Think it’s not useful to follow up on companies who visited just one page (vs those who looked at more)? Time to think again.
Many companies (including Web Success Insights) offer software that will identify the company names of website visitors (and what those visitors looked at page by page).
However, most of them adopt what I consider to be a damaging mindset, which is:
That advice shows a fundamental misunderstanding of how website visitors think and behave.
I’m going to cover both one page and multiple pages identifiable company visits here …
You notice that an identifiable company visited your website but viewed just one page.
Like this one:
You dismiss it as a waste of time.
Your logic may be that only companies that visit two, three, or more pages are genuinely interested – and therefore worth pursuing.
So, you focus only on those multi-page visitors, assuming they’re more likely to convert.
Web Success Insights can easily create automated reports highlighting companies that viewed any number of pages you choose (get in touch if you’d like to see how simple it is to set this up).
But: ignoring those companies who visited just one page? That’s a mistake.
In fact, it’s equally flawed to assume that those who visited more pages are necessarily more interested in your services.
Thinking about an identifiable company that lands on a page of your site and goes no further, we can classify them as one of:
Focusing purely on classification 1 above, those company visitors were in the market for your services/products, but your landing page didn’t give them enough confidence or clarity to keep exploring.
While some will dig deeper, most won’t. They’re busy and if the page doesn’t hook them fast, they’ll leave.
Should you still follow up on these one-page visits?
Possibly – but with realistic expectations. If they’ve already gone elsewhere, you may be too late.
My suggestion is to experiment: create a process that makes it relatively easy for you to identify people from those one page view company visitors, and then reach out to them – purely to assess what you gain out of a reasonable level of effort (say: 100 over a period of time).
You MAY find that it was still worth reaching out to them because it may genuinely have been that your website landing page didn’t give them enough to engage, but that they may be receptive to a proactive conversation.
One angle I’ve seen work particularly well is a LinkedIn message worded similar to this (you’d adapt to suit your style):
Hi NAME – I saw that someone from [company name] came to our website but didn’t make contact. We’re going through a website change review and so if it was you that visited us interested in [describe what you offer] and something didn’t resonate with you, I’d be super-grateful to get your brutally open feedback?!
Although you can try and squeeze that into a connection request it’s more likely a better use of some of your InMail credits.
Whether or not contacting those one page company visitors gets you results, it still doesn’t take you away from the real issue, which is identifying the main reasons why people go no further than one page.
You’re looking at data showing companies that visited your website and looked at multiple pages.
But they haven’t made contact, which could be for one of a few reasons:
Just because people looked at multiple pages, doesn’t mean they were actively engaging – they could be looking for something in particular and are quickly going from one page to another (the Web Success Insights data will show you how long they spent on each page). Here’s an example of that:
These people are at least trying to engage (more than the one page visitors that didn’t) and so you could consider them to be warmer leads BUT they will still need some nurturing from you if your website hadn’t impressed them in the first place.
You have a choice with multiple page viewers from identifiable companies and it depends on your available resources for follow up. You could invest time in trying to engage with companies that hopped quickly from one page to another (likely trying to find something to match what’s in their head), but you may prefer to invest time in those companies that spend a bit more time on various pages, as in this example below.
Not all companies can be identified – including those where people were working from home, on mobile devices, or just didn’t have any way that they could be identified as that company.
Whether they viewed one page or multiple pages, visible or invisible company visitors didn’t make contact for a reason.
If that reason is anything other than the fact that they were just researching options for now (i.e. your website failed to impress a hot prospect), then fixing the real problem comes down to interpreting the website visitors data you have.
The good news is that I’m here to help you understand how to interpret the actions that people do or don’t take when they visit your website. It’s not an all you can eat buffet (endless support at no extra cost) but occasional (no extra cost) pointers from me will help you get more from the company people who visit your website.
All you need to do is click on this link and book in a call with me on a date/time that matches our diaries – https://calendly.com/andy-a1webstats/andy-harris-web-success-insights-30-minute-zoom-call. Then just accept the invite to go in your calendar.