Modern businesses need marketing automation to record and monitor who is on their website and how they are behaving. It is estimated that 70% of people begin their purchasing process online and visitor tracking is essential for capturing these leads. Websites that are not equipped with real-time visitor tracking capabilities can miss out on up to 95% of these potential consumers.
Real-time Visitor Tracking
High-quality marketing automation software will also be able to monitor their behavior while they are still active. Potential customers are online searching for answers and it will improve the chance of conversion if marketers and sales professionals can provide them with an immediate and helpful response.
Creates an Accurate Profile in Real-time
Marketing automation generates a detailed profile of every lead’s interests and needs. It follows leads along their buying journey and uses pop-up registries to obtain useful demographic information. Website visitor tracking can tell you who is on your site, their location, purchasing history, employment background, and which pages they are reading.
All of these details can be matched to characteristics of current clients to determine their likelihood of conversion. Marketing automation is the fastest way to develop a lead profile in real-time, so the sales team can quickly decide whether that visitor is worth pursuing.
Keep Better Track of Favorites
Marketing automation uses lead scoring to determine which leads have the highest potential. Leads are ranked based on similarities to existing clients and then prioritized. Once these potential customers are identified, they can be marked as “Favorites.”
The majority of reputable marketing automation companies, like Lead Liaison, will send instant updates via text messaging or email when a “Favorite” goes online. This will offer sales the ability to immediately connect with qualified leads in real-time.
Provides the Opportunity for Live Conversions
Many websites that use marketing automation and visitor tracking have installed a helpful chat feature where they can conduct live conversations with leads as they are actively researching their options. When the person is online browsing your site, a little box will appear in the corner asking if they need any assistance. This offers the ability for open dialogue and live conversions.
Marketing automation offers online businesses real-time visitor tracking. It allows you to quickly generate a profile on each lead, determine their potential, connect with favorites while they are online, and it provides the opportunity for live conversions. This level of concern and service is what modern consumers expect.