Making A1WebStats Work For You
Millions of companies have website statistics tracking software such as Google Analytics (and from other providers), but don’t make the best use of it.
A1WebStats is focused particularly on analysing how people within companies/organisations interact with your website. However, the data alone is not enough to make you succeed. In order to get the best results from A1WebStats we recommend the following process. Please do contact us if you require any further clarification about these important activities that will help you benefit in the biggest way …
If you don’t have a process that ensures all enquiries/sales are recorded (this includes email, phone, enquiry forms, in person, post) then you don’t have the ability to see what is and isn’t working.
If, for example, you have 1,000 visitors to your website each month but don’t have a record of enquiries gained then it’s not easy to link website visitors to actual enquiries/sales gained (and so also see where the gaps are).
We recommend that there is a company policy that requires all enquiries/sales (however seemingly small or unimportant) to be recorded in a central system. A Google Doc spreadsheet can work well but every company will have their own systems in place. The information that needs to be recorded is:
- Date of enquiry/sale
- Time of enquiry/sale
- Enquiry/sale method (e.g. email, phone call, enquiry form)
- What the enquiry was about (e.g. a product, service, someone selling to you)
- Where the enquiry/sale originated from (you may be able to gain extra information from the enquirer – for example, they may have typed something into Google)
- Other information that you may want to record (e.g. name, phone number, email address, location)
Only when you have a firm system of enquiries/sales logging can you get the full benefits out of A1WebStats.
2.Linking enquiries/sales to A1WebStats data
With an efficient enquiries/sales logging process in place you will know exactly when each enquiry/sale came in during a period of time. For those enquiries/sales that are perceived to have come in via a visit to the website you can compare the overall numbers of enquiries to the numbers of website visitors.
For example, if you had 1,000 website visitors during a month and your enquiries/sales records showed only 10 people then it would imply that 99% of website visitors didn’t find enough reason to interact with you.
We recommend that you keep a monthly summary of how many enquiries/sales were gained compared to the overall website visitors. Of course, you don’t expect huge percentages to become enquiries/sales but it’s not unreasonable to expect at least 5-10% (if the website is strong enough).
3.Best-capitalising on enquiries
Apart from pure sales gained, if you receive enquiries then it’s always worth referring back to A1WebStats to gain a bigger picture of how the enquirer interacted with your website (before you respond to their enquiry).
If you know the date and time that the enquiry was gained you can use A1WebStats to link into the actual visitor path the enquirer took. Even in situations where the enquirers company can’t be identified by A1WebStats you will still see the path the enquirer took.
By analysing the path the enquirer took through the website you are armed with information that helps you package your response to that enquiry, based on what they did and didn’t look at within your website.
4.Identifying companies who didn’t make contact
Your enquiries/sales logging system will let you use A1WebStats to identify website visitor paths linked to those enquiries/sales. However, there will likely be many more companies/organisations who didn’t make contact with you.
By logging into A1WebStats (this is typically weekly, but daily is even better) and selecting the time period of interest to you, you will see summaries of all website visitors during that time period. Of those, you will be able to identify company/organisation names and can select those to then have a deeper look at how they interacted with your website.
The end result is a report that gives you a list of companies/organisations and information about how they used your website.
5.Using the visiting companies information
Having identified companies/organisations that visited your website, but didn’t make contact with you, there are now choices. These will differ depending on each company and approach to business but will likely be in the following list …
- Find a link into that visiting company (e.g. via LinkedIn.com) and try to build up a dialogue.
- Put the company details into Google, find their contact details, and go in cold, trying to get close to the person who was most likely to have visited your website.
- Find contact details for that company and add them to your marketing systems (e.g. a mailing list).
- Putting that company name into Google Alerts to identify when others are talking about them (to identify if there may be other routes into that company).
- Do nothing. Unfortunately, there is sometimes a view of “they’ve been to us and they’ve gone and we can do nothing about it now”.
For the majority of A1WebStats subscribers, there will be a wish to try and salvage something from the knowledge that companies/organisations have visited the website but haven’t made contact, but in most cases there will also be an awareness that weaknesses within the website have cause the problems, which leads onto the subject of refining the website (below)
6.Refining the website
If companies/organisations are visiting your website but only a small percentage of them are making contact then it tells you one of two things:
- Your website isn’t strong enough.
- Your marketing activities are creating a misleading impression, which conflicts with what people find on your website.
Point 2 is a completely different subject (our Gold and Platinum subscribers benefit from our insights into that) and in most cases the webstats will identify issues related to point 1 – common patterns amongst website visitors that only become obvious when the data is regularly analysed.
Most clients have the same challenge – being too close to the business to see where there are website weaknesses. While you always have the option of using our Gold or Platinum subscriptions, there are some cheaper options that you can do yourself. These include:
- Use A1WebStats on a weekly basis for a period of a few weeks to build up a picture of common website visitor patterns. You will soon start to see pages that companies/organisations visit, but that appear to be a blockage stopping them from interacting with you further.
- Involve staff and colleagues – share with them the A1WebStats information showing individual companies/organisations that have visited, but who haven’t made contact. Use collective minds to identify which parts of the website are letting you down … and then implement actions to change those.
- Contacting the organisations who didn’t initially make contact with you and, assuming you get through to the original visitor and can strike up a rapport with them, ask their honest opinion of how they saw your website. Most people will be pleased to be asked and the information will be valuable to you. Naturally, individual people will have different reasons for not liking something about your website so it’s good to get a broad range of viewpoints or you could potentially make an aspect of the website worse, based on too small a range of viewpoints.