Inconsistent Tagging and the loss of Customer Context

In the last two weeks, I’ve explored different sides of the issue of Inconsistent Tagging.

They can all be summarized into one main problem, the loss of Customer Context.

When you don’t tag consistently, you miss out on what the customer was doing before they converted.

Or more importantly, what the customer was doing when they gave up and left your site without converting.

You miss out on the context of how the customer is interacting with your site.

The key to improving conversion on your site is to be able to follow your customer and remove their hurdles.

To do that, you have to understand what the customer has gone through when they got frustrated and left.

Customers arrive on your site in search of something you provide that is useful to them.

Help them on their journey by removing the obstacles they encounter when using your site.

Collecting data on the customers’ interactions allows you to help future customers. 

Aggregating this data gives you insights into the Customer’s Context.

Another benefit of collecting all is that when you want to do your analysis, you don’t have to wait for the data.

– Samy