Companies visiting your website – identification and action

There are now many software products that make it easier for you to identify which companies are visiting your website, and how those people interacted with the pages on your website.

This article focuses on what to do with that information but also looks at what to do with all the other data (where company names can’t be identified).



Expectations of data available


Although it varies between business types, you would typically expect to have between 10% and 25% of your website visitors as identifiable ‘company’ visitors.

The other (majority) percentage of visitors are still important, which I cover further down.



Assessing the companies that have visited your website


Your analytics software should make it easy to view all the companies that have visited your website and each page they looked at. Your actions are then as follows …

  1. Look through each ‘company’ visitor and decide whether that visit was potentially useful or not.

    For example, a useful visitor could be determined as someone who had typed a particular keyword phrase and looked at particular pages on the website.

    A non-useful visitor could be someone identified as being from a university, who are clearly researching a subject but aren’t likely to buy.

  2. Identify those companies that made contact with you and keep a record of how they found your website (to build up a picture of which forms of marketing are working best for you).

  3. Produce a report of all those companies who didn’t make contact with you and try to (from their website visitor path) gain an understanding of what stopped them from making contact (for example, weaknesses in parts of the website that they looked at).

  4. If there are clear website weaknesses then instigate beneficial changes.

  5. You now have a final list of companies (who didn’t make contact).


Breaking down the numbers


For simplicity and using round numbers, let’s say that your website statistics software shows you that you have 100 visitors to your website within a particular time period.

You identify that 20 of them are from companies.

Of those 20, you analyse each visitor path and decide that 10 of them were potentially useful.

Those are the 10 that you apply your focus to, having filtered all the data.

Using methods such as those following, your 10 identified companies of interest will break down to a smaller number of what are hopefully useful contacts for you …



Actively contacting companies that have visited


Being able to identify a company name is only part of the battle. The most challenging part is finding out WHO within that company came to your website. People have different views on what to do with such information about visiting companies but the most common actions taken are:

  1. Finding the company contact details, picking up the phone, and asking to speak to someone within the department that’s the closest match to the focus of your business.

    In our experience, this can often gain results. What’s important is to avoid scaring the person that you speak to – no-one likes to feel that “Big Brother” is watching them and so a tactful way to explain how you came to find them could be using a phrase such as “We’re a proactive business and identified that someone from your company had looked at our website, and I wondered if that may be someone within your part of the company?”

  2. Use LinkedIn to search for the company name and look through the job titles of the people listed within that company. You then have a choice of paths to take, including:

    1. Ask to connect to relevant people because you belong to a LinkedIn group that they also belong to. Then follow that up with initial dialogue.

    2. Identify who your target people are connected to, who you may know. If one of your contacts is linked to someone in the target company then they may be in a position to broker an initial discussion (instead of going in cold).

    3. Nurture slowly. This involves identifying people within target companies and building up a relationship with them via LinkedIn groups. For example, a potentially useful contact could belong to a group about Golf. By joining that group and entering dialogue you build up an awareness of who you are (without trying to sell anything). That makes it easier to then request a connection to that person, which can be followed up with an observation about their company having visited your website before. There are various ways to handle such as nurturing process.

    4. Use InMail to send a message to the person that you want to speak to, noting that someone from their company has been to your website and you’d love to help.

    5. Follow the company. This means following them on Twitter, picking up on any blogs they may produce, and any other activity that keeps you aware of what they’re talking about. This can often create the opportunity to start a dialogue with at least one person within that company.


What about all the other website visitors?


The nature of the Internet means that the majority of your website visitors won’t be identifiable by company name. This could be for a variety of reasons including:

  1. They are companies that aren’t set up in a way that they can be identified.

  2. They are companies that work within other buildings that have their own IP details (for example, serviced offices).

  3. They are consumers, researchers, and others who have stumbled across your website.
However, group numbers 1 and 2 are still important.

Just because you can’t identify the company names of website visitors doesn’t mean they’re unimportant. If you’re following best practice and are recording the dates and times of all enquiries gained then you can use your website analytics software to link enquiries back to individual website visitors. In many cases you’ll find that the companies that have made contact AREN’T identifiable via their company name (in the website analytics data). This helps you to focus on ALL data as being useful.

My view of the high percentage of website visitors who haven’t been identifiable by company name is that a good number of them will be from companies and therefore are still potential buyers of your products or services.

By looking through the visitors that can’t be identified by company name (your analytics software should make this easy to do) you will be able to see certain patterns. For example, you may find that people get to a certain website page and go no further, which could imply that the page needs to be strengthened. This is a point worth focusing on – it’s quite good to get into the mindset that ALL website visitors could potentially be from companies and if they’re not converting to enquiries at a good rate then there could be website improvements that need to be made.

In analysis we’ve undertaken with subscribers of our system we’ve found that although it’s typically around a 25% maximum number of companies that can be identified, that percentage could be almost doubled. This information is based on subscribers keeping records of enquiries that they gain (from companies) and linking it back to data that shows no company information.



Conclusion


Being able to identify companies that have visited your website (and what they looked at) is a good starting point. That then needs to be followed up with actions aimed at making contact with a specific person within each company. However, the percentage of companies that you can identify (regardless of the analytics software being used) is still not going to be high and so there’s merit in using analytics to also identify ways in which your website can be made stronger so that those unidentifiable companies have plenty of incentive to make contact with you.

Author:.

Expert in using website analytics software to help companies make website changes that lead to stronger results. 

For years I searched for an analytics solution (that smaller businesses could afford) that would provide companies with useful information instead of basic statistics ... but I found nothing.   So we created A1WebStats and are enjoying our mission of helping companies to help themselves gain more success through their websites.

Historically I've ...

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