The consumer interest page reveals where website visitors are coming from, as well as what website visitors are doing on your kvCORE website. As you run advertising campaigns, and use the various Lead Engine tools at your disposal, you will generate website visitors and they will generate all kinds of activity.
One of the most critical things to remember is that you yourself are the main driver of what happens on your kvCORE website. If you are purchasing ads, or if you are running your own ads, you are dictating what kind of traffic your website is getting. Do you want to get leads signing up that are interested in a particular area? Then you need to drive those leads to your website.
How this page plays into that strategy is simple. If you find that the majority of website visitors are not looking in the areas you want to work in, then perhaps there is something in your ads or strategies that are targeting the wrong statistics or providing the wrong information, thereby missing your target audience. This is where you can easily see the effects/results of your source performance.
How To Find Consumer Interest
First, click on Business Analytics in your left hand navigation.
Then, click on the 'Consumer Interest' tab.
Note for Admins:
On the upper right hand side of this page, like most, be sure to select the specific scope you want to view. The selection will show you the stats for the website assigned to that profile which you have access to.
This is the first section on the Consumer Interest page, it contains the information that tells you specifically where visitors are coming from, as opposed to the source performance tab in business analytics which tell you how well (or not) your ads/lead sources are doing.
A referrer is basically a URL that someone was last on before they registered. When someone hits your kvCORE website in some way, we can usually see where they were right before they signed up as a lead.
You will see two main kinds of referrers:
- Links that are a page on your kvCORE website. This means that we didn't see where they came from, but we first saw them on that page. So, it's likely that they pasted the link in, or clicked through to your website in a way that couldn't be tracked. They could have come from a link in a text message, or typed it in off a business card, for example.
- Links from any other website. These can be facebook, twitter, craigslist, google.com, literally anywhere they might have seen and clicked on a link (advertisement) to your website.
Here is a screenshot from a demo account we use to test things out in kvCORE.
As you can see even though we're not specifically tracking where our test leads are coming from, kvCORE is keeping a finger on the pulse anyway. As we're clicking on links from within our test dashboard, the system is tracking it as a 'referrer' because that's the page we were on right before opening our test site to sign up as a new lead. In this list you'll see facebook URL's, Google, Craigslist, etc. And, to the right you will see how many times those referrers generated website visits.
Not in all cases will you see website URL's, such as here:
These types of referrers have specific names. Most professional advertising setups will explicitly name a "referrer" so that you can tie a particular advertisement to traffic that you're monitoring, such as in this case of our consumer interest tab. In the above screenshot from a live account, our Facebook Advertising uses a specifically named referrer so that you can see the traffic coming in from the ads that you purchased.
This could be powerful information for you, because if this list is kind of short, it means that there are many other sources you could potentially deploy to get more leads to your kvCORE website from other places! So, you can see visually how many more audiences you could be reaching. You want lots of referrers sending traffic to your kvCORE website!
Top Capture Page(s)
The adjacent list to referrers are capture pages. These are the specific pages that signups happened on, as indicated by the number under "registrations" to the right.
If you look at the previous example of 'referrer' links above, you can see that they are facebook ads for 'Little Elm TX' and above we can see a registration on the property details page for a property in that City.
This is where you can start to connect the dots, from your 'Source Performance' to 'Referrers' to the specific capture pages, you can trace the line from the ads and capture tools you are running down to the specific properties that are getting leads to register.
There are several different items in the capture pages list that are not specifically URL's.
- Phone numbers are smart numbers, and the total registrations are the unique phone numbers you have captured via your custom text codes.
- Inquiry Forms are the simple email forms that website visitors can send you messages from if they 'have a question' or 'want to go see' a property.
- 'Direct Domain' means that the registration happened without the user encountering any kind of prompt to register, such as if they were trying to view the photos of a listing. This can happen if they go to your website, and click to sign up at the top of the page. (And other rare occurrences.)
The Top Ten Viewed and Top Ten Saved lists in this section are pulled from the activity of your contacts in kvCORE.
- A view is tallied when a contact views a property on your kvCORE website.
- A save happens when a contact favorites or saves a property on your kvCORE website using the appropriate button, which you can see when you mouse-over a listing picture:
- You can click on a property address to open that property details page in your kvCORE Listings tab.
The stats in this section are all pulled from your contacts histories in kvCORE. That means the numbers are only coming from the activity that your contacts generate on your kvCORE website.
As such, if you were to run an advertising campaign for a particular area, you may see that area suddenly shoots up in the popular ranking, as more leads sign up that are viewing properties in that area.Areas, Zips & NeighborhoodsThese are ranked according to how many properties have been viewed in those areas within your contact database. Price. These price groupings are ranked by the number of contacts you have looking at properties within those price points.
Using the information in this section, you can adjust your marketing strategies and observe how this information changes as a result. This page will show you what your current audience is, and gives you the information you need to change it!
Want to explore the other sections within the Business Analytics tab?
To learn about the Pipeline section, click here.
To learn about the Source Performance section, click here.
To learn about the Agent Performance section, click here.
To learn about the Agent Success section, click here.