Welcome to our DTC Next Ecommerce Growth Virtual Summit Series where we are recapping all of the goodness from our big-time event. Miss the show? Catch the replay here and get the hottest tips from the top ecommerce pros in the industry along with an exclusive gift!
Don’t have time to watch? Get the full recap below:
Here’s a not so fun fact: up to 98% of your website visitors leave without buying.
That’s a real gut-punch for any ecommerce brand, especially when you’re pouring money into ads to get those clicks in the first place.
So what’s going wrong?
According to Larry Kim, CEO and founder of Customers.ai and all-around ecommerce whiz, the problem lies with traditional tracking tools like ad pixels.
Pixels are struggling to keep up with privacy updates, cookie restrictions, and new regulations, leaving brands with incomplete data and less effective marketing.
But don’t worry, Larry’s got the solution – visitor identification technology.
It’s a smarter way to track, identify, and convert your website visitors, and it could be the key to fixing your funnel once and for all.
Why Pixels Are Letting You Down
The golden age of pixels is officially over and the challenges they face are stacking up fast.
The Pixel Problem: Why It’s Failing You
1. Privacy Changes
Remember when iOS 14 updates sent shockwaves through the advertising world?
Those privacy-focused updates didn’t just block cookies, they also limited how platforms like Facebook could track user activity. Now add Firefox and other browsers to the mix, which are actively restricting cookie tracking.
The result? Pixels are losing their ability to deliver accurate data.
2. New Regulations
If you thought privacy updates were the end of it, think again. Federal and state laws like GDPR in Europe and California’s CCPA are cracking down hard on how data is collected, stored, and used.
These laws are designed to protect consumer privacy, but for advertisers, they create more red tape and fewer reliable insights.
3. Incomplete Insights
Even if you manage to get some data from your pixels, it’s often fragmented and unreliable.
Pixels struggle to keep up with today’s multi-touchpoint customer journeys. Someone might discover your brand on Instagram, browse your website on their desktop, and complete the purchase on their phone.
Without accurate cross-device tracking, your pixels are flying blind.
The Fallout: Leaky Funnels and Wasted Ad Spend
When your pixels fail, it’s not just an inconvenience, it’s a revenue killer.
- Retargeting Efforts Suffer: If you can’t track who’s visiting your site, your retargeting campaigns are doomed from the start.
- Ad Spend Goes to Waste: You’re spending money on clicks and impressions, but without accurate tracking, you can’t optimize for the best-performing audiences or ad placements.
- Your Funnel Leaks: That beautifully designed sales funnel you’ve built? It’s more like a leaky bucket, losing valuable customers before they even get close to converting.
Relying solely on pixels is a losing strategy and ecommerce marketers need to evolve.
Enter Visitor ID: The Better Way to Track
Larry’s advice? Stop relying on old-school tracking methods and start using Visitor ID.
What is Visitor ID?
Visitor ID technology uses first-party data to identify anonymous website visitors. Instead of relying on shaky pixels, it gives first-party data along with detailed insights into who’s visiting, what they’re doing, and how you can reach them.
What Makes Visitor ID Different?
- Seamless Data Capture: No annoying pop-ups or gimmicks. It works quietly in the background.
- Rich Insights: You’ll know who your visitors are, from demographics to behaviors.
- Actionable Segments: Group visitors into tailored audiences for more personalized marketing.
Why It Works
- No Disruptions: No pop-ups, no gimmicks. Just seamless data capture in the background.
- Enriched Insights: Learn who your visitors are, from demographics to browsing behavior.
- Better Targeting: Create tailored segments to personalize your marketing.
Real Results: Visitor ID in Action
Take Cove, a consumer electronics brand, as an example. By implementing Visitor ID, they:
- Captured 55,000 leads in just three months.
- Generated $250,000 in revenue from those leads.
- Achieved a 25x ROI on their investment.
Using the data, Cove created six dynamic email flows in Klaviyo, turning anonymous browsers into paying customers.
Why Owning Your Data is Essential
According to Larry, it’s not just about being able to identify your visitors, it’s about owning your data. Stop relying on third-party platforms to do all the heavy lifting. The future of ecommerce belongs to brands that own their data.
Shark Tank Success
One example Larry shared was a brand that appeared on Shark Tank. They used Visitor ID to capture thousands of leads during their episode’s airtime.
Instead of losing all that traffic after the initial buzz, they turned it into a solid customer base for future growth.
It’s Not Just Digital
Visitor ID works across all your marketing efforts, even offline ones like billboards and event sponsorships.
It bridges the gap between real-world exposure and online conversions, ensuring you’re maximizing every opportunity.
Smarter Retargeting = Better ROI
One of the coolest parts about Visitor ID? You can use the data to boost your retargeting campaigns.
Here’s How:
- Export Your Data: Share enriched customer info (like emails and phone numbers) with platforms like Meta and Google.
- Optimize Campaigns: Use Conversions API (CAPI) to send back valuable events, like clicks and product views.
- Watch Your ROI Climb: Better data means better targeting, lower costs, and higher conversions.
Case in Point
A direct-to-consumer brand saw its event match quality score go from 0 to 6.7 in 48 hours after implementing Visitor ID.
The result? A 30% decrease in cost-per-action and stronger ad performance!
Don’t Let Your Funnel Leak Another Day
Larry’s advice is clear – if you want to thrive in 2025 and beyond, you need to rethink your approach to tracking and targeting.
Visitor ID is the tool that can help you capture lost opportunities, own your data, and turn anonymous visitors into loyal customers.
Ready to see how Customers.ai can help? Start your free trial today and get 500 free contacts!
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Important Next Steps
- See what targeted outbound marketing is all about. Capture and engage your first 500 website visitor leads with Customers.ai X-Ray website visitor identification for free.
- Talk and learn about sales outreach automation with other growth enthusiasts. Join Customers.ai Island, our Facebook group of 40K marketers and entrepreneurs who are ready to support you.
- Advance your marketing performance with Sales Outreach School, a free tutorial and training area for sales pros and marketers.
