✨ Want to watch the full recording? You can do so here: Webinar – Turning website visitors into customers in 5 steps (Leadinfo x Kixx). The webinar is recorded in Dutch, but you can use the translation feature in YouTube to set the subtitles in English.
Why “lukewarm” follow-up works
Kixx has over 15 years of experience and uses Leadinfo to see which companies are already engaging with the brand and what behaviour they show. With Autopilot, those insights are immediately translated into a short, personal follow-up flow. The principle: this isn’t about cold outreach, but about visitors already showing interest, for example by viewing multiple pages or returning to the site. That’s exactly where the opportunity lies to turn website visitors into customers.
Step 1 — Sharpen your target audience (together with sales)
Kixx starts with one table for marketing and sales (and customer support where needed). Together they define the shared characteristics of good customers: decision-making authority, openness to change, drivers (such as measurability), channels (e.g. LinkedIn), and typical pain points and desires.
From this exercise come personas such as “Decisive Ben”, someone who makes strategic choices, has a neutral view of agencies, and is driven by measurability. This persona work determines which information you’ll provide later and through which channel.
Step 2 — Recognise and label in Leadinfo
All incoming interest comes together in the Leadinfo dashboard: you see company info, visited pages, and repeat visits. Kixx then labels what they see so sales has immediate context:
- Channel or content labels (e.g. “Digital” if someone viewed the Digital page).
- Behaviour labels such as “Hot”: Kixx sees in Google Analytics that an average visit lasts about 5 minutes; anyone staying longer than 5 minutes gets the label Hot.
- Segments per product/service or business unit, ensuring the right lead automatically reaches the right team.
This creates clarity: who is interested, in what, and how warm is the lead? It makes targeted follow-up, and turning website visitors into customersm much easier.
Step 3 — Short, personal flows with Autopilot
With Autopilot, Kixx sets up a short, personal flow in just a few clicks, without long copy or heavy marketing production. For example:
- Email 1 (short and personal): “Glad you checked out our whitepaper on brand positioning – shall I invite you to our knowledge session?”
- Email 2 (reminder): a short check-in message.
- LinkedIn step: profile visit, connection request, and a very brief DM (“Did you see my email? Interested in taking the next step?”).
Kixx applies this approach after events, for content downloads (whitepaper/blog), or simply for recognised website visitors. The tone is intentionally short and human: not cold outreach, but a logical next step for someone already showing interest.
In practice, Kixx sees first responses often come in the same day or the day after; companies sign up for sessions immediately, and the first contracts have already been signed during the test phase. At higher volumes, results remain consistently strong.
Step 4 — CRM & tools: follow through where it’s warm
Kixx routes recognised leads to systems such as Teamleader (CRM) or Monday (project management). This way sales and delivery share the same context, and follow-up continues without friction. Marketing also sees which channels deliver the best companies, so budgets and campaigns can be adjusted based on behaviour and quality.
Step 5 — Test, learn, scale
The final boost lies in optimisation: vary with text (shorter still wins), try different channels (LinkedIn, maybe Facebook), and adjust based on data: labels, repeat visits, channel performance. Because Autopilot is so accessible, sales can quickly test variations without always going back to marketing, keeping the process fast.
Examples you can copy straight away
- Persona → content → channel: for “Decisive Ben” a whitepaper on brand positioning + LinkedIn worked perfectly as entry point.
- Label “Hot”: automatically label sessions > 5 min. as Hot and give those leads priority.
- Event flow: automatically send attendees a short thank-you mail + LinkedIn connection.
- Page intent → pitch: if someone visited “Digital”, let sales use that in their first DM or call.
Conclusion: how to turn website visitors into customers
Kixx’s recipe for turning website visitors into customers is surprisingly simple:
- Define your target group and personas together (marketing + sales).
- Recognise and label behaviour in Leadinfo (channel, topic, warmth).
- Follow up shortly and personally with Autopilot (email → LinkedIn).
- Link to your CRM and optimise on data, not gut feeling.
- Test continuously: short copy, channels, timing, and scale what works.
This way you build a streamlined process that doesn’t rely on cold outreach, but converts lukewarm interest into conversations and deals.
👉 Ready to try it yourself? You can test Autopilot for free for 14 days. Start small, keep it short, and see how quickly you can turn website visitors into customers.