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When searching for information about a company or organization, most consumers and businesses today turn first to the web. Websites have become an invaluable two-way communication resource, and by acting as a record of what users value more than chatbots and online forms, businesses can share messages and get input from their users. can hear But the business website’s most important role is her role as the company’s 24/7 global sales representative.
Tracking and analyzing traffic and performance is essential to ensure that your company website delivers value to users, educates them about you and your business, and most importantly leads to sales. . To do this effectively, you need to know what (and what) to look at, as well as the right set of tools. Here, her 15 members of the Forbes Technology Council share tools and tips to help business her leaders better monitor and learn from their company’s her website.
1. Clearly define your goals
As far as tools go, Google Analytics 360 Enterprise works flawlessly in most cases. However, before installing analytics tools, you should clearly define your goals. Once you have defined your goals, you need to break down your metrics by goal. Only then will you be able to properly choose the tools that meet your needs. Unfortunately, 99% of companies do it the other way around. I install a tool and then think about what I can collect with it. – Max Bondar, Trigger Software
2. Analyze Time Spent on Different Pages
A tip for monitoring website traffic is to not only track the number of page views, but also analyze how much time is spent on different pages so you can identify the most interesting content. Convenient. In addition, she has tools to identify which domains visitors have come to her website from, helping her narrow her customer outreach. – Sagar Honungal, Hakimo
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3. Use tools that track sentiment and engagement
We recommend using heat maps or other tools and services that show the sentiment and engagement of users as they visit your site. Being able to see user behavior in terms of what they clicked, what they reacted to, and where the drop-off occurred is a powerful way to reduce friction in their experience. – Salwa Muhammad, Force Brain
4. Analyze correlations between business and web metrics
Don’t get hung up on fancy online metrics like visitor numbers or time spent on your website. You may be attracting “low quality” visitors who spend time on your website because they can’t find what they’re looking for. In fact, you may be looking for a few visitors who will take immediate action. Explore correlations between business metrics and web metrics. – Jens Martin Skibsted, Manyone
5. Look for trends and patterns
Data varies greatly between tools. Instead, look for trends and patterns. Both the Google Analytics Insights and Google Search Console Insights features help you identify trends over time. – Jeremy Sindor, digitalML
6. Track performance over time
Leverage tools like Google Analytics and Ahrefs to collect data, explore key metrics for business performance, and create dashboards (using tools like Databox and Google Data Studio) to monitor performance over time. track accurately. Then, derive hypotheses about how to improve business performance from the observed data, and test these hypotheses in experiments. – Roland Polzin, Wing Assistant
7. Add IP Tracking
Website IP tracking is a cost-effective way to see how your marketing is reaching the real world. Providers of such software are numerous and often offer free trials and easy code installation. This technology identifies visitors who are accessing the site from her IP address at work. This helps B2B product businesses identify companies that have a high interest in their products. This information can be sent to the sales development team. – Gustav Westmann, BrightBid
8. Leverage AI to transform data
Digital data from your website can help you sell, but only if you can translate the data and act on it. I see great benefits in using artificial intelligence to transform digital data into sales inputs. Leaders can’t know every client’s behavior online, but by using AI to collect and transform data, sales teams can better understand service and support demands and be more proactive in the sales cycle. You can succeed. – Ali Safavi, COVU
9. Bridge the gaps between multiple sessions
It’s important to see website analytics in the context of the full user journey, including bridging the gaps between multiple sessions over time. This can mean tracking how many sessions it takes before a significant conversion event, such as a purchase, occurs. Understanding where your attrition lies can help you improve your funnel and plug holes in your strategy. – Rashad Nasir, ThinkCode
10. Use Pingdom
One tool that business leaders highly recommend for monitoring website traffic is Pingdom. Pingdom notifies you of site availability issues and provides detailed reports of the uptime status of each business application or endpoint. This is important for both senior management and customers to ensure service level agreements are being met. – Bob Fabian Zinga, US Navy
11. Try a lead feeder
One tool that we really get a lot of value from is Leadfeeder, which tracks who visits your website. Displays visits, page views, and most active visiting routes. This gives us valuable information about who is visiting, what pages they are reading and how they are using the website. Highly recommend this product. – Chetan Mathur, Next Pathway
12. Pay attention to the content consumed
One tip I want to share to help business leaders learn from their company’s web traffic is to pay close attention to the type of content people are consuming. A recent survey found that 55% of B2B buyers are increasingly relying on content for research and buying decisions. In short, businesses need to provide relevant and personalized content to buyers to grab their attention and nurture them through the funnel. – Mike Dickerson, ClickDimensions
13. Pour traffic data into a data lake or warehouse
Traffic data is often buried in specific systems with restricted access. Infuse data into your enterprise data lake or warehouse to extract key financial and operational metrics along with KPIs and insights that help executives steer their business. Some simple metrics are traffic vs. revenue and cost, or page views vs. product performance and conversion rate. – Murray Foxcroft, ProArch
14. Follow the complete user journey
A company’s website is the first place a potential customer goes to research a product. All our marketing efforts may be directing potential customers to our main page, but it’s important to follow the user journey. This allows sales and other teams to see if and when engagement has dropped. With that in mind, you can tailor your customer experience to tie it into their purchase. – Mercedes Soria, Nightscope
15. Watch Your Vanity Metrics
Be careful when looking at the vanity metric. An increase or decrease in traffic doesn’t tell the whole story. Look at conversion metrics instead. For example, if your site traffic is increasing but your conversion rate is declining, it means your visitors aren’t finding what they need. Improve the information you present to new visitors to improve your web presence. —Rodrigo Bernardinelli, Digibee
