A lot of work – not to mention money – goes into a great business website. There’s all kinds of overhead involved, all with the goal of driving conversion. Let’s look at a hypothetical scenario: you’ve got a great web design, and you’re promoting a solid product that you know there’s a demand for. Despite all that, you’re only seeing a small number of conversions.
Here’s the thing – even if the actual number of conversions you’re getting is good, there’s always more. Statistics show that only 2% of website traffic converts. That’s 49 missed opportunities for every single lead you get from your website. Turns out that the awesome website you’ve spent so much work on is leaking leads left and right.
Skyrocket Your Lead Generation by Identifying Anonymous Website Visitors
That’s not a very satisfying thing to realize, so your next step is to do what you can to drive your conversion rate. You pick up a web analytics platform, and spend time and money focusing on conversion rate optimization (CRO).
CRO in a nutshell
CRO is an involved process, requiring data from a web analytics platform as well as a way to track your conversions, and the time to analyze both. Quantitative analysis provides data you can use, such as:
- Which webpage visitors land on first
- Which features/content on your site people spend time engaging with
- Which channel led them to your site (i.e. where they found a link to your site)
- What type of device and browser they’re using
- Demographic information on your customers
- At which point your visitors leave your site
Once you have that data, you can focus your efforts on pages that are experiencing high engagement rates and have high value. For more on CRO, check out this summary by MOZ.
Carrying on with our hypothetical case, let’s say you’ve spent that time and effort on CRO. Hopefully you’ve seen a bump in your conversion rate, and therefore your website ROI. Which is a great win in itself. But no matter how well-optimized your site is and how well you’re doing on conversions, there’s always an immense proportion of your website traffic that’s abandoning your conversion funnel somewhere along the way.
And you can see it – your web analytics platform is faithfully reporting all the anonymous visitors to your website that, at some point, leave before converting. You’ve plugged up some of those leaks, but the vast majority of visitors are still exiting without ever inquiring.
The really frustrating part is that not only can you watch it happening, you can’t do anything about it because of that key word – anonymous.
These visitors are interested enough to visit your site – data shows that buyers are 60% of the way through their decision making process before ever contacting a vendor, and 90% of searchers haven’t settled on a brand before starting their search.
They may even reach the point of having visited your product page, your pricing page and your contact page before vanishing. That’s a lot of opportunity slipping right through your hands.
What if you could identify those anonymous website visitors?
You know that no matter how strong your conversion optimization is, you have a huge potential source of leads in all the anonymous visitors that are exiting your website prior to conversion. The only question is how to uncover those leads so you can feed them into your well-oiled marketing machine.
Those anonymous visitors don’t actually vanish from your website without a trace – they leave a clue. Their IP address. You’ve probably noticed this in that web analytics tool you were using for CRO earlier, but those platforms don’t give you any information you can actually use to follow up.
That’s where Clickback WEB comes into play. It takes those anonymous visitors that you didn’t net with your website and serves them up as leads, along with key information you can use to target exactly the right decision-makers. You can set particular weighting for specific industries, job titles, geographical locations and more. And all these leads can be delivered to your email inbox every morning.
The leads aren’t even cold – not really. They’ve landed on your site and engaged with your content, so they’re more lukewarm than outright cold.
Let’s continue our hypothetical journey. You’ve decided to try to catch as many of those leads leaking from your site as you can. Your first question is probably along the lines of “wait, is it really OK to use an IP address to generate a lead?”
A quick primer on IP tracking
An IP address is a unique number assigned to a computer when it accesses the internet. This address has its own unique history, and can be tracked. Think of it as a unique ID for every computer on the internet. Clickback WEB uses this ID to give you specific details on the companies and contacts that have visited your site.
Individuals are protected by privacy laws, so you don’t need to worry about someone being able to get your home address when you browse the internet. Company computers, however, are covered by a different set of rules in terms of privacy.
Company names and details are public domain, which means it’s absolutely fine to use them – you just need to find a way to accurately extract that data. This is what Clickback WEB uses to identify those anonymous visitors.
Clickback WEB at a glance
Before we go into more detail about exactly how it works, take a quick look at this video to get a quick overview of what Clickback WEB is.
Getting started with uncovering those visits
Extracting data from IP addresses sounds hard, but all the legwork is handled by Clickback WEB. All you have to do to get started is add a code snippet to your site. If you’re using WordPress, there’s even a plugin for it. Once that’s done, it will immediately start collecting lead data for you and delivering a list to your email inbox every day.
You’ve already tapped into a new, rich source of leads just by copying and pasting some code, and that’s barely scratching the surface of what you can do with Clickback WEB. A significant proportion of previously-missed opportunities are now within reach.
Aside from the leads now flowing into your email inbox daily, you have powerful controls to enable you to fine-tune your lead generation. It also provides you with valuable insights on the companies that visit your website. Just from the dashboard, at a glance, you can see:
- Which companies have visited your site
- How many pages they’ve viewed
- Their annual revenue
- How many potential leads you can gain from them
- When their last visit was
You can also view more details on each company and visit by clicking on them.
So you’ve got all this information, but not all leads are created equal. You’ll want to home in on the most interested leads and the decision-makers. Maybe you’re especially interested in companies from a particular industry. And there are some visitors you might not want to reach out to at all – existing customers, or competitors, for example. It’s time for a little refinement.
Fine-tuning your website lead generation
The first thing you’ll want to do is set up what’s called a “lead criteria setting”. This is what you define as a lead that you want to pursue. This can be anything you like.
For example, you may only want to target leads that are at a manager level or above, or who work for companies in a certain set of industries or above a certain revenue threshold. It’s basically a filter that’s applied across the board to sift out any website visitors that don’t fit your target audience, as defined by you.
The next thing to do is configure a little bit of website scoring. This is the weighting we mentioned earlier – let’s say you want to highlight leads that visited your product and pricing pages. You can go in and give these pages a “score”, so that when a lead visits them, they’ll have a higher score in Clickback WEB, and you’ll know that they’re a particularly interested prospect.
This applies to events and behavior as well, not just pages. You can set a value for behaviors such as how many minutes they spent on your site or how many pages they visited. You can also add points for geographical location, number of employees, annual revenue, particular industries and more.
Once you’ve done that, you get a clear overview of not just who visited your website, but exactly how engaged they are and how well they fit your target audience. This lets you segment especially high-quality prospects.
What to do with all these leads
At this point, you’ve successfully turned the biggest pain point of your website – the volume of anonymous visitors – into a list of targeted leads. It’s up to you to determine how you turn them into customers, but we have some suggestions:
Email them! Nurture your newly-generated list of leads into happy customers with solid email marketing. Clickback WEB integrates directly with its sister software Clickback MAIL – a bulk email software purpose-built to enable powerful outbound marketing campaigns.
If you’ve segmented out particularly interested prospects that you think are sales-ready, we’ve got that covered too. Clickback WEB allows you to push your list of leads directly over to your CRM and let your sales team work their magic.
Try it for yourself – absolutely free
You can get a 14-day free trial of Clickback WEB right now, complete with full access to our Customer Success Team, and start turning anonymous website visits into leads.