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Spotting Online Buying Signals

Market Trends - January 30th, 2014 by Natalie Issa.

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traffic-lights----vector-material_34-57662You’ve probably heard about buying signals in face to face sales, from body language to the type of questions the prospect asks. But what about online, where you don’t see and often don’t even speak with your customers?

Thanks to digital tracking, you can spot online buying signals too. Identifying when customers are likely to buy is an important step in lifting your conversion rates. If you know when customers are ready to buy, you can time offers and calls to action in that moment. Below we outline the 5 key digital buying signals you should look out for and how to use them to your advantage.

1. Ticket Submissions

Many people assume that if a user is sending a lot of support tickets, that’s a bad thing. However, the users who send tickets are often the most engaged and therefore more likely to buy. The key is to understand if the user’s question or issue was resolved to their satisfaction. If so, you’ve now built a positive relationship with an engaged user – both strong signs the customer will likely buy.

How to Track It

The first thing you need to do is track ticket submissions using Woopra. Then, you’ll want to track when a user’s ticket is marked as “resolved”. You can track both of these by using your help desk service’s WebHooks to import the data to Woopra. For example, here at Woopra we use Zendesk and we’ve used their WebHooks to track the entire ticketing process within Woopra.

In the screenshot below, you can see a Woopra Customer Profile with a ticket submission and resolution.

Ticket Submission Customer Profile

Besides the ability to see a single customer’s engagement in the profile, once you are tracking your ticketing process in Woopra, you can also use that data to easily segment and analyze. For example, with just a few clicks, you could get the list of all trial users who have had more than 2 resolved tickets.

2. Email Interactions

When prospects open and interact with your emails (by clicking a link, for example), they show a clear interest in your brand and what you have to say. Obviously, something is resonating with them.

However, email interactions alone aren’t a buying signal (hey, you could just have great content!), but when combined with one or more of the other buying signals, they can be a great indicator. Think about it, if you’re interested in purchasing from a company, you will probably do your best to learn as much about them as possible. And if they actually send you an email directly to your inbox, you’re pretty likely to open it.

How to Track It

You can track email clicks with Woopra to see who is interacting with your email content by using Woopra’s Campaign Tracking.

Even if they’re not already identified on your site (for example, if you’re sending emails to a list of leads who haven’t signed up), you can still know exactly which one of those leads is interacting with your email by using campaign tags. This post explains how to set this up.

You should also track when users receive and open emails within Woopra. Like support tickets, the best way to do this is using your email tool’s WebHooks. You can see an example of what that tracking might look like in the screenshot below.

Email Tracking Customer Profile

Also like support tickets, once you’ve set up this tracking, you will be able to use it for segmentation and analytics. For example, you could easily generate the list of all active trial users who have opened at least 3 emails in the last month.

3. Pricing Page Visits

Pricing page visits are a strong sign a prospect is starting to seriously think about buying. This is usually most indicative of a ready prospect when they have had time to look around and explore your offerings a bit beforehand. You will find that many prospects land on your website and go immediately to your pricing section. These prospects might be interested, but they’re likely still in their initial information gathering stage. On the other hand, a prospect who signed up for your free trial, actively tried your product, and then visits your pricing page is probably strongly considering buying.

Or if you’re an online retailer, a similar example would be a customer who continues to return to a specific product detail page.

How to Track It

Woopra tracks all pageviews out of the box, so you don’t have to do much beyond setting up the basic JavaScript tracking code to know when customers go to your pricing page.

However, you might want to send a Notification to your sales team when a highly engaged prospect visits your pricing page so that they can call them immediately. To do this, you will want to set up a Notification in Woopra that goes out to the appropriate sales reps via email or push notification.

Pricing Page Notification

Alternatively, you might want to show a promotion when a prospect visits your pricing page. You can use Woopra’s Triggers feature to set this up with minimal code. You will simply set up the appropriate filters, and then write in the JavaScript that will be triggered. Using Woopra’s Triggers is a great way to stretch your developer resources, as it makes setting up targeted actions much easier for the developer and faster for marketing.

Setting up Triggers and Notifications in Woopra is extremely simple. Just follow this easy tutorial to set up your Woopra Triggers.

4. Sustained Product Usage

This one should be obvious, but you would be surprised by the number of companies that don’t track how customers are using their products. If you’re a SaaS company, then you know your free trial is critical. Any user who is highly engaged during the trial is much more likely to buy.

Similarly, if you’re an online retailer or any other type of e-commerce site, users who repeatedly visit your site and engage with it (explore products, search for airfare, etc), are showing strong buying signals. They obviously have a need or desire and think your company might fit the bill.

How to Track It

The key here is identifying the most important interactions customers have with your offerings. That is, what do customers have to do in order to get value out of your product? If you’re an online meeting software, that would be schedule meetings. If you’re Instagram, that would be share photos. If you’re Expedia, that would be search for hotels or airfare.

Now once you’ve identified what these actions are, track them! Every minute you’re not tracking them, you’re losing valuable data.

In Woopra, you will use custom event tracking to set this up. If you haven’t already, set up your Woopra custom event tracking by following this tutorial.

5. Multiple Users from Same Organization

If you’re in the B2B space, this one’s for you! Any time you have demonstrated interest from multiple users within the same organization, you’re on to something big. When this happens, you know there’s a project or a specific need and your company has been identified as one of the potential vendors. You need to act fast!

How to Track It

To take advantage of this, you need to be able to spot the “demonstrated interest” immediately, which means you need laser vision into your website activity.

If you have a free trial signup, then you should be monitoring who signs up and from which company. An easy way to do this with Woopra is by setting up Notifications to alert your sales team whenever a new person signs up, and include the company name in the Subject line. This way your sales team can quickly skim the signup Notifications and spot multiple users from the same organization.

Putting It All Together

Now that you’re tracking the key buying signals, you can use this data to build lists of prospects who are ready to buy. Export this list and share it with your sales team, or integrate directly with your CRM so that your sales reps automatically receive this list updated in real-time.

And if you want to go one step further, you can use Woopra’s Triggers to easily target any actions based on customer buying signals.

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