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How to Turn Anonymous Website Visitors into Leads

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Collecting information about website visitors, a standard practice in B2B marketing, is now becoming available to consumer marketers. I recently had a chat with Karl Van Delden, who heads product management at Stirista. His latest product is Visitor ID Graph, which allows consumer-driven companies to identify the visitors to their websites. Using VIG, site owners can now capture the contact information of as much as 45% of their visitors, for analysis and ongoing marketing communications.

RPS: Karl, I’d like to ask you some details about the new Visitor ID Graph capability from Stirista and why it’s such a powerful tool for consumer marketers. As I understand it, VIG lets website owners identify the actual names and contact information of visitors to their websites. Please explain how it works.

KVD: We start by enabling the site owner to do first-party visitor tracking.  It’s a small piece of code they can quickly attach to their site’s header. It doesn’t capture any PII, or personal information. It’s the same scope of data used with Google Analytics and similar reporting tools.

The real value happens when we match those captures back to our opt-in consumer data file, to provide the name, email, and postal information.  This also allows us to enable the user to leverage additional insights, such as demographics and geolocation, to help the site owners to further segment their visitor audience.

RPS: So you’re delivering both the contact info and the demographic of visitors. This has big implications for consumer marketers, right? 

KVD: Yes, this data is really valuable. These are people who have come right to your online front door, with a clear interest in what you are offering.  You get everything you need to re-engage them effectively through your preferred marketing channels.

RPS: Traditionally, the only way to de-anonymize your website visitors was to make an offer and persuade visitors to fill out a form or sign up for a newsletter. But you typically only get a small percentage of visitors to do that—like maybe 1% or 2% if you’re lucky. With VIG, what kind of match rates can we expect to get?

KVD: Typically, for a consumer-facing business, we see anywhere from 25-45% match rates.

RPS: So, I can expect to identify 25% to 45% of my site visitors and add those names to my marketing database. And what does it cost?

KVD: Subscription plans start out at $500 per month, to activate one website and download up to 2,000 contacts. That’s the base, so it really only gets cheaper from there, whether you need more contacts for your site, or to activate another site entirely.  These plans cap out at 12,000 contacts, which can support up to six sites, but it’s also possible for us to create custom plans above these volumes.

RPS: So, $500 gets you 2,000 names.  That’s a great deal, especially since these people have already visited your website, so they’re much more qualified than an ordinary list. What kinds of clients are using the service so far?

KVD: All manner, really, but I’ve been surprised with its popularity with retail, brick-and-mortar shops. Everything from furniture stores, to auto dealers, and beyond.  They can then retarget or even just identify some of the countless visitors that bounce off their site.

RPS: You’re offering a free account, like a free trial, right?  So I can set VIG up for my site, or various sites I own, and see the names of the visitors as they match up, and then when I want to download the names and use them in my marketing, I can choose a payment plan.  

I can see marketers salivating at the chance to identify visitors who come by from all kinds of sources, from campaigns, from SEO, over the transom, whatever.  Now that VIG is launched, what other features and functionality do you have planned for it?

KVD: Well, so far we have a pretty good hold on the essentials – setup, reporting, getting the data, and some supporting features to give flexibility to users. The next big focus will be providing new options for how to use it. This will include a built-in CRM and integration points for popular third-party CRMs and CDPs.

RPS: And if users want to get help, or find out more, or give you suggestions for how to make the product better, how should they get in touch with you?

KVD: We would welcome anyone who is interested to email us at info@stirista.com, to set up a consultation or demo. You can also visit visitoridgraph.com if you want to jump in for yourself.

As I mentioned before, everything shy of the data purchase step can be done on a free account, so I would invite anyone even remotely interested to check it out, see how simple it is to begin tracking your site, and, of course, see how many data matches you get. 

Ruth Stevens

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for both consumer and business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City. Ruth is a guest blogger at AdAge, HBR.org, and Target Marketing Magazine. Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results. She is also the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, Trade Show and Event Marketing, and co-author of the white paper series “B-to-B Database Marketing.” Ruth is a sought-after speaker and trainer, and has presented to audiences and business schools in Asia, Australia, and Latin America. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM. She studied marketing management at Harvard Business School, and holds an MBA from Columbia University. Learn more at www.ruthstevens.com.

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