To Beat Intelligent Tracking Prevention You Must Attract Return Visitors

Dec 01, 2017

Article ImageApple’s latest version of Safari in macOS High Sierra includes Intelligent Tracking Prevention, which prevents first-party cookies from being used in a third-party context beyond one day, and purges them completely after 30 days. The move hands a huge targeting advantage to Facebook, Google, and other large, frequently visited sites when it comes to targeting advertisements. But for smaller companies also competing for ad dollars, encouraging frequent re-engagement and repeat visits to their sites is more important than ever in order to maintain the high value 24-hour cookies for longer periods.

Engagement on owned media has always been a value indicator for advertisers looking to place their products among a media company’s or digital publisher’s content. And for consumer products or other corporations that don’t fit into the “giant” category that is Facebook or Google, tracking the users that have shown interest in your product or content is crucial to your sales, marketing, and advertising strategies. No matter your industry, attracting return visitors through increased engagement will ultimately build your revenue stream. Here are three engagement strategies to keep visitors on your site and draw them back in after they’ve exited.

Invest in a Stellar User Experience (UX)

When a user visits your website, they are there to learn more about your product, make a purchase, explore your content or otherwise accomplish a goal. Any friction they encounter can result in a subpar experience, give them a reason to switch to a competitor and/or cause them to refuse to return to the site.

Investing in a great UX means removing any friction a user might encounter, personalizing the online experience and making it easy for users to engage with one another and your site. One example of friction is taking unnecessary extra steps. Creating a new account for your website and having to create yet another password serves as an annoyance to users. An easy way to allow them to register with a few easy clicks is to give them the option to sign in with one of their social media accounts. Not only does it increase conversions by 20-40%, it also provides invaluable data about that user, such as their demographic information. Eighty percent of registrations occur on pages that feature engagement tools, since needing to register is the first requirement toward adding their voice to the conversation and engaging in the ongoing discussion.

Personalize the UX with Push Notifications

Once a user has registered, you can then start building them a personalized online experience and enable them to interact with other users, your products and your content. A great way to drive value back to the user and build loyalty among your audience is by enabling tools and opportunities that allow them to have these interactions. Users can choose to follow each other, and in the case of media companies, for example, follow their favorite authors or topics (such as a sports team). Once they’ve followed the things and people that interest them the most, they are driven back to your site with real-time notifications and updates.

Push notifications, whether on desktop browsers or on mobile, allow organizations to enter into the space of personal forms of communication in order to bring users back to their sites. Users tend to find these notifications easily digestible, as they are generally short and designed to quickly grab attention. Users are also usually required to opt-in to receiving them, rather than having to opt out, which means they are already interested in re-engaging with your content or product, and are electing to be notified when they should join back in. This is the most direct, targeted form of encouraging your users to re-engage with you.

Decrease Trolling and Improve Comment Quality

Providing a comment section for your content or reviews for your products opens the doors to increased page views, attention time, and overall engagement. It also, however, opens your site to online trolls, who can create a negative experience for other users and deter them from re-engaging.

While managing online communities has traditionally been cumbersome and expensive, today, with technology driven by machine learning and artificial intelligence, there are many cost-effective ways to reduce or eliminate trolling and effectively monitor your community to create a medium for positive discourse. Here are some strategies for eliminating trolling and ensuring return visits to continue the conversation:

  • Employ artificial intelligence – Automated moderation can eliminate countless hours and dollars spent on moderation. Using natural language processing, the AI tech automatically categorizes and eliminates trolling, spam and online harassment
  • Reward users to promote quality comments – Bestowing certifications like “trusted user,” “editor’s pick” or “top comment” to users and their commentary will encourage them to participate in the discussion even more and set an example for other users as to what a great comment looks like
  • Offer moderation tools to your users – Your community themselves is a great tool to help you moderate. Allow users to dislike or flag other users’ comments
  • End anonymous commenting – Some harassers find it easier to hide behind their computer screens when they can comment anonymously. Requiring commenters to connect their social media pages increases accountability and decreases hurtful discourse

Apple’s Intelligent Tracking Prevention brings to light and builds upon the importance of building vibrant, positive communities around your brand and your products. By encouraging positive relationships and experiences, users will naturally want to return to your content to engage and reengage in order to continue their conversations and see what’s new in their favorite online communities. By encouraging engagement, you will attract return visitors, and even in the face of Apple’s new tracking prevention, learn as much information about your users as possible and retain high-value 24-hour cookies.

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