Whenever people come to your website, you get more data about your audience.
But are you actually leveraging that data to its full potential?
What do you do his with all of this valuable information?
Your website’s traffic data is an extremely important resource for your business. Not only does it help you understand your audience better, as well as their behaviour, but when you fully leverage it, it can also help you get more customers and make more sales.
That’s why, in this blog post, we’re going to focus on how you can leverage your website data to generate more customers and grow your business in the process:
- Understand how visitors use your website
- Find out who, exactly, is visiting your website and how to use that knowledge to generate more sales
- Find out how to find patterns and better understand user behaviour
- How to test your theories and hypotheses and how to use that information to improve your results
So, stop focusing on how to get more traffic to your website for a minute and instead, focus on how you can turn more of that traffic into customers.
Here are some useful tips, strategies and tools to help:
Find out who’s visiting your website and prioritize the best leads
For B2B businesses, knowing which companies are visiting your site (and what they’re doing on your site!) can have a huge impact on your sales – if, of course, you also leverage that knowledge to its full potential.
The principle is very simple; here are the steps involved:
- Find out who is visiting your website and what companies they’re working for (I’ll show you how to do that in a minute)
- Find out what they did on your website: what pages they viewed, what forms they completed, what content they downloaded, how they got to your website and so on
- Prioritize the best leads and reach out to them directly with personalized messaging based on their behaviour on your website (for example, maybe they visited a specific services page – in that case, you can reach out to them with a personalized email, providing them with more information and sending them more useful content that they’re likely to be interested in)
This strategy can have a huge positive impact on your sales by allowing you to be more proactive and highly targeted in your approach, as well as help improve your marketing ROI, as it allows you to focus on the channels that generate the best results and the best return on investment.
To use this strategy, all you need is a tool like CANDDi to help; once you install the code on your website, you’ll be able to track your website visitors in much more detail and see exactly what companies are reading your blog posts and checking out your Contact page (or whatever else they might be doing on your website):
What’s more, you’ll also get useful information about the company (such as company size and their company description), as well as a detailed list of all the actions they took on your website, what they downloaded and what pages they visited.
You can also easily score your leads, using the metrics that matter the most to you, so that you can automatically prioritize your leads and therefore improve your sales in a highly productive manner.
With this information, you can reach out to them with targeted, personalized messaging and convert them into your customers.
Improve your website’s user experience to help boost conversions
Website data can help you understand how your visitors use your website and whether they’re having a good user experience or not. What’s more, it can tell you whether your most important messages are getting across to your website, whether they can see and interact with your calls to action and find out where they get bored and lose interest.
This information is extremely valuable, because it helps you:
- Improve your website navigation to increase time spent on site and number of conversions
- Remove any “obstacles” that are keeping your visitors from converting
- Improve the overall user experience to increase the time spent on site
- Boost your landing page’s conversion rates by optimizing them based on your data
- Better understand your audience and what their interests are
To help you uncover all of this data about your visitors, you need a tool that can show you exactly what people are doing on your website – something like CrazyEgg.
It uses live recordings of your website visitors and different types of heatmaps to show you exactly what your visitors are doing on your website:
What’s more, you can also use it to test different versions of your landing page to see which generate the most conversions and further improve your conversion rate.
Leverage behavioural analytics to predict future behaviour and improve sales
In the previous point, we talked about user behaviour at the individual level – how each visitor uses your website – and how to leverage that knowledge in order to improve your conversions.
However, another very useful information is how visitors use your website, as a whole.
How do different groups of your audience browse your website? What pages make them exit your website? How do they interact with your products?
And what specific behaviours and patterns can you uncover, that lead to conversions or sales?
That’s where a tool like Mixpanel comes in to help; using behavioural analytics and data science, it helps gather valuable data about visitors and puts it all together in a highly visual, easy-to understand way.
To start with, it collects data from all your website visitors and uses that information to help identify trends and patterns, such as which pages they interact with the most and which content they interacted with:
Then, once it helps you identify all of these trends it also looks at why these trends are happening, using correlation analysis and other data science techniques; this tells you why users will likely engage with a page or piece of content and why they’re likely to convert, based on the actions they take on your website.
Using all this valuable data you’ll be able to form new hypotheses and then test them in real time to see how they affect your results and find ways to improve your conversions and sales.
Regular website analytics are great as a starting point, but if you want to keep improving your results – i.e. improving time spent on site, conversions generated, and total sales – then you need to dig deeper in your analytics and leverage the right tools to help.
Use the tips and tools provided in this article to help you uncover more data about your visitors and customers, better understand their behavior and leverage all of this knowledge to improve your conversions and sales.