There are many things that small business owners must know about their customers’ behavior. For instance, they must know what the visitors are doing when they enter the website. They also have to be familiar with the things that make their prospective buyers stay or leave any page on their website. All these things are part of the so-called “customer journey”. The reason why we are analyzing this journey is simple – it’s one of the essential keys to lead generation.


Let’s be clear – analyzing and determining all the activities of potential buyers can look like an impossible mission, but if you have the right plan and you are using tools like Google Analytics, this thing can be quite simple. Of course, you should not forget that there are true professionals in this field that can help you. But, even if you use their help, you should learn more about the customer journey. If everything is conducted in the best way, you will be able to patch funnel holes and cut friction which will obviously result in more conversions.

Why are your visitors here?

Even if you are sure what your customers are interested in and you know how they act at each stage of their journey on your website, you will get a chance to create and share more engaging, relevant and useful information/content. So, are they looking for a product? Or maybe they want to compare prices? Are they in a process of making a decision or they are doing research for potential purchase? It’s the funnel you’ve created that should separate the different categories of customers at each phase of this journey. If you can uncover the phase the visitor is at, you will be able to deliver the content they require to go further.

What can you do to simplify your customer’s journey?

If you are using Google Analytics on your website, you will gain access to important data related to the behavior of every visitor. There is a special section in this tool that shows visitors’ steps on your website. You can learn where they come from, which page they have used first and what they did until they left the website. By analyzing this data, you will get a chance to find out what keeps visitors engaged and solve any problems that may them go away.

Analyzing visitor behavior

Checking the ratio between new and returning visitors is always a good idea, but this isn’t enough if you are trying to support lead generation. Another thing that you should look out for is the source which visitors use to come to your website. What’s the most commonly used device that they use to come to your website? By learning more about this, you can customize and adjust your offer to the visitors’ needs. For instance, if you have many mobile device visitors, you must optimize your website for mobile users (responsive design).

If you don't feel like your website is performing by generating leads, the customer journey is the first place to look. Consider stepping into your visitors' shoes and looking at your website from their perspective. They want to connect with you seamlessly. Anticipate their needs. Be easy to do business with. It is time well spent.