People don’t visit B2B sites for fun… so why are conversion rates so low?
Your website conversion rate is likely higher than you think it is.
Unless you’re segmenting your traffic, your data is being gummed up by:
👉 First-time visitors
👉 Blog readers
👉 Job seekers
👉 Customer logins
👉 Employees
👉 Partners
👉 Investors
👉 Students
👉 Competitors
👉 Staff / partners
👉 Bots / Spam
These groups don’t convert. We need to filter them out.
If you are writing new content or posting new jobs, you are likely increasing your site traffic, in particular from new users, and you may notice your conversion rate getting worse.
It’s not actually worse, it’s that your data is adding more non-converters into the mix.
If you know that only returning visitors purchase, then you should only be looking at your conversion rate of returning visitors who aren’t employees, customers, job seekers, and people visiting certain non-business-intent pages.
Are the number of returning users increasing? That is a signal in and of itself. And of those returning visitors, is conversion increasing?
What you really want is the total number of high-intent visitors divided by the total number of conversions.
It’s not always easy to filter out low-intent visitors, but you can do a lot in GA4.
Students and competitors are perhaps the most tricky to deal with.
For students, you can have a page or FAQ that offers a free license or discounted license to students and teachers to filter any out any segment that visits either of those.
You can use 3rd party software such as LeadFeeder or ZoomInfo to see if your competitor is showing up.
If you’re not using filters, you’re data is not clean.
How to Create a Custom Segment in Google Analytics
To create a custom segment in Google Analytics, follow these steps:
Sign in to Google Analytics: Go to https://analytics.google.com/ and sign in with your Google account.
Navigate to your view: Select the account and property you want to work with.
Go to the Reports: Click on the “Reporting” tab in the top menu.
Access the Customization Tab: In the left-hand menu, click on “Customization” to expand the options.
Click on “+ New Custom Segment”: This will open the segment creation interface.
Define your segment: You can define your segment using various conditions based on metrics and dimensions. For example, you can create a segment for users who have visited a specific page on your website or have spent a certain amount of time on your site.
Add conditions: Click on “Conditions” and choose the metrics and dimensions you want to use for your segment. You can add multiple conditions to refine your segment further.
Name your segment: Give your segment a descriptive name so you can easily identify it later.
Save your segment: Click on the “Save” button to save your custom segment.
Apply your segment: Once saved, you can apply your custom segment to your reports to analyze data specific to that segment.
Remember, custom segments can help you better understand your audience and tailor your marketing efforts to their needs and preferences.
Continue reading: So You Want to Be a Growth Hacker?
Related Posts
Need help with your marketing activities?
If you’re looking to make a move with your marketing, reach out to us. We are priced fairly, we’re straight shooters, and are the very best at what we do.
