Are you counting visitors or customers?

By Matt Brown, matt@onevision.co.uk

One of the other regular questions we are asked at One Vision is “How can we create more traffic to our website?”

Well, the only reason that you would wish to create more traffic to your site would be if you could collect payment from every single visitor just for the privilege of visiting your web site. This would be like a department store charging you an entry fee just to be able to come in and browse.

What you are interested in is customers - not visitors. You should be focusing on reducing traffic to your website and increasing the value of qualified leads that convert to customers. 

Unfortunately, web statistics have tended to focus on numbers of visitors to a website, and while analysis software can produce beautiful graphs showing you the quantitative trends over a period of time, too strong a focus on just the numbers of people visiting your website will not tell you what they are doing once they get there. `Hits’ is an even worse measure than counting visitors. Each page downloaded will count as a hit, but so will each element on that page such as the graphics. So a page with a greater number of page elements will record more hits than a simple page with one image. So hits is not a helpful measure.

As part of your ongoing website bench-marking you do need to know how many visitors are visiting your website, but you should really be focusing on how many customers and what value of business is being created by your website.

Is your website functioning just as an electronic brochure? Hoping to catch some enquiries to feed into the sales team and playing little further part in the sales process? Think of your website as part of your sales process: a pipeline that draws enquiries, qualifies the customer, converts orders and provides support for after-sales. Ask yourself, “How can I fully integrate my website into the business process of our organisation?”

Good luck with growing your business through marketing and let me know how marketing is growing your profits.



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