Poring over numbers can be a boring task. Even more so, it’s a difficult task to turn these numbers into valuable and actionable insights.
However, the more you understand your analytics, the more you’ll understand your audience and their behaviour online; and the more you understand your audience, the better equipped you’ll be to convert your audience into paying customers.
So in this blog post, I’ll show you 6 vital ways you can leverage your analytics to generate more leads and customers.
1. Identify Website Visitors
The first insight you need from analytics is to identify your website visitors. Because with these pieces of data, you can shape your entire marketing strategy.
For proper analysis, the best place to begin is to gather demographic data. This includes details such as:
- Age
- Gender
- Interests
- Location
These details are readily available in Google Analytics and provide insight into your audience. Are they mostly aged American women? Are they mostly young European men? Do they love music?
These demographics help to discover the type of content and offers that are likely to convert your visitors.
Beyond these details, a tool like CANDDi goes further and identifies your visitor. This means you can get additional information such as:
- Name of visitor
- Employer
- Time on your site
- Activities on your site
Through this detailed information, you can easily identify leads, understand their interests, and send personalized offers to them. Thus, combining Google Analytics with a tool like CANDDi will help identify and understand your audience.
Moreso, you can create or update your buyer personas from these insights.
2. Analyze Site Searches
If you have a site search box on your website, you’ll find many insights through its analysis. This is especially vital for eCommerce websites.
The first piece of information to consider is the search terms. In most cases, this provides more clarity compared to organic searches. For instance, are users searching for branded products you don’t have?
What about search terms that return no result? In this case, you can get more content ideas to keep more users and convert them to leads and customers.
Another detail to consider closely is the start page for searches. This could be a case of missing information on this page.
Moreso, search terms with a high percentage of exits can mean 2 problems: you’re not providing the needed information or you have no page meeting the searcher’s intent.
In another sense, you can compare the data of visits with and without searches to see the most effective visits in terms of conversions. Moreso, you’ll find more insights when you segment your data with details such as device or traffic source.
Finally, site searches provide keyword ideas that you can implement during your PPC and SEO campaigns. By analyzing site searches and making important recommendations, Ryan Stewart helped a website achieve a 245% increase in email leads.
3. Analyze Location Report
Even though anybody around the world can visit your website, you’ll find that more visitors come from a particular location. If you run a local business, this is a piece of information you want to pay attention to.
For instance, if you run a restaurant in New York, what are the odds of making money from a site visitor from Afghanistan? Very low.
Therefore, beyond the country, you can dive deeper into the “city” data to see how many visitors you get from your target location. Likewise, you can compare the conversion rates of different locations.
Apart from running a local business, even a “global” business wants their ideal audience from a specific location.
In another sense, having high conversion rates from a particular location can inform your strategy to focus more on that location. Furthermore, location data can inform your location targeting when you run ads.
4. Monitor Entry and Exit Pages
Some pages account for a large share of your entries and exits. For both pages, you need to pay attention and exploit them for more leads and conversions.
Usually, your home page will account for more entries. What other pages are responsible for a large number of entries into your website? After identifying these pages, you need to analyze information such as bounce rate. Then, you can add vital conversion elements to those pages.
For pages with a high level of exits, you need to study the page and identify possible issues causing exits. By making these changes, you can keep more visitors on your website and convert them to leads.
Another detail to check is the behavioral flow. With a tool like Mixpanel, you’ll see how visitors navigate your website.
Beyond that, Mixpanel can show you how paid and free users navigate your site. Through this, you can convert more free users to paid. Moreso, you can see the top paths to conversion and direct more of your traffic through these paths.
5. Use Conversion Goal Tracking
While running a lead generation marketing campaign, you need a landing page to capture your leads. But to track the success of your campaign, you need to know the number of leads acquired.
Usually, your landing page builder will show you the number of leads captured on a landing page. But beyond just leads acquired, you can track goals for your sales pages.
No matter what goal you want to track on your website, you can set up the Google Analytics goal tracking. Luckily, Google has templates to pick from depending on your needs.
You can also use the custom option to customize your goal. During the process, you’ll have to enter vital details such as the destination page, value of your goal, goal type, and more.
This way, you can easily track the ROI of your marketing campaign.
6. Implement A/B Testing
If you aim to generate more leads and customers, one activity you can’t do without is A/B split testing. But before performing tests, you need to form the right hypotheses.
By watching user behavior on your website, you can form hypotheses on changes that can improve conversions. A tool like Crazy Egg helps to study user behavior and uncover important trends.
With a feature like heatmaps, you can see areas where visitors click on your website. Likewise, scroll maps show how far users scroll further down a page. Therefore, you’ll discover whether only a few users see your CTA button or other important elements.
Beyond these, you have access to video recordings which display how a visitor’s mouse moves around while navigating your website. From these insights, you’ll get ideas on different A/B tests to perform.
For example, you can test page elements such as:
- Headline
- Page copy
- Background
- Number of form fields
- CTA button color
Luckily, you can run these tests on Crazy Egg and track the performance of your page variations.
From your A/B tests and the resulting analytics, you can determine the failure or success of your tests. Then, you can run even more tests to increase conversions.
For instance, Wilson HTM tested two other variations of their landing page with different headlines. The page that came out the winner got 52.8% higher conversions than the original page.
Conclusion
With proper analysis of the right numbers to find the right insights, you can make changes to generate more leads and customers in your future marketing campaigns.
Therefore, keep these 6 ways in mind next time you’re analyzing your website numbers to increase leads and customers.
