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Your website analytics platform<\/a> is not a news site. Meaning, it\u2019s not something to scroll through when you\u2019re painfully bored or filling the time. No, you should analyze website visitors with a much more active approach. <\/p>\n So how do you do that? <\/p>\n How do you take action based on your website analytics<\/a>? (Instead of just feeling satisfied that you looked at the cool charts, and calling it a done deal.)<\/p>\n Not to worry. In today\u2019s post, we\u2019re introducing you to advanced, actionable analytics<\/a> and presenting tons of examples to inspire your next move.<\/p>\n If you’ve not yet got analytics set up on your website<\/a>, or if you find your current tool a little hard to follow, you can get GoSquared Analytics for free<\/a>. It’s simple, quikc to get started with and will help you get the most out of this advice.<\/p><\/blockquote>\n When it comes to any website activity checker, there are essentially two ways to go about analyzing the data.<\/p>\n We recommend both methods! Before we dive into the actions, let\u2019s explore these two methods a bit further.<\/p>\n With the first method, you\u2019re looking through your website analytics with no pre-drawn conclusions. You\u2019re not entirely sure what you\u2019re looking for. What you might find will surprise you. <\/p>\n You should look at:<\/p>\n Look for anything out of the ordinary. Maybe you\u2019re getting traffic from a new source, which means that a new marketing campaign is working well for you. Maybe you\u2019re getting a lot of traffic from a different country, which could mean that you have a few foreign influencers that you should identify to build relationships with.<\/p>\n With this sort of analysis, you should have an open mind, make notes of what you find, and then analyze the cause of the change.<\/p>\n There\u2019s another sort of analysis that many marketers and entrepreneurs don\u2019t do enough of, and that\u2019s purposefully using your website analytics to better communicate with customers or to solve problems. <\/p>\n You can segment out your website visitors or address problems of churn with advanced analytics, and that\u2019s visitor behavior. <\/p>\n Device type, country of origin, traffic source\u2014these are all fantastic. But they\u2019re not going to help you forge better relationships<\/a> with your existing customers, and they\u2019re not likely to help you convert new customers.<\/p>\n These types of website demographics and insights are helpful for high-level strategy decisions, but not for taking individual customer and prospect relationships to the next level.<\/p>\n To do that, you need to analyze visitor behavior. Here are some of the things you might want to analyze:<\/p>\n When it comes to taking action, most of the exciting data lies in website visitor behaviour. <\/p>\n Now that you\u2019re aware of the different methods of analyzing website traffic, and a variety of visitor behavior that can be tracked and analyzed, let\u2019s take a look at three specific ways you can analyze traffic and take action.<\/p>\n Just imagine if you could tell who was close to converting but wasn\u2019t quite over the hump just yet?<\/p>\n Maybe this particular website visitor has been eyeing an $895 dollar report for three days in a row. Clearly, they\u2019re interested. But if they\u2019ve been on the same page that many days in a row and still have purchased the report, then they also must have some questions. <\/p>\n For an ecommerce website, someone who has been on a product page for longer than 90 seconds might also be close to making a purchasing decision. Or what about someone who added the item to their cart and was about to navigate away?<\/p>\n For SaaS companies, a website visitor might be close to converting if they have downloaded a whitepaper, and are viewing your pricing page. Or if they have read at least three other pages or blog posts on your site and are viewing your pricing page.<\/p>\n These are the criteria you can combine to identify prospects who are close to converting:<\/p>\n Implement a chat prompt<\/a> for anyone who matches the relevant criteria. Ask if they have any questions, or provide additional information or resources, such as about the money-back guarantee or a size chart or a phone number for sales. <\/p>\n If these prospects are also leads that you have captured because they\u2019ve signed up to watch a demo or receive a whitepaper, then you could also trigger a follow-up email<\/a> to them, if they meet the above criteria you select but don\u2019t convert. <\/p>\n In GoSquared, it\u2019s easy to create Smart Groups based on different behavior criteria, and then set up automation via chat<\/a> and email<\/a>. <\/p>\n Next up, let\u2019s discover which of our customers and subscribers might churn. <\/p>\n This analysis activity is relevant for:<\/p>\n Essentially, to get value from this tip, you should either have a subscription based business, or an ecommerce business that can expect to get a lot of repeat purchases but doesn\u2019t yet have a physical subscription box offering<\/a>.<\/p>\n If you do have a subscription box, you won\u2019t necessarily be able to tell who\u2019s going to churn with this type of analysis unless you require that your subscribers take action on your website before they receive the box, such as to approve their options (in fashion and jewelry, this is often important). In which case, you can remind them via email to approve the box.<\/p>\n To discover these inactive customers and subscribers, you\u2019ll want to take a look at your analytics-powered CRM<\/a> and apply various filters to create a Smart Group of people likely to churn.<\/p>\n The best criteria is typically when customers haven\u2019t been on your website in a specific amount of time. If this is an ecommerce company or subscription box that has elements of online activity, then maybe it\u2019s 14 days, 21 days, or 28 days. <\/p>\n For digital publishers, the number of days would be even shorter, as you expect readers to be on your site every day, or at least several times per week to really get value out of their paid subscription. Someone who hadn\u2019t been on your site in 10 days might be at risk of churning. When a paying customer hasn\u2019t been on your website in a troubling number of days, you might want to send them an email campaign<\/a>. It should never be pushy, desperate, or obnoxious.<\/p>\n Here are ideas for the different business types we discussed:<\/p>\n We\u2019ve taken a deep dive into our leads and customers. But what about anonymous website visitors? What can we learn from their behavior?<\/p>\n Let\u2019s explore.<\/p>\n But first, to be clear: leads are people who have submitted a form on your website (for a demo, a whitepaper, or something else). Without someone being a lead or a customer, they will always be anonymous in your CRM<\/a>. That\u2019s the law.<\/p>\n However, even if the visitors themselves are anonymous, you can still use the behavior triggers we\u2019ve previously addressed such as the time spent on a certain page to prompt a chat message<\/a>, but you won\u2019t be able to email them. <\/p>\n The best way to understand your anonymous website visitors is to create multiple Smart Groups. Then, every week you can see who falls into all of your different Smart Groups so you can go deeper than just generic website traffic statistics.<\/p>\n These are some Smart Groups you might want to create:<\/p>\n Think of this like analytics in action.<\/p>\n Most marketers track this sort of information with UTM codes so they can report back what is working and what isn\u2019t to their boss or client, and then adapt their strategy accordingly. UTMs can look a little daunting at first so we made this UTM generator<\/a> that anyone can use to upgrade their tracking. <\/p>\n If you’re thinking “what on earth is a UTM<\/a>?” we’ve written a short guide about UTM parameters<\/a> and how they can help your business grow<\/p><\/blockquote>\n That\u2019s great, and should certainly be part of your toolkit. But active, real-time automation is even better.<\/p>\n Armed with analytics plus automation<\/a>, you can do just about anything. You might want to set up chat prompts<\/a> so that the first time someone is on your site from one of these Smart Groups, they\u2019re treated to a specific message, coupon, or offer. Maybe for another group, they don\u2019t get a special message until the third time they\u2019re on your site. <\/p>\n Overall the goal is to not only segment your site visitors to learn what campaigns are working well and what channels are bringing in sales, but to also automate sales and engagement campaigns. <\/p>\n This way, you\u2019re bringing your website data to life, and catering to what your prospects and customers need. <\/p>\n GoSquared\u2019s Marketing Automation<\/a> tool helps you act on your website analytics. Sign up to get notified<\/a> when it\u2019s released. <\/p>\nHow to analyse website visitors<\/h2>\n
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Detect trends you weren\u2019t aware of<\/h2>\n
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Segment your audience and solve problems<\/h2>\n
<\/p>\nBeyond website demographics: visitor behavior<\/h2>\n
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3 ways to analyse website visitors<\/h2>\n
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1. Identify prospects who are close to converting<\/h2>\n
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Try implementing a chat prompt or automated email<\/h3>\n
2. Discover inactive customers and subscribers <\/h2>\n
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\nSimilarly, with SaaS products, you usually want to see usage every week, but for certain products once or twice a month might be as expected. <\/p>\nTry setting up an email campaign to target these customers<\/h3>\n
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3. Understand your anonymous website visitors<\/h2>\n
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Be smart with how you use your smart groups<\/h3>\n