If your business has any type of e-commerce element to its web presence, you must be tracking your success using website analytics. When you ignore the leads who navigate to your web page, you prevent your company from reaching higher levels of success. Therefore, you need to implement strategies to help you improve conversion rates and convert shoppers to loyal customers.
Lead generation helps you segment your audiences into different categories. This division assists your B2B marketing department in building campaigns that speak to the needs of buyers, no matter where they are in the buying process. But how do you separate visitors if you don't know which stage they're in?
The answer is with micro-conversions. These goals help you track where people are in their journey on the web, but you need to set up certain triggers so you can become better aware of their online behaviors. When you create smaller goals to help measure your success, it's easier to see the results of your actions.
A great way to track visitors on your site throughout their buying journey is by asking them to join your mailing list. However, you should also request a little bit of information about each lead as well. Consider having each new lead indicate his or her user intent so appropriate marketing materials can be directed toward him or her in the future.