Lesson 1: Refine your inventory and marketing by uncovering visitor interests

Course content (10 lessons)

Visitors coming from different traffic sources, whether it’s Facebook, Instagram, Google PPC or display advertising, can behave differently once they get to your store.

In this lesson, we’ll take you through tools you can use to understand how visitors from different traffic sources behave differently once they get to your store.

For example, you can use a heatmap to give you some insight into what a specific audience, such as people who come to your store from your Instagram campaigns, like most in your product inventory. Heatmaps, which are visual representations of what people are engaging with most on your site, can be helpful when it comes to understanding what parts of your store resonate with visitors from different traffic sources. You can use this information to inform your marketing campaigns for those different sources.

[MUSIC PLAYING] Visitors coming from different traffic sources, whether it's Facebook, Instagram, or Google PPC, or display advertising, can behave differently once they get to your store. In this lesson, we'll take you through tools you can use to understand how visitors from different traffic sources behave differently once they get to your store. For example, let's say you're selling office chairs on your store.
You want to know what types of office chairs are most interesting to visitors coming from Instagram so you can create ads featuring the most relevant products. You can use a heat map to give you some insight into what your Instagramers like most in your product inventory. Heat maps, which are visual representations of what people are engaging with most on your site can be helpful when it comes to understanding what parts of your store resonate with visitors from different traffic sources.
In this example, you can see we've filtered our heat map to show only what these people coming from Instagram are most interested in. And here we see they really like this pink chair. Now that you know your Instagram audience is more interested in this specific type of chair you can adjust your user experience on your store to showcase these chairs more prominently.
You can also use this information to refine your Instagram advertising to show more of the products that the audience is interested in purchasing. By tailoring your user experience to what your audience is more interested in, you're increasing your likelihood of a conversion or a sale. Using a heat map segmented by traffic source, might also uncover that visitors from a certain source are more likely to be deal hunters.
As you can see in this example, when we filter to traffic coming from Google PPC, we see these visitors are more likely to click on our announcements bar. Similar to our Instagram example, you can use this to refine your PPC campaigns. Knowing these people are more likely to be deal seekers, you might lead with a 20% off discount for these specific visitors.
You can discover lots of different visitor preferences like these by taking the time to study heat maps on various pages of your website. [MUSIC PLAYING]

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Lesson 1: Refine your inventory and marketing by uncovering visitor interests

Course content (10 lessons)

Overview

01 |Module 1: Ways to Discover What Visitors Want to See

02 |Module 2: If they Don’t See It, They Can’t Buy It

03 |Module 3: Stop ‘Em in their Tracks Before they Abandon their Cart

04 |Module 4: Newbie and VIP Visitors: Understand Both to Grow Sales