social networks, mobile, desktop, etc.);
• Verification of moments of greater access to product and price pages.
Finally, once you have data like these in hand, you can use them in your Marketing campaigns, in actions aimed at optimizing processes and the Design of the virtual store, for example.
How to use consumer behavior data in e-commerce
With the data obtained from a lead tracking tool, it is possible to:
• Separating curious visitors from those who are really interested in buying;
• Analyze which consumers are most qualified to buy;
• Segment visitors according to their behavior in your virtual store;
• Customize sales according to consumer behavior in e-commerce;
• Customize sales actions from the beginning to the end of the Shopping Journey;
• Integrate data with lead scoring and automate lead scoring;
• Segment and personalize email marketing messages and campaigns ;
• Segment and personalize content for lead nurturing purposes.
Furthermore, with a lead tracking tool you will be able to notify your salespeople by email about the behavior of a specific consumer. This way, it will be easier for the salesperson to personalize the speech and thus make a sale.
If you want to use this tool, be aware that it is advertised as part of platforms such as RDStation, Interagir, and SharpSpring, among others. Search for " lead tracking platforms " on Google and you will also find other systems that have this tool.
