Stop lumping all of your visitor traffic into one big bucket. In tough economic times, you can’t afford to let one visitor go without making the best effort that you can to understand their needs and solve their problems.
If the extent of your web analytics reporting is to track visitors and pageviews on a monthly basis and assuming that more visitors/pageviews equals more leads/purchases, then you’re missing a huge opportunity. In this scenario you’re playing the percentages. You know that you can convert leads at a certain rate and, therefore, more traffic is good for your business. Well what happens when the number of people to your site levels off or when the people coming to your site have less and less budget to purchase your products? Now you can see how this isn’t an effective strategy.
Too many companies focus all there attention on increasing their web site traffic but far fewer focus the attention that each individual visitor deserves once they get to their site. If you’ve done an effective job of getting people to your site then they should already be interested in what you have to offer. Take advantage of this and start nurturing these visitors by helping them fulfill their wants and needs. Treat them as individuals and stop counting them as traffic.
Tags: web analytics, web marketing
