Report Shows Difficulty Identifying and Converting Quality Website Visits Causing Customer Growth Issues

Kyle Tkachuk, CEO of Clickback, discusses the importance of obtaining leads from a company website.

Maintaining up-trending sales, marketing returns, and retaining customers contains some very costly hurdles. A prime example is Wayfair, the eCommerce furnishings enterprise, which is pumping close to $400 million into direct advertising. Their total cost for acquisition of each new customer amounts to $66, yet they had a 58% drop-off in business in 2016, and are heading for a 60% loss of customers in 2017. (1)

This points to a customer growth issue, indicating that the company may not have enough data on precisely who their customers are. A prime measure of who a prospect is, and what they’re looking for in a company’s product or service, is being able to identify them when they come to a web site and track them through various page visits. Before finalizing a product purchase, 94% of B2B buyers research online. These visitors can be converted into a lead by providing contact information. (2)

Unfortunately, up to 98% of web visitors do not identify themselves by filling out a web form. They end up simply looking over the website and then leaving—along with their potential value to the vendor. “To continually pull customers in, and obtain qualified leads, a company must be aware of exactly who those customers are and what they’re interested in,” said Kyle Tkachuk, CEO of Clickback, a software as a service (SaaS) B2B lead generation leader.

Being able to consistently identify web visitors is a key indicator for a company to ensure that they know who exactly their potential customers are, and what they’re actually focusing on. The company can then tailor its marketing and sales efforts more precisely. “Think of it as ‘Caller…

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