The vast majority of your website visitors probably don’t fill out the contact form on your website. So it’s helpful to have another way to generate B2B leads from your website visitors. One clever hack to accomplish this is to use the results from the Google Analytics Network report. This little-known report allows you to identify the computer networks of your website visitors.
To find the Network report:
1. Login to Google Analytics
2. Navigate to Audience > Technology > Network.
There you’ll see the Network report which will give you the Internet Service Provider (ISP) or hostname of your website’s visitors. Typically, when people visit your website from their home or smartphone, the ISP (such as AT&T or Verizon) will be listed on the report. That doesn’t tell you much. But, if the visitor is on a network large enough to have its own name on the network, such as a hotel, university, or corporate office, the name listed on the report is known as the hostname, or the name of the company from which the connection originated. In short, these are B2B prospects that could be interested in your products or services.
Then, click on the name of the company to find a detailed report of the activity of employees at that company. While looking at this view, you can select a secondary dimension of “Page Title” or “Page.” Doing this provides information about the activity of the company’s employees on your website. You can see if they were looking at relevant product pages or if they spent a lot of time on your site but did not contact you.
Hopefully you can follow up on these leads to generate sales as well as gain valuable data about where to target your online advertising dollars.
Have questions about this stuff? Don’t be shy – ask us.