The term “qualified traffic” is used to identify the totality of visitors to a website or eCommerce site who show interest in the content and products present such that they potentially present themselves as those who are most interested in converting.
Generating qualified traffic is obviously the goal of any good acquisition strategy, however, it is important to remember how the qualification of the acquired traffic itself is often the result of effective lead generation strategies, but especially lead nurturing.
As can be easily guessed, generating qualified traffic is often linked to larger investments as you go to work on highly profiled targets.
Here, then, the creation and definition of one’s buyer personas plays a key role as it allows, in a first phase, to significantly narrow down the target audience on which to direct one’s awareness and acquisition campaigns, and in a second, to identify channels, formats and messages that are more performing and rewarding to qualify precisely the acquired traffic.
In such a context, the contribution of a Customer Data Platform becomes crucial: data collected from multiple sources and channels at the single customer view level are used as the basis for strategies and activities personalising the customer experience.
