Depending on what your website is built on (Wordpress, Shopify, Squarespace, etc), you may have more or less control over its layout, functionality, etc. Regardless of the platform, think about the experience you offer to your visitors and what parts of it you are able to track. In fact, think beyond that. Assuming you had no limitations, what would you like to track about your visitors.
If you’re using something like Google Analytics on your website already, this piece may be a bit easier as you’re likely already tracking at least a little bit of what your visitors are doing. If not, think about actions your visitors may be performing on your site or what information you’re already collecting about them. Some examples include:
- Viewing a page (pageviews)
- Query parameter: Any query parameter/value, such as an existing tracking or UTM parameter.
- Events: Any action a user can perform, such as signing up for a newsletter.
- Transactions: Making a purchase on your site
- Visitor properties: What you can learn about your visitors, such as their name, gender, etc.
At this point, don’t worry about how you would track anything, just try to think of what could be tracked. Act as though there are no limitations. Think of how you could potentially build the ultimate profile on each of your visitors.
In a later post, we'll talk about how to tie this all together to better track and personalize content for your visitors.