The term “Qualified Visitors” is a word thrown around a lot by marketers and analysts. To me, it is something that has to be defined by you and your business.
To give you a better sense of what it would mean to you and your business in the context of web analytics, qualified visitors are site visitors that you identified as your audience or that people visiting your website who is going to buy from you.
Depending on your role and how you definite the business objectives and goals of your site, qualified visitors could mean differently.
For example, if you’re a webmaster, your qualified visitors could mean those who didn’t hit the error pages and instead successfully visited the product page. If you’re a sales/acquisition manager, then a number of leads or registrations acquired through the site could mean qualified visitors.
If you’re a demand generation manager, then a number of leads acquired through the website and qualified enough to be able to pass to sales could mean qualified visitors.
Now, the objective of this article is to explain how YOU would assess and analyze that qualified visitors and measure qualified visitors on your website.
This is what you need to do:
Create a visitor segmentation on your analytics tool
You need to understand what makes your traffic qualified, and come up with a rule so you can bucket those visitors into specific segments.
Define a time frame for your data
This is important because you’ll be able to gauge your qualified traffic’s trend against different seasons, marketing efforts, etc. The trend in both raw values of your qualified traffic and percentage of qualified traffic against different
The trend in both raw values of your qualified traffic and percentage of qualified traffic against different time frame will give you a well-rounded understanding of the traffic trends.
Take the ratio between qualified visitors to overall site visitors
This is pretty straight forward. Relative to your overall site, what percentage of them are qualified.
FYI: For B2B, Sirius Decisions or Aberdeen Group provides benchmarks.
So eventually, if you successfully segmented your traffic and capture all the necessary data, you’ll be able to arrive at a chart like this. (This chart is based on some random data made up by myself)
In this case, it looks like the site acquired higher qualified traffic around summer. Setting up a benchmark around overall average would be great start to see if the site is acquiring qualified traffic during a specific month.
Also if you can call out the marketing initiatives, you could probably contribute your efforts against the acquisition of your qualified traffic as well.
Now, great marketers will make sure to track all the way through sales. Businesses need to make sure that the marketing investments made are translating to sales, or positive ROI. So understanding what segments convert is another signal in analytics you can use to build out the rules that you can apply to track and measure qualfiied visitors.
So this was a quick and simple method to gauge and assess your site visitors who fall under your rule of “Qualified Visitors”.
If you have any other ideas to obtain such insights, please feel free to share that with me.