Unlike many of our competitors, A1WebStats tracks the paths of all visitors, regardless of whether they are identifiable as companies or not. This can be incredibly useful, especially when combined with our API.
Before discussing the API specifically though, there’s some important areas to consider, that are connected with getting the best from an API …
Considering your website visitors
Segmenting all your website visitors, they will fall into a few categories of:
- Those who are easily identifiable as companies (typically, 10-30% of all your website visitors).
- Those who you have an existing relationship with (e.g. clients, prospects, email marketing recipients), but aren’t easily identifiable as company visitors (by any IP tracking system).
- Those that look at your products or services but don’t go on to make contact, and can’t be easily identified as being from a company.
- Visits that have no value to you.
Taking point 2 above, A1WebStats is very different to other products on the market, because we firmly believe that there’s value in data that seems to be of little value initially.
Take for example, the subject of email marketing …
When you analyse the results of an email marketing campaign, your email marketing system will generally show you which people opened the emails, and the dates/times that they clicked on links from the emails.
But that’s as far as it goes.
However, the A1WebStats system can identify clicks from the email marketing campaign, showing what people looked at page by page after they landed. The challenge though can be that people could open those emails from a variety of locations, including their workplace, at home, and more. This means that there will often be nothing meaningful about the IP address.
The good news is that you can go through the following process:
- Identify (from A1WebStats) the email clickers who went to more than one page (or any pattern you’re interested in). Note the date/time of their entry to the website from your email.
- Compare that date/time to your email marketing system, which will then tell you who the person was, even if the A1WebStats system doesn’t have that information.
- Use ‘Edit Details’ within the A1WebStats system to change each email clicker into an organisation name that you now know is linked to that IP address.
Each time that you go through the process above, you’ll be adding more company details to your view of the A1WebStats system (this data is private to you and isn’t added into our central system). This means that when those visitors come back to the website from the same IP address, it’ll be easy to recognise them.
Quick tip: send out an email marketing push that does nothing more than offer a competition of several prizes. This will get more of your list clicking and so enable you to match a lot more of your list to the corresponding A1WebStats data.
We’ll come back to this subject further down when discussing how the API plays a part.
Taking another example, the subject of your existing client base …
Your CRM is likely to have details of all your clients but those client names are not necessarily in our database linked to IP addresses. There are various reasons for this but in short, a lot of companies aren’t easy to identify. This means that you could have existing clients coming to your website but A1WebStats (or any other system) doesn’t identify them.
Therefore it’s very much in your interests to find a way to make all your clients identifiable within your version of the A1WebStats system.
Here’s a relatively simple method:
- Create something that will interest your clients enough for them to go to your website (e.g. a competition exclusively for clients).
- Having your A1WebStats ‘All Visitors’ view up and running on the screen, ring each of your clients one by one, getting them to go to your website, to the specific page that’ll be of interest to them.
- Refresh your browser while your client is on the phone and you’ll see their visit (because you’ll see them go to that page at the date/time you’re on the phone).
- If they are not already showing as that company then use the ‘Edit Details’ link to change the organisation to theirs. That will stay linked to that IP address in your version of the A1WebStats.
By going through this process you will ensure that all your existing clients are easily recognised in the A1WebStats system if they return in the future.
Where does the A1WebStats API come into this?
So far we’ve focused on how you can use the ‘Edit Details’ link within visitor records, allowing you to change the organisation name to contacts that you’re aware of, but that no IP tracking system would have picked up on.
This then means that the A1WebStats API could become more useful to you because there will be a stronger link between the data in your CRM and the identified data within the A1WebStats system.
The A1WebStats API is typically used by businesses that want to pull all their data into internal systems, including the CRM. Although we don’t currently provide out-of-the-box compatibility with all CRM systems (there are so many), we do offer API access to paying subscribers of the A1WebStats service, allowing your in-house technical resources to work magic on linking the raw data to your systems. This typically means that businesses pull our raw data into a format that works better for the business, including linking up with the CRM.
For example, ABC Ltd visits your website and is identified in A1WebStats. The API link pulls in that visit and links it to ABC Ltd (who is an existing contact of yours) within your CRM, possibly including details of pages viewed. This gives you great insights into what your contacts are doing, within your own systems.
On the flipside, if you relied solely on an IP tracking system that showed you identifiable companies only, but didn’t let you edit ‘other’ visitors (e.g. those email marketing clicks, or visits from contacts you know), then you’d get a weaker solution.
Assessing the ROI for you as a business
Assuming you have a CRM that contains:
- Existing clients/contacts
..… both groupings are valuable to you and so it would be logical to know when those organisations/people come back to your website.
Although it may take you time to go through the process of encouraging those people to go to your website (so that you can edit your version of the A1WebStats system to show them all as companies), when you’ve reached that goal, and have built in use of the A1WebStats API, you will have a fantastic view of all website visitors that matter, and can feed that information directly through to your internal systems.
API access in practice
We see the API used in various ways. One of the more common uses is to link the API in with internal CRM systems so that certain people get alerted when particular visitors have been back to their website.
As an example, a sales person may be interested in existing clients who have gone to the website and have looked at a certain page or section of the website. Although the A1WebStats system can create a report that shows them that (for the previous day), the sales person may want it in real time. This is how it works:
- Visitor of interest visits the company website.
- The API pulls that information into the subscribers internal system.
- It recognises it as an existing client, updates the CRM, and alerts the sales person.
- The sales person can then quickly contact the client, who still has the company front of mind.
How to get the A1WebStats API
If you are a paying subscriber then we can set up the system so that you can access your data feed via the API. We also have a short document that provides you with the type of information that you can pull in via the API, which may be useful to your technical people so please feel free to request that at any time.