Your website is the lynch pin of your online marketing, but websites are now more than an online brochure or a way for people to read about your business. The aim of all websites should be to convert visitors to active leads or even prompt people to buy. It’s a sad fact that the average landing page conversion rate is only 2.35%. Whatever counts as a ‘conversion’ to your business, do you let the rest of that traffic die? For B2B businesses, if you can identify your website visitors, then you can follow up this traffic by targeting those businesses.
This is possible with reverse IP tracking. Reverse IP tracking can be a B2B marketer’s secret weapon but it is consistently underused. It’s a technical process needing specialist tech and skills but basically, you can look up the owners of the IP addresses of your website visitors and from there you can often tell from which business the website visitor is from.
The implications for B2B marketing is immediately obvious. If you have a target marketing, and a list of all the businesses that have recently visited your website, you can cross reference them and find potential leads that haven’t converted online. You can then proactively target this lead yourself.
This might all sound a bit ‘big brother’ but it is totally legal to identify your website visitors in this way, and it’s an invaluable way to mop up the 97.65% of your website visitors that aren’t converting. You might even spot your competitors sneaking a peek at what you’re up to!
This isn’t completely lost on B2C businesses either. Getting an idea of the kind of companies that website visitors are coming from could give you an idea of the kinds of people/professionals you’re attracting to your website.
You can’t track every single IP address unfortunately. There are those with settings on their IP address which means you can’t identify them, but even a high percentage of identification creates leads you otherwise would never have known you even had.
Get in touch for more information on using reverse IP tracking to maximise the success of your website moving forward.
A large majority of growing businesses have a website with 92% of small business owners thinking that having a website is the most effective digital marketing strategy. This is most likely why it’s one of the key pieces of collateral business owners and directors want to make sure is on brand and converting well.
Website design has evolved as more people use a wider variety of devices to browse online. A responsive website means that a website is equally well designed and user friendly on mobiles and tablets as it is on laptops and desktops, but ‘mobile first design’ for websites is taking that one step further. It is designing a website primarily to be used on a mobile device but that also looks good on a desktop or laptop.
In 2016 mobile internet usage surpasses desktop internet usage. That means that the audience on a mobile is larger than the audience with a laptop/desktop. Also, mobile internet usage continues to grow, so this audience will only continue to rise. Designing with mobile in mind might not be enough moving forward, it might need to be the key focus.
That isn’t the case in all instances though. In some industries there might still be a heavier reliance on desktop usage. Finance, games, science and technology are all areas where there is more desktop than mobile traffic. Having said that in all those instances the lowest amount of mobile traffic is still 39% and if they follow trends this will continue to rise as well.
Historically, mobile was always a side thought after the website was built – ‘does it look ok on everything else?’ The danger is that we go in the same direction with mobile with a ‘mobile first design’ approach, only checking how a website looks on a desktop as the mobile first designed website is completed.
So the question isn’t ‘mobile or desktop first’, it’s giving equal weight to all devices. Having said that, the days of bringing in mobile at the end of a website design process are gone.
Get in touch if you’d like a holistic approach to website design.