Ideally, every visitor who comes to your website would become a lead. In the real world, the vast majority of visitors remain anonymous. Of those anonymous visitors, only 2-3% convert. It’s difficult to sell to a customer you don’t understand.

If you want to convert more visitors into customers, your first challenge is to transform anonymous visitors into known users.

It’s actually easier than you might think — as long as you have an audience identification platform. 

What is an Audience Identification Platform? 

Like a customer data platform, CRM or marketing automation system, an audience identification platform is a marketing and sales tool that helps you turn more website visitors into potential customers. Unlike these more conventional marketing technologies, an audience identification platform starts working the moment a new visitor lands on your website. 

It uses geolocation and other first-party data to quickly identify and start building a profile for your visitor. There’s no need for them to fill out a form first, and they don’t have to sign in to a user profile. Customization starts immediately. You don’t have to wait until they submit a form or become a customer to start giving them targeted offers. 

An audience identification platform works with your existing martech stack. After you install a simple script on your site, the system captures prospect data and provides custom offers to encourage conversions sooner. It's integrated with your CRM to push identified leads to the top of your priority list, and the information you gather can help your marketing automation tools deliver more personalized offers. 

Audience Identification Through Geolocation

Audience identification starts with geolocation — figuring out where your customer is based on device and IP data. But traditional geolocation tools have limitations. They often rely on IP addresses, which may not be accurate and can be limited to the city level or device fingerprinting, which has become less reliable with the demise of third-party data. 

These outdated technologies and algorithms can yield inaccurate data or outdated location information. With shoppers constantly on the go, your audience identification system needs to be able to track them wherever they are. The Ignite audience identification platform is designed to do exactly that.

Ignite, the Modern Audience Identification Platform

Ignite uses a unique type of geolocation tracking. Rather than relying on third-party data, Ignite serves a location request pop-up that gets user consent to share GPS data. Getting visitor consent keeps you in compliance with the latest privacy expectations while still delivering the non-personally identifiable geolocation data you need.  

Imagine a new visitor lands on your site after a quick web search. They’re in the market for what you’re selling, but they’ve never bought from you before. A simple pop-up at the top of the page asks them to consent to sharing their location. 

Ignite takes action immediately. First, high-accuracy GPS measurement delivers precise, reliable location tracking. Then, Ignite validates the accuracy of the GPS measurement, adding contextual information like customer behavior, weather, or local events to begin building out a user profile. Finally, address data is matched with public records to positively identify a resident and their interests, enabling you to make offers tailored to the user and their interests. 

Every action the user takes on your site makes their location tracking more accurate, so you can deliver even more useful and targeted offers. Along the way, the visitor only shares consented, non-personally identifiable information (non-PII) data. Yet they still get a personalized experience based on unparalleled accuracy and reliability. 

Go Beyond Audience Identification with Ignite

Identifying your audience is just the beginning. Ignite converts visitors into leads and elevates leads who have claimed your promos so your sales team knows exactly when to follow up. You can use the data and customer profiles Ignite creates to reach customers through ads, SMS and email. Even create look-alike audiences with similar purchasing intent. 

In short, the Ignite audience identification platform empowers you to leverage audience data to make more targeted offers, generate leads, and increase sales. 

See how Ignite by Launch Labs can help you know and convert your audience. Schedule your free demo today. 

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