This is part one of a three part series on lead generation.
In this first part, web solutions expert Laurent Zuijdwijk talks about best practices in lead generation and the software products Flexr Web Solutions has developed for webleadsb2b. These products include WebWHO and ENRICH, rich internet applications to support lead generation.
Do you monitor the visitors on your website thorougly enough? Do you know who your visitors really are? Even if you have plenty of visitors on your corporate website, chances are you are not maximizing the potential value they represent. I am sure you use tools to track traffic on your website, but how well do you really know the visitors on your website?
You will probably have plenty of quantitative information about traffic. Maybe you know which browser your visitors are using and which operating system. You know if your visitors are Mac users and what size screens they have. What exactly does this information tell you? Is it enough to filter out potential leads from your visitors and does that tell you if you are reaching your target audience?
It might be, but if you do direct sales through your website, or if your website is meant to generate sales leads which need to be followed up, the chances are you are missing out on business opportunities. In this case you really want to get to know your visitors and actively engage with them.
How does it work?
As part of their three step plan to engage with web visitors and generate leads, we built an application for webleadsb2b to acquire more qualitative information about website traffic. The requirements were to get specific in-depth information to:
- Monitor campaigns
- Get the name of the organization visiting
- Know their geographic location up to city level
- Filter out competitors from the visitors
- Measure on target audience
- Find out where visitors come from
How we did it
We designed and built a tracking script in Javascript and a front end dashboard application using Adobe Flex. Adobe Flex was chosen, because of the quick development times, it’s XML support and cross browser capabilities.
This rich internet application features graphs, copyable Excel like data grids and drag and drop functionality for data. This makes the application intuitive to use and data is easy to export. All data connectivity is done asynchronous, making the application more responsive and safer than an average web application.
Results
Fiserv, a financial services provider, uses this application to monitor campaigns. They can for example track the clicks on web ads and drill down on what type of visitors clicked on them. They found out that out of every 100 clicks:
- 85 % was non-commercial
- 5% were competitors
- 10% was their target audience
With this data they were able to calculate the effectiveness of their campaigns much more precisely.
In the next two posts I will get into how you can capture even more lead data and how to effectively follow up leads.
Webleadsb2b sells this product as part of their lead generation solution. If you want analyze the traffic on your website better or if you want to be able to monitor your campaigns, the team at www.webleadsb2b.com can help you out.