You Never Get a Second Chance to Make a Strong First ‘Impression’

Optimizing the onsite experience on the first (and subsequent) page views

By Felipe Hernandez | Strategic Services Consultant, BlueKai

There is no shortage of anecdotal and empirical evidence proving the importance of making a good first impression on customers. With competition fiercely increasing and visitor time and attention becoming increasingly scarce, this is an especially important concept for online marketers. It is also widely accepted that tailored content far outperforms one-size-fits-all user experiences. Sites with a mature analytics program, know a lot about the behavior and preferences of their key audiences (converters). A Telecommunications provider might know that males prefer text-heavy descriptions of their products, while females prefer heavy imagery. A business-to-business site might know that technical professionals prefer massive amounts of information on a single page, while marketing professionals might be turned off by what they perceive to be a cumbersome or “cluttered” page.

While analytics managers can be very confident in their insights and have a strong content targeting strategy, the problem is with knowing who the visitor is, especially on their first page view. This can be an especially acute problem if a large percentage of the site’s traffic comes from first time visitors, or for sites that cannot collect robust, actionable profile information.

With BlueKai data, it is possible to have a deep understanding on the demographic and behavioral attributes of a user regardless of whether it is their first or 50^th visit to your site. If you already have strong insights into how certain segments perform against certain site experiences and/or content, you can show these visitors the correct content on their very first page load by integrating the BlueKai data into your CMS or on-site targeting platform. Beyond providing basic information about first time visitors, BlueKai data can also greatly expand the scope of your segmentation strategy and insights by providing performance data across behavioral and/or demographic attributes beyond your current analytics capabilities. For example, if you are an online banking site, using BlueKai Intent data, you might determine that visitors that are ‘in-market for a Toyota Prius’ are also likely to be interested in online checking accounts. Further, through testing and analysis, you might realize that this same audience also prefers green Calls-to-Action.

To find out how you can integrate BlueKai data into your onsite conversion optimization strategy, please reach out to your BlueKai Client Services lead or reach out to contact@bluekai.com.