How Much of Your Website Traffic Is Your ICP?

How Much of Your Website Traffic Is Your ICP?

Wayfler sells to modern retailers — and like many B2B companies, they want to know: Is our traffic actually who we’re trying to sell to?

We analyzed Knock2 website intelligence data to find out.

The Raw Numbers:

We analyzed 10,000 companies that visited Wayfler.com. But not all traffic is created equal.

Here’s what we found when we broke it down by ICP signals like industry, tech stack, geography, and buying intent.

🚀 Retail Visitors: Who Actually Fits the Target?

Wayfler targets retail brands, especially those building on Shopify and other ecommerce platforms.

• 1,000 companies identifed as a retailer
• 1,084 were using Shopify (identifed with Knock2 Technology tags)
• A broader 2,143 companies were using ecommerce platforms (Shopify, BigCommerce, Magento, WooCommerce, Squarespace, Wix, etc.)
  
  

🧠 Takeaway: Roughly 21% of traffic fits Wayfler’s core ICP at the technology level — a strong signal that the right kinds of companies are showing up. The next step? Turn that interest into pipeline.

🌍 Where Are They Coming From?

• 🇺🇸 4,629 from the US
• 🇬🇧 1,203 from the UK
• 🇮🇪 582 from Ireland
• 🌐 3,356 from other countries

This reflects a solid tilt toward English-speaking retail hubs, aligning well with Wayfler’s GTM strategy.

💰 Do They Have Buying Power?

Wayfler’s sweet spot: mid-market to enterprise retailers. Here’s how the revenue data stacked up:

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🧠 Takeaway: Nearly 22% of traffic (2,174 companies) comes from mid-market ($10-100M revenue). That's premium pipeline just waiting to be activated.

📞 Who Showed Buying Intent?

Out of all visitors, 2,238 companies visited the "Talk to Sales" page.

That’s 22% of total traffic — a major signal of high intent.

Imagine being able to see those companies and contacts, understand what tech they use, and trigger outreach automatically. (Hint: Knock2 makes that possible.)

What This Means for You

Many B2B teams obsess over traffic volume, but the real question is: how much of your traffic fits your ICP?

In Wayfler’s case:

• ~1 in 5 visitors were ideal-fit ecommerce brands
• Nearly a quarter were $10-100M revenue companies
• *22% visited the Talk to Sales page, suggesting high commercial intent
  
  

These insights are gold — if you can see them. That’s where Knock2 comes in.

We don’t just show you anonymous companies. We help you pinpoint your ICP, down to the stack, segment, and signal — and turn that into sales action.

• Who’s visiting?
• Are they ICP?
• Do they have budget?
• Are they showing intent?
  
  

Knock2 makes those answers visible. We surface companies and contacts from your traffic, qualify them against your ICP, and let you take action instantly.

So next time someone asks, "How much of our traffic is actually valuable?" — you’ll have the answer.

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Disclaimer:

All data in this article has been scaled and standardized for illustrative purposes. his analysis is intended to demonstrate how Knock2 surfaces insights from anonymous website traffic while respecting the privacy and confidentiality of our customers.

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