In the past years companies have focused on two things and two things only:
-Getting eyes on their website
-Making sure the conversation rate on those eyes is as high as possible.
Smart right? Debatable. The below table is the best available research on website conversion rates:
Average lead conversion rates for paid search 2023 (QoQ)
Industry | Q1 | Q2 | Q3 |
|---|---|---|---|
Agency | 2.65 | 6.40% | 5.40% |
Automotive | 3.70% | 4.00% | 3.70% |
B2B eCommerce | 1.40% | 1.80% | 1.90% |
B2B Services | 3.30% | 3.60% | 2.80% |
B2B Tech | 1.30% | 1.50% | 1.80% |
B2C Services | 0.70% | 0.90% | 1.10% |
Cosmetic & Dental | 3.40% | 3.40% | 3.90% |
Financial | 5.30% | 5.30% | 5.40% |
Healthcare | 2.00% | 2.30% | 1.50% |
Industrial | 3.90% | 4.30% | 2.30% |
Legal | 3.70% | 4.40% | 4.10% |
Professional Services | 4.10% | 5.20% | 6.60% |
Real Estate | 1.70% | 1.70% | 2.30% |
Travel | 3.70% | 3.50% | 4.10% |
As you will notice, these are all terrible. When in a business-to-business setting, we can be fairly certain that no-one is visiting our HVAC-installation page out of personal interest. So why does only 3 percent convert?
Multiple studies have gone into this, and on a personal level we understand visitors not buying anything during their first visit to a website. To accommodate this inclination, marketers have responded by using retargeting (ask your marketer, you use it). Most companies spend between 20% to 40% of their total advertising budget on retargeting.
This is a great way to stay top-of-mind, and maybe pull a reluctant visitor over the finish line. However, you are also paying a lot of money to get people to a website that they already looked at only to leave without converting. Your competition, likely also visited, is definitely doing the same. And as a German former patent office clerk famously stated: “The definition of insanity is doing the same thing over and over and expecting different results.”
So why not use a novel approach? Why not Rebound, instead of Retarget? At Emailpig we have set up the following system to flesh out website visitors:
We analyse every company that visits your website.
Should this entry match your customer profile, we pass the visitor on to our AI.
Our AI determines the person at the company most likely to respond to your approach.
The AI analyses the visited pages, the visitors company profile and your own information to craft the perfect message.
Your Outbox is updated with a warm lead, including profile, address and message.
This allows you the personal touch likely not provided by the other HVAC-installators, who have no information on their visitors and just try retargeting. We call it Rebounding.
In basketball, a Rebound is a statistic awarded to the a player who retrieves the ball after a missed field goal or free throw. Without strong rebounders, a team is doomed to constantly get overrun by their opponents that specialize in it. You see where we’re going with this.
Emailpig’s goal is to make you the best rebounder in your industry. Those 92% of visitors are at one point going to convert somewhere, and constantly serving them the same ads will not supercharge your odds. Using Emailpig’s Outbox, you can set yourself apart.
We think you should ask yourself “How many of my website visitors have I approached today?”. The answer too often is zero. The website has become both the ultimate source of truth, and your business card. You should approach the people you give your card to.