Touchpoints: Defining and Tracking on Your Site

In this video, we will define what a touchpoint is, and we will show you how you can define and track these touchpoints on your website. 

A touchpoint is defined as “a point of contact or interaction, especially between a business and its customers.”

This means that any interaction or point of contact that someone has on your website would be considered a touchpoint.

Some examples of website touchpoints are when a customer or website visitor:

• Submits a form
• Registers for a webinar
• Searches for a specific topic
• Lands on a specific page
• Downloads a PDF tutorial or case study
• Logs in to customer portal
• Plays a specific video

Really any interaction on your website can be defined as a touchpoint.

Because of this, touchpoints are valuable to digital marketing efforts.  There is software available that allows you to define touchpoints and track them to use for a better understanding of your audience, you can use them to move website visitors along the customer journey, or you can see how these touchpoints attribute to website goals like conversions. 

In this example, we are using Sitefinity Insight, which is a customer data platform owned by Progress Software. 

On this screen, you will see all the touchpoints that we are tracking on our website.

Once a touchpoint is defined, you will see data like total hits, unique hits, and then the last time someone hit the touchpoint.

You can also drill more into the data and view daily hits in a graph view. Also, if you have personas set-up, you can see which persona type had the most hits for a specific touchpoint.

To start tracking a new touchpoint, you will select “Define a Touchpoint”. Here you can name your touchpoint and set the conditions to tell Insight when the touchpoint is considered a hit. 

The first step to do that is under this drop-down here, where you will set the interaction. As you can see, there are many different interactions you can count as touchpoints. 

Here are the actions you can track out of the box in Sitefinity Insight:

• Visit page
• Visit page with UTM parameters
• Submit form
• Download file
• Search for
• Register
• Come from site
• Login
• Logout
• Play video

There are also some custom interactions that we set up in our Sitefinity Insight account.

These are:

• Attend
• Finish YouTube video
• Has clicked
• Post comment 
• Start YouTube video
• Watch 25% of YouTube video
• Watch 50% of YouTube video
• Watch 75% of YouTube video

But, as an example, let’s just do something simple like visiting a specific page. So we set the action as “Visit Page” and then we can put in the exact URL here and when someone visits this page it will count this touchpoint as a hit. 

And that’s it for this Sitefinity Minute video. If you have any questions about Sitefinity CMS or Sitefinity Insight, then reach out to our team.