Why track your website visitors?
You get all lots of data about who is visiting your website, and exactly what they’re doing on it. But what do you do with it?
In this blog, we’ll cover the more obvious benefits like lead generation and measuring your marketing ROI... but we’ll also explain some lesser-known uses of visitor tracking that even experienced users might not know about.
Let’s get started!
This is usually one of the main reasons people invest in a visitor tracking tool for their website.
Since 98% of B2B website visitors leave without getting in touch, a lack of visibility over them means your hard-earned leads are slipping through your fingers.
To combat this, many visitor tracking tools are able to identify the companies who visit your website based on their IP address. This allows you to research into the business and attempt to discover who may have shown an interest in your products or services.
Better still, a Visitor-Level tracking tool can even go one step further, and also track individuals to give you certainty on who has been browsing your website.
Visitor tracking tools also allow you to see which marketing sources your traffic is coming from, which is a great way to bring real visibility to the often “fuzzy” world of marketing.
You can attribute leads (and even sales) to the correct marketing source, allowing you to really optimize your spending and get concrete figures on which channels are bringing the results.
Shortening your sales cycle with effective lead nurturing
Turning a prospect into a customer can be a lengthy process involving multiple touchpoints.
This means It’s important to know exactly how (if at all!) your prospects are interacting with your website along the way.
Are they opening and reading your emails? Looking at the quotes you send? Returning to your website to have a quick browse at 7pm after putting the kids to bed?
Equip yourself with the full picture about your prospects’ interest, and you can start to have effective and focused sales conversations.
It’s also important to get this information in real time so you know exactly when to pick up the phone and get in touch.
Optimizing your website to increase conversion rates
Visitor tracking tools allow you to see the journey your prospects take through your website.
Smart businesses will use this to keep an eye out for patterns.
For example, you might notice that people regularly navigate from your blogs to your product page, but then bounce without converting.
This can indicate that your product page needs a stronger call to action, or a targeted pop-up to drive those conversion rates up!
Studies show that the cost of keeping an existing customer is less than 10% of the cost of acquiring a new one. So why not make use of visitor data to deliver the best service you possibly can?
Figure out the important actions your existing customers take on your website; perhaps they must log in to your online service, or they may regularly return to place orders or get support.
If the frequency of these key actions begins to decline, schedule a catch up call to ensure they’re still getting value out of your business!
Alternatively, if a customer visits your support or FAQ pages, it’s a great idea to follow up with them to offer your help or guidance.
Pay attention to the signs. After all, customer retention is all about maintaining relationships, and any marriage counselor will tell you that relationships are all about listening.
Account based marketing
Account based marketing (read our blog about it here!) involves identifying key accounts, and using very targeted outreach to develop a relationship with them.
After the initial contact is made with target businesses, visitor tracking is vital to optimize the lead nurturing process (as mentioned above).
But even before this, a tool like CANDDi can help. You can upload a list of your target companies, allowing the system to send you a real-time alert the second one of them visits your website. Timing is everything!
Upselling and cross-selling
Visitor tracking isn’t just about keeping track of prospects - it’s also an effective way to leverage your existing customer base.
It’s likely that someone who gets value from one of your products or services would also get value from another. Keep an eye out for activity which tips you off about this interest or eligibility.
Maybe one of your customers spends a full five minutes reading your blog post about an exciting new product. Or perhaps they read an FAQ about fixing a problem that another of your services would help with.
Noticing golden nuggets of data like this may sound like finding a needle in a haystack, but that’s what automation is for! CANDDi allows you to set up real-time alerts for very specific events like this, so you never miss a sales opportunity.
So there you have it.
A good visitor tracking tool can be a powerful aid to many different areas of your business… It’s the Swiss Army knife of business software!
If you’re looking for a powerful visitor tracking tool to help you with all of the above, get in touch! We’d love to discuss how it would work for your business.