The ‘Contact Us’ fallacy: The importance of identifying anonymous visitors
Nowadays, the majority of sales are generated from the web. However, only 1-2% of website visitors engage with the companies they are researching and even less become customers. Companies turn to online advertising, search media, search engine optimization to increase leads. The expectation is that if you can get visitors to a website so that visitors will fill out a contact form. But the number of inquiries from forms typically falls short of expectations.
The truth is most website visitors avoid filling out forms. Forms are so prevalent; nobody wants to fill out another form. Besides exposing their email address, people know if they fill out a form, they can expect to be hit with email. Even if you put valuable information behind a form, most visitors’ feel that they’ll likely find what they need if they keep searching.
Losing Without a Chance to Participate
As mentioned, people don’t fill out forms unless they have to. For most buyers, they’ll only fill out a form when they’ve done enough research to make their decision or next move. If you don’t have the ability to identify a buyer during the early stages, you may not even have a chance to participate before losing.
If you can identify a potential buyer in their research stage and proactively engage with that buyer, your odds are significantly increased. Especially if you are the only one among your competition who can engage them before they engaged you.
There are a number of anonymous visitor tracking solutions available that can help companies do more than just wait for inquiries. Identifying anonymous visitors provides your sales team the ability to make well-timed calls, your marketing team the ability to nurture leads and business intelligence on your potential customers, and gives businesses a critical edge in this increasingly competitive business environment.
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About Ritu Singh
Ritu has over 10 years of experience in planning, facilitating and executing marketing programs. She is passionate about marketing and driven to help start-ups and small to large companies market products and services online and offline.