From looks to leads: 3 steps on making the most of your web traffic

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There are almost 1.7 billion sites on the open web, providing internet users with endless browsing options on virtually any topic.

Spoilt for choice, users often find themselves searching randomly with no clear idea what they are looking for. Even when they visit the website of a brand that perfectly meets their needs they won’t necessarily engage, instead continuing to explore their options and build knowledge; worried they might be missing out. In fact 96% of visitors who arrive at a website aren’t ready to buy.

Without a robust strategy for turning these visitors into prospects, brands are losing an immense opportunity to benefit from website traffic. Almost two thirds of businesses say generating leads is their biggest marketing challenge, yet many are wasting the chance to nurture website visitors and guide them along the path to conversion.

With this in mind, how can organisations tackle the lead generation challenge and create lasting consumer relationships? By following these three steps, brands can seize the opportunity to connect with website visitors, creating firm leads and lasting engagement using automated marketing tools.


Step one: Understand website traffic

Data from website engagement is a valuable source of leads for brands, with businesses that leverage customer insights reportedly exceeding competitor sales by 85%. To make the most of online visitors, companies need to understand the traffic on their website through the use of advanced technology and real-time analytics.

By employing Artificial Intelligence (AI) based solutions, it’s possible to keep track of every user interaction and analyse how visitors behave on the website – including the content they view – and the time they spend. Businesses can then use these insights to identify potential leads that are really interested in their product or service. They can set their own criteria to rank users according to browsing behaviour, distinguishing hot leads from those less likely to convert.  

Real-time intelligence isn’t just essential for B2C brands to understand how consumers are interacting with their sites, it can also be used by B2B marketers to find out which businesses are visiting and interacting with their website.


Step two: Engage potential leads

Once brands understand their website traffic and can identify potential customers, they can engage these leads through a variety of automated marketing tools. While the user is still on their website brands can use tailored, integrated forms such as newsletter subscriptions, information requests, and pop-ups to collect additional user data. They can also add quick contact functionality throughout their sites to spark instant conversation and begin building a connection.

Once the user leaves the website, as long as visitor consent has been obtained, brands can make use of programmatic advertising to deliver highly relevant and personalised messaging to recapture the user’s attention. Brands can also communicate with prospects via one-to-one email or SMS, providing relevant information or offers based on the user’s browsing behaviour and the content they have viewed.

Flooding prospects with unwanted ads or emails is never an effective tactic, so instead brands must deliver meaningful messaging that reaches its target at the moment the user is ready to receive it. By automating workflows, businesses can work smarter, effortlessly generating leads and turning valuable website visitors into customers.


Step three: Measure interaction success

To effectively generate leads from website traffic, brands can measure the performance of user interactions, monitoring potential leads in real time by using AI based algorithms teamed with Machine Learning (ML). By utilising advanced technologies it is possible uncover trends and patterns in consumer data to predict future behaviour, creating a more targeted and personalised campaign. The results can then be used to optimise the generation process, allowing brands to become continually more effective at identifying and leveraging opportunities among website visitors.  

There are valuable lead generation opportunities to be found in website traffic. By analysing online interactions to identify hot prospects, engaging users through automated marketing tools, and measuring the performance of their activities to continually improve, brands can make the most of their website traffic and ultimately transform looks into leads.

Marino Gualano is co-founder and general manager at display and retargeting digital marketing company MainAd.


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