Understanding how your best customer found your business is key to finding more customers just like them.
Business owners who aren’t afraid to analyze leads and traffic numbers are often rewarded with nuggets of insight that help them land that next sale.
Lucky for those enterprising individuals, Gorilla Dash provides that insight. If you haven’t used the Enquiries tool before, we’ve just upgraded it with some useful new features.
Enquiries (pardon our correct spelling, Yankees) tracks every digital lead that comes into your business. You receive an automated email when a future customer fills out a form to get a quote or to request a service. Each of those enquiries are stored on Gorilla Dash in the Enquiries tool.
This tool tracks a LOT more information than just the person’s email address and phone number.
Think of it like this: By the time a customer is filling out their name and the details of their request, they’ve already been browsing through the pages of your online store to decide whether you deserve their business.
New customers found your website from a particular source, whether they searched for your services on Google, clicked an ad that your franchise paid for or got an email that prompted them to find out more.
Now you can see the Calculated Source of each Enquiry. Some clever coding (if we do say so ourselves) works out how that particular customer found your site.
That’s valuable information if you’re interested in finding more like it. Keep reading for a quick guide on how to mine all those valuable nuggets!
Quick Gorilla Dash Guide
Understanding your Leads
Analyse the Calculated Source
Inside the tool, you’ll find a list of your most recent requests for business. You’ll see the Calculated Source for each one highlighted in different colors.
Here’s what they mean:
- Organic Search – Your website was at the top of the search results when that customer searched for your services.
- Paid Search – Your franchise paid for an ad spot at the top of a targeted search.
- Email – Your customer clicked on an email they received from your company.
- LLM – The customer found you via a “large language model,” commonly referred to as AI, like ChatGPT or Gemini.
- Direct – This customer had your link saved (or they blocked cookies so we can’t tell where they came from).
Analyse the Customer Journey
By clicking View Enquiry, you’ll now see how long the customer browsed your site before reaching out.
Sometimes customers visit your site once but don’t reach out for several hours… or even several months. Now, you can see our best calculations for how they first found your site, called First Touch, and the time they finally hit “send” to ask for a quote, called Last Touch.
The Time to Enquiry is how long they browsed your site before making a decision.
Drop down the View URL Parameters box for insights on what they clicked on in between.
What will you do with these nuggets of insight?
Not every business can rely on their website to bring them solid leads. Yours is connected to a strong marketing ecosystem, and your franchise has invested a good chunk of marketing funds to help each location thrive.
Make sure you take advantage of it! For example, if your best customer reached out after reading a specific Work Post or a blog, consider creating more content just like that.
Let us know if you have any questions.
Happy mining!
Anthony Gherghetta
Email Anthony@gorilladash.com.