Website Visitors – How to Capture their Information and convert them to leads
Guest article by Yordan Tachev, digital marketer at LeadBoxer
Website Visitors Information and Customer Touchpoints
Website visitors’ information is the key to business intelligence for companies of all size, but even more so for SaaS products. It gives you understanding about who is visiting your website and what they are looking for. With information like that a company can better target different customer segments, find out what attracts visitors, understand people’s needs and wants, and communicate more effectively with the market.
One way for companies to collect website visitors’ information is through the use of customer touchpoints.
Customer touchpoints are encounters where customers and businesses exchange information. They are vital for companies because of the clues they give about visitors. If used to their full power, customer touchpoints can help you to qualify a potential lead in the sales cycle and it is also the first step in creating a customer journey map (the journey of the user and his interactions with the business).
In a previous article we talked in length about the main touchpoints that companies use to get website visitors to leave their information. Here we will only briefly mention the most common methods of collecting data because we want to focus more on the HOW and not on the WHAT.
Most common customer touchpoints :
- Trial Signup
- Newsletter form via Blog
- Contact Form
- Social Media Login
- Whitepaper/Brochure/PDF download
There are some things that need to be considered when thinking about which customer touchpoints to use. First, most people consider using only the methods with which they’re already familiar with. This means almost everyone focuses on the same tricks and ignores other promising ways. In fact, often the most underutilized channels are the most effective ones.
Second, it is hard to predict which touchpoints will be most effective for your specific product/service and industry. An educated guess will get you only so far. The best way to find out what works best for you is to start running tests, try out as many different things as possible and see what works.
How to convince website visitors to give you their information
Just because you request someone to give you their personal information doesn’t mean they will comply. Around 98% of website traffic remains anonymous; meaning that almost all of website visitors land on a page, look around and then leave. The problem is that companies can’t distinguish between people that are just browsing and potential buyers which are on the fence and haven’t decided if they want to become a client yet.
Ideally, businesses would like to know everyone that visits their pages as it gives a lot of valuable information, but that is unrealistic. Only a small percentage will award you with their information. And this is considering you already have solid touchpoints which convince people to reveal themselves to your company. But if you don’t have any ways of understanding who is interested in what you have to offer then you are already behind the curve.
Here are our TWO TOP TIPS on how to convince people to share their information with you:
- Content is KING – Content marketing is not a new concept but in recent years it has become an integral part (if not the flagship) of many digital strategies. Among other things, content marketing is great for improving SEO, increasing engagement, and finding new sales and marketing leads. It is also an amazing customer touchpoint, if done right. How it works is you download a newsletter/email widget for your CMS and integrate it to appear on your blog articles. This means you are only one enticing CTA (call-to-action) message away from receiving those sweet e-mail addresses! Keep in mind that people will subscribe for your blog only if you frequently publish high-quality, relevant content. This means companies need to not only put a lot of effort in creating excellent articles but also understand who is their target group and what the readers are interested in.
- Offer “Free” Knowledge – Think brochures, white papers, info graphics, case studies, videos, lessons, eBooks, presentations. A lot of businesses write about what they’ve learned in their industry and distribute it for free. This serves couple of purposes. First, it establishes rapport with readers, telling them that you are a thought leader/ authority in your industry, and they better follow you for the best information out there. Second, by writing about your industry, you make sure that only people that know the industry or are involved somehow will be digesting the content – this is your target group. Third, everyone can access this information (brand awareness) and they only need to give their e-mail/contact information. Everybody wins!
The take-home is that people will give their information only if they believe it will bring them value. When thinking what makes people subscribe for something, consider what would convince You to do it. If you win over someone with quality content he or she will be more than happy to come back for more and to “social-proof” your brand.
For more valuable tips on Lead Generation and capturing website visitors information, check out our sales & marketing intelligence solution, LeadBoxer.
PS. Since LeadBoxer and Salesbox already are integrated (plug & play) you can automatically generate enriched and qualified leads directly from your webb to Salesbox and also get automatic activities added to qualify the leads. Read more here.
Digital Marketer LeadBoxer