How Web Analytics Can Support B2B Lead Generation?

For B2B companies in the digital sector, lead generation is often a crucial phase in customer acquisition. The process between users first noticing advertising measures and submitting contact forms often results in the loss of many potential customers and orders. This article describes how web analytics can help with these hurdles. 

Lead Generation as a Challenge 

Many people know it: you are looking for a specific topic or problem, and you get a suitable and appealing advertisement. After clicking on the ad, you will be redirected to the target URL and, often, land on a detail page or landing page. However, many (especially B2B) websites are simply not set up well enough there so that as a user you have a bad website experience, and, on the other hand, the company hardly receives any inquiries from users. The similarities between the user’s needs and the company’s offer are too few, and so the user leaves the website.

Lead generation often fails because of smaller things. Starting with the user experience, which is becoming more and more essential, to individual form fields that can be named as an attribute or call to action. Also, there are other competitors who in many cases offer the same advantages and use similar advertising measures.

To focus on the target group and at the same time stand out from the competition, you need information and data on the effectiveness of the respective lead generation measures.

Collect Valuable Data 

A great advantage arises when you build different tools (marketing automation, web analysis, CRM) with the same lead data. Of course, you must take applicable data protection into account. As soon as you have decided on an overarching data structure, you can transfer this uniformly for all tracking codes, for example, using tag management tools.

Furthermore, you can record the entire path of the user and the individual touchpoints with a tracking setup and use them for analyses and remarketing measures (addressing interested parties again). To be able to record this data, you need:

As soon as the setup of the tracking, including the lead track, has been completed, all important data about lead generation and touchpoints, as well as user actions, can now be evaluated in a user-friendly and automated manner.

Evaluate Traffic Channels and Campaigns

If you get information about possible optimization and advertising measures in online marketing, you get concrete recommendations for action and a long pro list of why you should use these measures. As a rule, however, only 20% of all measures bring the greatest benefit, and many are too cost-intensive. Often, different channels are also better suited to supporting the customer journey than leading the user directly to the conclusion.

The good thing about these measures is that you can measure and evaluate them. All you need is a web analytics tool such as Google Analytics and an individual setup that corresponds to the goals and requirements of the data. To be able to measure the success of the traffic channels and campaigns, the following things must be considered:

1. Correct implementation of website tracking and forms
2. Sensible identification of the target URLs of the relevant traffic sources
3. Appropriate attribution of traffic channels taking into account conversions, services, and costs

However, you should allow yourself some time for this process and gradually work your way into this topic. Before starting the implementation, you should set up the tracking and the setup correctly and, above all, sustainably to avoid making wrong decisions.

Generate Insights Into User Behavior

Furthermore, you can incorporate specific measures that anonymously record user behavior to see exactly how the user behaves on the respective page and where he breaks off. Another advantage is that the forms can be evaluated in detail. Which form fields are used and which are skipped?

Identify Weak Points in the Customer Journey

On average, it can be assumed that the abandonment rate of form usage in the field increases by 20%. Thus, one faces the challenge of conveying a lot of information about the lead while simultaneously minimizing user dropouts. Ideally, web analysis data and automated tests can identify the most effective component of the form. This is possible by identifying unused and breaking form fields through the analysis and leaving them out in the first generation of the lead to increase the conversion rate.

Conclusion

Professional web analysis can be very helpful in lead generation by providing the right information. It also highlights the measures you can take to best address your target group at each phase of the acquisition process, at the right location, and at the right time to achieve the desired deals for your website or app. And above all, because it provides valuable data for optimization and user behavior.

Ultimately, you often only need to make small adjustments to achieve significantly more effectiveness in lead generation. Web analysis and conversion rate optimization help here.

Also Read: 5 Ways To Streamline Your Sales Funnel And Close Deals Faster