Web analytics is a common tool to use to know about the users visiting your web site. Google offers a free web analytics tool that helps you know which web sites referred visitors to your web site, how long they were on your web site, what countries they came from and other information.
I was recently looking at Beencounter.com and its service helps you understand much more than traditional analytics. Behavioral targeting, according to Beencounter’s web site uses information collected on an individual’s web-browsing behavior, such as the pages they have visited, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be interested.
What does this mean for you?
This means that you can use behavioral targeting to change the content on your web site depending on who the visitor is on your web site.
Maybe you sell children’s books. Instead of showing a generic advertisement for a special sale on your web site, you can change an offer to reflect the person who is visiting your web site. Maybe your behavioral targeting web site indicates that a user to your web site has been browsing several newborn baby and parenting web sites. You could change the content and/or offers on your web site to show offers for new parents.
By changing your advertising and copy on your web site, dynamically, depending on the visitor to your web site, you’ll find that sales will increase.