The idea of website visitor tracking is enticing for marketers in all industries. This process can help you see where your visitors are coming from, what pages they are viewing, and can help you see how close they are to converting. This insight can help you better understand your prospects and cater to their needs. In order to perform website visitor tracking, you’ll want to understand exactly why you should track visitors and what kind of information you can find out.
Why Should You Track Your Website Visitors?
B2B companies should track their website visitors for several reasons. Website visitor tracking provides valuable insights into how visitors are interacting with your website. This could include which pages are getting the most traffic, and where your visitors are coming from. This can help you see which marketing campaigns are driving the most conversions, and which may need some updating. Website visitor tracking can also help you improve your website’s user experience and user interface. This is because you’ll know which pages are getting the most engagement and leading to the most or fewest conversions. By knowing this information, you can make data-driven decisions that can help you increase website conversions. But, how do you perform website visitor tracking?
Software You Can Use to Perform Website Visitor Tracking
It’s no secret that you’ll need a software or tool to help you track your website visitors. But, with so many options on the market, it can be hard to choose which one is the best for your specific company. Below are a few of my favorite website visitor tracking software due to their affordability, ease of use, and return on investment.
Google Analytics is the most popular website visitor tracking software on the market. It’s very easy to get started, and you can gain access to a ton of information about your website visitors. This includes bounce rate, acquisition, page views, time on page, as well as setting up conversion tracking. You can use Google Analytics to compare previous time periods, to ensure your website metrics are trending upwards. This can help you see the success of your marketing campaigns, how your website visitors are behaving, as well as your website conversions. By utilizing Google Analytics, you can make data-driven decisions and optimize your website and improve user experiences.
The next software on our list is Visitor Queue. Similar to Google Analytics, Visitor Queue provides information like how users were acquired, what pages they viewed, and how long they spent viewing each page. But, with Google Analytics, you have no idea who is visiting your website. That’s where Visitor Queue gets the upper hand, as we can identify the anonymous companies visiting your website.
Since you know what pages they view, you’ll know exactly what they are interested in. In addition, we provide employee contact information to aid in your lead generation efforts. This can be helpful if you are trying to see what kinds of companies are being acquired from certain marketing channels. In addition, you can track conversions on your website. Including companies visiting your pricing page, signing up for a free trial, or booking a demo. Start your 14-day free trial of Visitor Queue today to gain even more insight into who is visiting your website.
Hotjar is a popular software that allows you to gain insight into how your visitors are interacting with your website. A few key features include heat maps and visitor recordings. Heat maps allow you to visualize where visitors are clicking the most and how far down the page they are scrolling. This can help you see which areas of your website are getting the most attention, and what might need some improvement. Visitor recordings provide a detailed view of how visitors are interacting with your website, including mouse movements, clicks, and exit intent.
Similar to Hotjar, Mouseflow offers website visitor tracking through heatmaps and session recordings. But, they also offer surveys, forms, and user feedback to help you get even more information from your website visitors. They also offer a conversion funnel tracker, which can help you track how users flow throughout your sales funnel up until they convert. This can help you see how users move about your website prior to converting, and help you optimize your website for those that do not convert.
Website Visitor Tracking Best Practices
Now that you know what the best software you can use to perform website visitor tracking, you may be wondering about how you can use this information to enhance your website and marketing efforts. Here are just a few ways you can do so.
Just like any other form of marketing, you’ll want to set out clear goals and expectations that you want to get out of it. This will help you measure the success of your tracking efforts and help you identify areas for improvement. The goals you choose to keep track of will depend on the software that you choose. Setting conversion goals, X number of optimizations that can be done to your website, or even A/B testing different campaigns could all help you discover goals.
Use Multiple Tools
In order to get a 360-degree view of your website, you’ll want to use multiple tools. Since Google Analytics is free and provides a lot of insight, this is often the first choice. The other tool(s) that you choose will depend on your specific company and what you need. If you are looking to generate leads as well as understand website visitors, Visitor Queue may be the best option for you. But, if you are looking at exit intent or similar stats, then Datadog may be the best option. There is no one size fits all approach to website visitor tracking.
Make Data-Driven Decisions
Now that you are getting new insight into your website visitors, you may be able to make changes to your website and marketing efforts to enhance UI/UX and increase conversions. Use insights from your website visitor data to make informed decisions about your website’s design like call-to-action placements, swapping out videos, adjusting content blocks, and more. On the other hand, if you see that visitors coming to your website from a certain Google Ad campaign is not getting a lot value on your landing page, it could be a good idea to update the ad copy or landing page content. A/B testing can be a fantastic way to get even more insight into the success of your marketing and website initiatives.
Know Your Compliance Laws
As the world of privacy laws and regulations becomes more serious, it’s essential that your website and the tools you use are compliant. In early 2023, a number of new privacy laws were introduced in the United States, and they change from state to state. If you sell to audiences in the US, you’ll want to be familiar with each privacy law. Another well-known privacy law is GDPR, which focuses on European privacy laws. It can be a good idea to check in on these various laws every once in a while to ensure your data collection and tracking is completely compliant. It’s best to be transparent about your visitor tracking efforts and respect your visitor’s privacy where applicable.
As you can see, there are a variety of ways that you can perform website visitor tracking. Without a doubt, your company should be tracking website visitors with Google Analytics, since it is a free tool. If you want to get even more insight into your website visitors, and improve your website experience, it’s best to select a second tool. By using multiple tools, you can compare and contrast data. This will help you make the best decisions for your website and users. As always, if you have any questions about Visitor Queue, do not hesitate to reach out.