A marketer’s job isn’t done once a visitor converts on a landing page. Far from it. Even the landing page itself has more work to do before we can start giving ourselves a high-five for scoring a conversion.

And what about the leads that don’t convert?

Ignore them at your own peril.

As data-driven marketers, we’re keenly aware that most visitors won’t ever convert to a lead or sale. In some industries, conversion rates are as low as 1-2%. (See Unbounce’s Conversion Benchmark Report for details.) But that doesn’t mean the 98-99% of non-converters are worthless visits. There are many ways to improve your chances of converting more visitors over time—and squeeze more value from your existing landing pages.

To unlock the full value of a landing page visit, you’ll want to track what happens to each visitor after the page view, form submission, click-through, or phone call. Measuring and feeding this data back into your campaigns will improve overall results and your ability to optimize campaigns for higher ROI.

Sound like something worth trying? Keep reading, and I’ll show you three smart ways to do it.

Why You Shouldn’t Ignore Visitors Who Don’t Immediately Convert …

As I wrote above, if your landing page converts at 2%, that means 98% of visitors aren’t converting on that particular session.

Its a mistake to ignore these non-converting visits. Sure, many will never convert because of a disconnect in the audience, offer, or timing. That’s life….

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