Overview
VITES™ is an integrated web platform, incorporating visitor recording and behavioural delivery. Linking the two elements opens up the opportunities of delivering highly personalised content/applications based on the visitors behaviour before you know who they are.
VITES™ is able to recognise unique visitors in much the same way as Ebay and Amazon but without requiring the visitor to login to the website. In the same way that Ebay and Amazon customise the pages visitors see, VITES™ can do the same but without requiring registration.
Unique visitor recognition
Importantly, the recording is carried out at the visitor level; that is to say that all visitors are allocated a unique ID number and then their actions, paths and visits are recorded against this unique ID thus generating a complete and 100% accurate picture of every visitors interaction with the website. To avoid being inundated with pointless data you are able to choose what actions and pages need to be recorded thereby ensuring that only the important and relevant stuff is saved. Mining this data later involves the simple task of deciding what you want to report on and setting up a simple SQL query.
Each item has it's time and date recorded so you are able to add time and date into your reporting. It's very useful to know how different visitors act at different times of the day or week and how long (and how many visits) it takes for the visitor to move along the sales funnel.
On your best behaviour
VITES™ incorporates an advanced rules engine that decides what content is delivered to each visitor. These rules can be based on enviromental factors such as time of day, day of week, season etc. and visitor factors such as known demographics, advertising source, activity on the site, sales stage and so on.
These rules specify what the visitor is then shown, which design, which navigation items, which image sets, which applications and, naturally, appropriate content.
This is simplicity itself to operate. For example if a first time visitor arrives from a male 25-34 site at 8pm on a Monday night, the rules may stipulate that the image set and content is male focussed and the aim (as a first time visitor) is to acquire an email address so the email acquisition application (form) would take precedent over other applications.
This would be in contrast to a second time visitor arriving from, say, a female biased site. The previously recorded data shows that they have not left any information yet so the image sets and content are slanted towards returning female visitors.
Predictive purchasing
By recording the behaviour of all visitors, you soon build up a picture of your high value visitors, and understand the pages, paths and visits that they went through. You understand where they came from and how long they took to convert. In fact you start to have a unique insight into the behaviour of your all your visitors.
This allows you to tailor the rules to improve conversion rates, and so start to predict high value visitors much earlier in the process so you can better target them on the site, on email and via any other form of offline communication that you use.