Before getting to the heart of the matter, however, a brief theoretical discussion.
Lead generation and marketing automation : let's start with a question
How well do I know the users who browse my site? But above all, how many of them do so as anonymous users and choose to remain so?
These are the questions we should ask ourselves before starting to design our strategy.
According to the latest estimates list of angola consumer email released in November 2019, the percentage of users who choose to browse a site without providing data and contact information, i.e. anonymously, is higher than 98% on average .
This means that, as a general rule, most of the strategies and activities we implement risk only addressing approximately 1.8% of our users.
Reductive, isn't it?
Unveil Rate : The KPI to Know Your Users
The questions we asked ourselves previously now allow us to introduce the concept of “ Unveil Rate ”.
Literally translated as the unveiling rate , the unveil rate allows us to monitor the potential of our web project by allowing us to detect the percentage of revealed users, that is, registered and subscribed to our site, in proportion to the anonymous ones .
Knowing how many registered users there are in relation to anonymous users allows us to understand which are the most effective strategies to improve this data: a lead generation campaign includes a whole series of activities necessary to stimulate users to register and release their data and it is precisely in this phase that marketing automation and artificial intelligence show their potential . Let's see how.
