Why $4.6 Billion is Being Spent on Website Visitors that are Never Engaged

Why $4.6 Billion is Being Spent on Website Visitors that are Never Engaged
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According to a Pew Research Study, 6 out of 10 (58%) of Americans search the web before making purchasing decisions. For business-to-business (B2B) customers, that number jumps to over 85%. Even when people aren’t shopping on-line, they still use the Internet as a source for preliminary decision-making information. In fact, B2B customers are 70% through the decision-making process before ever engaging with a sales representative.

2017 B2B Buyers Survey Report
2017 B2B Buyers Survey Report


This poses the question, is your company prepared when a customer lands on your website?

When a prospect comes to a website, they are already interested in learning about how to a purchase a product or service. They are there to learn, engage and are ready to ask questions about the products and services you sell. In fact, according to eMarketer, “B2B companies ended up spending a collective $4.6 billion on ads that drove people to their websites in 2018.” However, according to a recent study performed by Drift, “58% of B2B Websites Are ‘Empty Stores’.” This means that the bulk of the money we spend to drive web traffic is being wasted. We are failing as an industry to meet the needs of the market and our website visitors.

So, what is an “empty store”? Simply put, it is when a customer visits your website and leaves without engaging with your company or your people.

How do you make sure your website doesn’t fall into the “empty store” category? Here are a few quick tips:

  1. By providing meaningful and easily accessible information on your website.
  2. By offering assistance in real-time.
  3. Responding quickly to any type of online inquiry.

Use chatbot technology to enable digital conversations with your customers to engage effectively:

  1. Provide self-service access to relevant information.
  2. Route people to the correct category of information.
  3. Don’t create un-necessary steps in the engagement process.

To deliver this kind of experience, companies are deploying live-chat tools and real-time messaging on their websites. These technologies give companies the ability to greet a website visitor the minute they are on their site.

Chat tools like chatbots and live-chat let people know right away that your website is not just an empty “store front,” but is open for business.

Until recently, a companies typically have a prospect fill out a webform if they require information.  The prospect will then need wait for a company representative to get back with them. However, according to research performed by InsideSales.com and MIT, the “average response time [to a webform submission is] an astonishing 44 hours.” Meanwhile, “28.4% only sent an auto-response email with no call to action.” This same research shares that “the optimal 5-minute window to call back” is achieved only 4.7%! This gap leaves your customers with an unacceptably poor customer experience. In fact, the same research shows that waiting only 10 minutes vs 5 minutes decreases your chance to engage with a customers and prospects by 10 times.

Once you replace your webforms with a conversational chatbot, you remove many of the blocks between you and your customer. This fast tracks the buying process for your potential clients.

This new approach is called conversational marketing.  It’s using chatbot technology to enable digital conversations. It provides relevant and timely information to your buyers giving them the care and attention they expect and deserve. This will place your customer’s experience 90% above your competitor’s service levels, response rate, creating a website full of meaningful information.


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