There's always a reason that someone visits your site. Maybe it's a blog that features one of your products, or a Youtube video you published, or maybe it's an advertisement.

The same is true with not so new visitors. After all, you've worked hard to get those emails for your email list, so when you send out email marketing campaigns, hopefully that results in visitors heading to your site.

What's true about all of these scenarios is that something has motivated your visitors, old or new, to come to your site. This information is really valuable and with Wisp you can use it to personalize their experience and develop brand connection.

How would you use this?

Let's say someone clicked an ad - what content could you surface that might help them make a decision on a purchase? Maybe you could share a testimonial for that product in the ad, or maybe you could surface other products that you know people also consider when they're enticed by that ad.

What if they came from third party content? Maybe you could welcome them, share another piece of content they might like, or ask for their email address.

Ultimately it's up to you what you do, but it starts with knowing where your traffic comes from, and then understanding what action you want your visitors to take depending on where they come from. Not all traffic is equal, so it's important to consider these groups distinctly.

When you know what you want them to do, create the notification campaign with that purpose, and then set the audience so that the right audience gets them.

To do this, we'll be using UTM Parameters.

UTM What?

An 'Urchin Tracking Module' might be the fanciest word you learn today, but it's certainly not one you need to remember. UTM will do just fine. UTMs are like breadcrumbs. They're text that can be added to a URL that won't effect where the URL sends you, but if done properly they can help you understand a bit about where a visitor came from.

Take a look at this URL:

http://www.example.com/landingpage?utm_source=google&utm_medium=email&utm_campaign=DunderMifflinSpring2020

In it, we see 3 UTM parameters:

UTM Source

google

UTM Medium

email

UTM Campaign

DunderMifflinSpring2020

UTM sources the referrer at the top level. This might be Facebook, or Twitter.

UTM medium is how you would describe the content that brought them like a blog or post or ad.

UTM campaign is the name give that content - either on its own or as part of a campaign.

You might be thinking 'hey - this feels sort of advanced' and you're right, but it's simple and valuable to master.

Our friends at Buffer did a great job explaining UTMs in more detail - it even taught us a bunch about them. They can tell you more here, and instead, we'll move on to how to set up audiences based on UTM. In fact, there's not much to it:

With this rule set up, only people that arrive on the website by clicking the exact link in the earlier example will see the notification campaign.

Of course, there's much more that can be done here. You can create notifications that look for one specific UTM parameter, or maybe you want to make a notification that avoids one.

What's important is that you learn how UTMs can work for you. Understanding your traffic is critical for a growing ecommerce business, and UTMs are here to help with that.

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