Only two out of every hundred visitors meet the goals set by a website.However, the visits also have not successfully complete value, and it is essential to analyze them to optimize the efforts poured on site. What is the importance of this client that does not convert and keys to keep in mind to use it.

“Not all who wander are lost is” JRR Tolkien, the Fellowship of the Ring

In general, all commercial website is a central objective, which can range from a sale or download to a subscription, and most of the actions that unfold focus on pushing customers to reach. For this reason, the first step in a proper measurement strategy is to understand when this objective is met and how often this occurs. However, many advertisers forget to enter a second, and perhaps more importantly, measuring step, which is to understand the journey that makes a potential client throughout his visit to determine the value of each share provides and figure out how to take advantage these behaviors for the customer’s benefit and long term business.

According to the company WordStream analysis, published in Search Engine Land, the conversion rate of a website (ie the ratio of the total number of visitors versus those who respond positively to the proposal) is 2.35 percent on average and in all areas. That is little more than two of every 100 visitors to a website fulfill the objective that had initially drawn the advertiser Does that mean the rest of visitors websites fail? Or, on the contrary, it is people who are accessing useful information that will eventually be transformed into valuable customers, but we are failing at the time to understand and appreciate their behavior? What are the risks of ignoring the valuable information offered by the actions taken by the vast majority of visitors on the website?

In short: Is it possible to assign value to a visit that does not end in conversion? The answer to this question is that it is not only possible, but essential for a healthy optimization of our efforts.

Online consumers may be looking to perform different actions when interacting with a business proposition: while some are looking to buy, many of them go after other concerns such as physical location of the business, the price of a product and the technical specification; compare products with each other, get recommendations and reviews whether experts or other customers, etc. Therefore, the ultimate goal of a website should not be only increase the percentage of final conversion, but understand more about customer needs to shorten their path to purchase, providing the necessary information at the right time.

Depending on trying to take advantage of each of the visits to a site, some suggestions to keep in mind during this process of enhancing the customer does not convert:

• Determine the main actions that clients on the website: Using traffic reports to identify sections of the site that customers more visit Are they using the categories page to compare prices or find out what products are in stock? They look for shipping information or contact details? It is also useful to check out the traffic reports to understand which pages from which customers were abandoned the site. This may indicate that the client found what he needed: For example, if the customer leaves the site contact page probably not looking to buy, but a way to communicate with the business. Once done the analysis, determine what most frequent actions and focus only on those.
• Assess branch locator: In America, where the penetration of credit cards is low and customers are not accustomed to buying online, websites are a great ally of physical business by helping customers find their address and hours of operation. It is important to note that a percentage of visits that left the website from page branch locator possibly came to business. To do this, you can assign a 10% or the percentage of users estimated in this case, and multiply by the average store ticket. Additionally, it is advisable to estimate a higher percentage for traffic from a mobile device because it is more likely that this user is in transit. You can also make use of promotional coupons via QR codes to be redeemed in store, which allows a clearer percentage of how much traffic online store become finishes.
• Rate comparison as pre-purchase step: One of the great advantages of the Internet is the ability to compare from the comfort of home. The comparison process is a war that does not necessarily win the site with the best, but to provide the best functionality for the customer to compare comfortably and reliably. It is therefore essential to assess the number of customer interactions with comparison tools (eg. Pages category online comparators, etc). For the same reason, it is also important to encourage customers to leave reviews of their experience with the product, which adds great value to future undecided customers.
• Assess new visits: it is not only important to identify actions that facilitate the final conversion but also those that generate recall and brand loyalty. To assess a new visit, it is helpful to understand the value that the company assigns to the first view of your offline advertising and assign similar to the first visit to the web value.

Increasingly, the technology provides tools that make it possible to consider the importance of a holistic customer and know how to value all of their interactions with the brand. This allows optimization efforts focus on the web and campaigns generate higher value customers long-term, accompanying and supporting them every step of the way.