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Anna Loverus

Anna Loverus

How to use your webpage for lead generation with simple tools

Who should read this article to find out how to use your webpage for lead generation? Let’s see:

  • ✅   You have a webpage
  • ✅   You try to get your audience to visit your webpage
  • ✅   You are trying to get the audience to take an action that goes inline with your business goals (buy, contact you, sign-up etc.)

Also, you might create content weekly (well, at least somewhat regularly), you have Google Analytics installed and try to decode the impact of the numbers on your business – but it’s hard. You have visitors, but are you attracting the right ones?

Installing some simple tools can help you understand your traffic in detail and use your webpage for lead generation. And even if you are not collecting data about individuals, which you are not allowed to do after GDPR, you can get a lot of insights to your audience.

Also, with dark social (huh, what is dark social?) growing as a traffic source for most brands, it’s becoming more crucial to use every trick in the book to understand from where your visitors come. A lead generation tool for your webpage can help with that.

Here are three tools that I can recommend if you are using your webpage for lead generation based on the type of user you are.

LeadFeeder – For beginners who are curious on how to use their webpage for lead generation

LeadFeeder connects to your Google Analytics and decodes the collected IP-addresses and displays the companies they belong to. Their freemium version is helpful to most B2B site owners. I use it myself to see if the people visiting my site is potential clients. It inspires me to keep blogging about topics that my audience would find helpful.

One thing that makes LeadFeeder a useful tool for beginners is that you don’t need to install anything on your site. You use your already installed Google Analytics account, so data you already have turns your webpage into a lead generation tool. You can also connect it to MailChimp and see if people following your newsletters are visiting your site.

If you use the paid version, you can see the time someone is visiting, who the person is (when that’s possible for instance if they’ve signed up for a demo or to a newsletter), you can feed the leads into your CRM, and you can visualise them in Google Data Studio if you want to (and pay extra).

The paid version starts at 795€ yearly for sites with less than 100 leads a month.

Albacross – For semi-advanced marketers using their webpage for lead generation

To use Albacross you need to install a tracking script on your website. This detail makes it possible for them to collect more data than what’s already in Google Analytics, but you need to know how to install it on your website or get help from someone who can. So, Albacross adds functionality on top of your existing tracking to use your webpage as a lead generation tool.

While Albacross shares a lot of functionality with LeadFeeder, but it doesn’t have a freemium version, so it’s all or nothing. Albacross displays the businesses who visit your website, how long they stayed, the sources they came from and the names and contact information to the single individuals browsing your site.

Additionally, it displays information about the company so that you can see their size, revenue and industry to see if it’s of interest. So can automatically feed leads matching specific rules to your CRM with Zapier.

Albacross is trying to become a player within account-based marketing, where you advertise specifically towards crucial stakeholders at the organisations you want to reach. Therefore, you can create ads directly within their tool based on the data they’ve collected.

Albacross starts at 948€ if you pay annually and that also includes 100 leads.

Triggerbee – For the advanced user who wants only the best tools when using webpage for lead generation

Triggerbee is much more than just a tool to figure out who is visiting. It’s a tool to actively convert your visitors into leads with things like pop-up widgets for capturing e-mail addresses, or the possibility to change aspects of your website based on what you know about the visitor. Compared to the other two, it’s in its own league.

Most of what you can do with LeadFeeder and Albacross works just as well in Triggerbee (not yet the ad creation part in Albacross). Just as with Albacross you need to install a tracking script on your site. Triggerbee adds a lot of functionality to use your webpage for lead generation, it’s not only passively tracking, but it’s also actively capturing.

You have very advanced possibilities to filter leads based on the number and type of pages they’ve visited and use this to trigger emails in other services, like Rule or Mandrill. This makes it neat to use Triggerbee both for B2B and B2C and the tool is very popular for e-commerce shops where you want to put users into specific communication loops based on their behaviour on the sites.

Since Triggerbee can do what other popular services, like OptinMonster, can do – it might save you some money to move it all into one place. Additionally, it’s nice to have fewer tools to work with and integrate.

While being the most advanced tool of the three in this post, Triggerbee is a small player compared to Marketing Technology suites like Marketo. However, most marketers don’t need very advanced solutions (yet), they just need to get started some where and for that Triggerbee is great.

Being the most advanced also makes Triggerbee the most expensive one. A year costs approximately 1800 € for the smallest plan where you get up to 1000 contacts per month.

Curious?

If you use your webpage for lead generation today but haven’t started looking at your website visitors, you should try the freemium version of LeadFeeder and see if you find the information useful.

From there you can start to pay for more advanced features, make sure your data collection is GDPR compliant (B2B and B2C are a bit different) and take good care of your leads. It can be an easy and relatively cheap way to upgrade your sales precision and grow your user base.

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