Email’s Conversion Rate Outperforms Other B2B Web Traffic Sources

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Of the various drivers of B2B website traffic, email has by far the highest conversion rate, finds Optify [download page] in its “2012 B2B Marketing Benchmark Report.” The study, which examined more than 62 million visits, 215 million pageviews and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%).

Paid search (1.96%) also had an above-average conversion rate, with direct traffic (1.64%) closer to the mean. Organic search (1.45%) and social media (1.22%) were...

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