Comprehensive guide to understand your website visitors

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Comprehensive guide to understand your website visitors

ByGirdharee

Conversion optimization should start with these Fundamental Questions

Who is my visitor/Customer?
What action I want them to take and how they will complete that action?

How I can accelerate the action?

Who are my visitors/customers?

Understanding your visitor is the first step in the conversion optimization process. You can only delight customers if you know them well.

To win the conversion game, you need to understand your visitor better than your competition or the customer himself. You need to understand what your customers like or dislike, their decision-making process, pain points, etc.

Not every visitor is your customer. You can never achieve 100% conversion. 

Broadly you can categorize your website visitors into three kinds-

Yes May Be No
     
  Yes May Be May be May Be May be No  
     

Committed buyers-

Have you visited any government website like Railway ticket booking or corporate ministry? You do not visit such sites often or just for fun. You are there to book a railway ticket or file a return (SPECIFIC PURPOSE). No matter how slow or confusing the site is, you will always navigate your way to complete the transaction.

Casual browsers –

A section of the visitor on your website would be students, your competitors, or casual information seekers.

  • They are not here to buy anything from you.
  • They can not afford your product, or they want to copy or get inspired by your content

Maybe visitors –

This segment of visitors is sitting on the fence. The focus of the conversion optimization process is to convert these people. They are willing to buy but have a few objections, confusion, trust issues, price sensitivity, etc.

Common issues How to address
You don’t understand my problem Improve your copy to highlight customer issues
You seem to understand my problem. But are you the best person to solve it? Show case studies, social proofs, testimonials.
My case is special Give people an option to reach out and address specific concerns. (That’s why chat leads are so great)
You are way more expensive than your nearest competitor Show them 4-5X value of what they are paying for (Not made-up one, of course)
I cannot afford Offer value-based pricing. Pay only for the features they need.
How you are better than competitor? Create a feature by feature comparison chart with your competitor.

They are talking to your competition as well. Converting these visitors mean achieving the full potential of your website.

Your conversion ceiling

As I said earlier, you can never achieve a 100% conversion rate, there will be a significant percentage of visitors who will never buy from you. The focus on conversion optimization is May be visitors (People who may buy from you, but have some confusion, pain areas)

Committed BuyersMay be visitorCasual browser
 
   
YesMay beNo
   
 Yes May BeMay be May BeMay be No 
  
   

Further Reading on this topic

What action I want them to take and how they will complete that action?

How do you determine what is really a conversion? You should depend on your goal and business type. Here are a few examples of conversion

Digital Business typeMacro Micro
E-commerceMaking a purchase,   Sign up for a discount code, Sharing contact details Add to cart,   Chat with a sales rep Create an account
SAASSigning up for demo   Free trial Purchase Attending a webinar Signing up for newsletter   Downloading a lead magnet Following on Social media/Youtube
Service BusinessLead Gen, call, request for quotationSign up newsletter,
Publisher/Personal blogRSS feed, Newsletter sign up, email funnel, creating an account, Returning visitors, AD CTR,Following on social media
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About the author

Girdharee administrator

Girdharee is a digital marketer with hands-on expertise in content development, search engine optimization, conversion optimization, and email marketing.

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