Every marketer understands that knowing your audience is essential to successfully marketing your products or services. Just because many of the visitors on your website are anonymous visitors doesn’t mean you have to miss out on the opportunity to enhance their experience and guide them to conversion. They constantly leave clues on how you can improve their experience on your website. But how can you find these clues and use this information?
Querying for all your anonymous visitors isn’t very useful information for analyzing user behavior on your website. More useful would be determining when your current leads and contacts were converted from anonymous visitors by looking at different time frames. But adding a location element lets you dig deeper into who your core audiences are going to be, giving you the opportunity to tailor their experience.
In our example scenarios below, we will go through queries that can be set up in CRM to produce the data we’re looking for. We will begin with a standard six-month time frame (which can be revised to various time frames, both static and dynamic) as our core metric while using various dimensions for location to further segment that metric. With this information, we can answer specific questions to improve your marketing efforts to these individuals.
Question 1: What countries are producing the most anonymous visitor conversions over the past six months?
To find our top-producing countries for leads and contacts, we will build an advanced find looking for anonymous visitors where the contacts have been Identified. Since we are looking for an aggregate total, we will want to include both active and inactive records. You will need to look for those who were converted in your time frame, and then determine the top five countries:
Look For: Anonymous Visitors
IP Country | Contains Data
Contact (under Related, not Fields)
Identified On | Last X Months| 6
You may be wondering, in our advanced find, why aren’t we using the Address1: Country field of the contact record? Essentially, this information is not guaranteed to be in CRM, whereas the IP Country for the anonymous visitor not only shows where the visitor was at the time their anonymous visitor record was created, but it is also recorded automatically and is associated to the visitor that has converted from anonymous to identified (as a contact or lead). Sometimes a user may provide a headquarters address as their Address1, which may be in a different location from where they are located, and our goal here is to see the location of the person who interacted with us.
For our results, I have chosen to display only certain fields via the Edit Columns icon. We will need to ensure that the Identified On and IP Country columns are visible so that we can later filter our view to include only those who have data in this field, increasing the accuracy of results as well as being a requirement in our CRM chart. Other columns I have chosen are Anonymous Visitor – Created On date, Anonymous Visitor – IP Country, Contact – First Name (though Full Name or Last Name can also be added) and the Contact – Identified On date.
The results of this advanced find will show us the anonymous visitors who have been Identified in your defined time frame. This will help us create a view and a chart that will display the top five countries that convert anonymous visitors into leads and contacts.
Creating the Chart
We will first need to save this as a view, which can be done by selecting the Save As icon and naming your view.
Once you have saved this view, you can determine the top five countries with the most anonymous visitor conversions by creating a CRM chart. Navigate to Marketing > Anonymous Visitors and change the view to the one you just saved. Now you are ready to create a new chart. For your chart criteria, enter:
Legend Entries (Series):
IP Country | Count:Non-empty
Note: After selecting these criteria, I clicked the Arrow icon on the right to select Top 5, which will display results for only the top five results. Default options are Top 3 and Top 5, but you also have the option to create a custom count.
Horizontal (Category) Axis Labels:
You can select a variety of different chart types, including bar charts.
Question 2: I ran a campaign targeting a specific country in a specific time frame. How can I create a view that shows the number of anonymous visitor conversions from that location and only during that time frame?
Let’s say that back in December you began a three-month campaign targeting Germany and now you want to see how many of your website visitors from Germany became leads or contacts since your campaign start date of Dec. 12, 2017 and end date of March 12, 2018. You would need to look at current contacts or leads in Germany who have anonymous visitor data. However, let’s keep in mind that the visitor may have been interested in your products or services before this campaign began (meaning they will already have anonymous visitor data before this start date). You will want to narrow down by when they were identified, not when their anonymous visitor record was created.
To see the results, we could look for the contacts and leads who were identified in that specific time range, while limiting our results to the specific country. We would build our advanced find using these criteria:
Look For: Contacts (or Leads)
Identified On: | On or After | (Beginning Date)
Identified On: | On or Before | (End Date)
Anonymous Visitor | Contains Data
IP Country | Equals | Germany
There are several uses for this query. On the surface, the most common use for these results would be to get the raw numbers for anonymous visitor data during a three-month marketing campaign. However, these results could also serve as a foundation for more advanced analysis, such as creating a ratio between total anonymous visitors and identified anonymous visitors for a specific time frame. The comparison between the current time frame and a previous time frame could provide insight into the progress your marketing efforts have made in a specific time frame for that location. On the other hand, since you can compare the time frame to the marketing efforts that helped convert these anonymous visitors into contacts or leads, you now have a greater understanding of how to market to these individuals and can add them to a specific marketing list.
Question 3: Our sales team is divided into different regions, each with several countries in each region, and I need to have a view limited only to the countries in their region. How do I create a running query for the past three months to find the anonymous visitors who were converted into leads or contacts for their region?
If you have a sales team that is segmented into regions, you may have the need to create views for a specific set of countries for that region. Since there is nothing in CRM that natively segments this (not to mention that some organizations define regions differently than other organizations), you will want to statically define the members of your segments. Further, selecting Top 5 will not provide the info you need; rather it will only give the information for the top five countries overall.
In the example below, not only will you limit your search results to the member countries of the segment, but you will also narrow it down to a specific time frame. There are many reasons that you may want to specify a time frame, but your query is not limited to this. As mentioned previously, the Last X Months selection will be a dynamic query, constantly updating as time passes. We have decided to search for anonymous visitor records for our existing contacts who were identified in the last three months and are member countries of the North America – Extended region.
To find the anonymous visitors who were identified and became leads or contacts for the location and time, your advanced find criteria should be (number of countries may vary depending on your need):
Look For: Anonymous Visitors
IP Country | Equals | Country 1
IP Country | Equals | Country 2
IP Country | Equals | Country 3
IP Country | Equals | Country 4
IP Country | Equals | Country 5
Select the drop-down arrow on the left side of these five fields and click Select Row for each. Then look in the top ribbon where you will need to select Group OR. If you do not select this grouping, your query will search for contacts who belong to ALL of these countries, and you will receive no results.
Contact (From Related Menu)
Identified On | Last X Months | (Enter number of months)
Before getting your results, be sure to add any fields that will be important when trying to analyze the results. We have added the Identified On column to our results. Once we have finished adding columns, we can save our query as a view. Further, we may not be making a comparison between these countries, but creating a CRM chart will also help to make it easy-to-read and actionable. For example, a view similar to the previous example can be created that will provide an overview of this territory. To simplify the results, I have sorted them so that I can read them by IP Country.
There are many ways that you could use this information, and there really is no limit to how specific you could get. It depends entirely on the needs of your organization and the goals you have set for future growth. Using these results, you can better understand where your most effective areas are for getting anonymous visitors converted into leads or contacts, and you can design future campaigns to embrace this information. Perhaps globalizing your website into their native languages, creating events to better interact with people in these areas or running bigger promotions for these individuals in these areas.
Once you have identified common trends, you could consider creating a campaign automation for your audience to streamline your marketing efforts.
We’re always interested in seeing how people are using anonymous visitor data. If you have other ideas, let us know in the comments.