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.