Website visitor tracking (WVT) softwares have made leaps and bounds since their creation in the early 2000s. Back in the day, we could only count how many hits each page on a website was getting. Today’s WVT softwaresanalyze the patterns and behavior of your website visitors, tag them, and compare them.
WVT metrics show marketers:
- How much traffic their website is getting – including peak days and hours
- Who is on their website – this can be displayed as IP address, internet provider, location, company name, or email address
- How visitors got to the website – whether through a PPC ad, email campaign, social media or a search engine
- Keywords used through search engines
- What website pages visitors looked at – including how long they stayed on each page
This technology has proven useful across a variety of different business platforms – everyone from Twilight fan fiction bloggers to the Zappos marketing department wants to know who is on their site. In a B2B environment, companies use this information to identify visitors’ buying intentions and target marketing activities to close deals. This also serves as the first step in the marketing automation process.
Website visitor tracking depends on cookies.
Cookies are text that web servers save on a computer’s hard disk, allowing websites to store and access information on your computer. Websites often assign each visitor a personal ID number and store that number on their computer.
Visitors can be “cookied” from lead capture forms or email campaigns:
- Lead Capture Form: By submitting their personal information on whitepaper downloads, event registrations, or demo requests, visitors are opting-in to your communications and setting themselves up as leads.
- Email Campaign: Recipients must click on a link inside the email body. These links can lead to any website page, document, survey, etc, but once the recipient has engaged, their email address has been captured.
Once cookied, we want to track the visitor’s activity, in the context of lead generation, to engage their website behavior and performance.We gather information from pages, downloads, time on site, location, etc. Then, this information gathered is integrated with CRM, so it’s actionable and drives all further sales-related processes.
As website visitors and activity data rolls in, the marketer decides what’s done with it. Try following this general progression to enable WVT software for your pipeline:
- Capture lead data
- Analyze and score
- Prequalify leads
- Route high value leads to sales
- Push lead data to your CRM
- Have Sales engage/qualify or further nurture
- Close win/loss and track ROI data