There are tons of ways that websites can track visitors. Whether that be through IP tracking, Cookies, HTTP referrers, or User Agents, each is effective in its own right. As every organization will have a different set of priorities, objectives and goals when it comes to sales and marketing, there is no one-size-fits-all approach to tracking your website. But, when selecting the best method for your organization, consider what data will supercharge your strategies most effectively. The more visitor insight and high-quality data, the better! From discovering the businesses visiting your organization in real-time and gaining insight into your visitor’s journeys, to identifying your best referrer channels and highlighting where your site needs improving, website visitor tracking brings with it several advantages. Let’s explore some popular approaches to identify what could work best for you.
What is Google website visitor tracking?
“The goal is to turn data into information, and information into insight.” – Carly Fiorina, former executive, president, and chair of Hewlett-Packard Co.
Google Analytics is a leading website analytics tool, launched by the search engine giant back in 2005. After signing up to Google Analytics, users will receive a tracking code that you can paste onto your web pages, so that Google knows when your site is being visited. Just a few hours after adding the code to your site, you will gain audience insight. It can show you referrer channels, helping to establish ROI from your online marketing efforts. It can outline sessions, bounce rates and conversion, as well as highlighting the location of your website visitors. Google Analytics also presents behavioral data — displaying website visitor activity. This includes factors such as number of page views and the time spent on each website page. It is a free tool that is effective for helping you gain insight into your website visitors, the quality of your site and more.
So, how does IP address tracking software differ?
“With data collection, the sooner the better is always the answer.” — Marissa Mayer, President and former CEO of Yahoo!
Like Google Analytics, IP address tracking software provides hordes of website visitor insight. But, it also provides the added value of revealing the identity of your website visitors based on the IP address they are visiting from. This way, users know the specific business that is accessing their site, helping to gain the ultimate insight. Google Analytics filters out IP address information before users are able to access it, so if you are looking to hone in on exactly who is visiting your website, you may need to explore an alternative to Google Analytics. While a number of organizations feared that IP tracking could be illegal or breaching data regulations, it is important to note that business IP addresses are not considered to be personal information — so you should have no apprehensions when it comes to embracing website visitor tracking tools, as long as your follow-up is data compliant.
Website visitor monitoring also holds the advantage of working in real-time, with no need for visitors to log in or accept Cookies. While Cookies are used like a digital trail — acknowledging visitors, ready to recognize them later on — tracking visitors to your website using IP tracking software works for first-time visitors, too. When selecting the best website visitor tracking software for your organization, consider the added value of real-time data. Gaining insight into your website’s performance and visitors as it happens can help you tailor your sales and marketing approach, as well as spot issues or disjointed user journeys. To achieve the most from your B2B site, you need to be one step ahead of your potential customers and provide an experience like no other — and that’s exactly what real-time tracking provides.
The value of your data
“Without data you are just another person with an opinion.” — W. Edwards Deming, engineer and statistician.
High quality data is a powerful tool for B2B organizations. Marketers put large sums of budget into business websites — so, effectively monitoring, measuring and adapting your site based on data is pivotal to success. Thanks to visitor insight available through high-quality tools, businesses can see what their users are interested in, what is working and, crucially, what is not working. If you decide to implement a tool with access to a database, undertake research to make sure there is an effective verification process in place to ensure accuracy. Lead Forensics, for example, has an in-house data team, responsible for ensuring validity and regularly cleansing the data for the most accurate results.
Lead Forensics is a leading website visitor tracking software that reveals the previously anonymous identity of your B2B website visitors. It works by alerting users in real-time of the businesses visiting their website, as well as providing access to the contact details of key decision-makers and detailed user journeys. This way, your sales and marketing teams can reach out to the right person, at just the right time. And, they can use visitor insight to tailor their sales pitch or send highly relevant content, increasing your potential customer’s likelihood of conversion. Discover a bounty of engaged leads — directly through your B2B website. Book your free Lead Forensics trial today.