A visitor which is highly active on your website could constitute a valuable business opportunity. Perhaps you should call them and set up a meeting, or maybe send them an email with an offer?
The Leads-tool is designed to support and enhance such marketing operations by monitoring visitor engagement, and flagging the most engaged visitors as potential leads.
Engagement is measured by assigning an Engagement Index value to various actions, and collecting visitor statistics based on that.
The content tab (Figure 3.1) is the default tab, and your most basic navigation tool for working with leads.
From here you can:
- Select a day to work with – you will work with traffic from that day only
- Jump to another week – and jump back to today
The Manage tab (Figure 3.2) allows you to do bulk actions on potential leads.
From here you can:
- Mark your selected potential leads as leads
- mark your selected potential leads as not leads
- Add the selected companies to the ignore list ("Excluded companies")
- Email the selected potential leads to someone
The Advanced filtering tab (Figure 3.3) allows you to search for potential leads in a more sophisticated manner than simply by day (as is the default)
You can filter leads on:
- Website – if your solution has more than one website
- Page – if you are only interested in visitors visiting a specific page on your website
- Date period – if you want to see potential leads from a longer period than a single day
- Country – if users of a single nationality is of particular interest to you
- Page views – if you want to exclude potential leads with only a few page views
- Extranet users – if you want to show or exclude registered users from your list
- Source – if you want to see potential leads from a particular source. You can create or modify custom sources under the Lead Settings.
- Profile – if you want to show only potential leads falling under one of your visitor profiles. Learn more about personalization.
By default, the Excluded companies checkbox is checked – this filters out the potential leads from your list of excluded companies.
For all three tabs, you can save (or discard) any changes you make with leads before exiting the tool.
Below the three leads tabs, you have the lead management windows (Figure 5.1):
- Potential Leads
- Not Leads
All three are expanded (and collapsed) by a click. From these windows, you manage potential leads, leads and not leads.
At the most basic level, everyone who visits your website is a potential lead.
The potential leads view (Figure 6.1) presents you with an overview of the highest ranked visitors for the day, based on their Engagement Index (EI) score.
For any potential lead, you can see:
- Their rank for the day
- The total number of visits registered
- Their last visit
- The number of page views on their last visit
- Their Engagement Index (EI) score
- If they have anything in their shopping cart
- If they are a registered user (and logged in)
- Which company the visitor visits from (based on an IP lookup, so not fool proof)
Marking as a lead - and other actions
To the right of each potential leads, you have a row of icons (Figure 7.1) representing actions you can take for the potential lead.
- Click the (i) icon to go to the visitor details view
- Click the ignore icon to exclude the visitor and put them on the ignore list
- Click the red flag to mark as not lead
- Click the green flagto mark as a lead
- Click the envelope to send an email with the lead information to someone (e.g. your sales department).
- You can create a default sender name, email and subject, and automatically change the lead state of a lead under the lead settings
The Visitor details view
If you want to know more about a potential lead before taking any action, click the (i) icon to access the visitor details view:
This gives you access to all the information available for that particular lead, such as:
- Basic information about the session, such as duration, average time on page, operating system and browser info, etc.
- Location info, such as IP-address, ISP, domain and company name, etc.
- You can rename a lead by clicking the page icon to the right of the looking glass. If you need an overview of all the leads you have renamed, you have access to them from your lead settings.
- Referrer information, including search keywords and your rank in the search if a search engine was used
- Extranet information, i.e. the user account registered for the visitor (provided they are a logged in, registered user)
- Pages visited info, providing you with a detailed view of the pages visited by the visitor
- Files downloaded, if your visitor downloaded any files during the visit
- Ecommerce info, providing you with info on any items added to the visitors shopping cart
- Profiles info, showing you the total visitor profile points generated by the visitor. Read more about personalization.
- Advertising – if a visitor was referred to your website through e.g. a Google AdWords campaign, you can see more here.
- Visits – providing information about any recurring visits by the visitor.
- Sent emails – a log of all the mails you have sent about this lead (e.g. to your sales department)
- About this page – provides you with a link to the visitor details, which you can send to people (e.g. your sales department)
Visitors marked as leads are moved to the Leads overview (Figure 9.1):
From here, you have a convenient overview of the information available for the lead – it’s the same information which was available when it was a potential lead – as well as a current state tab, where the lead state of the lead is listed.
Lead states are steps defined by you, which help you work with leads.
Dynamicweb comes with just a single state by default – approved – but it’s easy to define custom lead states.
You can change or clear the state of a lead by mousing over the current state and selecting a different state (Figure 10.2)
You can set up email notifications, to notify someone whenever one or more leads revisit your website.
First go to your Confirmed Leads window and select the lead(s) (Figure 11.1):
Then, click Create or Manage Notification(s) from your management tab (Figure 11.2)
If you selected manage notification, select the appropriate email notification profile.
If you selected create notification, you will see the 'create new notification'-window (Figure 11.3)
- Create a name for the notification profile
- Select the Marketing – Leads scheme
- Fill in any number of recipients (email addresses of people to notify)
- Click OK
- Don’t forget to save your lead setting
Once set up, an email will be sent to the recipients once a day if the lead returns to your website.
You can customize the email notification frequency under your Lead settings.
Click Not leads in the leads menu to get an overview of the visitors you have marked as not leads:
The not leads list also includes visitors from you list of excluded companies.
To exclude certain companies from showing up as potential leads, go to the Excluded companies area (Figure 13.1):
To add them to your excluded companies list, simply add their company name to the list (Figure 13.2).
The advanced settings for the Leads tool let you control various aspects of the tool's behaviour. This includec the Engagement Index configuration for your website and Lead emails (emails containing a lead).
Read more about these settings here.