So, your conversion rate isn’t exactly setting the world on fire. Boo hoo. Before you set fire to your analytics dashboard and weep into your GA4 reports, take a breath. Let’s talk about the 99% of data you’re probably ignoring.
Because here’s the thing: if you’re only measuring success by who clicks “buy now,” you’re basically throwing out the other 99 biscuits in the pack because one had chocolate chips. (And yes, that’s madness.)
Let’s get this straight: low conversion does not mean low engagement. Someone spending ten minutes on your site, opening tabs like a kid in a sweet shop, wants something. They just haven’t decided what—or maybe when.
The Journey is Not a Straight Line (It’s a Spaghetti Junction)
Think of your users as window shoppers. One minute they’re scrolling trainers, next minute they’re reading a blog on how to style said trainers with ironic socks. They might come back next week. They might not. But every click, every linger, every “hmmm… maybe later” moment is a breadcrumb of intent.
If you’re only tuning into the ones who buy, you’re missing the rich symphony of everyone else. Silent sessions? More like unsung data goldmines.
Intent Isn’t Binary, It’s Layered
Let’s talk layers. No, not your winter wardrobe. We mean layered intent.
Here’s a secret: user behaviour isn’t about what they didn’t do. It’s about what they almost did. Did they scroll? Did they click? Did they add to bag, abandon, return, add again? These micro-moves are stacked signals, not dead ends.
Let’s break it down with a few handy indicators:
• Browse rate = user’s in the mood for inspiration. Give ‘em ideas.
• CTR = something caught their eye. You’ve got their attention, now earn their trust.
• Add to bag rate = interest is heating up. Nudge, don’t nag.
• Conversion = cool cool cool, but it’s only one act in a much longer play.
4 Stages of Intent-Led Analytics
1. Discovery – Who are you? What’s this? Is it shiny?
2. Consideration – This could be a vibe.
3. Intent – Ooooh I might actually want this.
4. Purchase – Done. Now what’s next?
Each stage deserves its own metrics, its own mini KPIs, its own strategy.
Expand Your Metrics, Expand Your Mind
Here’s your tough-love moment: one KPI is never going to give you the full picture. It’s a vibe check, not a verdict. If you're not digging into the "nearlys," the "maybes," and the "almost-there-but-then-got-a-text," you're flying blind.
Define behavioural benchmarks. Track the quiet wins. Optimise the journeys that don’t work and suddenly, as if by magic, your site performance starts making sense. And that’s when your ‘non-converters’ start looking a lot more like future fans.
Because in a world where users have more choice and less attention, it’s the marketers who listen harder that win louder.
Want help decoding the whispers behind your bounce rate? Drop us a line. We love a good lurker.