After all my years at Eloqua the discussion I always find myself coming back to with my clients is, "So please tell me you're using page tags... right?" I was prompted to write this because as much as this is awesome functionality, I don't think page tagging gets it deserved notoriety.
Eloqua, with the web tracking scripts are monitoring your website and creating digital body language for you to interpret on your prospects and provide web analytics. Page tagging takes the capturing of digital body language and allows you to make real time, personalized work flows to enhance your end users web experience with you! I wanted to share a few examples of where this is better than sliced bread and would love to hear how you in your organization may be using page tagging as well!
- Page Tagging to Enrich Lead Scoring: The concept of a High Value Web Visit speaks to an end user visiting pages that may be perceived as higher value to your marketing and sales organizations than others. This does hold true - let's think about a contact who has expressed interest on your job page versus a contact that has viewed four of your product pages and the pricing page. Our lead scoring program should take this into consideration.
How do we do this: Go into Settings and select Page Tagging found on the Website row. Once you've clicked - you'll see this screen:
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Click on Page Tagging and go ahead and create a new Page Tag. Name your tag - I recommend here making it easy to recognize. Your screen will look like this. Le'ts start adding relevant pages by clicking on Add Pages on the right! Once there, you will be guided to your site map. Select the pages and hit ok! After completing, you will see your pages show up in the Web Page URL list. You're almost complete!
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You can now add this element to your scoring program! With Eloqua's Lead Scoring Model, it is very easy to add this page tag in, but also decide what score should be allotted to a contact meeting this behaviour. This is going to be under Engagement tab - You'll notice there is an option to add to your scoring model, 'Visited Pages with Tags.' Double click to bring this element over. Drag the desired score and then double click on the entity to include your Page Tag. Once you begin to type your Page tag will appear. Select, choose your time parameter and what percentage of the criteria weighting you would like to apply.
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Note: You can continue to add in page tag criteria in this window as well!
Once you have hit save, you have now effectively added digital body language to your scoring program!
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2. Page Tagging to Enhance Personalized Email Experience: You can also take this same concept and deploy a campaign based on online activity. If a known contact has displayed interest by visiting high value pages on your website this may be a valuable opportunity to pursue the discussion further. Page Tags can also be used in a segment for a email campaign! In a few quick steps, you can develop a campaign personalized to your end users web behaviour.
Start by creating a new campaign and drag onto the canvass your segment and email properties. Double click on Segment and create a new segment
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When in your new segment, select from your options a filter find VISITED PAGE TAGS in your filter criteria and drag and drop into your segment window. As before, double click on the criteria and insert the relevant page tag.
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Now that this is complete, you'll see that your Segment turns to green. I recommend using a wait step so that the end user is not receiving an email immediately. Add in your relevant and related email and you have now created a campaign based on your end users online behaviour!
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Not only is this better than slice bread, but may be even easier than sliced bread!>