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Why we’re leaving IP lookup behind in 2020

Published 10 Dec 2020 by Ellice Eadie, CANDDi
Read this in about 3 minutes

Way back when website tracking was the latest online innovation, IP lookup was considered nothing short of revolutionary.

But things have gone a bit stale since then…

Running an IP lookup on it’s own isn’t always the most effective course of action. Yet many website visitor tracking tools still rely on IP lookup alone to form the basis of their tracking code.

While this might work for them, we like to be a bit more forward thinking.

Do we still use IP lookup? Of course.

Will we carry on using it? Yep.

Is it the most important feature of our CANDDi software? Absolutely not.

So, what is?

Email notifications

How does CANDDi know who’s online?

Firstly, we start by dropping a first-party cookie on each device that’s identified by CANDDi.

The reason for this is so we can monitor activity on a device by device basis. This is handy should your customers nosey at your website during their office break, and then continue to browse later when they get home. Either way, CANDDi will know it’s the same person.

This can save your sales team a whole load of time and create more focused conversations based on your prospects needs.

Although cookies don’t necessarily allow CANDDi to identify website visitors, we can track which pages are being looked at and for how long. It also means we’ll recognize that device the next time it hits your website.

With other tracking tools, you won’t get such high levels of visibility. You’re welcome.

So, how do we apply identities to those tracked devices?

Simple. We integrate with your digital marketing activity.

With our CANDDi code, we can monitor your company’s digital touchpoints and how your prospects interact with them.

Obviously, we can’t pluck people’s identities out of thin air, so we encourage website visitors to complete identifying actions instead. This will ensure their visitor profile in CANDDi updates with their name and contact info.

Identifying actions include:

  • Clicking a link to your website from a bulk email campaign
  • Filling in a form on your website
  • Clicking a link to your website from a gmail/outlook email
  • Filling in a CANDDi Capture pop-up form
  • Clicking a link to your website from a LinkedIn message
  • Downloading a CANDDi-tracked file
  • Entering their info into your live chat

Remembering and recognising return visits

Back to our CANDDi cookie. Thanks to this little nugget of data, visitors only need to complete one identifying action once to become identified.

After this, they’ll always be recognized whenever they return, regardless of how they get there!

Also, CANDDi’s tracking cookie lasts 10 years, which means you’ll be spotting opportunities and warm prospects far into the future.

What’s the success rate?

On average, our users have a company match rate of around 20-25%. We’re confident comparing this to any other IP-to-company tool on the market!

In terms of individual match rate, this will greatly depend on how much outreach your business is doing. This is because CANDDi integrates directly with your digital marketing platforms to identify the individuals on your site.

Because of this, it’s difficult to give an average number on an individual-level match rate. But before you click away from this article, how about we give you our own match rate?

In the years we’ve been running CANDDi on our own website, here are the numbers we’ve gotten:

  • Total website visitors: 426,317
  • Identified visitors: 74,426

That puts our own individual-level match rate at 17.5%.

But how good is that, really?

Well, on a standard B2B website with no visitor tracking, you can expect around 2.8% of website visitors to convert and leave their contact details.

CANDDi gives you the individual contact details (e.g. John Smith at SmithCorp) with at LEAST an email address and complete visitor history of 17.5% of our visitors.

That means we’re getting over 6x as many warm leads from our website as the B2B average. Not bad.

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