If you look at the analytics of your website over a period of time, you will identify various types of visitors. There are unique visits which never repeat. There are people who keep coming to your website but never take any specific action. And there are people who are regular customers.
The fact that you can separate your visitors by their behaviour is a great help for your on-site lead nurturing efforts. It gives you an idea of what types of calls to action to display for various types of visitors, and how much effort and money you should invest in attracting and keeping your customers loyal.
Today we will discuss the most common types of website visitors and the kind of treatment they deserve in terms of engagement and guidance on the path towards conversion.
- The Browser
Browsing people do not have a clear purpose in mind when they land on your website. They may need your products or services, but they are nowhere near a buying decision. They are merely gathering information and trying to understand the benefits of using these products and services.
These visitors are usual first-time browsers of your website and they navigate to the About Us and Products/Services pages. The best call to action for these people is a link to your blog, where they can read helpful and educational articles concerning your products.
- The Comparer
This type of website visitor knows exactly what kind of products they need and they are looking for the best offers. They are most likely browsing your competitors’ websites in parallel and comparing benefits, features, prices and customer assistance services.
The best way of serving these customers is making sure that your offer is clear, self-explanatory, enticing and fully transparent. This means: great product photos or videos, perfectly honed copy for your product descriptions and clear terms concerning payment, transport, return policy and any fees (if applicable).
- The Return Visitor
This type of website visitor keeps coming back to your page, browses your products and your blog articles, but does not take any further action. They may need further proof that your company is the right choice for them. At this stage of acquaintance, so to speak, it would be helpful for the customer to join your social media followers and discover their opinion of your business.
The best call to action is to guide them to follow your social media accounts and to read various testimonials left by other satisfied customers.
- The Competitor
There is no saying how many of your website visitors are potential customers or competitors running similar businesses. In order to protect themselves from “know-how theft”, many websites gate useful and valuable content on condition of sign-up. Even if you can identify these competitors by their email addresses (which is hard and time-consuming work), there is no legitimate reason for barring them access to your content.
And, on the other hand, the harder you make access for your competitors, the harder it is for your potential customers. This is something which you cannot afford to do. So, what can you do? Just what your competitors are doing – browse their own websites and see how they approach marketing, advertising and customer loyalty programs. After all, all is fair in love and business.
- The Decided Buyer
This person has already chosen your business. They trust you and they like your range of products and offers. What you need to do for these people is to provide a pleasant and hassle-free browsing of your products, adding to cart and checkout process.
As you can see, there is a way to deal with any type of website visitor and ensure a greater likelihood of attracting new customers. Good luck!