What a HTTP Cookie is: A piece of data sent from a website to a user’s browser at the time of their visit. This data (and any gathered during future visits) is stored locally on the user’s machine.
Why HTTP Cookies matter: This data is accessible by your website’s servers and data analysts, and can provide information such as user activity and preferences. Now that you know a visitor’s history, you’re better able to supply content that resonates. For example, if a user viewed multiple pairs of running shoes during their last visit, you can serve up suggestions for new, premium sportswear when they return.
The bottom line: Tracking where the user has been on your site can give you ideas about where they want to go—and with the right data-based content choices, that place could be your checkout.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.