As an online retailer, providing excellent service via a successful, streamlined customer experience is mission critical. If your site is easier to navigate and just works better than your competitors’ online store, well, you win.
That’s why it’s in your interests to enhance your website’s overall performance. Not only will staying on top of digital trends ensure everything’s working to optimum effect; doing so will improve your search ranking too.
That’s why it’s worth taking a closer look at a newly introduced Google Tag Manager option – known as server-side tagging.
In very simple terms, almost every website has a tag manager which runs all the trackers and cookies and essentially follows customer behaviour. All of these run in a local browser; which then connects to ad servers, Google Analytics, and other parties.
Server-side tagging moves this process from your website or app and into a Google Cloud server. But why should you consider incorporating server-side tagging into your eCommerce website or app? What would you gain from it?
Let’s consider the advantages.
– Improved Site Performance
Site performance is key. Revenue is often determined by how the website performs – which means that faster website performance the the higher the increase.
Server-side tagging moves up to 70% of the tagging traffic to the server to expedite the loading time. This means that pages will load much faster across all versions – especially useful on mobile devices.
– Accurate Customer Data
All website visitors and customers can choose to block ads that appear on the website and avoid these connections. By doing so, retailers won’t get the information that these specific consumers or visitors have demonstrated with visiting their website.
With the help of server-side tagging, this process is moved to the server – which means that you as a retailer can still get access to customer behaviour-driven insights: from a cloud-based data centre.
– Higher Google Ranking
Your Google ranking is largely determined by your website’s performance. Therefore, if your website loads slowly, you’re very unlikely to appear in the first pages of search results. Server-side tagging will help you make your website load faster, helping you rank higher, and get even more traffic.
– Increased Security
Server-side tagging also safeguards visitor data by collecting and distributing it in a environment managed by the retailer. The collected data is sent to a Google Cloud where it’s processed and routed by other tags.
Ultimately, if you’re looking for an improved website performance and increased revenue through your ecommerce website, take a closer look at incorporating server-side tagging.
Need some help getting up and running with server-side tagging? Talk to the Cursum team today.