Kristen Uppercue

For e-commerce companies, it's important to know who is visiting your website – and the companies they represent – so business leaders and marketers can send specific, targeted sales pitches to the companies that are already interested in their products and services, as well as promote their newest services and even build relationships. According to Oldroyd, et al. (2011), the sooner you contact a lead, or potential customer, the more likely your company is of closing the deal.  This is where Leadfeeder comes in.  Example of Leadfeeder's analytics page (Crowe, n.d.).  What is Leadfeeder?  Leadfeeder is an analytics tool to inform subscribed companies who their website viewership consists of, identifying companies that visit the website and gathering contact information for someone within the interested company – even if the site visitors did not fill out a contact form (Crowe, n.d.).  Leadfeeder identifies the companies that are visiting your site, tracks the sp...

Conversion rates tell marketers whether or not a company is meeting its overall goals. If a conversion rate is lower than intended, that means that there are aspects of a company's website that needs to be improved – an issue needs to be resolved, a page needs to be easy to navigate or new aspects of the website (such as sign up buttons) need to be introduced to convince consumers to complete an action.  To take a step back, conversion rates tell you how many times a user completed an action, whether that be a sign up for your email newsletter or purchase of a product or service (Google, n.d.). Google (n.d.) classifies conversions to be micro (the smaller, lower stake actions such as email sign up) or macro (the larger actions such as a product purchase). Other examples of conversions include submitting a form, engaging in online chat and downloading something from your website (Andrus, 2020). Conversion rates vary across industries and within their own brand – it's important f...

In regard to web analytics, a bounce is considered a single-page session on your site, or the action of a user visiting one page of your website and closing their browser (Google, n.d.). This is the opposite of what most marketers and business owners want, and by looking at the overall bounce rate of your website, you can almost exactly pinpoint the reason your website visitors are "bouncing."  "Bounce rate is a metric that measures the percentage of people who land on your website and do completely nothing on the page they entered, " van den Berg (2017) writes. "So, they don't click on a menu item, a 'read more' link or any other internal links on the page."  To get technical, the bounce rate is the rate of single-page sessions (or the total number of users that viewed a single page and nothing more) divided by the total number of sessions to your website (Google, n.d.).  If a page on your website has a high bounce rate, that doesn't entir...