While direct conversions may be considered the most crucial metric when it comes to turning a website visitor into a paying customer, marketers shouldn’t ignore all of the valuable data leading up to this point. There are many other criteria to consider beyond direct conversions to get a more complete picture of your brand’s online reach.
Forbes asked a team of experts for their opinion on the matter.
To evaluate online reach, pay attention to visitor paths
As one of the experts polled, Holly Chessman, VP of Marketing at Glance Networks, says that you need to pay more attention to the complete customer journey by looking at visitor paths:
In B2B, the customer journey can be a long one. If you can trace messaging in a particular set of content to consistent interest from prospects that are in the exploration phase of their journey, you’ll know you’ve found the right focus. We use HubSpot to help understand visitor paths, click-throughs and the nurturing process, as well as how to expand successful messaging into additional areas.
Ready to hear what the other experts had to say? Read the full article on Forbes: Seven Ways to Evaluate Your Online Reach Beyond Direct Conversions.
Want to learn how improve the customer journey even more with cobrowsing?
About Glance Networks
Glance helps enterprise organizations create the ultimate customer experience with smart, omni-channel visual engagement solutions based around integrated cobrowse, screen share, and one-way agent video. We are one of the world’s simplest, most reliable and secure platforms that enable companies to see, show and share anything online, creating a frictionless path to great experiences in sales, support and customer service. The result is improved customer satisfaction and loyalty, increased revenue growth and operational savings. From financial services and healthcare to retail and travel and leisure, even the most advanced technology and SaaS organizations – we transform the customer experience for today’s business. Learn More »