The email conversion rate remains effective

[RafiRiFat336205]

Among the various drivers of traffic to B2B companies’ websites, email has come out on top of them all, according to the “2012 B2B Marketing Benchmark Report” conducted by Optify. The study, which analyzed more than 62 million page views, 215 million page views and 350,000 leads from 600 small and medium-sized businesses in the US, found that email’s conversion rate is 81% higher than the average of all drivers analyzed (2.89% vs. 1.6%) and 42% higher than the second-place driver, referrals (2.04%).

Paid searches (1.96%) and direct traffic (1.64%) are also above average. Organic searches (1.45%) are below average, and social media (1.22%) is the least influential driver.

The study also analyses and compares the differences between active phone number list the main sources of traffic on B2B companies' websites and the most common sources. Among other results, the study has identified the following:

Organic searches were the main source of traffic to dB2B pages (41%), but their importance as a lead generator is minimal, at only 26.5%.

Google dominates the market for organic search traffic, averaging 88.2%.

Despite accounting for just 4.5% of traffic, paid search contributed 10.5% of leads.

Similar to e-commerce, social media is a negligible source of traffic to B2B websites, accounting for just 1.9%, although its contribution to leads is significantly higher at 4.75%.

Email generates a tiny fraction of traffic, at 0.8%, but its importance as a lead generator is much greater, reaching 9% of the total.