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Convert Un-converted Website Traffic

Posted on 26. May, 2009 by Pete Hollier in Search Marketing

Convert the Un-converted Web Site Visitor

Web site visitor conversions are crucial to the successful operation of your web site, and all to often the conversion statistics are not as high as businesses would like. I recently came across a business offering an effective solution to assist in the B2B lead generation process. By enabling the real time monitoring of your web site visitors, Demandbase names the business the web site visitor originated from, and provides contact details of the company’s decision makers, enabling you to contact target businesses even if the web site visitor has not submitted contact information via a web form on your web site.

I have never written a product review however, I consider the service provided by Demandbase (www.demandbase.com) will assist many of my readers improve their businesses by further leveraging the power of their company web site. I would like to make it clear that I am in no way associated with Demandbase.

At the Core of Demandbase

The Demandbase product is built on business contact lists provided by; Hoover’s, Dun & Bradstreet, LexisNexis, Jigsaw, AccuData and the BusinessWatch Network. The contact information is delivered by the “Demandbase Central Platform” which checks data integrity and enables you to use various filters to select businesses you chose to target, and empowers you to purchase individual contact details according to your business needs.

I have used other Contact List suppliers in the past and what I like about the Demandbase system is I am able to pick and chose the businesses I feel are relevant to my business services and purchase only these details and not have to purchase a bulk list with many companies I have absolutely no interest in.

Add Real Time Web Site Monitoring

Ok it is a nice system at this point and essentially just another contacts list supplier with a good information system behind the scenes making it very efficient and workable. But add the real time web site monitoring aspect to the core service and you do have a product that does stand out from the competition and can make a difference to the ROI of your web site.

Demandbase has developed a desktop application called “Demandbase Stream” (View Screen shot) which has a news ticker like stream of your web site visitors based on filters available in the options section. As the news ticker scrolls across your monitor you can click on the visitor and a new window opens providing various types of information depending on the services you have subscribed to.

Some of the features which interested me as an SEO Professional was the ability to determine pages viewed, keywords and phrases used to find the web site and also what Search Engines the visitor arrived from. Another feature which will be of interest to members of Linkedin is the Linkedin integration feature which when clicked searches Linkedin for contacts from the target company.

The Professional subscription offers some nice features such as daily visitor reports and the auto inclusion of web site visitors contacts into your web based shopping cart. The professional subscription also offers some useful Analytics to enable you to determine how successful your web site is in reaching out to your targeted industries which provide details of visitors from your selected target markets (View Screen Shot 1) (View Screen Shot 2).

This is in reality a very brief overview of the services provided and I do recommend you visit Demandbase to learn more about the product to determine if your business can benefit from this service.

What could be improved?

I am not sure how long Demandbase has been up and running in its current format or with this application, in general I really don’t have any serious negative comments on this product. There are some minor glitches which could be improved but all in all nothing serious enough to mention or encourage me to stop using the Demandbase service.

My only concern would be the pricing of the professional subscription which is currently based on overall web site traffic and for my use as a small business owner, did seem somewhat expensive. I do think a better pricing model is necessary (I am under the impression Demandbase is looking into this).

The Professional Service pricing is based on overall web site traffic volumes, and the results I have received so far do not warrant the cost. Demandbase does not list businesses with less than $5 Million in revenue and nor can it determine who is visiting based on information available from an Internet Service Providers, so when this is taken into consideration a large percentage of my own web site traffic will provide a nil result from the Demandbase Database.

In Conclusion

If you’re a B2B business I strongly suggest you check this product out, a free trial is available so you do not have anything to lose. I will continue to use the Demandbase Standards service, I like the software and the personal support I have received from the company has been fast, friendly and complete.

If you do go ahead and try this product please comment on this blog, I would very much like to hear what others think of the Demandbase products and to learn how it has helped to convert the un-converted web site traffic.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

If you would like to use this article on your web site please contact pete@seowizardry.ca for an html version. All I request is you provide Pete Hollier and Seo Wizardry with a reference to this article and provide a link back to www.seowizardry.ca

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