Being able to know who is visiting your website is every marketer’s dream. Imagine the incredible performance of your marketing campaigns and the highest level of ongoing sales that exceed the sales of your competitors. Over the years, marketers have tried everything to learn more about their website visitors. Unfortunately, despite all these efforts, a large number of your visitors may remain anonymous. There are no email addresses, cell phone numbers, or other clues that could reveal their identity. At some point, trying to identify just 2% of your target audience can seem overwhelming. But there is hope. The most advanced visitor identification technology available today to all marketers to effectively identify all website visitors regardless of their origin or the information they provide is to use a whole list of the most popular tools that provide recognition of web visitors to find and identify the target group of customers of your business. The simplest tool you can use to understand your audience on a macro level is web analytics. The most common example is Google Analytics.
Using key, effective features provided by Google Analytics (using web analytics tools)
With the help of Google Analytics tools and capabilities, you can find out:
- The number of visitors to your website each day (or over some time);
- Where they came to your website from;
- How users interact with your website (which buttons they click, which pages they visit, how long they stay on the website);
- Enabling certain advanced tracking features (which typically require disclosure on your website) allows us to better understand the demographics and interests of your target audience.
However, this level is only the tip of the iceberg. While this will give you insight into the mindset of your target audience, these visitors may return without a trace and there is no other way to engage with them.
Many site owners pay a lot of attention to the promotion of their resources. When a resource loses a few places in search engine results, ask yourself what you did wrong. In principle, it is not immediately clear what it is. Why has the number of visits to the source decreased and the sales are zero? This usually happens due to many key factors that are important to know. In this case, the owner can spend a lot of time creating good content, but the number of visitors and leads does not reach the desired indicators. So, what is the reason, and how to find it? The answer to this question can be found by carefully analyzing your web resources. An eCommerce analysis is a website survey that looks for a variety of key factors that are negatively affecting a website’s promotion. The analysis is quantitative and compares the performance of resources before and after a certain change. “Why Are Visits and Sales Falling?” For a final answer to the question, it is not enough to analyze only, but it is also necessary to evaluate the sources of origin of this complex problem.
Evaluate the resource, its purpose, and how it can help you
Online stores are evaluated using site analysis. In addition to the usual number of visits, purchases, and the average time a potential client spends on the resource, an objective evaluation of the site by an expert is necessary. This necessity is caused by dozens of different parameters that are not specified anywhere. There are many things that site developers do not pay attention to visual style, content, and design of tables and tabs, but experts will quickly find out what is wrong with the service. Of course, you can try to evaluate all of this yourself, but since you created and developed the idea yourself, you may not notice certain key flaws. A detailed and well-executed analysis of Internet resources includes:
- Checking the site for technical errors;
- Disadvantages of online store design;
- Search for factors that in one way or another prevent the indexing and promotion of your online store;
- Online store conversion measurement;
- Detailed analysis of errors and general structural deficiencies of the Internet resource.
The result of such a complex, painstaking analysis is a complete picture of the site in the form of certain indicators and numbers. With this data and some knowledge about online promotion, it will be easier for you to understand exactly what is wrong with your online store and you will have an understanding of how exactly it can be fixed quickly. There are many effective ways to analyze Internet resources. Each of them has its key features and positive aspects. Analysis using qualitative indicators is one of the most common methods of analyzing Internet resources, but, unfortunately, it is superficial. To analyze the site for quality indicators, you need to understand what TICS and RP are. In addition to this data, we also need to know the age of the domain, the number of pages it contains, and the number of internal and external links it contains. Although such an analysis gives a rough idea of what is happening to Internet resources, the question “why?” does not always answer questions. This analysis method is suitable when your website’s search traffic is decreasing over time rather than gradually. The problem with analyzing the service at the bottom of the search results is that the data is constantly updated. It is very difficult to determine the exact moment when a website starts to lose rankings.
Comparing data about website visitors provides better accuracy in resource evaluation. The principle of analyzing your website according to statistical characteristics is to use data obtained with the help of Google Analytics. Based on the received data, you can determine the main sources of traffic, evaluate the effectiveness of your advertising campaigns, and determine the most popular pages and search queries that interest users. Understand the characteristics of your target audience. It is extremely important to get information about your target group. This method is significantly different from the previous one in terms of the amount of data available, but it only makes sense if you know what to do with the data. Without the experience of proper analysis of Internet resources, these data are just numbers.
Active use of email form
Ideally, anyone who visits your website will be interested in purchasing your product or service and will leave you their contact information. Collecting emails is quite difficult. Because of this, over the years companies have resorted to tactics to get visitors to provide personal contact information, from writing long white papers to offering free demos and giveaways that require them to provide their details. Every company you visit today has a blog or actively promotes its social media that you can subscribe to, and every e-commerce store has a pop-up message to receive your email with promises of discounts for new customers. Typical conversion rates for these forms range from 0.1% to 2.5%.
Means of obtaining data
Fortunately, email forms aren’t the only way to gain insight into your audience. The past decade has seen a wave of data enrichment software that digs deeper into the personality of your visitors. A variety of key data enrichment tools pull information from dozens of public and private sources to identify website visitors and incorporate that information into IP addresses, cookies, website visitor trackers that visitors may have. All newly collected, valuable personal data is integrated into your CRM, providing an efficient opportunity to develop truly personalized marketing campaigns. A particular problem with data enrichment is that, at best, only 30% of traffic can be personalized, and more than 70% is still anonymous. The key various data enrichment tools are also mostly passive and focus on CRM instead of trying to capture the attention of visitors when they are most interested in your site and actively shopping. Finally, most data enrichment tools use second or third-party data to anonymize visitors. This means that the data may be out of date and inaccurate. It also means that competitors have access to the same data.
It is important to communicate with visitors in real-time
Knowing who your visitors are is only part of the story, and it’s no exaggeration to say that engaging them is just as important. This applies to sales status in chat. Visit many websites today and you will see a chat icon in the bottom right corner. It could just be a self-service FAQ directory, a semi-intelligent chatbot, or an actual salesperson. Live chat can tell you something about your visitors if you first ask them questions that interest you. But instead of trying to perfect CRM data for your visitors, give them the information they need. A visitor who sends an email in exchange for information is considered a lead. However, in most cases, the visitor is an existing customer looking for support, so they provide their email address. This is an important point to remember. A new trend among marketers is to ask for email addresses before contacting an agent via chat. However, if you ask your visitors for their email addresses too early, your conversion rate may decrease.
Effective and modern methods of communication with visitors that work based on AI
All the solutions described above have given a positive effect so far, but they are not the most reliable. That’s why. If a user tells you who they are and provides personal information about themselves (name, email address, mobile phone number, IP address, etc.), you don’t know if the visitor is interested in becoming a repeat customer. Typically, traditional methods of collecting information about visitors are based on information that is manipulated after the visitor leaves the site, rather than real-time information while the visitor is on the site.
Often they are based on external data. Therefore, such information may sometimes be inaccurate or irrelevant. How to overcome this? You need modern and highly effective tools that can identify web visitors based on their behavior, not demographic or business information. This is known as “buyer intent”. To do this right and at scale, you need to leverage AI, its powerful capabilities, and the means to accomplish those goals. A person can’t calculate the necessary parameters. In 2023, there are completely different platforms that actively use the power of artificial intelligence and proprietary evaluation models to determine the intent of a website visitor to purchase with 85% accuracy or higher under all circumstances. Imagine that each customer is assigned a virtual score that represents the probability of their purchase in real-time. Increase the AI score of each visitor when they visit your website and view your content. When a visitor reaches a certain threshold (such as “high purchase intent”), you can activate engagement tools to drive those visitors to your site. For example, you can use live chat to choose the right path. Low-ranking visitors get an automated chatbot and high-ranking visitors get fast access to BDR and conversion.
It also improves BDR performance by identifying exactly which visitors you should be communicating with at any given time. Filter out all malicious visitors so that BDR and your sales team can only communicate with visitors who are ready to convert. This is only possible with the help of real-time data about the receiver’s intentions, which is obtained from artificial intelligence tools. Unrivaled AI accuracy is based on long-term sales data, profiles of more than a billion visitors, and analysis of millions of conversations. This gives your sales team instant access to your most valuable visitors, resulting in instant conversion rates. Key AI-powered platforms not only work well with website analytics, email forms, key data enrichment tools, and chat but are also the most effective additions to your next interaction with your visitors. Now you know in real-time who your visitors are and what their intentions are regarding the purchase of a particular product or service.
