In a perfect world, everyone who comes to your website is interested in your product or service and will happily hand over their contact information. In reality, however, it doesn’t always work that way. Sometimes a good lead gets side-tracked. Maybe their lunch delivery arrived, a meeting cropped up, or perhaps they just didn’t take the time to read your content. That doesn’t mean they aren’t valuable leads. It just means you must use other conversion rate optimization (CRO) methods to find out who they are and increase website lead generation.
Join the conversation on LinkedIn’s article titled, “Getting Your Website Visitors to Reveal Themselves“.
Here are a few of the ways you can get your website visitors to reveal themselves.
Tracking Cookies for Website Visitors
Also known as third-party cookies, these are a pet hate for millions of online users, but they are invaluable for companies needing to identify visitors. A cookie is a text file with a unique ID generated whenever a visitor lands on your site.
Cookies track and record things about your visitors, such as the websites they visit, the content they consume, and the things they share on social media. They can also record the website visitor’s domain, identity, and the date and time of the visit.
Traffic Source Analysis for Website Visitors
Analyzing your traffic is vital to get information about where your users are coming from, who your closest competitors are, and what you need to do to improve your conversion rate optimization. Traffic comes from a variety of sources, which determine the type of website visitor:
- Organic traffic comes in through search engines based on the quality of your SEO.
- Direct traffic consists of users who have typed in the company name, clicked on a direct link to your website from a document or an email, or saved your URL in their favorites.
- Referral traffic means visitors who click on a link to you from another website, such as a blog or forum. To get this kind of traffic, you need to post guest blogs on other sites or have a good number of inbound links.
You can also measure the traffic that comes via email marketing, social media marketing, pay-per-click ads, paid search, or specific advertising campaigns. Setting up and monitoring Google Analytics will allow you to break down your website traffic and gather vital information to use in your marketing.
Visitor Identification Software
Visitor identification software is a type of application that profiles users with the final goal of converting them into customers. Programs such as HubSpot, Leadfeeder, and SharpSpring collect information such as company and contact details, frequency of user visits, and the length of time they spend on pages on your site.
These software programs create data-driven customer profiles to weed out those website visitors who are more likely to buy. The programs usually integrate with popular CRM solutions to capture and score leads. With this kind of information at your fingertips, you can personalize your content more effectively and boost your conversion rate optimization substantially.
Lead Magnet Publications
A lead magnet is a way to get visitors’ information in exchange for something of value. This often takes the form of publications such as eBooks and white papers, or it could be a free product trial, an online audit, or something else that the visitor receives digitally.
Lead magnets require a website visitor to provide their email address (and occasionally other information) before allowing them to access the offering. This delivery method makes lead magnets a practical way to get contact details for people interested in your product or service.
Getting your website visitor to reveal themselves and their interests is an essential tool in your marketing strategy because it helps enhance your CRO and increase website lead generation.