Website Visitor Tracking Software: What It Is and What You Need to Know
There's an old saying that reminds us that "knowledge is power." Any marketer who has been in the business for an appreciable length of time can tell you just how true that really is.
Success is marketing is all about getting the right message in front of the right person at exactly the right time. To do that, you need to know as much about who that person is as possible. You need to know what they like, what they don't like. What problems they have, what they're looking for and what, above all else, they need. If you know those things, you know it all - and more importantly, you know what you can do for them.
That, in essence, is what website visitor tracking software is all about.
Visitor tracking software is about more than just showing you how much traffic you have. It's about giving you as much accurate, real-time information as possible so that you can act on it in the best possible way. When you use a service like Clickback WEB, you can see things like:
Which companies are visiting your website.
Which pages that people are looking at and spending the most time on.
And much, much more.
But even beyond that, visitor tracking software helps you get into the heads of every one of your visitors - both as individuals and as a collective - so that you can help take contacts to the next level. Whether you're trying to send better, more relevant and more targeted emails to a cold list of contacts or you just want to re-connect with someone who visited your site but didn't convert for whatever reason, these types of solutions can help you accomplish all of this and everything in between.
The Power of Visitor Tracking Software
Visitor tracking software is particularly helpful in the B2B marketing space because of what you can glean from a single interaction. Instead of being forced to act on only an IP address (like you're probably doing right now), you can see the names of the companies that visit your website in full detail. You can see what they were doing and what information they were searching for. Based on that you can very easily extrapolate why they're interested in you in the first place, which itself puts you in an incredible position to make the best impression possible moving forward.
Remember that according to a number of recent studies, as many as 98% of the visitors who head to your website do not make even the slightest attempt to contact you. They likely aren't going to fill out a contact form... but the fact that they were there in the first place speaks volumes.
Visitor tracking solutions help you better identified the key decision-makers who work at those companies so that you can then stop waiting for them to come to you and instead go directly to the source.
But as stated, the real power of website visitor tracking software doesn't end with the information you receive. Far from it. In many ways, that particular story is only beginning.
Best Practices for Visitor Tracking Software
True website visitor tracking solutions allow your website to act as more than just a virtual business card - it becomes a genuine prospecting tool in every sense of the term. After a visit, you get not only a company name and a location but also general industries, annual revenues and much, much more. You'll also be provided with the names, job titles, phone numbers and e-mail addresses of key people.
At that point, you can then use that information to your advantage in a much more proactive way than general, anonymous browsing data would ever allow. You can and should set up daily email notifications, for example, to know when a prospect visits and re-visits your site. You can then filter these particularly "hot" prospects and send all the relevant information to your sales team so that they can reach out to them directly and close a sale.
You can also use website visitor tracking software to turn cold contacts into much warmer, more attractive B2B leads in general. Visitor tracking solutions like Clickback WEB let you compare visitor data against your existing cold contacts lists, while paying particular attention to people who opted into an email list, people who didn't and things like that. When you integrate your website visitor tracking software with your other solutions like marketing or sales software, suddenly everyone within your organization has access to all of this mission critical data in an instant.
The end result is, as originally stated, a situation where you can wield the full power of knowledge to your advantage. Suddenly people are no longer separated by simple 1s and 0s (or, in most cases, an IP address). You've got an incredible amount of information that you can use to take a more informed look at the activity surrounding your website, which helps you transform it into the true prospecting tool that it was always meant to be.
Visitor tracking software also goes a long way towards truly breaking down the silos that formerly existing between your marketing and sales departments, allowing your site to act as a wealth of information for both of these teams at the exact same time. They'll finally be able to act as not two separate entities but two sides of the same coin - the way they always should have been - which in turn gives you the ability to strengthen the relationships with your leads, convert more leads into sales and generate the type of momentum that will serve you well for years to come.