In our view, people focus too much on capitalising on certain types of data, but miss out on the bigger opportunities.
There is more to life than identifying that a company has been to your product or services pages.
Do you want to gain more enquiries about specific products or services?
Here’s something for you to do, using your A1WebStats data …
Did the percentage look relatively weak?
If it did, then read on. If it didn’t, then congratulations – something is working well, which would put you in the minority because most won’t be achieving that.
Next skim through the visitors who got to the product or service page of interest. Now looking mainly at the part of the page that shows the organisation name, try to ignore those that can be identified as companies and focus on all the others.
Of those non-identifiable visitors, some may well be irrelevant traffic (e.g. from a country you don’t target or from a source that brings you little value), but many of those non-identifiable visitors will fall into the following categories of people:
In short, of all those ‘non-identifiable’ visitors, you really don’t know for sure whether they were potential customers or not. However, you can safely assume that many of them would have been (after all, how many casual surfers, competitors, or other irrelevant visitors would realistically go to your product or service pages?).
So you’ve picked a product or service page and you now have an A1WebStats report showing you each visitor who got to that page during their visit.
Now look through the data and think about how many that are totally irrelevant to you. These would include:
You’re going to ignore those as you look through all the other visitors.
View each of those other visitors (particularly those that can’t be identified as companies) as being potentially from buyers.
Absorb their movements to and from your product or service page of interest and study that page (and other pages leading into it), thinking of possible reasons why you didn’t gain more enquiries.
That exercise will typically lead to website strengthening activities, which will result in you gaining more enquiries from visitors to those pages, rather than relying purely on chasing up the identifiable companies who have been to those pages.
We’re consistently surprised at how few businesses make use of Google Remarketing to capitalise on visitors to certain parts of their websites.
If you’re unfamiliar with Google remarketing, the short version, in the context of this blog is:
So if someone views Product X, or Service Y on your website, and they haven’t made contact with you, then surely it makes sense to ensure that your branding is visible to them for months after their visit, as they may well come back again (by which time your website would ideally have been strengthened to better-capitalise on their visit).
We’ve taken thousands of people through the same process of analysing product or service pages in more detail so please do contact us to book in a (free) call if that would be of interest to you. Typically, those discussions with subscribers generate additional thinking that help their websites to become stronger.
And that’s what A1WebStats is all about – focusing beyond identifying companies that visited websites and into finding ways to make websites stronger, resulting in more enquiries/sales for businesses.
Leave a Reply