How To Identify And Maximize The #1 Internet Metric That Nobody Is Talking About
There is a lot of talk about how to best increase your click-through rates and your bottom line. SEO experts claim that focusing on driving traffic is the best method. Creative types believe that it’s about the design, easy navigation, and the user experience. Neither are incorrect, however, there is one key missing piece to the puzzle.
One powerful metric that lacks attention is the number of visitors who land on your contact page but do not take an action, such as fill out a contact form, submit a wish list on a page in your catalog, click on directions through your Google My Business/Google Maps widget, or pick up the phone and call you (which happens most frequently among Bravo Business Media clients).
Our Showroom Marketing team has discovered the power behind this metric and has taken a deep dive to isolate and analyze it to further help clients with their business development efforts.
Isolating the Contact Page Inaction Metric
So, how do you find this data? Gathering accurate data related to this metric requires three tools:
1. Google Analytics
Installing Google Analytics (which we’ve done for you) is only the first step. The next step is to ensure that it is aggregating data properly (which is happening with your site’s GA account).
A warning for the data-driven uninformed: do not be fooled by “vanity metrics” or data that shows relatively meaningless click rates from “click bait.” These results can trick companies into thinking they are effectively increasing site traffic when users on the other end don’t have any real interest in their products or services, or even worse, are ‘bots’ that are ‘crawling’ your site.
2. Phone Call Tracking
Many marketing agencies and software platforms only track phone calls made directly from ads that show up in users’ Google searches. This is known as a “call extension.” But, what about all the other avenues that users can visit that could lead to a phone call?
These avenues aren’t necessarily included in this data and can even skew data. Some examples of these avenues include:
● Visitors who first click on your ad and visit your website before navigating to your contact page.
● Visitors who arrive at your site organically (from Bing, Yahoo, Google, Google My Business, etc.).
● Visitors who arrive at your site from social media, 3rd party blogs, directory sites like Houzz, or review sites like Yelp or Google Reviews.
● Visitors who type in your website address directly from marketing materials shared through an email inbox.
● Visitors who are already familiar with your site URL and type it directly into their browser’s search bar.
3. Heat Mapping
The ability to see how a visitor found your site, where they moved their mouse and clicked their cursor, and what pages they visited, provides valuable information to companies. In essence, this information allows businesses to better understand what makes users take action, how conversions happen, and what they can do to further optimize the user experience on their website to boost marketing inquiries and increase sales conversion rates.
Which of your site’s features are performing well and which could use a face-lift? Leveraging this information allows you to optimize your web infrastructure and to ultimately increase your conversion rates over time.
Click To Watch A Video Of A Desktop Visitor Viewing Our Client’s Website:
Don’t Turn A Blind Eye On Your Clientele
Personalization is currently one of the biggest selling points for customers in any market, so knowing EXACTLY what your customers are doing when searching for the products and services you offer while browsing your website is just as important as what’s happening during the in-store experience. Truth is, turning online insights into income should be a top priority in 2021 and beyond for any company looking to grow, get acquired, or expand their market share.
Choosing to remain in the dark about what your potential customers are searching for should no longer be considered “best practice.” Today’s customers expect companies to understand their needs without necessarily having to verbalize them.
If you’d like to learn more about how consumers navigate through your site and how many of them are reaching your contact page without taking action, contact our Showroom Marketing Team today.
We’d be more than happy to film one of our world-famous analytics intelligence videos so you can see how consumers use and react to your site, and how many opportunities you may be missing that your competitors are picking up for one reason or another.