Why many leads don’t convert: the fundamental problem
The biggest challenge in B2B lead conversion is simple: you don’t know who your visitors are. On average, only 2-3% of your website visitors complete a form. The remaining 97% remain unidentified. This means you’re virtually blind to potential opportunities.
Without insight into which companies are showing interest, you cannot follow up strategically. You miss crucial information about company size, sector, and behaviour on your website. This makes it impossible to approach the right leads at the right time with the right message.
The result? Missed opportunities, low conversion rates, and frustration for both marketing and sales. Converting website visitors into customers begins with insight into who is actually browsing your site.
Step 1: Identify which companies visit your website
The first step towards better lead conversion is visibility. You need to know which companies visit your website, even if they don’t complete a form. For this, you need a visitor identification tool that works without cookies or personal data.
Leadinfo identifies companies based on their IP address and network data. The platform recognises between 35-40% of your B2B visitors and shows you which companies, from which sector, with how many employees are viewing your site. This information is 100% GDPR-compliant because only business data is shown, never personal data.
An important aspect is the ability to enable cookieless tracking. This means that Leadinfo can recognise companies based on their IP address without using cookies. The disadvantage is that some functionalities, such as grouping sessions and screen recordings, are then no longer available. For many companies, however, this trade-off is acceptable, especially when cookieless privacy is a priority.
With this identification, you get immediate answers to questions such as: Which companies return? Which pages do they view? How deep do they dive into your content? These insights form the basis for targeted follow-up.
Step 2: Segment leads based on behaviour and fit
Not all leads are equal. A visitor who only views your homepage has different intent than someone who views your pricing page, case studies, and product pages. Segmentation based on behaviour is crucial for effective conversion.
Within Leadinfo, you can segment leads based on:
- Page engagement: Which pages has the company visited?
- Session depth: How many pages per visit?
- Repeat visits: Does the company return regularly?
- ICP match: Does the company fit your ideal customer profile?
By combining these segments, you identify high-intent accounts. These are companies that return multiple times, view product pages, and fit within your ICP. These leads deserve priority in your follow-up.
An effective B2B lead generation strategy begins with distinguishing between cold, warm, and hot leads based on their behaviour.
Step 3: Automate your follow-up with CRM integrations
Manual lead follow-up is time-consuming and leads to missed opportunities. Automation ensures that no interesting lead slips through the net. By connecting Leadinfo to your CRM, you create a seamless process.
Leadinfo integrates with over 70 systems, including HubSpot, Salesforce, Pipedrive, and Microsoft Dynamics. When a relevant company visits your website, a lead or contact is automatically created in your CRM. Your sales team immediately sees which accounts are active.
You can set up triggers such as:
- Automatic notification when a target account visits your site
- Lead scoring based on page visits and session frequency
- Automatic addition to nurture flows in your marketing automation
- Slack alerts for high-priority accounts
This automation not only saves time but also ensures faster response times. And in B2B sales, the first to respond often wins.
Step 4: Personalise your outreach with context
Generic sales emails no longer work. But when you know exactly which company visited your site, which pages they viewed, and how often they returned, you can fully personalise your outreach.
Instead of: “Hello, I saw that you might be interested in…”
Write: “Hello, I noticed you viewed our HubSpot integration page last week. Many companies in your sector…”
This context makes the difference between an ignored email and a conversation. You demonstrate that you know what they’re looking for. This significantly increases response rates.
This context also provides an enormous boost for telephone follow-up. You can start the conversation with: “I noticed you’ve visited our website several times over the past month. Can I help you with information about…?”
Step 5: Retarget unidentified visitors
Not every visitor converts on their first visit. Decision-makers often need multiple touchpoints before they’re ready for a conversation. Retargeting helps you stay top-of-mind.
With Leadinfo, you can add identified companies to customer lists in Google Ads and LinkedIn Ads. This means:
- Targeted advertisements for companies that visited your product or pricing page
- Follow-up campaigns for companies that viewed your demo page
- Exclusion lists to avoid unnecessarily targeting existing customers
This approach is fully GDPR-compliant and respects individual privacy, whilst still enabling you to retarget effectively.
Step 6: Measure, analyse, and optimise continuously
Conversion optimisation isn’t a one-off action but a continuous process. You need to measure which steps work and where leads drop off. Leadinfo offers dashboards that help you gain this insight.
Monitor metrics such as:
- Conversion rate from identified leads to conversation
- Average time between first visit and conversion
- Which page combinations lead to highest conversion
- ROI per marketing channel based on identified leads
By analysing this data regularly, you discover patterns. Perhaps leads who first visit your knowledge base convert better than leads who go straight to pricing. Or you see that companies from a specific sector convert faster. You can use these insights to refine your approach.
Test different approaches. Try different email templates, call at different times, test different follow-up sequences. Effective lead follow-up requires experimentation and data-driven decisions.
Frequently asked questions
How quickly will I see results with visitor identification?
Most companies see identified visitors appear within the first week. Concrete conversion impact depends on your follow-up, but many clients report measurable pipeline improvement within 1-2 months. The tool itself is installed within 5 minutes via a simple script.
Does this work for small websites with little traffic?
Yes, even with 200-300 monthly visitors you can gain valuable insights. In B2B, it’s often about specific target accounts. Even if you only identify 50 companies per month, these could be precisely the companies you’re targeting. Quality over quantity.
Can I connect Leadinfo to my existing CRM?
Yes, Leadinfo integrates with over 70 systems including HubSpot, Salesforce, Pipedrive, Microsoft Dynamics, Zoho, and Teamleader. The integration is two-way where possible, so data synchronises automatically. There are also connections with marketing automation tools, Slack, and Zapier for custom workflows.
What percentage of my visitors can I expect to identify?
For B2B websites, the identification rate averages between 35-40% in the EU. This depends on factors such as your target audience, industry, and geographical spread. Importantly, you often identify precisely the most relevant companies, as these browse more frequently via business networks.
