Last year, almost 1.8 billion people shopped online. For any online business, that’s a significant number of people to engage. To make the most of today’s increasing online shoppers, you need to understand your target audience.

There are a few critical factors to consider when marketing to online business customers. Read this guide to learn more ways to boost engagement and generate leads.

Site Analytics

Analyzing your website can tell you a lot about site visitors. The customers of your online business will behave in certain ways, which special tools can track. You can audit your site and generate valuable data on these users.

Google Analytics is a free tool that works for most websites. There are plenty of other alternatives, too. You can find comparable analytics tools, or better yet, consult professionals in digital marketing.

Typically site analytics measure several elements. These metrics include the following:

  • Session visits: number of site visitors and the effectiveness of calls to action
  • Marketing channels: paid and organic search, email, referrals, social media, and display ads
  • Bounce rate: who visits your online business and leaves after one webpage
  • Conversion rate: contact forms generating leads, or other KPIs for your online business

These metrics inform potential action steps you can take for your business. Knowing what motivates your visitors is easier with site analytics.


One important extension of site analytics involves click-mapping. It shows everything online business customers click (whether it’s clickable or not). You can learn valuable information this way.

For example, you’ll learn what parts of a webpage receive the most attention. You can see which links get clicked the most and how far down they scroll on a page. There are a wide variety of click-mapping tools available to enhance your online business.

Using this tool, you can create heatmaps of virtual hotspots for online business visitors. You can learn which ads are most or least effective. You can even discover new opportunities for lead generation based on where customers click the most.


You can understand your online business audience beyond studying their behaviour. Customer data is certainly invaluable, but so is customer feedback. One of the best forms of engagement occurs with intentional interaction.

However you communicate with customers for your online business, they need engagement. Whether it’s reviewed on your site, comments on social media, or direct email contact, listen to them. You can incentivize responses or use whatever customers provide.

Customer feedback offers rich opportunities for growth and development. The more you listen to customers, the more engaged they feel. They’ll share more and you’ll understand how to best market your business to them.

Learn More Tips to Boost Your Online Business

The world of digital marketing is constantly changing, just like your consumers. To stay ahead of these changes, you need the latest information. We call ourselves Big Bold Thinkers for a good reason.

Part of thinking boldly means staying ahead of the latest industry developments. As experts in digital marketing, we understand how important it is to keep ourselves (and you) informed. Follow the Big Bold Blog to learn more ways to boost your online business.