95% of anonymous website visitors remain just that - anonymous; they don’t convert. The focus of online marketing is on the 5% that do, with the hope of increasing that to, let’s say, 6%. Instead, the focus should go to the 95% that don’t convert. Paying attention to what anonymous visitors are telling you - and they tell you a lot - is key to un-anonymous-ing them. By focusing your efforts on the 95% you can, and will, provide anonymous visitors a better, more relevant and personalized experience and they in return just might take off the mask.

1. WHAT THE ANONYMOUS VISITOR IS TELLING YOU:
HOW TO ENGAGE THE
95% THAT DON'T CONVERT

2. 95% of anonymous website
visitors remain just that -
anonymous
* they don't convert

3. Instead of focusing on the 5%
that DO convert,
the focus should be on the
95% that DON"T convert.

4. A N D T H E Y T E L L Y O U A L O T
I S K E Y T O
U N A N O N Y M O U S - I N G T H E M
P A Y I N G A T T E N T I O N
T O W H A T A N O N Y M O U S V I S I T O R S
A R E T E L L I N G Y O U

5. So this is how we’ll present it:
1. What is the information
2. What is the tell
3. What you can do about it

6. Device
The Information The Tell To Do
What device the visitor is on
- desktop, tablet or
smartphone.
This can be easily extracted
from Google Analytics.
The visitor’s expected
attention span.
Serve content relevant to
their current (assumed)
state of mind.

7. The Information The Tell To Do
What browser the visitor is
on.
Again, this information can
be easily extracted from
Google Analytics.
How technological-savvy your
audience is. In this case The
Tell is indicative of the group
as a whole, not of specific
visitors.
First of all, make sure your site supports all
browsers. Next, understand your audience, and
make sure you are speaking to them in a
language they can understand. You can even
have different landing pages for each browser.
Browser

8. The Information The Tell To Do
Where your visitor is from.
The information is available
from:
- Any server in the world
- Google Analytics
- Any marketing automation
software
The visitor is telling you about:
- His or her cultural
background
- The language they feel most
comfortable in
- Socio-economic standing (in
a very general way)
In one word - localize.
Localization doesn’t stop with
language. Different countries have
different preferences and sensitivities
that hold an impact on on-site
performance.
IP

9. The Information The Tell To Do
What time it is. Sounds
trivial, but it’s not.
Information is available on
Google Analytics.
Your visitors’ state of mind.
Think about it logically - you
are in a different state of mind
on Saturday at 3pm, than you
are on Wednesday at 11am.
The first thing to do is to take in into
account. Next, you can use it for a
simple - and effective - personalization
trick: time-sensitive greeting.
Time

10. The Information The Tell To Do
Where from the visitor
arrived: email / newsletter,
link (article, blog post,
directory listing), banner ad,
search ad, social referral.
As always, Google Analytics
From sources you created
the tell is about the
effectiveness of your paid
media and inbound efforts.
From free-agent sources
you can deduct about the
‘quality’ of the visitors.
Customized landing pages that ‘talk’ to the
visitors in their own language and
referencing the subject matter of the
email/ads or relevant publication.
Referral Source

11. The Information The Tell To Do
What the visitor typed in
Google search box.
The information is available
from Google Analytics only
if the visitor isn't logged-in.
In this case there is no tell, but
rather straightforward
information - the actual words
the visitor typed. This is gold.
Your way to know exactly the
needs and pains of the visitor,
and hopefully the aspect of
your product or service the
visitor is interested in.
Direct the visitor to a landing page
customized to their specific query.
Devote time to understand how your
audience perceives you on the one hand,
what your audience is searching for on the
other, and make adjustments to your
marketing accordingly.
Search Query

12. The Information The Tell To Do
As is. A new visitor, or a
familiar face.
Sure by now you can guess
where to get this info...
Returning visitors are
interested in your product /
curious about your company.
First-Time or Returning Visitor
Suggest, recommend or serve content in
the appropriate funnel level, introductory
or in-depth.
Use various personalization tools to set
rules of engagement for returning visitors.
For example, if returned on the third time,
suggest a Demo or open a chat window.

13. The Information The Tell To Do
What pages the visitor
checks, how long he
spends on each and the
total time spent on site.
- What stage of the buying
journey the visitor is at.
- What aspect of the product
they are interested in, which
can be used to speculate on
their role as decision makers.
- How engaged they are.
- How ripe they are for
conversion.
Recommend to visitors content based on
the pages they visited, that is relevant to
the stage of the buying journey they are at
and that relates to their role as decision
makers.
If they spent considerable time on your
website and visited a few pages, the time
should be right to make an offer.
Browsing Flow

14. ConclusionANONYMOUS VISITORS ARE LESS MYSTERIOUS
THAN THEY APPEAR AT FIRST GLANCE.
Personalization is a key conversion driver.
>Take into account everything the anonymous
visitor is telling you
>Interact with him and provide a personalized
experience
>Your anonymous visitors will appreciate it
and introduce themselves :)

15. A BERRY
GOOD LIFE
Your guide to locavore living
A locavore is someone who is interested in eating
food that is locally produced, not moved long
distances to market, the new cool.
thelocavore.net/about
The next step is to personalize
each visitor's content experience
on your website.
To learn how check out