One of the primary ways you can understand who’s visiting your website is by having website visitor identification in place. You already know that Google Analytics and Google Adwords give you tracking and conversion codes that help you determine how visitors are using your site – but is that really all there is to it?
Defining Your Conversions
Some businesses are using what they think is conversion tracking without ever really defining their conversions. A web visit alone shouldn’t be a conversion – a conversion involves a user taking a specific action on your site – not just visiting.
Because this is the case, you’ll need to have specific milestones set up for what qualifies as a conversion. A lead form fill-out is a great example. Since converting typically requires leaving personal information – such as an email address or a phone number – the client enters your sales funnel upon taking this action.
Many businesses set up multiple conversion opportunities on their sites so they have the best chance of getting the customer’s information. Once you have this info, you can contact the client again and again to make a sale. A conversion doesn’t necessarily have to be the sale of your product, although a sale is one type of conversion.
Tracking conversions doesn’t necessarily mean you’re using website visitor identification to find out where those visitors are coming from. This makes marketing automation even more important in your lead generation efforts.
Website Visitor Identification: Why Do It?
When you know specifically what company your visitors are from and can assign a name and background info to a conversion, you have valuable information at your fingertips. For instance, if someone comes back and converts again and again, you can improve customer relations by reaching out to that visitor personally to discuss a long-term relationship.
Website visitor identification also helps point out leads that aren’t converting in the way you’d like. When you have a potential client’s info and can see they’re returning again and again but not converting, you can contact the lead to encourage conversion or even a sale. Many leads need that personal touch in order to become a client, and website visitor identification can help you make the sale.
The right marketing automation system will include website visitor identification. You don’t just want to know that someone visited your site – you need to know who, why they visited, how they got there and other identifiable information such as geographic location, source company, and contact information. The more you know about your leads via website visitor identification, the more you can prime leads in the most effective way to generate a sale.
Lead Liaison offers in-depth website visitor identification for all your site’s content, including in-depth analysis of thank you pages and conversion points. Find out more by visiting us today!