Approximately 96% of visitors that come to your website are not ready to buy. However, by visiting your site they are showing interest in you and what you have to offer, so should not be overlooked. How can you gain insight from this vast swathe of people that are expressing early stage interactions with your brand?
Google Analytics is great for showing aggregated data on journeys through your site and indications of the pages that draw the most attention from your audience – but it can only go so far. You can follow behaviour flows in Google Analytics to identify where visitors enter and exit your site or if there is a drop off in the middle of an important customer journey. All of which you can use to optimise your site content and develop the overall user experience. Unfortunately, Google Analytics doesn’t allow you to identify an individual’s behaviour on your site. It is hard to pinpoint the profitable journeys, and those that ultimately resulted in conversions if you don’t know who did what!
How do you go about spotting those contacts that are on your website but haven’t contacted you?
Whilst a whitepaper download may be little more than an indication of initial need and set in the very early stages of the purchasing journey, there is often enough motivation for the individual to provide their contact details. And from that all-important value exchange, they are now available for nurture programmes
By directing contacts to a specific link using a UTM value you can help more clearly identify who and where they are from.
Tools like in-leads® work in a similar way to Google Analytics but differs in that they allow you to match the visitors on your website to the contacts in your marketing list. Once you know who precisely is looking at your website, you can identify buying behaviour like visits to:
Featured Pages - Whether it is early or late stage research, your name is in the running. So whether you are going to retarget or simply follow the path of the research, there is valuable insight to be had. The journey, dwell time, other actions and conversions are all indications of an intent and lead scoring these interactions will help you build a picture of the value of the visitor in question.
Case Studies - a great indication of buyer intent as few people read case studies for fun. If someone is looking at your case studies, they are probably doing the due diligence that usually happens in the latter stages of the buyer journey. A proactive approach at this point might be all you need to get this sale.
Pricing Pages - These pages are likely to be accessed in both early and late stages of the journey. Early to understand an indicative cost and latter for more specific purchase decisions, and whilst both indicate a need and a motivation the stage in the journey needs to be ascertained to ensure that the right message is presented.
With in-leads® you can get a deeper understanding of the motivation and intent of the on-site behaviour and activities. You can alert your sales teams of hot new leads or when someone in the latter stages of the buyer journey has returned to your site.
Using triggers and reports you can get a greater insight into the behaviour of your prospects and prioritise your follow-ups more effectively. By using the insight you have on the pages that interest them, your conversations can be more meaningful.
If you would like to talk to one of our experts in more detail on how e-shot™ and in-leads® can help your sales and marketing teams become more effective give us a call on 020 3320 8777 or request a demo.
We are confident that we can help you, which is why we offer a free healthcheck to identify potential issues with your current programme and free advice on things that could be done to improve it.