Website visitor tracking allows you to track visitors across multiple channels such as social media, email, mobile apps, etc. The data collected from these sources provide valuable insights into user behaviour.

Let’s Start With The Basics, What Is Website Tracking?

Website visitor tracking is the process of collecting data about your users’ activities while visiting your website. Website visitor tracking allows you to know who visited your website and how they interacted with it once they arrived.

Image source: Marketsplash

Website tracking works to tell you why a person visits your website, any pain points or friction they may encounter once there and where a person is in their buying journey.

But how does this work? 

More often than not your tracking works by working out the IP address from the reverse DNS record of every visitor. Every IP address is unique. 

Once they have figured out which company or person the IP address belongs to, the software fills in and enhances the information using public records.

The metrics that can be measured using website tracking include:

• Bounce rate – Bounce rate is the percentage of visits that result in a single pageview.
• Unique visitors – Unique visitors are simply the number of individual visitors to your site.
• Average time on site – Average time on site measures how long visitors stay on your site after arriving.
• Exit pages – where and at what point are users leaving your website
• Page views/visit – Pageviews per visit show how many unique pages a visitor accesses during one session – it basically shows their interactions.
• Sessions/visit – Sessions/visit is similar to bounce rate but instead compare the total sessions (number of times a visitor comes back to your site).
• Avg. Duration – Avg. Duration can be a measure of the average length of a single session, or the average duration of all sessions combined.
• Avg. Visit Frequency – Avg. Visit Frequency measures the average frequency of all sessions.
• Top traffic sources – top traffic sources indicate how people are coming across your website
• Top device sources – tells you whether users accessing your website off their desktop, laptop, mobile phone, or tablet

What Are The Benefits Of Website Tracking?

The benefits of website tracking and of using website tracking tools are numerous and they go beyond the scope of data provided by general website analytics tools. Here are just some of them:

1) Identify what works and what doesn’t work for your business

You may have heard that “what doesn’t work won’t work.” If you want to succeed in business, you should try different strategies until something works. Website visitor tracking can help you find out which strategies don’t work at all. 

 With website trackingYouIt enables you to understand what attracts traffic and what keeps it away.

2) Understand your customer base

Website tracking gives insight into your customers’ behaviour. It allows you to see what kind of information they want and when they want it. By understanding their preferences, you can create better fitting products and services for them.

3) Increase conversion rates

Conversion rates are the ratio between actions taken and conversions achieved. They measure the effectiveness of your marketing campaigns. With website tracking, you can increase your conversion rates by optimizing your site and improving its functionality.

4) Reduce costs

Website tracking reduces your expenses because it lets you know which channels generate the most revenue. It also enables you to make informed decisions regarding your advertising budget.

5) Optimize content

Content optimization involves making sure that your content is relevant and valuable to your target audience. With website tracking, it becomes easier to create content that is optimized for search engines.

6) Measure ROI

ROI stands for Return On Investment. This refers to how much money you spend on an ad campaign compared to the amount of profit you get from it. With website tracking, measuring ROI becomes easy because you have more data about your campaigns.

7) Track user engagement

User engagement means getting users to interact with your site. User engagement is significant because it indicates whether people find your site interesting enough to stick around. With website tracking, this measurement becomes easier.

How Can You Use Website Tracking Data To Improve your Marketing Campaigns?

Typically website visitor tracking is used by sales teams but its functionality isn’t limited.

Website tracking can be used to improve your marketing campaigns by providing insight into what works and what doesn’t work. Tracking your website visitors provides you with this information.

There are many ways that you can use website visitor tracking to enhance your marketing strategies. Here are some examples:

1) Identify Which Pages Are Most Popular

You can use website visitor tracking tools to identify which pages get the most traffic. This will help you understand what type of content people find attractive. 

Sometimes, you’ll notice that a page isn’t performing well. You can use website tracking to figure out why. Maybe the page wasn’t designed properly, or maybe there was something wrong with the copy. Either way, you can fix the problem before it becomes a bigger issue.

2) Find Out What Content Is Least Effective

If you notice that certain pages aren’t converting well, you can use website visitor data to determine why. It could be because the content isn’t engaging enough for users, or maybe it’s not clear enough.

It’s important to keep content fresh and relevant. One way to do this is by regularly updating old blog posts and other web pages. You can use website visit tracking to see how often visitors come back to your site.

3) Understand Where People Go After They Click Through

Once you know which pages are getting the most traffic, you can see whether people are clicking on links within those pages. If so, you can create landing pages that are optimized for conversions.

4) See Which Links Get More Traffic

One way to increase conversions is to ensure that people have easy access to the information they need. You can use website visitor tracking software to see where people go once they click through from a link. This helps you understand if anything is missing from the landing page.

5) Discover New Opportunities For Conversion

Landing pages are an important part of any online campaign. But without proper optimization, they won’t perform as well as they could. With website visitor tracking, you can test different versions of landing pages until you find one that converts better than others.

You may notice that certain pages don’t convert as well as others. In this case, you can use website analytics to see what changes you should make to your site. Maybe you should add more calls to action, change the design, or include more testimonials.

6) Create Better Ads And Promotions

It’s important to note that website visitor tracking data can also be used to create ads and promotions that are more effective. You can use website metrics to determine which types of ads and promotions drive the highest ROI.

7) Measure Successful Campaigns

Website visitor tracking can also be used to measure how successful your marketing efforts were. You can compare conversion rates between various campaigns to see which ones worked best.

Email marketing is another great way to reach customers. However, you can only track email open rate and clicks when using website visitor tracking. This means you can’t tell whether someone opened the email or clicked the link in the email.

8) Monitor Social Media Engagement

Social media engagement is another excellent way to connect with potential customers. You can monitor social media activity such as likes, shares, and comments to learn about customer sentiment. You can also see which users used the link shared via your social media platforms to land up on your website. 

9) Analyze User Behavior On Mobile Devices

Mobile devices are becoming increasingly popular. As a result, many companies are now offering mobile-friendly websites. Using website visitor tracking, you’ll be able to see how users behave on these sites and how many individuals are accessing it via mobile.

10) Create A Buyer Persona & Map The Buyer Journey

Customer behaviour is another area where website visitor tracking can help you gain insight into what makes customers tick. You can use website analytics to identify trends and patterns that will help you improve your business. 

Not only can you see exactly the type of people accessing your website and build your buyer persona accordingly, you can also see exactly how they progress on your website and map out the customer buying journey.

11) Find Ways To Grow Traffic

Traffic is the lifeblood of every business. Without traffic, no one would ever know about your products and services. That’s why it’s so important to increase traffic to your website. You can use website visitor tracking to understand who visits your site and why. Then, you can take steps to get those people to return.

Increased traffic is also an increase in lead generation. Syncing this traffic data to your customer relationship management software gives you the opportunity to track the likelihood of each user converting.

12) Understand Which Products Are Most Popular

If you sell multiple products, it’s important to understand which ones are most popular. Website visitor tracking allows you to see exactly what products your audience wants and which products you should be marketing.

13) Learn More About Competitors

Competitors are always a good thing for businesses. They provide new ideas and inspiration. So, it’s crucial to stay aware of what they’re doing. You can use website visitation tracking to learn more about competitors.

14) Enhance Your Account Based Marketing Strategy

Account-based marketing (ABM) is an extremely personalized approach to marketing where you provide marketing materials on an individual basis that are tailored exactly to each user’s budget and requirements. 

Website visitor tracking shows you exactly what each user is looking at and looking for. So you can easily build profiles based on this data and marketing campaigns accordingly.

Image Source: Marketsplash

In conclusion, website visitor tracking is an essential tool for any marketer. 

It provides valuable insights that can help them make smarter decisions regarding their marketing campaigns.

Web tracking tools allow marketers to track visitors to their websites and measure the effectiveness of their marketing campaigns. These tools provide information such as where visitors come from, what they click on, and how long they spend on each page. This data helps companies determine whether or not they should change their marketing strategies.

Website visitor tracking allows marketers to see who visits their site, where they came from, and what pages they visit. Using these insights, marketers can create better marketing campaigns and increase sales.