Somewhere in your marketing funnel lies a potential sweet spot that you're not necessarily capitalizing on. We've all heard of a "lead" and a "purchase" and even an "order," but what about someone that is far likelier to become one of these folks but hasn't quite made the commitment yet?
Can't we use data to identify who they are?
The answer: of course we can, and we are, and we will continue to.
These people, my friends, can be quantified in Google Analytics as Quality Web Users.
Quality Web Users are More Likely to Purchase Your Product or Service than Average Web Users.
This term, however, will not show up anywhere. I've completely made it up. The concept is simple. If an average web visitor spends 2 minutes per session on your site, or views 2.5 pages, then shouldn't someone who spends 4 minutes on your site, or views 5 or more pages, be considered far likelier to purchase a product, place an order, or request to talk to you about your services?
Think about it. Your sales cycle could be 2-3 months or longer depending on what you're selling. Your product could be expensive. You think people aren't shopping around? You think they're converting right away?
What about how you shop online? Do you always click on a link, an ad, or visit a website one time and make your decision right away? Not a chance.
That's why you get cookie'd man. In fact, after studying more than 200 Google Analytics accounts in the past year, I've never seen a conversion path happen after only one click. There's always an assist.
Without getting too deep, I'm just saying that users need to see something far more than once before making a purchase, or deciding to contact someone about a service.
Marketers need to set up two different goals in Google Analytics to track a conversion that I call "Quality Web Users."
1. Set a goal for double your average session duration. For example, if the average session on your website is 2 minutes, set a Google Analytics Goal for 4 minutes or more.
2. Set a goal for double your pages per visit. If the average session spends 3 pages on your site. Set a Google Analytics Goal for 6 or more.
Not only does this tell you how your marketing channels are performing in terms of acquiring Quality Web Users (Users More Likely To Purchase Eventually), but it allows you to connect to Google Adwords and run Conversion Optimized Campaigns targeting these users on Paid Search. Translation: Instead of paying for clicks, you pay for users most likely to convert.
Sounds better, doesn't it?
Remember, between a conversion and a bounce lies a sweet spot. Start finding your Quality Web Users and make data driven decisions.
Thanks and have a great day!
Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.