Capturing visitor information on your website allows you to follow up via email marketing or marketing automation.

What do websites gain in asking us for sign in even though we can browse their pages and content for free?

Principally websites gain two things:

  1. The ability to better track where you go and what you do on their site.
  2. The ability to follow up with you via email (provided the required an email address.

Bear in mind that marketing goods and services through a website is much more than just attracting visitors.

You need your visitors to proceed down your sales funnel (otherwise known as their buying decision process) and on many websites only the first step in the sales funnel occurs directly on the websites. This is especially true of websites used to sell services.

Bear in mind that the average buyer does so after 8 brand impressions.

Let’s say for example that you’re using your website to help sell nutritional supplements.

Important point #1: Nobody NEEDS what you’re selling in the same way that people who are in pain (physical or metaphorical) need pain relief.

Important point #2: Most people who buy do so after 8 “touches”.

Important point #3: The cheapest way to “touch” them is through email.

For many websites, the purpose of their SEO (or more precisely their Inbound Marketing) is for the sole reason of capturing the email address.

It is then used within their email marketing efforts to stay in touch and convert the website visitor into a paying customer.

Download the eBook: The 7 Fundamentals of Being Found Online


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