Quentn offers the opportunity to combine tracking and email marketing in a goal-oriented, efficient and particularly simple way. With website tracking, users' activities are tracked by recording and evaluating their behaviour on the website.
Let's assume you have a website and send a newsletter via Quentn that contains a link to this page. The recipient clicks on the link and is directed to the website via Quentn. From now on, Quentn knows which of your contacts is the one you sent the newsletter to - even if they visit the page again.
The visitor then looks at different pages on your website and finally spends 30 minutes in the "Cats" category. If you have configured the campaign accordingly, you can use this behaviour to assign the tag "Interested in cats" to the contact.
The same visitor comes back to your website a few days later. After several page views, they will land on a page where you have embedded a YouTube video about a specific grooming product. Quentn notices that more than 80% of visitors to this video have actually watched it. This information can be used to start an email sequence that sells this product.
As you can see, certain actions taken by the visitor can trigger events on the website. The following actions can be recorded and used:
A visitor has...
- ... visited the website. (Example: http://quentn.com)
- ... visited a specific path (Example: http://quentn.com/dankseite.html)
- ... visited a category (Example: http://quentn.com/katzenvideos/*)
- ... has spent at least a certain amount of time on a specific website.
- ... has spent at least a certain amount of time on a specific path.
- ... has spent at least a certain amount of time on a specific category.
- ... began to watch the video.
- ... a video was watched up to a certain point.
- ... a video was watched for a certain length of time.
- ... a video was finished.
- ... triggered a user-defined action, e.g. registered in a form.
Tip: If you offer your customers a mobile app, you can also use actions within the app as events. If you are interested, please contact our support.
To successfully use the actions of your website visitors as events in a campaign, you must follow several steps. These are:
- Create the domain on which actions are to be recorded. You can do this under the menu item "Web analytics".
- Create events, i.e. define actions that should be available later on in the Campaign Builder.
- Insert an event element into a new or existing campaign.
To track your visitors, some requirements must be met.
- The visitor must be identified. Using cookies enables the website to recognise whether the visitor has been to the page before with the same browser. However, up to this point it does not yet know who the visitor is. Only when the visitor performs an action that identifies them will the website (in this case, Quentn) know who the visitor is and can assign the behaviour to a contact and trigger events if necessary. An identifying action could be clicking on a trackable link in an email, or entering an email address into a form. In the latter case, the thank you page must be a page on your own website. If you were to use the default page that Quentn offers, the cookie entry would not be able to be put in place because the domain can only read and write its own cookies. It is possible to identify a user by their email address which the third party has attached to a link on your website as a query parameter. This could happen, for example, if a visitor is redirected to a thank you page after a purchase.
- Cookies must be licensed and must not be deleted. Even if a visitor has identified themselves but does not allow cookies, no assignment can take place with a further page view or a new session. The same applies if the visitor at some point deletes all cookies from their browser. A new, identifying action is required.
In addition to the Status view in the Campaign Builder, Quentn offers further opportunities to view the statistics on your website visitors and the activated events. On the overview page Analytics, you will find the menu item Statistics for each designed domain. This shows different curves for an eligible time period.
- Visitor shows all recorded visitors to your page, including unidentified visitors.
- Returning visitors shows all visitors, even unidentified ones, who have visited your page at least once before.
- Devices shows which end devices (e.g. PC or Smartphone) were used to visit your page.
- Locations show you the approximate geographic locations of your visitors.
- Events shows you how often different event types have been activated.