Many businesses are concerned with driving traffic to their website, but traffic alone doesn’t boost your bottom line. Demandbase reports that less than three percent of visitors to a site will make a purchase or give out contact information. Inc. examines some tools available to turn the other 97 percent of your web hits into sales.
Fortunately, your silent visitors leave footprints in the sand. Analytics programs — Google offers one for free — give you detailed information about who’s visiting your site and how those people navigate the pages. You can use this data to tweak your site design so visitors can more easily find what they need. For instance, analytics software identifies which words people searched on to find you. Make sure the key content on your site jibes with these search terms, says Reid Carr, CEO of Web consulting firm Red Door Interactive. For example, he says, clothing companies should avoid waxing eloquent about apparel if shoppers are searching for clothes. Business-to-business firms can also use tools such as Demandbase, VisitorTrack, and LEADSExplorer, which tell you which companies have been traipsing through your digital aisles — even if they don’t deign to drop business cards — and what they have looked at.
Inc. also recommends getting real people involved with online visitors as soon as possible. The sooner you can give a human face to your company, the more likely a visitor is to stick around.
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Click here for the Demandbase site
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