Marketing is understandably obsessed with conversion rates: increasing conversions by a few additional percent can make a huge difference to the bottom line. But how can we generate leads from those visitors who didn’t convert on your website? Can your sales team prospect to anonymous visitors once they’ve shown an interest by visiting our website?
Here's a comparison of how three tools help B2B companies do this. While I have vested interest in one of these solutions -- I'm CEO of the company that produces Daddy Analytics -- each tool has its strengths and weaknesses, so it's up to you to choose which meets your company's needs.
Chances are you already have tons of data on your anonymous visitors, even if you don’t know it. While Google Analytics doesn’t show personally identifiable information, it does show your visitors internet service provider, which for many companies is listed as their company name. In Google Analytics, going to Audience > Technology > Network will reveal the companies who have visited your site.
Trawling through this is a good start. But this list will also contain consumer ISP’s like cable internet and DSL providers. And getting granular information about the quality of your anonymous prospects isn’t easy. Luckily, a service called Wanapi connects to your Google Analytics account and aggregates this data, excludes consumer ISPs, and tracks visits and page views. It also ranks visitors by behavior, with what it considers the best prospects listed first. Wanapi is free to use with a limited number of Leads, and paid plans start above 100 leads a month.
Wanapi doesn’t connect to Salesforce, but has merit because you can see last month’s data -- something no other app does, as the others require you to add code to your website before they can start tracking. This also means that starting with Wanapi doesn’t require technical changes to your website or getting your web admin involved -- all you need is five minutes and access to your Google Analytics account.
VisualVisitor is a popular tool for checking the anonymous visitors on your website. Its strengths lie in its impressive rules for territory segmentation and notification of new visitors by email. If you have a number of people who are divvying up web leads, or want email alerts based around visitor behavior, this is likely the tool for you. It also displays your active visitors on a multi-panel dashboard.