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Sendlane Beacon: 5 Best Practices for Website Tracking

Tracking your contact’s journey through your eCommerce website can reveal insightful information about their likes, dislikes, and online behavior.

With Sendlane Beacon, you can do just that!

Understanding how contacts interact with your website can help you send personalized emails, measure your landing pages’ success, create laser-targeted segments, and much more!

In this article, you’ll learn:

  • What Sendlane Beacon is and how it works
  • How to set up Sendlane Beacon on your store
  • Best practices for tracking contacts with Beacon

Let’s get started!

What is Sendlane Beacon?

Sendlane Beacon is a pixel-based tracking tool that allows you to follow your contacts as they travel through your website.

It allows you to better understand your contacts’ journey through your site and create more targeted emails that resonate with them and successfully turn them into paying customers!

With Beacon, you can also gain valuable insight into how your landing pages are performing.

For example, if contacts are not spending as much time as they should on a page, you might need to revisit the copy or design so the page is more relevant.

Or, if contacts are landing on a page but not buying anything, you might need to add better CTAs or offer something more valuable to convert them into customers!

For Sendlane Beacon to work, a contact needs to:

  • Opt-in to your email list and be an identifiable user
  • Open an email from you

When they click on an email from you that sends them to a page on your website, Sendlane Beacon will be able to track their activity and the pages they viewed!

How to set up Sendlane Beacon on your store

Before the pixel can begin collecting information from your website, your contacts must opt-in to your email list through a lead-collection page.

Once contacts sign up, you can configure Beacon to track any one of the following:

  1. General tracking: This allows you to track whether a contact has visited your website. 
  2. Event tracking: This allows you to track whether a specific URL or web page is viewed.
  3. Conversion rules: These rules let you assign a monetary amount to a specific page visit.

Setting up Sendlane Beacon is a secondary process after configuring your store’s integration. Here’s how you can set up each of the above for your eCommerce store:

Setting up general tracking

  • Inside your Sendlane dashboard, click on Beacon from the menu on your left.
  • Click on Install Sendlane Beacon, and copy-paste the script in front of you into your website header code to start tracking page visits.

Setting up event tracking

  • From the menu on your left, click on BeaconEvents.
  • Click on New Event at the top-right corner of your screen, and give your event a name.
  • From the events dashboard screen that pops up, find the event you want to track and click on Get Code next to it.
  • Copy the code and paste it within your web page’s header to track the contacts who view that page.

Setting up conversion rules

  • From the menu on your left, click on BeaconConversion Rules.
  • Copy the script and paste it into the web page you want to track conversion for.
  • Click on Create Rule, name your conversion rule, assign a value to each page visit, and mention the URL of the page where you added the script.
  • Once the setup is complete, you’ll be able to see your conversions and reporting within the Beacon tab.

That’s it — you’ll now be able to track your contacts’ website activity and conversions!

Use this information to create more targeted segments, send personalized email messages, and increase your brand’s ROI!

For a detailed tutorial, check out our guide to setting up Beacon on your website.

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5 best practices for tracking contacts with Beacon

Sendlane Beacon is a handy little tool for those who know how to use it!

There are several ways you can make the most out of this website tracking feature.

1. Use tracking information for email retargeting

Beacon collects tons of valuable information about your contacts and how they interact with your website. If you’re not using this information to its max potential for email retargeting, you’re missing out on a lot of potential revenue!

For example, you can view how long visitors spend on a product page, the links they click on, the products they search for and add to their carts, the content engaged with, and the exact moment they walk away from your store.

All of this data can help you create more targeted emails!

For example, let’s say you run an online store, and a contact visits your product page via an email link. But since the product is out of stock, the contact leaves without making a purchase.

With Beacon, you’re able to track this contact and collect this information. You can then retarget the contact with a personalized email notifying them when the product is back in stock! This email from Public Goods is a great example of this.


2. Use browse abandonment as a trigger for your automations

When you set up event tracking with Beacon, you can automatically send emails to contacts when they view specific pages on your website!

This can save you tons of time you would otherwise spend on manually segmenting your contacts and sending them targeted email campaigns.

For example, let’s say you run an online pet store, and you’ve set up event tracking on a product page for a cat travel bag.

When a contact opens this page via an email you sent them, the event will be triggered.

If you choose to, you can create an automation funnel and use this event as a trigger to start the automation!

For example, when a contact views the pet travel bag page, you can automatically send them one or a series of emails related to the bag and other similar products.

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3. Target contacts post-purchase to boost customer LTV

Once you set up conversion rules for your web pages, Beacon will start measuring the “revenue” brought in by those URLs.

You can use this information to target your contacts after they've completed their purchase.

Why? So they come back for more and increase their Lifetime Value (LTV) i the process!

For example, let’s say a contact purchases a pair of soccer shoes from your store.

You can either choose to end the relationship with a “Thank you for your purchase” email or enter them in an automation that sends them tailored product recommendations related to soccer shoes, soccer clothing, and soccer accessories.

Doing so will increase the chances of your customers coming back to make repeat purchases, which can help boost their Customer LTV!

4. Use cross-channel marketing to deliver personalized customer experiences

Not all contacts who visit your store will make a purchase.

More often than not, they’ll just browse through your website, check out a few products, maybe add a couple to their carts, and then leave without making a purchase.

You need to get these contacts to come back and buy from you. They’ve already shown interest in your store — all they need is a prod in the right direction!

This is exactly what you can do with Sendlane’s pixel tracking and cross-channel retargeting!

With the help of Beacon, you can retarget these visitors with social media ads and SMS marketing and bring them back to your store.

For example, a contact might have browsed some shoes in your store and left. You can retarget them with a Facebook ad that shows off your new collection or even back in stock like this ad from Birdies.

Or, you could send them an SMS message the next time a sale goes live on your dresses!

5. Analyze insights delivered by Beacon to improve your business

Setting up Beacon for your website will enable the pixel to collect various types of information on your contacts.

All of this data can be viewed and analyzed in Sendlane’s robust analytics dashboard!

For example, you can track the views on specific pages of your store, the total value of conversions, and the total number of views on your website.

These metrics can tell you a lot about your best-performing products, high-converting landing pages, and even your top email campaigns that bring in the most visitors!

With all this information, you can pinpoint exactly what you’re doing right (or wrong), go back to the drawing board, and create even better marketing campaigns, emails, and landing pages!

It can also help you focus your time, energy, and money on products that customers actually like to buy instead of wasting resources on products that never sell.

Learn how contacts interact with your website using Sendlane Beacon

Sendlane Beacon is a powerful tool that enables you to learn more about your contacts and how they journey through your website.

With this valuable insight into their behavior, you can create highly targeted and effective emails, landing pages, and products that convert your subscribers into customers!

Ready to test Sendlane Beacon for yourself? Grab your 14-day free trial of Sendlane right here!


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