For many businesses, the main goal is to increase return on investment (ROI) and sales leads for the sales team.
But with the increasingly competitive digital landscape, the influx of new businesses and, of course, the changing habits of consumers after the pandemic, businesses need to get smarter and more innovative with their online advertising campaigns if they want to convert the right traffic.
Luckily, this is where website visitor tracking can come in handy.
To find out more about how to take advantage of the benefits of website visitor tracking, such as through the use of specialist software’s, we’ve put together -a guide for how to use website visitor tracking to increase your B2B lead generation and ROI.
What is website visitor tracking software?
This specialist software works by identifying visitors to your website and turning them into leads.
For example, our very own Diginius Lead Intelligence Software features GDPR compliant capabilities that can report back information that the company has made publicly available.
Once you have acquired this information, you can begin to optimise your campaigns and ultimately, create more lead opportunities for you to capitalise on.
What are the benefits of website visitor tracking?
Website visitor tracking software, such as the Diginius Lead Intelligence Software, come with an array of benefits for businesses to take advantage of, such as the ability to reveal crucial information about companies such as:
To target and capture the attention of B2B audiences, you need to be one step ahead at all times. Website tracking can provide marketing teams and PPC manager with the ultimate visitor insights to keep you up to date with exactly who is visiting your website.
Position your business in front of the right audience
Once you know who is vising, you can better optimise your PPC ads and other online marketing activity to fit in with your audience expectations and answer their specific needs.
For those that are concerned with location-specific targeting, website visitor tracking can reveal the demographics of your website visitors, including the location they are browsing from. This can help businesses to create tailored ads to certain locations, such as specific cities.
Reduce bounce rates
You can use these analytics to understand why website visitors may be leaving from your website before carrying out any key actions and adjust your website or advertising campaigns accordingly, to keep customers on your website and nurture them into converting.
Tailor business communications
The insight you learn about your audience can not only be used within your online advertising campaigns but also across the wider business, helping you to streamline your communications and ensure messaging is consistent throughout.
Maximise growth and opportunities
With all the above information at your disposal, such as a stronger understanding of your audience demographics, you can utilise this in optimising your ads and marketing strategies going forwards.
Is website visitor tracking qualitative and quantitative data?
Website data, such as information that comes from analytics platforms such as Google Analytics, is quantitative or “clickstream” data. This is essentially the raw, numerical data provides you with aggregate statistics about what happens on your website.
This can include:
- Website visitors (daily, weekly, monthly)
- How many of these visitors visit and engage with a particular page on your site
- The average time spent on a page
- The bounce rate
In contrast, qualitative data is when you extrapolate the meaning behind the quantitative data, conveying more meaning behind a user’s experience on your website, app, or paid advert.
This data includes:
- Heat mapping that shows where uses interacted, and where the focus was mainly during their visit
- Surveys or forms provided to users to give feedback on their experience
Therefore, website visitor tracking can be both qualitative and quantitative data, depending on what you do with it – you must first gather the quantitative data to then deepen your understanding with the qualitative data.
How to track the IP Address of website visitors
Having access to IP addresses can be incredibly useful for businesses looking to create targeted campaigns to key audiences.
While you cannot access this information through Google Analytics, our platform offers IP address tracking information to assist businesses with the creation of their ads.
To reiterate, the software is entirely GDPR compliant and only has access to information that the company has made publicly available, such as general information including company name, email address of the organisation and, of course the registered IP address.
Do you need help increasing your ROI?
It’s no surprise that marketers are under increasing pressure to effectively market their product and services and convert target audiences to increase sales and revenue.
If you’re a CEO, sales director, marketing manager or PPC professional looking to harness the power of website visitor tracking but you’re not sure here to start, please get in touch with a member of the Diginius team to find out more about how we can help you.
Alternatively, you can request a free demo of our specialist software, built in-house by a team of PPC experts.