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Why Visitor Tracking Technology Exists

Why Visitor Tracking Technology ExistsYou’ve heard of website visitor tracking, by why does it exist? Let’s answer that very point, why visitor tracking technology exists, in this post. Would you put your home on the market, put a sign in your yard, list your house on a bunch of real estate websites, and then have an open house without the realtor there to see who showed up? No way! You’d be wasting your time and your realtor’s advertising dollars. You could hope that someone calls you up, or you could be proactive, and identify visitors along with their interests as they walk in the door to look around.

Similarly, in the business world, companies spend tons of money on outbound marketing. Retargeting, pay-per-click, blog content, marketing collateral, and more. Unfortunately, 98% of a company’s website traffic is hidden. The other 2% fill out a form. Without visitor tracking technology, the vast majority of website activity goes undetected, resulting in lost opportunity and a shortage of valuable insight to help your sales team – there’s no agent (realtor) at the front door of your business, your website. Effectively, what happens on your website is a complete mystery until you begin identifying and tracking people and businesses.

Analytic solutions help with website performance; whereas website visitor tracking is largely a tool for sales people. Businesses would be remiss not to spend $3,000 to $8,000 per year on a good website visitor tracking solution to help identify crucial website activity.

For more insight into visitor tracking check out the other posts in this series:

  1. What is Website Visitor Tracking?
  2. How Visitor Tracking Works
  3. Benefits of Website Visitor Tracking
  4. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

Actionable Data – What to Do with Website Visitor Tracking Info, like use it for Lead Qualification

Actionable Data-What to Do with Website Visitor Tracking InfoOnce you have information from your website visitor tracking, you need to know what to do with it. After all, information does not provide much value if you do not put it to use. Below, we cover a few ways you can put the information you obtain from website visitor tracking into use.

The Importance of Lead Qualification

One of the ways in which you can use your actionable data is by qualifying leads. Lead qualification is a two-way street. In addition to understanding whether a lead is interested in your products and/or services, you also need to determine whether you are interested in that lead. After all, you need to invest sales resources in pursuing that lead. If you feel that the lead is not strong enough, you might decide not to invest those resources. The most common reason for this is that you feel the lead simply is not qualified to purchase. This technique gives your sales team the ability to focus on the most likely leads without wasting resources on unlikely candidates.

There are several important questions that you need to ask in order to determine whether a lead is actually qualified or not. Two of the most important questions to ask are whether the lead actually needs your product/service and whether they will use it. It should always be kept in mind that many people will search for things they want online, but that doesn’t mean they need it. It’s always more challenging to convince someone to buy something when they don’t actually need it. Assuming that your lead needs your product/service, you also need to consider whether he or she will be able to implement it. One of the most significant challenges to implementing a product/service is potential capital requirements that extend beyond the purchase itself, such as recurring costs.

Another excellent way to put that data to use is understanding the best time to follow up with visitors. Among the goals of lead qualification is to deliver the best leads to your sales team first. Yet, at the same time, you want to nurture other leads that may be interested in your products and/or services until the time they are actually ready to buy.

For more posts from this series see:

  1. Uncovering lost opportunities with website visitor tracking
  2. Getting the most from website visitor tracking
  3. Going beyond page views and gaining insight into online activity
  4. Actionable data from tracking visitors
  5. Understanding when to follow up, the importance of tracking
  6. Using website visitor tracking over time to build higher quality leads

What is Website Visitor Tracking?

What is Website Visitor Tracking?What is website visitor tracking?

Website visitor tracking is the process of identifying important website activity to generate leads and insight for sales and marketing teams. These solutions generate reports of companies and/or people that visit your company’s website. Visitor tracking is very different from analytic solutions, such as Google Analytics, Clicky, or Woopra. Analytic solutions focus on identifying how your website is performing via statistics such as page views, devices used to access your website, and overall traffic volume.

Solutions such as this are great for SEO companies and marketers trying to measure the impact of their efforts; however, they’re not valuable business-to-business (B2B) sales tools and often time contain more clutter than clarity. Website visitor tracking cuts through the noise to present meaningful business information that sales people can use. This article also discusses the differences between Google Analytics and visitor tracking technology. Hopefully, now you understand what is website visitor tracking more clearly.

For more insight into visitor tracking check out the other posts in this series:

  1. Why Visitor Tracking Technology Exists
  2. How Visitor Tracking Works
  3. Benefits of Website Visitor Tracking
  4. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

Going Beyond Page Views and Gaining Insight into Online Behavior with Website Visitor Tracking

Going Beyond Page Views and Gaining Insight into Online Behavior with Website Visitor TrackingOkay, so you know that website visitor tracking is important, but what exactly can you do with it? You might be surprised to find that visitor tracking can provide you with a wealth of information. When most people think of visitor tracking, they think of tracking the number of pageviews their website receives. While it is certainly beneficial to know how many page views you’re getting, website visitor tracking can actually tell you much more than that, including information about visitor behavior, companies and people visiting your site.

The Importance of Behavioral Lead Scoring

Marketing automation has developed significantly in the last few years and visitor tracking now has the ability to give you tremendous insight into the online behavior of your website visitors. Behavioral lead scoring is an incredibly effective method for understanding the potential for converting a lead. But, in order to understand that potential for conversion, you need to understand exactly what a prospect is doing on your site. Some common examples of online, trackable visitor behavior includes:

  • Which keywords were used in a search engine to locate your website
  • Whether the visitor read press releases while on your site
  • Did the visitor participate in a website chat?
  • Did the visitor click on multiple pages during one visit?
  • Did he or she visit a specific page multiple times?
  • Were relevant articles, tutorials, or ebooks downloaded?
  • Did the visitor complete an online survey?
  • Did they view or share videos?

All of this information is a veritable goldmine when it comes to understanding visitor behavior. The more you are able to understand about precisely how a visitor spent his or her time while on your website, the more you will be able to understand the visitor’s conversion potential and tailor your follow up to the visitors interests.

The goal of marketing automation is to make it easier for you to identify and reach your target audience. Website visitor tracking gives you the insight you need about visitor behavior to do precisely that.

For more posts from this series see:

  1. Uncovering lost opportunities with website visitor tracking
  2. Getting the most from website visitor tracking
  3. Going beyond page views and gaining insight into online activity
  4. Actionable data from tracking visitors
  5. Understanding when to follow up, the importance of tracking
  6. Using website visitor tracking over time to build higher quality leads

How Visitor Tracking Works

How Visitor Tracking WorksYou’ve probably heard of website visitor tracking, but how does it work? We explain how visitor tracking works and disclose the details of how companies are able to identify people and businesses that visit your website.

Website visitor tracking works by placing a small snippet of JavaScript code onto your website, usually in the footer. The JavaScript code collects the IP address of the visitor and looks up the IP address against a database to identify the company associated with the IP. Often times the IP address is the IP of an internet service provider (ISP). For example, a person visiting from their mobile phone or an internet café will show up as an ISP. Most solutions help you filter out ISP traffic, to just see pure business traffic. That’s basic tracking 101. Some visitor tracking providers use cookies, which is a small piece of code that resides on the visitor’s browser, to collect information on the visitors buying behavior and track future visits. Other providers use don’t use cookies, and rely on IP addresses only – making it difficult to identify individual people, recurring activity, and build unique, genuine profiles of buying activity over time.

For more insight into visitor tracking check out the other posts in this series:

  1. Why Visitor Tracking Technology Exists
  2. What is Website Visitor Tracking?
  3. Benefits of Website Visitor Tracking
  4. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

Uncovering Lost Opportunities – Why Website Visitor Tracking is Vital

Uncovering Lost Opportunities - Why Website Visitor Tracking Is VitalIn the next series of posts, we’ll be talking about website visitor tracking. The topics we’ll cover will span the following:

  1. Uncovering lost opportunities with website visitor tracking
  2. Getting the most from website visitor tracking
  3. Going beyond page views and gaining insight into online activity
  4. Actionable data from tracking visitors
  5. Understanding when to follow up, the importance of tracking
  6. Using website visitor tracking over time to build higher quality leads

In this post, we talk about topic #1, uncovering lost opportunities from visitor tracking.

Are you losing out on valuable opportunities? The sad reality is that if you aren’t taking advantage of website visitor tracking, you probably are. Many people think they don’t have time to delve too deeply into website visitor tracking, but the truth of the matter is that you can’t afford not to do so.

Perhaps the most important reason for tracking who visits your website is the fact that you cannot target an audience you don’t know. You also can’t make adjustments if you don’t know there is a problem.

By implementing a website visitor tracking system in your website, you can uncover a wealth of actionable data that can be used to improve your website and ultimately increase sales. If you have ever wondered why people are leaving your site, and more specifically, why they are choosing to leave your site at specific junctures, website visitor tracking can give you the insight you need. If your goal is to improve your website and make it more appealing to visitors, you need to find out exactly what visitors are doing once they are on your site, and at what point they choose to leave.

Without tracking visitors, you’re playing guessing games; you will have no idea what is going on in the minds of visitors. The good news is that you don’t need a crystal ball to figure it out.

While an online operation can provide an incredible number of benefits, there is one significant drawback. In a brick-and-mortar store, you would have the opportunity to hear a customer’s objections. You would have the chance to ask questions. You might even be able to find out what it would take to persuade them to stay and maybe even make a purchase.

That is an opportunity you simply don’t have when visitors come to your website and then leave without leaving a trace. You have no way of knowing what it is that they wanted when they arrived or why they left. Website visitor tracking can help to eliminate that disadvantage and give you the tools you need to uncover lost opportunities.

Benefits of Website Visitor Tracking

Benefits of Website Visitor TrackingOkay, so you put a chunk of code on your website that spits out a list of IPs and companies visiting your website. Yeah, what next? You’ve got to put that information to good use, and make it actionable, able to work for you. Let’s take a moment to really understand the benefits of website visitor tracking.

Sales and marketers will benefit from visitor tracking. For sales, don’t think visitor tracking is going to be the savior for your sales team and automatically identify easy-to-close deals. In fact, if you’re using the wrong solution, it could send you off on a wild goose chase. Make sure to pick a solution that gives you the best opportunity to identify people, not buildings. Keep in mind that visitor tracking technology is only a very preliminary step in the demand generation process and should be viewed as a complementary tool to your overall B2B sales process. Sales people can use it in three primary ways:

  1. As a tip. To get pointed in the right direction when companies visit their website.
  2. For sales insight. To know what interests a company/person has after visiting your website.
  3. To time follow up. Knowing when someone is on your website helps sales know exactly when to follow up.

Marketers will benefit from getting key insight into the results of their marketing efforts. For example, they’ll see the lead source of the visitor. Some companies track original lead source (from the very first visit) and some companies identify lead source of the visit. Marketers will also know which social channels (Facebook, Twitter, etc.) are performing best, how Pay-Per-Click campaigns are performing, and how their outbound marketing drives business activity on their website. If you don’t understand the benefits of website visitor tracking after reading this, then watch this cool video on visitor tracking which might help.

For more insight into visitor tracking check out the other posts in this series:

  1. Why Visitor Tracking Technology Exists
  2. What is Website Visitor Tracking?
  3. How Visitor Tracking Works
  4. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing

20 Ways you can Use Visitor Tracking to “Spice Up” Sales and MarketingYou just bought a shiny new car, or website visitor tracking, which might be around the price of that new car (if you’re buying a Tata). Now that you’ve got some power under the hood, how can you use that power to infuse excitement into your organization and energize your sales and marketing efforts?

Here are some ways you can use visitor tracking to introduce exciting new opportunities across your organization. Note, some scenarios may not be possible based on vendor limitations.

  1. As a sales tool to excite your sales force, increasing employee satisfaction and decreasing turnover.
  2. To create unique filters for each sales person based on territory, so they see only activity relevant to them.
  3. To get more out of email marketing. Integrate your email campaigns (Mailchimp, Constant Contact, etc.) with visitor tracking to get a long-tail view of what happens after recipients click through.
  4. To find new leads. Identify companies you would have never known about. It won’t close the deal for you, but it will point you in the right direction.
  5. For sales efficiency. Sales people will know who to follow up with and when.
  6. For marketing ROI. Use it to measure results of your retargeting or PPC efforts.
  7. To build rich profiles that identify prospective buyer’s interests. For example, connecting anonymous visit activity to a web form submission where the person is identified.
  8. To know how to tailor a follow up discussion based on a person’s digital pattern across your website.
  9. To identify which partners or ads are referring the most visitors to your website.
  10. To identify which pages people commonly enter into or exit from.
  11. To track which documents are performing the best (most downloads, by who, etc.)
  12. To track which videos are performing the best (most views, by who, etc.)
  13. To help convert website visitors by gating videos and documents.
  14. To track 1:1 sales emails.
  15. To identify upsell and cross-sell opportunities for existing customers.
  16. To find key people who work at a company that visited your website.
  17. To share leads with your colleagues.
  18. To distribute leads to your colleagues.
  19. To import leads directly into your CRM.
  20. To enrich lead profiles with social information.

For more insight into visitor tracking check out the other posts in this series:

  1. Why Visitor Tracking Technology Exists
  2. What is Website Visitor Tracking?
  3. How Visitor Tracking Works
  4. Benefits of Website Visitor Tracking
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?

What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?It’s always hard to interview vendors when you’re not really certain what questions to ask them. In this case, suppose you have a goal to acquire a website visitor tracking solution that helps identify businesses and people that visit your website. Below is a list of questions you can ask any visitor tracking provider to make sure you know what you’re getting. These questions will help probe for key differentiators and features that might help you make a better decision. What questions should you ask your visitor tracking provider? Here you go…

  1. Do you share data that we collect with our competitors or other companies?
  2. How do you identify people?
  3. What tools do you provide to find people at a visiting company if the person is anonymous?
  4. Can you show me what type of profiles you build over time on visitors?
  5. How can users create and share website traffic filters?
  6. Is your visitor tracking real-time or static?
  7. How do you integrate with 3rd party email marketing programs like Mailchimp?
  8. What are all the things you track?
  9. Should I be concerned about our privacy policy?
  10. What is your pricing and what variables are in your pricing?
  11. What type of support do you provide?
  12. How do you track web form submissions?
  13. How do I know the original lead source of a visitor and not the source of the visit itself?
  14. Do you have any integrations with email clients like Outlook or Google Mail?
  15. What makes you different from other providers?
  16. Do you use cookies for tracking?
  17. How is all of this data useful to our company as we collect information over time?

For more insight into visitor tracking check out the other posts in this series:

  1. Why Visitor Tracking Technology Exists
  2. What is Website Visitor Tracking?
  3. How Visitor Tracking Works
  4. Benefits of Website Visitor Tracking
  5. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing

5 Reasons Your Company Needs Website Visitor Tracking

5 Reasons that your Company Needs Website Visitor TrackingVisitor tracking gives salespeople the ability to monitor site visitors by name/company/location so that they can better identify prospects and their thoughts.   Progressive companies are beginning to understand that visitor tracking is the foundation for all digital marketing and sales efforts.

Here are 5 key signs that you should be using individual visitor tracking on your website:

1) You invest in SEO, PPC, or retargeting campaigns

These technologies draw people to the “door” that is your digital presence.  If you don’t have a way to “hear” who is at your door, and what they are thinking; it kills your ability to develop a relationship with each individual buyer.

Now consider how much you are spending for SEO/PPC/RC campaigns.  If you spend $5 per visitor, and only 1 in 40 site visitors identifies themselves; then you are paying almost $300 per lead.  A quality visitor tracking system will help you triple the effectiveness of turning your SEO/PPC/RC investment into leads that can close.  Our clients find that on average, their company gets 9X more bang for its buck when using visitor tracking with SEO/PPC/RC campaigns.

 2) If your company has a sales team

Why would you pay for a sales team, and not help their success?  Gone are the days of “pounding phones”.   The trends in digital marketing revolve around self-education and timing.   If you are able to identify WHO is investigating you, it allows you to intelligently approach potential customers AT THE RIGHT TIME.  Bottomline: visitor tracking helps you work smarter and more efficiently.

3) Your salespeople will go to a tradeshow or networking event in the next 12 months

Only a small percentage of your prospective clients are ready to buy at any given point in time.  You have two options.  You can use visitor tracking as a way to highlight when contacts are ready to talk or you can have your salespeople call everyone every two weeks and hope they stumble upon something good.  The latter is a very costly strategy, that will kill your reputation of potential buyers.

 4) You use email

It doesn’t matter if your email is coming from Gmail, Outlook, a CRM, a marketing automation platform, or a third party “email blaster” provider.   90% of your emails will never be responded to.  That doesn’t mean that they aren’t effective.  Instead, it means that your emails are simply planting seeds for future action in the minds of your prospects. You need visitor tracking to give your salespeople the necessary information to have a “green sales thumb”.  That means that they know:

  • When a prospect is interested
  • What they are interested in
  • Their potential concerns with approaching you.

 5) You have a website

Most companies see value in tools like Google Analytics that will tell you things like “ 155 people were on my website today”.  How does that help salespeople?   True sales value comes from giving your salespeople the name, company, location, and interests of the visitor.