It’s very likely that one of your prospects may visit your website for the first time, browse around a few pages, and then exit without leaving any contact information behind. In fact, most first time web visitors often take this approach. At Hull, we believe you shouldn’t have to lose this valuable anonymous browsing data, which is why we built our identity resolution feature around capturing and linking anonymous interactions with identified interactions.
Take the example above of your prospect, who has visited your website for the first time and left after clicking on a few pages. The next time they return, say they decide to submit a form to access a downloadable resource. In this moment, Hull’s identity resolution capabilities instantaneously links up all of their anonymous browsing history with their now “known” or “identified” profile. Now, you have a more complete picture of their customer journey, starting from the very first page they landed on on your website.
Understanding web visitor activity can be valuable for marketers for many reasons. It can help determine your top landing pages from search engines and other websites. It can highlight how visitors guide themselves through your website. It can provide insight on what and how visitors are engaging with your content. Tracking anonymous activity alongside identified activity also opens up doors for analytics use cases like marketing attribution reporting.