The term “Anonymous User” goes to define one who chooses to browse a website or eCommerce without releasing data and contact information (e.g., email address, phone number).
According to the latest statistics, more than 98% of users who browse a website do so, following this mode, that is, without releasing data.
However, it is important to remember how, even Anonymous Users, in reality, are not all the way in that during their browsing path, they may release important information that can be tracked by more advanced systems that go beyond even the cookies themselves.
Let us analyse this information in detail:
- sections of the site consulted and content read;
- products and services consulted;
- inquiries or partially filled out forms;
- frequency with which people visit the site;
- geographic area from which it navigates.
All this information can be collected, from time to time enriched, and used as a basis for personalisation activities.
Indeed, the challenge that opens up for marketers and strategists is to deploy strategies aimed at decreasing the number of anonymous users, thanks to effective lead generation activities.
In this context, the information collected even in the case of anonymous users, plays a key role as it allows to offer relevant content and propose more engaging activities.
