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Are there leads in your visitor data?

Can you gain valuable data from your website traffic?


Some visitors to your website will be the sort of people you want to do business with. They will arrive, do exactly what you ask them to do, and turn into customers.

Other people will not do as you ask. Of this disobedient group, there will be some visitors who were never intending to buy from you. They will probably not be the sort of people you want to do business with. They may be there by accident; they may be from a competitor doing research; they might be looking to sell something to you.

But a fair proportion of ‘disobedient’ visitors are people you would like to do business with. They are potential clients. But for whatever reason they closed the browser window and did not follow your call to action.

Despite this, they can still help you.

The first step is to collect some data on them using a tool like Google Analytics.

Where have these disobedient leads come from?

Tracking the traffic on your website will tell you:

Where your visitors are coming in from

With web traffic data you can find out which social media sites and directories are working for you. You can understand the performance of advertising.

Some traffic tools can tell you which IP address people are coming to your website from, or which region. With a little detective work you may be able to narrow down a few organisations or individuals that would respond well to a direct marketing campaign.

What devices they are using

Analysis of your device data can flag up problems with your site. For example, if mobile visitors are leaving quickly, that’s a sign that your website is not working well on smaller screens.

What search terms they’re using

You can learn what questions people are asking about your products and services, and which terms are bringing them to your site via organic searches. Use this information to tweak your search engine optimisation, and perhaps to beef up your content to make it more helpful. Or consider using these search strings to make an irresistible newsletter subject line.

What pages they’re landing on and which page they are leaving from.

If you get a lot of people coming into a relatively obscure page – say it’s a knowledge base article on a topic – it suggests that this page contains information that is valuable to your potential clients. This could tell you about a pain point you didn’t know about. It could give you an idea for a new resource. And it tells you that it may be worth making more of this page.

When it comes to the pages that people leave your site from, that’s more useful information. Are they leaving because the page doesn’t work properly?

Your traffic stats can also tell you what people do on your website, and how long they stay. Look at how that compares with what you want them to do on your website and adjust as necessary.

Drilling deeper into your traffic stats

For Eonic, the West Kent web developer, analysing web traffic to optimise websites is all in a day’s work. If you think you might be missing out on clients, get in touch and learn how we can help.