Hi, that’s Alex again. And I have another common challenge for you, and I’d love to hear your story and how you handle such scenarios. 

Here is some context: 

A typical campaign landing page will capture user input and collect some personal data – name, phone number, email, job title, etc.…  (Side note: Did you know that a 10-field form converts better than a five-field one?) 

Naturally, visitors will be reluctant to provide sensitive information. There are a couple of reasons: privacy concerns, where in the buying cycle they are, their intent, and so on. 

With that in mind, many first-time visitors will try to dodge the system and provide a bogus email address, for example, to see if the downloadable asset they are after (on-demand webinar, whitepaper, or any other gated content) will become instantly available, or will be delivered via email. 

Now, let’s welcome “Instant gratification” to the stage. Once these anonymous visitors get access to the asset they are after, they might leave the site. Or, if the piece of content was worth it, continue to explore other resources. 

This is where many marketers will go and ditch those disqualified leads because typical nurture requires a valid email that doesn’t bounce.  

But has anyone considered the following scenario? 

• Collect the DQ’ed leads into a segment 
• Forget (initially) about email as a communication channel 
• …. Personalize the website content and journey for this DQ’ed segment, slowly build trust, and nudge these anonymous visitors to touchpoints that will give them more rewards in exchange for additional personal information. Coupon codes, gift cards, exclusive content (by email)…. Anything that can get the visitors to provide more information and enrich their profile in the Customer Data Platform  

One of the many benefits of using a CDP and Sitefinity Insight (if you already are a Sitefinity User/License holder) is that you can set it and almost forget it. And let the platform do the hard work, resulting in the delayed gratification that provides lasting, sustainable results. Why not give it a try: Build a segment, personalize the journey, and convert more leads. 

As always, here is another question for you: What’s your strategy for turning visitors into customers…  share with me below, ping me on Linked-In or email me. I’d love to learn from folk who’ve done the trek.