The Potential Customers section in Audience Insights reveals valuable data about website visitors who have not yet completed a purchase. By analyzing this data, businesses can identify high-intent users, refine their marketing strategies, and improve conversion rates.
Potential Customer size and visit
The Potential Customers dashboard focuses on understanding visitor behavior, engagement patterns, and product interest. Here's a detailed breakdown of the key metrics and how to use them.
1. Potential Customer Size
Definition: The total number of unique visitors who visited your website but haven’t made a purchase.
Example: If Potential Customer Size is 2,470,763, this means over 2.4 million individuals browsed your website without converting.
💡 Use cases:
A large potential customer size may indicate strong brand awareness but poor conversion rates.
A small potential customer size may suggest low traffic volume, requiring improved acquisition efforts.
Combine this metric with traffic source data to identify which channels are driving non-converting users.
How to create audience segments from potential customers:
Click the 3 dot button on potential customer card > Create new segment
New Audience Segment windows will appear with templatized rules > Click Create button to save the segment.
2. Average Pages Visited per User
Definition: The average number of website pages a potential customer views during their visit.
Example: If Avg. Pages Visited per User is 2. It suggests most visitors browse two pages before leaving.
💡 Use cases:
A low page visit count may indicate a poor user experience, unclear navigation, or weak product discovery.
If visitors view many pages without purchasing, this could suggest indecision or poor product presentation.
Improvement Strategies:
Add internal links, clear CTAs, and related product recommendations to increase browsing depth.
Optimize the homepage and category pages to improve navigation.
3. Last Visit Within (Time Period)
Definition: Tracks the number of potential customers who visited your site within a specified timeframe.
Example: If Last Visit Within 1 Day is 8794, it means 8,794 users visited your website in the past day without making a purchase.
💡 Use cases:
For recent visitors, consider retargeting ads or sending personalized emails within 24-48 hours to maintain engagement.
For older visitors, create reactivation campaigns with incentives like discounts, product updates, or special offers.
Product and Page Insights
This section highlights which products and website pages attract the most attention but fail to convert.
1. Most Viewed Pages
Definition: Lists the website pages that received the highest number of views from potential customers.
Example:
The First Product Page – 197,849 views
Homepage – 101,520 views
💡 Use cases:
Pages with high views but low conversion rates may require:
Improved product descriptions.
Enhanced visuals or video demonstrations.
Clearer CTAs or improved pricing clarity.
Tip: Prioritize optimizing high-traffic product pages to increase conversions.
2. Most Frequently Added to Cart Products
Definition: Displays the products that potential customers most frequently added to their carts but didn’t purchase.
Example:
Product A – 7,071 carts abandoned
Product C – 6,125 carts abandoned
💡 Use cases:
Products frequently added to carts but not purchased may have issues with:
Unexpected costs (e.g., shipping fees).
Unclear product details.
Concerns about size, quality, or delivery times.
Improvement Strategies:
Send abandoned cart reminder emails with urgency-driven messaging.
Introduce limited-time discounts to encourage immediate purchases.
Add customer reviews, trust signals, or detailed sizing guides to build confidence.