Visitor custom attributes are an advanced feature that allows you to personalize and segment your website traffic more effectively. By defining these attributes, you can sort your visitors based on specific criteria that align with your marketing strategies.
What are Visitor Custom Attributes?
Custom attributes are additional data points that you can assign to visitors to your website. They go beyond the system-defined first-party attributes like 'first activity' and 'last activity.' Custom attributes can be anything from a customer's chosen product plan to their interaction history with your site.
Why Use Custom Attributes?
Custom attributes let you filter your visitors more efficiently within segments. This is not always necessary, but it can be invaluable as part of a targeted marketing strategy. For instance, if you want to view all visitors who have interacted with a particular campaign, you can set a custom attribute to track this.
Setting Up Custom Attributes
To set custom attributes, follow these steps:
Define the Attributes: First, define the type of fields in your account settings. It's crucial to do this in advance; otherwise, the system will auto-create them based on the values it receives, which may not be ideal.
Send Values: You can send values for these attributes in various ways:
Through Your Website: While initiating your website settings, you can set these attributes. If you're using a WordPress site, this can be done while rendering the template.
On Form Submission: Set attributes when a visitor submits a form by triggering a function to set the visitor attribute with the key and value.
Read: Send custom visitor attributes to Salespanel and use the data in segments, scoring and reporting.
Use of Tools Like Zapier: For actions triggered by other platforms (e.g., if someone unsubscribes in MailChimp), you can use Zapier to set visitor attributes automatically.
Practical Examples of Custom Attributes in Use:
Plan Subscription: If a visitor chooses a particular service plan (e.g., "Scale"), set a custom attribute to reflect this choice.
Form Submissions: When a visitor fills out a form, tag them with an attribute reflecting the form's content or purpose.
Unsubscriptions: If a visitor unsubscribes from a service, set an attribute to mark them as unsubscribed, so you can segment them accordingly.
Using Custom Attributes in Segmentation:
Custom attributes can significantly enhance how you segment your audience. Here are a few examples:
Marketing Campaigns: Create segments for users based on the marketing campaign that brought them to your site.
Product Interest: Segment users by the specific products or services they have shown interest in.
User Behavior: Create attributes based on user actions, such as completing a purchase or engaging with online chat support.
Setting custom attributes may require technical knowledge of your website's backend or content management system. It is generally considered a standard practice, but if you're unfamiliar with these processes, a website technician's help may be necessary.
So, Visitor custom attributes offer a dynamic way to collect and utilize data for precise marketing segmentation. While they may not be essential at the early stages of your marketing efforts, as your strategies evolve, these custom traits become invaluable in delivering targeted content and offers to your visitors.
Always remember to define the purpose of each attribute clearly and ensure that your team knows how to use them effectively within your marketing strategy. With custom attributes, your ability to understand and cater to your audience is virtually limitless.