It's increasingly important to understand a company from a wholistic view when engaging in lead prospecting. Traditional firmographic data alone (HQ location, revenue, employee count) isn’t enough to qualify or prioritize accounts. You also need to learn how companies perform online.
Website Analysis bridges that gap by providing real-time intelligence on how a company is performing online. It enables a more strategic, consultative sales approach.
The Value of Website Analysis
Website Analysis can provide value across the entire sales funnel.
SDRs & BDRs can book more meetings with digital behavior data through various means.
Use traffic growth to spot rising brands before your competitors do
Launch your outreach when you note bounce rate drops, or if important channels like PPC see traffic spikes
This can help you craft your messaging to your prospect. For example, you could say: “I noticed your monthly traffic is up 40%, but your paid traffic hasn’t scaled. Can we help you optimize acquisition?”
Account Executives can close bigger and better deals
You can compare prospects to their competitors by adding their sites in modules such as the Traffic trend
You can call out to your prospects (for example) an underperformance in bounce rate or increased engagement to spark urgency
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Leverage keywords and traffic sources to position your value prop
Client Success reps and Account Managers can use it to prevent churn or guide in an upsell
You can track customers in CRM-integrated lists
Set Sales Signals for dips in traffic or tech stack changes
Use these traffic metrics in QBRs to reinforce ROI
Metrics Found Within Website Analysis
This feature provides granular traffic and engagement metrics that help you understand a company’s digital footprint, seasonality, go-to-market maturity, and even identify buying signals. The below metrics are available globally and by country, with up to 37 months of history depending on the package.
| Metric | Description | Use Case |
|---|---|---|
| Visits | Total number of sessions (desktop + mobile) | Gauge brand reach or digital activity |
| Pages per Visit | Average number of pages viewed per visit | Understand user interest or conversion funnel strength |
| Average Visit Duration | Avg. time users spend per session | Measure engagement and relevance |
| Bounce Rate | % of users who leave after one page | Spot UX or content issues |
| MoM Growth | Month-over-month traffic growth | Identify digital momentum or decline |
| Traffic Share by Channel | Breakdown by Direct, Organic, Paid, Referral, Social, Email | Uncover GTM strategy, SEO/SEM focus |
| Geo Distribution | Traffic by top countries | Identify international opportunity or shipping gaps |
Feature Location
While on Company Analysis, you can go up top and click on the company of focus. A drop down menu will reveal website domains which you can select to analyze.
From the Company Analysis overview, you can also select a domain from the Digital Assets report.
Next Steps
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