Use and Analyze Web Engagement Data for Your Business
Learning Objectives
After completing this unit, you’ll be able to:
- Explain the benefits of ingesting website data into Data Cloud.
- Describe web engagement use cases for your business.
Learn More About Your Customers with Data Cloud
Data Cloud is a powerful platform that’s designed to utilize, analyze, and unify customer data. There are a number of data sources that can be ingested into Data Cloud. In this module, we explore how to connect website data to the platform and gain key customer insights.
Web engagement in Data Cloud captures and analyzes customer interactions on a website to create personalized and relevant customer experiences. The website data can be integrated with various Salesforce data sources or other external sources to unlock meaningful experiences across Customer 360 applications. By understanding customer interactions on their websites, businesses can tailor service efforts to better meet customer needs.
To learn more about how Data Cloud works, check out Explore Data Cloud.
In this unit, you’re introduced to the capabilities of web engagement data and what insights a business can leverage by connecting its website to Data Cloud. In the next unit, you learn how to connect a website to Data Cloud and review key performance metrics that businesses can track to optimize their online presence and customer interactions.
Web Engagement Applications
Consider Northern Trail Outfitters (NTO), a prominent outdoor apparel brand. The company notices that its online website has impressive visitor statistics. NTO’s recent digital marketing campaigns and social media promotions have successfully driven traffic to its website in an effort to increase sales. A high number of customers browse the website and add items to their carts, but the percentage of visitors who make a purchase is surprisingly low. The disparity between website engagement and actual sales prompted NTO to dig deeper into the customer journey to understand the underlying reasons behind the high cart abandonment rate.
NTO’s Marketing team couldn’t explain these customer behaviors. The team considered the following questions.
- Were there technical issues related to the checkout process?
- Was there a certain page that led customers to lose interest?
- Or were customers dissatisfied with shipping costs related to purchasing an item?
To investigate these concerns and enhance conversion rates, NTO requires a comprehensive analysis of the customer journey. NTO wants to know the customer’s behavior from the moment they land on the site to when they leave without making a purchase.
Paulo Santino Mendes da Silva, NTO’s marketing specialist, is on a hunt to discover why the abandoned cart rate is so high and what strategies the business can use to reduce cart abandonment. After an ample amount of research, Paulo decides that Salesforce Data Cloud is the ideal tool to get to the bottom of his questions.
By connecting NTO’s website data to Data Cloud, NTO can ingest, unify, and analyze data about customers to help the company reduce its abandoned cart rate.
Paulo identifies these potential strategies to re-engage customers on the website.
- Send personalized email campaigns based on recent site activity in order to deliver content that resonates with customer interests and behaviors.
- Optimize content strategy and website page design by tracking page views, scrolling depth, and interactions.
- Collect browsing data such as pages visited, pages viewed, and category content for unified profiles of known users.
- Browse customer history.
- Generate insights about site browsing behavior and engagement patterns for unknown users.
Beyond the cases for the Marketing team, NTO can access the benefits of web engagement data across the company. Here are some examples.
- Customer success representatives can use detailed customer engagement data to provide tailored support and proactive outreach, addressing potential issues and creating seamless transactions and positive customer engagement.
- The Product Development team can utilize customer feedback to improve products and identify emerging trends, guiding new product lines and inventory decisions.
- The Customer Experience team can map customer journeys and identify pain points to inform better process decisions.
- The CEO and Executive team can use engagement data to inform strategic and investment decisions.
Now that you understand what NTO can do with its web engagement data to gain insights into its customer journeys, let’s explore how web engagement data is ingested into Data Cloud.