The most effective B2B websites around today go far beyond being simply a flashy digital brochure. They are working hard for both sales and marketing teams, helping to generate leads, nurturing them along and then supporting sales to step in and close the deal.
Whatever shape or size your website may be, when it sits at the heart of a lead generation strategy the key to success is knowing your numbers.
To be able to check that your website is achieving its full potential, you need to have a strong handle on what’s working and what’s not. There’s no point throwing loads of time, money and resources at it, if you’re just going to be using it blindly, without pulling out any actionable data on how it’s performing.
And that’s where website analytics come in.
Getting the basics covered
Most basic analytics metrics that can be used to assess a website are provided free through Google Analytics. It’s the most popular analytics platform around and to get started you simply need to create an account and then use the tracking code provided.
You can use Google Analytics to track key trends and information about visitors and their behavior. The most popular metrics being:
- Demographics – general information about visitors, including age and gender
- Geographical location – where they are in the world
- Device – the type of device they used to access the site (such as mobile/desktop)
- Entry and exit path – the page they first landed on and the page they left the site from
- Source – the site a visitor came to your website from (such as Facebook/Google)
- Length of visit – how long people stay on your website
- Page views – how many people are viewing each page
- Bounce rate – the number of people who land on the site and leave straightaway
- Popularity – which pages are the most and least popular
The device people use is a particularly important metric to pay attention to. Keep an eye on the ratio of desktop versus mobile visits. More and more people nowadays are using a mobile device to surf the web. That means your website needs to offer an equally strong mobile experience.
One sure fire sign of an issue here will be the bounce rate. If it is high for visitors coming to you from mobile devices, then you need to do something about it – and fast!
Paid analytics software
As well as free analytics, other paid solutions are available that can help you maximize any opportunities even further.
With software, such as Lead Forensics, you can really step up your game and go far beyond the basics, to get hold of a whole host of valuable information. And the secret? – ‘IP tracking’.
Every computer has something called an IP address, which is like a car number plate that ties back to it and leaves a trail when it is used online.
Lead Forensics software can use its comprehensive database to reveal which company an IP address belongs to and then help fill in the gaps, such as the contact details of key employees within that organization. Check out the infographic below to see how Lead Forensics can help you identify anonymous website visitors.
For more info about IP tracking, what it is and how it works, check out this blog: IP Tracking FAQs – What is it and why do you need it?
As well as providing you with the company name and key decision maker contact details, you can set up specific alerts through Lead Forensics – and to a lesser degree via Google Analytics.
There are many reasons why you may want to use an alert. For example, you could set one up to tell you if there’s been an unusual number of visitors to a specific page. Or to tell you when visitors are starting to come through from a certain campaign you’ve been running.
The options are endless, so spend some time thinking about what would benefit you the most and do some experimenting.
Another tool that can be very useful for learning more about the effectiveness of your website is mouse tracking heat maps. These are tools which can help you track clicks, mouse movement, scrolls, forms and more, providing you with a highly detailed picture of how people currently use it.
The idea is to track where the mouse of a visitor ends up, so you can better assess how your website and its design is working.
Advantages of using IP tracking software
IP tracking is every B2B marketer’s secret weapon, but remains an underused and often misunderstood tool in the marketing armory.
If you’re in the business of selling to other companies, and you have a website sitting at the heart of your lead generation efforts, then working with an IP tracking tool like Lead Forensics can help you extract crucial information.
When you are able to contact people who have actually been to your website, you are at an immediate advantage and will have much higher conversion rates.
Usually, when you segment down web visitors into groups, the “other” category will always be the fullest. But with proper IP tracking in place, the bucket gets much smaller.
For a full break down of all the ways IP tracking could benefit you, check out: 11 Benefits of Lead Forensics’ IP Tracking Software
Benefits for account based marketing (ABM)
You cannot do ABM efficiently without knowing exactly who has visited your website. IP tracking can help you here, in a number of ways:
Know who has visited
While your main goal may be to attract potential prospects to your site and then get them to share their contact details with you in exchange for a download, with IP tracking you won’t have to rely on that. You’ll be able to see who has visited your site, even if they never convert and fill in a form with their contact details. A great way to put yourself ahead of the game.
Know how many times they have visited
You will be able to see how many times a certain company has visited your website, when, for how long and what they looked at. A clever way to use this information may be to set up an alert so you are automatically told about certain activity, such as when a visitor has been ‘x’ amount of times, or looked at ‘x,y,z’ pages.
Spot cluster visits from the same company
Another positive sign that a lead may be hotting up, is when different people from the same company start visiting your website. If you spot a significant number of visits from a specific account you are targeting, but they always fail to convert on a website form, then look at tweaking your content. Think what you could improve on and experiment to see if you can hit that sweet spot and finally convert them.
Get data to help you get proactive
Spot any interesting visitors on your website? Then pick up the phone or shoot across an email to the relevant decision maker (with Lead Forensics you’ll be able to easily grab the contact details of the decision makers at those companies).
All sales people know that timing plays an important role in whether you’re successful or not. The sooner they can get talking to a lead in purchasing mood, the better. Working in this way will help you proactively set up campaigns and sales processes designed to catch leads at exactly the right time.
Benefits for content marketing
After you’ve put all your time and effort into developing buyer personas, mapping out the buyer journey and then painstakingly crafting content to fit, the next stage is to know it’s really hitting the mark.
Are you attracting the right type of audience? What if only 2 out of every 100 website visitors is converting on your offer – what’s happening to the other 98?
When you have a tool at your fingertips that can show you who has visited your website and what they looked at, you’re in a great position to keep your pipeline filled with a stream of warm (and sometimes hot) leads.
Here’s how to use IP tracking to maximize your content marketing effectiveness:
Know what prospects do on your site
By knowing who visited your site, which pages they went on and how long for, you have gained valuable insights that you can use to create better content and website offers. It will also help you spot any gaps and areas that could do with more work or a revamp.
Strong buyer journey
Analyzing the path, visitors follow, will give you insights about what really interests them. See how many pages they are reading before filling out a form and becoming a lead. With all the information you can get about who is visiting your website, refining your buyer journey will be easy. What you want to be looking at is whether visitors are behaving like you anticipated. Do they read the pages you thought they would? Are there trends you hadn’t considered?
Do effective email blasts
If you send out an email blast, then you don’t just want to know who opened it and who clicked through, but also what they did once on your site. Some companies will use this information to qualify leads. They will send out a chain of specifically crafted emails that offer certain information to the recipient, but only if they actually visited certain web pages. It’s a sophisticated way of lead scoring that can help you score more business.
Benefits for the sales process
Having detailed information about web visitors can also be highly valuable when it comes to strengthening the sales process.
When you last adapted your sales process, did you think to include information about who is visiting your website? If you haven’t done it recently (or never have!), then it’s high time you did.
Imagine for a second that you’re about to pick up the phone to a prospect. How helpful would it be for your sales pitch, to know exactly what information that particular person has been looking at and when? Particularly if you operate across several business areas, with little overlap.
For this to be possible of course, you also need to have the right content on your website in the first place. Have marketing and sales teams come together to share their insights and pool information that will help you outline the type of content that is going to be most helpful.
It can help you concentrate on hot leads
If you know exactly who has visited your website, combined with detailed insights about their behavior, then you can better qualify leads. That means that while marketing is working away at generating leads and nurturing prospects along, your sales people can concentrate all their efforts on contacting only the hottest leads. The result being that sales is doing what they do best – landing new customers.
Check cold calling effectiveness
You can use your website insights in other clever ways too. For example, when phoning a list of contacts, invite them to view a piece of content on your website. Use a URL that’s super easy – such as ‘yourdomain.com/JanOffer’. You’ll then be able to see how many people click through, and with Lead Forensics, also who clicked.
If you invest in B2B advertising, then it’s vital to keep tap on what is working and what isn’t. Does your current campaign attract the right type of website visitor? You can find out using Lead Forensics software, by seeing which companies actually visited the page. Make sure you use tracking links on all your campaigns, so you are able to report on results.
Effectively track the competition
And don’t forget about the competition. Wouldn’t it be interesting to know when competitors are visiting your website and what they are looking at? With IP tracking tools that offer company information, you can set up an alert to tell you exactly that.
What this all means for savvy B2Bs, is that a company website can go far beyond being a glorified brochure. It can even go beyond being a lead generation and nurturing tool.
With the right analytics and IP tracking tools in place, your website can now provide you with valuable data that can be used at every stage of the sales process, supporting the efforts of both marketing and sales teams. As well as using this data to ensure your website is working to its optimal level, you can also use it to push your success up to a whole new level – checking the effectiveness of content marketing, strengthening your ABM plans and tailoring sales pitches. So, think outside the basic analytics box and see where it may take you.