There are two main groups of visitors to your website; qualified visitors and un-qualified visitors.
Qualified visitors being those people who come to your site and proceed to interact with, and do business with your company.
Regular ‘un-qualified’ visitors are those who engage with your web site but don’t buy anything or make any commitment by joining a mailing list or following you on Facebook or Twitter.
As you know yourself, real people visit sites for different reasons. It is possible to observe information about these real people by looking at the visitor data reports for particular web sites.
As a business person you are almost certainly interested in how your web site performs in relation to your bottom-line sales figures.
As the owner of a web site you are almost certainly interested in its traffic data. Meaning you are interested to know how many people have visited and how many pages they have looked at.
Beyond these overall figures there are further sources of interest. For example which pages have visitors looked at the most? How long are they spending engaging with your content?
Are they able to grasp the messages you want them to? Do they take the ‘call-to-action’ and contact you, join the mailing list, download the file or buy something from you?
Looking at the traffic data you can see trends or busy times for your site. You can see which terms visitors have used in search engines to find you. You can see which other websites on the Internet are linked to you and which give you the most traffic.
You can even set ‘goals’ in your data tracking to see how many times someone inquires, downloads a file, buys a product. And also when they make purchases you can see how they went through the buying process and if they stop you can see which page or form they left in-complete.
Over the long term you can use your traffic data to show which subject areas or themes your visitors are most interested in. You can then create more content for them and you can also point them to further calls-to-action to deepen their relationship with your company.