Are you aware that only 2.35% of those who visit your website will end up buying from you?
Such numbers can be disheartening after all the sweat, blood, and tears that go into generating traffic for your site. To remain effective, you need to understand who is coming to your website and what they are after. That’s where website visitor tracking comes in.
Keep reading to find out why you should track people coming to your website and how it works.
What’s Website Visitor Tracking?
Site visitor tracking is where you use software to check out granular information on who is coming to your website. Site tracking often happens in real-time. Using a visitor’s trackable behavior, you can figure out why they are on your website, their interest and/or pain points, and how far along they are in the buying process.
Sure, you can look at your Google Analytics data to tell you more about the users coming to your website. But, Google Analytics will only give you generalized visitor data. If you want to know more about who is behind each page view, you’ll need to turn to site visitor tracking.
How Does Site Visitor Tracking Work?
Unless you advanced information technology (IT) skills, site visit tracking could sound like magic, yet it’s easy enough to grasp. How do you go about discovering who’s visiting your website?
Reverse Domain Name System
When a device connects to the internet, it uses an IP address. Additionally, most devices will have a reverse DNS record. It’s this reverse DNS information that you’ll use to look your visitors up, much like looking someone up in an address book but for your website.
For example, if you look up ‘8-8-8-8-8’ in a reverse domain naming system record (rDNS) tool, you’ll see the location of the device using that IP. Through that, you can find the visitor’s location and thus identify the organization using it.
The beauty of it is that visitor tracking software can filter out spammy traffic, ISPs and bots. That helps you get a list of actual companies coming to your website.
Do you store data on your leads? When you notice an ideal visitor coming to your site, you can sync your tool stack to the tools you use to store lead information. That way, you build out a more comprehensive set of data points on existing leads.
If you find the ideal visitor isn’t part of your leads database, you can create an entry to begin developing their profile.
Google Analytics and Scripts
When you deploy site visitor tracking software, it will work either through using Google Analytics or scripts.
With Google Analytics, tracking software will sync and extract the relevant information. From there, the tracking software will make the necessary connections to unearth visitor data. If the tracking software ends up relying on scripts, it’ll install them to harvest site visitor data directly and connect the dots.
The data the tracking software collects while working through Google Analytics or using scripts is further enriched with publicly available information to make website visitor identification possible.
How Can Visitor Tracking Help Your Business Grow?
While having site visitor tracking information is great, it won’t be of much value unless you understand why such information matters. How can your business benefit from tracking site visitors?
1. Generating Leads
Outbound marketing can be costly. You’ll need to spend 39% more when you rely on outbound marketing to generate leads.
Visitor tracking is useful in lifting your inbound marketing as it helps you glean insights on your visitors that can increase the effectiveness of your personalization efforts.
Through visitor tracking, you get to identify the exact point at which a visitor exits or converts. Visitor tracking helps you understand all the activities leads carry out when on your site to help you firm up your value proposition.
2. Making Your Marketing Funnel More Effective
Your marketing works to fill up new leads in your funnel, which you can nurture. But without any further information, your lead nurturing will be less effective since you do it blindly.
Having more detailed information on people who visit your website helps improve your lead nurturing. You can better identify which of your leads visited your website and what pages they were looking for. Such insights help you better shape the offer you’ll present to such leads and get them to convert.
3. Determine the Effectiveness of Other Marketing Strategies
Tracking your site visitor information is especially helpful in gauging whether your other digital marketing strategies are bearing fruit.
For example, visitor tracking helps you figure out if your search engine optimization (SEO) is drawing the right traffic to your website. That’s because as more users flock to your site, you can tell if they spend more time on it or leave without engaging with it.
If the latter is more common, it means you’re attracting the wrong crowd to your site. You can then tweak your SEO to ensure you’re drawing those who need what you have to offer the most.
4. Creating Better Buyer Personas
A buyer persona is a profile you create of your ideal customer. It helps you understand what their motivations are, what unmet needs they have, and how they make purchase decisions.
When you develop an inaccurate buyer persona, you’ll end up with poor targeting. And poor targeting is a recipe for dismal conversion rates. Incorporating the information you get from tracking your site visitors helps you paint a clearer picture of who your site attracts.
You can gather information such as the types of companies visiting your website, their location, what market they serve, etc. Furthermore, the tracking data will uncover how site visitors proceed through the buying journey.
Having such insights pepper your buyer persona will point you in the right targeting direction and make your marketing more efficient.
Don’t Market Blindly
Average website conversion rates are already low, and unless you level up on your data, you won’t grow your sales. Invest in effective website visitor tracking to understand who comes to your site and how you can better shape your value proposition to turn more visitors into paying customers.
Knowing how to discern high-value leads by tracking them is a vital component for business success. Combined with other business insights, you can lift your success rate. Our website delivers business news to help you stay up to date as an entrepreneur.
Check out more of our content for ideas and valuable insights into how you can grow your business.