What You Don’t Know About Website Visitors Hurts Your Bottom Line

Websites are lifelines for B2B organizations, so it stands to reason that if you just get more traffic, you’ll get more sales. Right?

Not necessarily. Having lots of traffic doesn’t mean anything if those visitors aren’t highly qualified prospects who are likely to become your customers. The quality of your website visitors matters even more than the quantity of traffic.

Josh Dunlop suggests looking not just at the number of visitors you’re getting but also finding a way to look at four quality metrics.

1. How many pages do visitors look at?
2. How much time do they spend on your site?
3. How many land — and leave immediately?
4. How many visitors return — and how often do they come back?

To this list of high-value metrics, we’d add another critical piece of information:

Can you identify your visitors by name, title, and company?

Beyond Google Analytics: Website visitors are more than numbers

Most business leaders know that Google Analytics can tell them when traffic to their sites increases or drops off. That’s great — but it only scratches the surface of what you need to know about your visitors.

Are your visitors just randomly landing on your site? Are they window shopping? Or are they actually the people you want to sell to who are likely to become customers? Even more important, are they your ideal customers — the ones you want to dedicate your sales and operational resources to?

Unfortunately, with Google alone, you can’t tell. You need a way to see who visitors are and get insights into what they are thinking.

Look at visitors as real people

At Active Blogs, we aim to improve the quality of visitors to our clients’ sites to help create long-term, loyal customers. To provide the visibility our clients need, we acquired an innovative software product: ConvertAVisit. By matching visitors with a comprehensive Data.com database, this software reveals not just numbers but also the identities of visitors.

Through ConvertAVisit’s detailed reporting, you and your team will be able to

• learn who visitors are, what companies they work for, and even their positions;
• follow visitors’ progress on your site: what they read, what pages they link to, where they linger — and when they leave; and
• understand not only if you’ve attracted a good prospect but also whether that person is actively interested in your products and services.

Take action

These insights give immediate value to members of your sales team. ConvertAVisit provides automatic daily emails to you and your team, so you have the information to follow up with individual prospects.

But you can use that information even more strategically. Do you see visitors leaving when they hit a particular page? Are they responding to some calls to action and ignoring others? Have they read one particular blog post more than the rest?

These insights can help you adjust your website strategy over time, plug the holes in your conversion plan, and create more attractive offers and content to keep visitors engaged and encourage conversions.

The fact is, you can’t do any of this unless you have true visibility. What you don’t know about your website visitors is already hurting your business. 

Schedule a quick, 15-minute phone consultation with Marketing Expert Marc Dube at your convenience. You will meet with an actual person and he will personally demo ConvertAVisit, showing you how it can help you get the insights you need to improve your conversion rate and connect with quality customers./cta]