Rachel Serpa

About Rachel Serpa

Three’s a crowd: how first-party data builds customer relationships

Three’s a crowd, and I’m not referring to failed 80s sitcoms. I’m talking about customer relationships.

Yet according to a study by the UC Berkeley Center for Law and Technology, 85% of the top 1,000 websites have cookies set by a third party.

Propelled by widespread anonymity in the early days of the Internet, third-party cookies have undoubtedly become a staple for many marketers, tracking consumer behaviors across the web with the promise of uncovering invaluable insights.

Not only is this an invasion of consumer privacy (more on that later), but it also prevents businesses from truly knowing and understanding their customers.

First-party data, transparently collected via voluntary user registration, on-site activities and interactions, removes data brokers as middlemen, establishing direct brand and consumer connections and fostering 1:1 relationships.

Let’s take a look at three ways that third-party cookies are hurting your customer relationships, and how first-party data can be collected and used to improve audience understanding and user experiences.

Three reasons why customers abandon your site and how to make them stay

In the classic late 80s film “Field of Dreams,” Kevin Costner is inspired to turn his cornfield into a baseball field after hearing a mysterious voice whisper the famous line, “If you build it, he will come.”

Indeed, the ghost of Shoeless Joe Jackson soon shows up, followed closely by the Chicago Black Sox and half of the town.

Unfortunately, many marketers believe that if they only build an ‘awesome’ website, the customers will start pouring in. But what happens when visitors show up and, instead of playing ball and inviting all their friends, turn right around and leave? 

Building a ‘site of dreams’ requires a whole lot more than a pretty hero image and scrollspy navigation. To truly capture and engage today’s consumers, brands must focus on creating an immersive, interactive user experience that spans channels and devices.

Here are three UX pitfalls causing your customers to abandon your site, and how to make them stay.