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Wondering how to detect UX problems you are facing? Wondering why most viewers do not convert to leads?
Online behavioral tracking uses new technologies, such as session replay, to help you find out everything!
Old marketing strategies are either hit or miss. You could be doing everything correctly and still fail to convert or even engage a viewer. It is not wise to put your resources at stake using those inefficient strategies in today’s world. You should be very precise when it comes to your assets if you expect success.
We all have seen that after we quickly visit a simple website, many related ads target us. Personalized, targeted ads are part of web technology’s evolution.
However, that is not all! How does all this work?
Of course, companies are monitoring and analyzing our online behavior. After that, based on their calculated data, they show us ads that they think interest us. So, what about privacy? Should we be concerned?
Keep reading to find out the answers to all of your questions about online user behavioral tracking. This guide will explore behavioral tracking in-depth.
What Is Online Behavioral Tracking?
Behavioral tracking is the practice of gaining data about users’ online behaviors. Marketers use it to obtain information on how we behave online. The way we browse the web, the topics that interest us, the way we act when we do not like what we see, etc., all are part of our online behavior. They use this information to target specific ads at us. This way, they can increase the conversion rate at a higher pace with much less risk.
As we are getting more involved in the digital world, companies are adapting their marketing methods. Behavioral tracking enables them to lower the risk of throwing their ads in the face of people who are not interested in them. It ensures them that the people they are targeting are interested in their product.
What Are the Advantages of Behavioral Tracking?
Online behavior tracking has many advantages. Unlike older marketing methods that made the viewers angry and did not have the desired outcome, behavioral tracking benefits everybody. It helps the company, the publisher, and also the viewer to have a great experience.
The Company
- Targeting consumers with no behavioral intent or brand awareness will decrease engagement. You can use behavioral information to discover consumers’ interactions with certain products. You can also find audiences that are at the proper time for a specific campaign. Behavioral tracking can help you optimize a variety of your KPIs, such as CTR and conversion rates.
- Behavioral tracking allows you to find out your customers’ desires. You can then meet their needs, which in return, gives you loyal, happy customers. Reliable, satisfied customers form the basis of your customer retention strategies.
The Publisher
- Publishers care about their viewers and do not like losing them. They also do not wish to lose the profit they gain from their viewers. Irrelevant ads annoy the users and might make them leave. By practicing behavioral tracking, you can make sure that never happens. Not only that, but you will also let them know how much you care about them.
- Publishers also gain profit when users watch the ad completely or interact with it. When you show your audience relevant ads, you increase the chances of them doing so.
The Viewers
- Irrelevant ads give the viewers a sense of being neglected. They understand that those companies just worry about selling their products. However, when you improve their ad experience by showing them what they need and like, they feel valued. They understand that you care about them. Tracking user behaviors and delivering them relevant ads helps them enjoy their time.
- Your viewers are people. People spend time searching for a product that can meet their needs. By getting to know your audience through online behavioral tracking, you can save their time. Ads are powerful tools that can lead to pain-free sales. User behavior tracking helps users find what they need quickly.
- Being bombarded by marketing campaigns every day, we tend to miss out on the new products that come into the market. We sometimes even do not know we need something till it comes into existence. Behavioral tracking helps users by informing them when your new product comes alive.
All in all, if used correctly, behavioral tracking has the potential to make everybody’s life easier.
Should I Be Worried About Online Behavior Tracking?
Nothing is perfect. Everything has its pros and cons, and online behavior tracking is not an exception. Privacy concerns have arisen due to the increasing popularity of online behavior tracking. Many services, including Google and Facebook, obtain an incredible amount of data about our browsing. Not only them, but even smaller websites track our data in behavior tracking.
What if the companies misuse the data? Even worse, what if your data can get leaked online and get in the hands of the bad guys? Some browsers, such as Mozilla, provide protection from supercookies, fingerprints, and third-party cookies. Some people even prefer to use a VPN to elevate their online privacy and anonymity.
However, the law in many countries, including the EU and UK, regulates the use of cookies. GDPR forces the website in the EU to ask for consent before collecting those cookies.
Under the guidelines of the Personal Data (Privacy) Ordinance (the PDPO), if the data pertains directly or indirectly to a live person, enables the subject’s identity to be determined explicitly or implicitly, or is in a form that can be accessed or processed, it is considered personal data. Corporations who conduct online tracking on their websites, which results in collecting personal data from website visitors, must adhere to the six Data Protection Principles (DPPs) outlined in the PDPO. You can read the six principles here.
What Is Third-Party Behavioral Tracking?
Speaking of privacy, in some instances, information may be collected or transmitted to third parties without either the user’s awareness or prior approval. This is a bad practice of behavioral tracking and must be avoided at all costs. Organizations who are unsure whether the information they gather constitutes personal data are strongly encouraged to follow the guidelines’ fair and transparent procedures. As a result, organizations that undertake online behavioral tracking should engage in the following practices:
Inform users about the data gathered or tracked by them, the true intention of gathering the data, how the data is captured (including the software used), whether the data will be distributed to third parties (and, if so, the classes of such third parties and the objective of exchange), and how long the information will be stored.
Inform users whether a third party is gathering or monitoring their behavioral data. Users should be notified about the kind of third-party, the purpose and method of collection, the retention duration, and whether the information gathered will be transmitted to certain parties by the third party.
Provide a method for users to opt out of tracking and warn them of its consequences. If it is not feasible to opt-out of monitoring while using the website, explain why so that website users can decide whether or not to continue using the website.
Set an appropriate expiration date for cookies.
When possible, encrypt the contents of cookies.
Do not employ methods such as Flash/zombie/super cookies that disregard browser cookie settings unless organizations can provide website users with the choice to deactivate or reject such cookies.
How Can Businesses Use Behavioral Tracking as Part of Their Marketing Strategy?
One of the most remarkable marketing strategies is to combine behavioral and contextual targeting.
In its most basic form, behavior-based targeting is the process of collecting information about a user or a person and then integrating that information to provide ads that best match that information.
Information may be obtained via a number of means and from a range of sources. Using website activity tracking, this information is often aggregated for marketers. Using WatchThemLive’s website user tracking (which is, surprisingly, free) can improve the precision of your targeting. You can view heatmaps, session replays, and detailed statistics on your users’ activity.
Once you have gathered your data, you will need to arrange and segment it. Psychographic segmentation is one of the most effective methods for doing this. You may then utilize this information to get a better understanding of your consumers. Finally, you must put what you have learned into action and apply it to your marketing strategy. To get the greatest outcomes, try, test, and adjust.
Final Words
If you are searching for a new method to boost your marketing and sales, you should explore behavioral tracking.
Knowing what your consumers want and need may be a game-changer for your company. Your consumers are the ones that make your business profitable and bring revenue into your company. You will not be able to know what they need and provide it to them until you know them through and out. Furthermore, to make the most of the resources you have grown more valuable with each passing minute, behavioral targeting is the way to go.
There are many approaches to behavioral tracking. There are not many of them that are free. Moreover, not all of them offer the finest features you want. However, WatchThemLive offers the finest behavioral targeting options available. Click here to join up for free and increase your company’s income faster than you can think!
