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Following up on companies that visited only one website page

There are many competitors to A1WebStats, who would lead you to believe that you should only be focusing on companies that visited your website and who looked at more than the page they landed on.

That poor advice demonstrates a lack of understanding of the mindset of website visitors.

Here’s why …

You see an identifiable company visiting your website and they’ve only viewed one page.

You dismiss it as not worth following up on.

In fact, you’re only interested in identifiable companies that visited more than 1, 2, 3, 4, or more pages.

You THINK that if a company goes to a few of your website pages, then they are more interested in what you have to offer, and so are probably worth following up on.

So you decide to focus only on those identifiable companies that went to more than one page, and effectively consider the ‘one page’ visiting companies as being of little value to you.

You’d be right and you’d be wrong.

Within A1WebStats you can create automated reports that show you companies that went to the number of pages you’re interested in (contact us if you’d like to find out how it’s easy to set that up) and you’d be RIGHT to use that information.

But you’d be WRONG if you ignored the companies that went to just one page.

You’d also be wrong if you believed that those who viewed multiple website pages are more interested in what you have to offer.

Let’s look at two scenarios …

Scenario 1 – Misinterpreting the data

You get a report from A1WebStats that shows you companies that visited more than the page they landed on.

They may have gone to two, three, four, or more pages.

But they haven’t made contact with you.

Although they’ve persevered enough to get to those pages, and it’s useful for you to know what they looked at (before you reach out to the company), you could be wrong to interpret their page views as meaning that they were sufficiently interested in what you offer.

They could, for example, be trying to find (on your website) the answer to a question in their heads.

So they are clicking through website pages trying to find the answer.

When they don’t get that answer they will often choose the easy option of going back to Google and off to competitors websites, where their questions may be answered more sufficiently.

So you go to all the effort of reaching out to that company, only to get nowhere because they have already gone elsewhere.   Even if you got through to the person who actually visited your website, they probably won’t tell you the reasons why they didn’t make contact with you, but they may be thinking: “I looked at that website but it didn’t give me what I wanted and so I went elsewhere”.

However, we’re not saying that you shouldn’t try to reach out to companies that went to multiple pages on your website – just that you shouldn’t always interpret their page by page visit as being a positive sign.


Scenario 2 – falling at the first hurdle

A company lands on your website and goes no further than the landing page.

They are genuinely interested/in the market for what you have to offer, but the landing page has failed at the first hurdle – it hasn’t given them enough to keep clicking further until they feel warm enough to make contact with you.

While some visitors from companies will persevere more and click off to other pages, most people are time poor and if the page they land on doesn’t interest them enough, they will vote ‘no’ with their mouse click and go off to other websites.

Should you still try to follow up on these one page visited identifiable companies?

Yes, but still with the same mindset as with Scenario 1 above – if the people from that company haven’t made contact, then they may already be considering other options.


Our recommendations

Most people buy A1WebStats because they’re interested in identifiable companies that visited their website.

If they can reach out to those companies quickly enough, then those companies may not have already gone to competitors.

There’s nothing wrong with that – many of those companies that visited your website may not have got to the point where they’ve gone with a competitor, and so you can benefit if you act quickly enough.

But please don’t consider multiple page visits as being a better sign of ‘interest’ than those who went to just one page.  Those visitors could even be MORE irritated with your business, because they spent their valuable time looking at more pages and still didn’t find enough to make them want to make contact with you.

However, if you have a lot of visiting companies data each day then it would probably make sense to focus more on those companies that went to multiple pages.  If your resources are finite then you can only focus on a subset of the data you get, and out of all those who went to more than one page, some of them may still be warm enough to be receptive to your point of contact.

However, if you don’t have a huge number of visiting companies each day, and some of those visited just one page, then you should still treat them as worth following up on.  Remember: they probably went to only one page for a reason – your website didn’t give them what they thought they were going to get at the speed they wanted it.


Changing mindsets

While it’s useful to identify companies that go to your website, it’s worth considering the following:

  1. If they didn’t make contact then it’s quite likely that something about your website didn’t impress them enough.
  2. If you’re lucky then they’re researching various websites and if you’re quick enough you can build dialogue with them, having identified them as a potential customer.
  3. If they really didn’t like your website and have found something better elsewhere, you’re not going to get dialogue with them, even if you are quick.
  4. Many people from companies can’t be identified by A1WebStats, or any other system.  This is because they visit your website from:

a) a business location that’s not possible to identify

b) their mobile device that’s not connected to their company network (and so they can’t be identified)

c) their home location (which also can’t be linked to their business)

Our advice is to look at ALL your website visitors, regardless of whether they’re identifiable as a company or not.

We don’t mean look at every single website visitor of course – that would be crazy!

We mean that you should consider your products/services and look at your A1WebStats data in more detail.

If, for example, you sell red widgets and see that you’ve had 100 visitors to that page in a week, the A1WebStats system will show you some of those that are identifiable as companies.  The other visitors to the red widgets page won’t be identifiable (for the reasons given in the bullet points above) but could still very much be ‘company people’ viewing those pages.

When you see the truth (that only a certain percentage of all your website visitors are identifiable as companies) and compare the number of enquiries gained to the number of people who looked at certain products or services, then you start moving out of the mindset of “chase companies that have visited” and into the mindset of “let’s make our website strong enough so that companies, whether identifiable or not, have enough reasons to make contact with us”.

To help shift that mindset, we have a section of our website that takes you step by step through the process of ensuring that your product/service pages result in companies making contact with you, rather than you having to chase them after they visited your website.

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