Without understanding how people use your website, it’s difficult to pinpoint what is and isn’t working – making website optimisation more difficult than it needs to be.
That’s why analysing your visitors’ behaviour is vital to your website’s success.
Google Analytics can tell us a lot – from user location and flow, to which pages have the highest drop-off rate, and plenty of detail about your conversions. It’s a must-have for any website owner.
But there are other tools we can use to get even more insight into visitors who a form on your website.
Leadin, a WordPress plugin by HubSpot, is one such tool. Combining browsing data with form submitted data, it offers insight into individual users’ behaviour, and helps generate leads. Plus it’s really simple to install and use. And it’s free.
Many websites need a form – whether that’s a contact form, or a newsletter sign up.
Leadin automatically creates a new ‘contact’ whenever a user inputs their details into one of your website forms.
It records any interactions up until your contact sent the form. It then keeps track of what pages they visit next, whether they return to your site, and it even collates other useful, public information – including their social media usernames.
Having this extra insight means you can treat your visitors as individuals, tailor your responses to fit their interests, and better optimise your website for your users.
Each time your contacts interact with your website, it’s recorded in a timeline.
Here, the date, time, and pages visited are noted.
Knowing who’s on your website and what they’re doing can be incredibly useful:
- You’ll know if your contacts are interested in a particular area of your business – helping you communicate meaningfully with them about your services.
- It’ll soon become obvious where on your site you lose people’s attention – so you can address problems.
You can follow up a website visit via email – offering additional information or help.
Or, for a less direct approach, why not tailor future blog posts or social media marketing to your users’ interests? Because Leadin records the days and times your contacts reach out for information, it’ll help inform the best time to market your business.
Users often follow complex journeys before you’ll see a conversion, so understanding these journeys can help you optimise your site and increase sales.
Leadin makes it easier to keep track of user journeys, and whether repeat visits result in conversions.
But you can also learn a lot from the visitors who never return.
No one likes to lose potential customers, but the more you know about why you’ve lost someone’s attention, the better chance you have of holding onto future customers.
If you’re finding your contacts leave and never come back, take a close look at why this could be.
What pages do your contacts visit? Are they visiting the pages you’d expect, in the order you planned? If not, then why? Are certain pages performing particularly poorly?
It could be that your product just isn’t of interest to a particular contact anymore – easier to work out if you know who they are. Or perhaps it’s because your content is too difficult to navigate or understand.
You’ll want to pay particular attention to your intended audience when deciding what needs improvement. But you never know: Leadin could throw up an audience you’re not yet targeting, so be sure to investigate new leads.
Leadin, collates your contacts’ publicly available information. This includes social media and company information, if they’ve used the same email address.
This social insight can help you unlock a huge amount of extra information, and really speak directly with your contacts.
What makes your readers tick, what do they do for a living? You can learn a lot about a person by engaging with them on social media.
Spark up a conversation with your leads on social media. Then tailor your services and website content to meet their needs and interests.
One piece of the puzzle
Leadin comes with the option to easily set up a popup that’ll encourage visitors to sign up for email updates. This improves your chances of acquiring contacts.
The popup has some good customisable options, including: timing, button colour, and screen location.
You can also push your new contact details to your email marketing software: MailChimp, Constant Contact, Campaign Monitor, GetResponse, or AWeber.
While it doesn’t do everything, Leadin is another piece of the puzzle in your content strategy and well worth checking out.
If you use Leadin, let us know what you think in the comments below.