Website Intelligence

What is Website Intelligence?

Website intelligence is information gathered from a website’s performance measured in a variety of ways, such as click-throughs, traffic volume, time spent on pages, sources of traffic, or categories of interest. Website intelligence may be generated with web analytics providing specific reports on data, or from audience feedback responding to questions.

Website intelligence reports are important for any organization, but can be particularly essential for business-to-business (B2B) companies that want to increase sales and qualified leads. Receiving statistics about what website elements are receiving the most traffic or are being searched for most often, B2B companies can tailor their website management to provide more audience interest in those areas.

By generating more interest and with more leads visiting a company’s website, website intelligence tools can then track those visitors that convert to leads. These tools can then offer valuable information on how to fine-tune efforts to increase conversion rates.

Using Website Intelligence

The first step to using business-to-business website intelligence is to have the right intelligence platforms on a website. The simplest analytics begin with the number of page clicks and time spent on different pages. They can also show the traffic sources that are pushing the most views to a website, which can help when deciding where to spend an advertising budget.

However, these numbers can sometimes be misleading. A case study by CMO.com details a story of a company who wanted to know how to increase its sales by looking at its website’s visits. On paper it looked like the website was performing extremely well, but upon further investigation the director of interactive marketing discovered that the businesses the company really wanted to work with were visiting the home page and then leaving; they didn’t see any content or information targeted toward them and thought they weren’t viable clients for the company.

This is where watching and asking for audience feedback as a part of website intelligence reporting can help to diversify or pinpoint the right information to upload to your website. Honest responses give insight into what customers are expecting on a website of a business they hope to work with.

Website intelligence companies often implement platforms that interact with potential clients, depending on visitor activity on the website. For example, an automated chat box may pop up after three minutes spent on a certain page to help customers find what they are looking for, or to recommend related content and coupons.

Other programs watch what visitors look at, for how long, and can translate that data into an individual visitor report to help sales teams know what that lead was interested in before the sales team even engages the lead. With such individualized reports—kept separate by IP addresses and basic computer information—the same program can recognize when a visitor enters a site for a second time. Website intelligence systems may then offer to take the visitor’s contact information to better aid sales teams in establishing personal contact.

Asking the Right Questions

Using contact forms on a website can be another great way to optimize website business intelligence, but it’s important to ask customers the right questions that will yield the information the sales team needs, but without being too invasive. Here are five tips for asking the right questions.

1. Get the basics. If someone clicks on a form and is ready to give information, don’t forget the basic information for future contact purposes. Ask for a name, phone number and email address, and the company name. It may even be helpful to ask what the person’s job title is to see where he or she falls in the company.
2. What’s the interest? Ask about the product or service the lead is interested in. Possibly also include a question to see if they have they looked at competitor products or services.
3. Request feedback. Now is the perfect opportunity to ask if leads have comments about anything on the website or the product offered. Sometimes getting an understanding of a lead’s feelings toward the company can help the sales team better know how to approach the lead later.
4. Push for more interaction. Ask if leads would be interested in further information or free content (newsletter, ebook, blog articles, etc.), or if they want to connect with the company on a social media site? If so, take the initiative to give them more material to read that might help make sales.
5. Don’t get greedy. It is possible for a form to ask for too much information. Don’t make all the fields mandatory in case the lead doesn’t feeling like giving out too much information. Instead, consider offering different forms on different landing pages. These forms could contain different questions, depending on the content. Want this free eBook? Fill out a new form. It’s that simple.

 

Increasing Website Efficiency

Website intelligence solutions help increase the efficiency of websites. The strategies will change based on the needs of customers and companies, but sales website tracking and business intelligence data makes it easier to determine which approaches are best.

B2B website intelligence can help companies see what potential leads are looking for, as well as provide ways to nurture leads with more information to help their sales team make more informed product pitches, which end in more sales.

It is possible to manage websites more efficiently with business intelligence from the outlined approaches above. Though, there are also B2B website intelligence companies who can help tackle the more involved data analysis and website tracking.

For example, at Sprint Marketing, a website intelligence analyst will pore over multiple data charts for your website to provide detailed and customized suggestions on how to improve your lead-generation practices.

Improve Your Website Intelligence with a Free Leads Analysis from Sprint Marketing

Sprint Marketing specializes in website intelligence and also provides insights into your lead intelligence, sales intelligence and campaign intelligence as part of our marketing intelligence package. For more information on a free leads analysis, or to learn more about using website intelligence, contact us today.