The Importance of Visitor Analyses


If You Believe That the Internet Changes Everything, You Will Readily Appreciate the Power of Visitor Analysis

visitor-analyses-online

Where are your customers coming from?

Small businesses and medium sized businesses in Northern Ireland that embrace website visitor analysis will cut marketing costs, reduce customer acquisition expenses and drive up revenues to create stellar Return on Investment (ROI) returns. And what’s more, it can be done without increasing investment in website traffic or increasing prices.

Interaction logs that are collected seamlessly through cookies and server logs have become a new gold mine for understanding customers’ needs and identifying new business Opportunities. Chen, H., Chiang, R. and Storey, V. (2012). BUSINESS INTELLIGENCE AND ANALYTICS: FROM BIG DATA TO BIG IMPACT

Cookies provide you insight into your visitor. They are attached to the visitors browser as they travel online. There are two ways to analyse the information you get from them that will drive up revenues and cut marketing costs. You are about to learn about both of them. Just keep reading!

Visitor Analysis: Tells you where visitors came from, what they searched for and what page they landed on.

Customer Journey Analysis: Tells you what pages they visited and what action they took (filled in a contact form, downloaded something or subscribed etc) if any.

The Key to Online Success Is “Anticipated, Personal and Relevant Content”.

Our social media world is now in a place where we understand the idea of pull vs push. People today, whether they are in work or at home, are bombarded constantly with direct mail, tv and radio ads, newspaper ads and internet ads that are pushed at us. And we’re sick of it.

Nearly all of us have become oblivious to ads. Either we’re too busy or because we simply resent the intrusion, especially ads that must be watched before you can read or watch content! Here’s the thing. The world is changing. If we want something, we search online and pull it in.

We anticipate results that are relevant. And we will search until we find the answers.

We anticipate answers that are valuable and interesting, not banal and mind numbing.

1) Twitter’s fastest growing age demographic is 55 to 64 year olds, registering an increase in active users of 79%
2) The number of people accessing the internet via a mobile phone increased by 60.3% to 818.4 million in the last 2 years.
Mari, M. (2013). Infographic: Twitter The Fastest Growing Social Platform – GlobalWebIndex | Analyst View Blog. [Accessed 7 Dec. 2014].

The data is clear. The internet is on the rise. Social platforms are increasing and everyone is using them, even our grandparents!

People are not picking up the yellow pages, or newspapers or magazines any more. Instead, they use their mobile device to access information on the go while they are out and about.

Visitor Analysis Will Have You Jumping out of Bed in the Morning

Locate Prospects: They’re going online to find engaging and interesting content, especially in the early stages of their purchasing decision. They will even ask friends, family and communities on Facebook, Pintrest, Twitter and the list goes on. And you can be there to guide them!

Identify Opportunities: You can identify which mediums provide you the most qualified leads. It’s a goldmine. It’s the single biggest opportunity business has ever had to generate wealth. And it’s cheap to do!

Save Money: Why spend £100’s or £1000’s on a Pay Per Click (PPC) campaign that drives people to your site but they don’t convert to happy customers? Imagine data that told you that making comments on high traffic and relevant blogs, which cost you only time, provide you more potential customers with their hand up and saying “I’m interested”.

Measured Results: Visitor analysis allows you to quantify the return on your advertising investments. You may just find that organic marketing on Twitter and Facebook posts provide more conversions for your business than paid Google ads or Facebook ads.

land-rover-visitor-analyses-sales

Generate Qualified Leads: New technology allows you to target your PPC ads at individuals no matter where they are online. Based on demographic data and prospects’ search history from visitor analysis, Land Rover were able to target customers who showed an interest in buying a car.

Optimising their PPC messages, they drove qualified leads to their website. Now 15% of their total sales comes from online.

Want to know more about what a digital marketing agency can do for your business?


Visitor Analysis

Robert is the Chief Marketing Officer at Exodus Digital Marketing. He has achieved a 1st Class Honours B.A in Marketing from Vangaurd University, California, and 1st Class Honours M.B.S in Management Consultancy from UCD Smurfit Business School, Dublin, Ireland.
 
He has worked for companies like IBM and BT Telecommunications. He consults and trains small businesses in all things digital marketing. Learn more about us here

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