When a visitor to a website bounces off to another URL, it is hard for the business to know if it was a successful visit. What if they left because they simply ran out of time and decided to return at a later date to make a purchase? That example should be counted as a success but previous internet analyses didn’t know how to track that type of behavior. This is where cookies enter into the mix.
Cookies are short signals in text form that are delivered from a website’s server to the visitor’s internet records on their hard drive. Typically, they follow the patterns and behavior of that consumer throughout the next weeks or months of their internet activity. Officially, they are called persistent cookies because they remain for some time.
These cookies bring high value to a website in several key areas:
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- A website can offer personalized landing pages for the user’s next visit, such as “We’re so glad you’re back!” or a snapshot of previous products that had been viewed on the last several visits.
- They provide in-depth information that can be used to evaluate the company’s different departments; from sales, to marketing, to checkout, to frequently asked questions.
- They are anonymous. Since cookies can’t be traced to an individual, companies avoid the worry about ethics surrounding the fragile topic of internet privacy. Specific names and addresses can never be seen; the city or township of a visitor is as specific as it gets.
- Cookies show how many first-time vs. repeat visitors a website receives. A dramatically lower number in either of these areas can reveal a problem. It can determine if your advertising is effective, or if your products are not up to par. It might also mean that your website is not easy to navigate. A trained eye in SEO for web analytics will be able to spot these inconsistencies and draw valuable conclusions from the data.
- Since cookies can be deleted by a web surfer at any time, companies can legitimize their use as voluntary. A typical hard drive will only save between thirty and fifty cookies at any one time.
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