Personalizing the Path to Purchase for Website Visitors
DigitalMara developed a website visitor data processing system that helps sales reps close deals.
About the client
Data is power, and personal data empowers those striving to meet the needs of a particular person. With that in mind, our client requested the development of a system that would automatically process the personal data of their website visitors in order to help online sales reps make strategic moves toward closing a sale.
We began by developing the data collection and storage system. It does exactly what it’s supposed to: monitor each visitor as they interact with the website, tracking and storing their data safely in the cloud.
Each visitor session is then assembled and presented in a visualization layer for sales reps to analyze. The client can also readjust website business rules to address insights obtained through this analysis.
Finally, we enabled two major uses of interaction data:
1.Matching website visitors with sales reps who are best-suited in relevant areas of expertise.
2.Equipping sales reps with a visitor’s interaction history in order to optimize building a more personalized pitch.
Approach
The client set requirements high while challenging us to operate within a fixed budget. We rapidly ran the product idea through discovery, outlined technical specifications, and drafted a software architecture document. In doing so, we successfully executed a development roadmap that aligned with the allocated budget.
Upon client approval, our team immediately got to work. As the Scrum model suggests, we frequently measured the direction we were following against the client’s expectations. Through daily stand-ups and weekly reports, our team managed to deliver a solid product — on time and within budget.
Key features
- Collecting and storing website visitor data
- Clustering sessions of each website visitor for comprehensive analysis
- Viewing website visitor data for customized offers
- Configuring business rules based on accumulated user data
Results
- The client raised the efficiency of their website as a sales tool by approximately 30%.
- Potential customers are not subjected to annoying offers that don’t align with their wants or needs.
- Sales reps don’t waste time ineffectively communicating with website visitors.
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