Every day hundreds, if not thousands of people visit your company’s website. That’s a huge number of people who are showing an explicit interest in your business. But it’s difficult to target them with advertising or content if you don’t know who they are.
That’s why web tracking software can be so useful. You can use it to identify anonymous website visitors so that you can improve your online marketing strategy and get more sales.
We put together this article to tell you everything you need to know about finding the identity of anonymous website visitors with visitor tracking technology. Keep reading to get the information.
Why worry about anonymous visitor identification?
We mentioned that hundreds, if not thousands of people visit your site every day. But 98% of them will leave without ever filling out a form or purchasing a product. That means your losing an incredibly high number of potential sales prospects without ever getting the information you need to start marketing to them.
When you can attach a company, name, or social media profile to an anonymous website visitor, you’re suddenly able to engage them with advertisements that reflect the research that they’ve been doing and their purchasing goals.
That’s really powerful because it turns anonymous IP addresses into real leads, who you can begin working to convert into paying customers. It could have a massive impact on your company’s revenue.
How do web tracking tools work?
The general idea behind website tracking software is this:
- You add a small piece of code to your website
- The code records every IP address that visits your site
- Those IP addresses are checked against a database of known IP addresses for people and companies
- You see the names and company information of people who are visiting your website instead of their IP addresses
This is the basis of how every web tracking tool works. But every company that offers them does things a little differently.
For example, some companies may only match IP addresses with company names while others will offer company name and personal name matches. Additionally, some visitor tracking tools check multiple databases for matches, while others only use one.
And finally, the best companies have built up their own proprietary databases for IP matching that are more comprehensive and in-depth than publicly-available databases.
That’s why it’s important to do some research before picking a web tracking provider. Your results could vary pretty significantly based on which company you decide to go with.
What can you learn about someone with visitor tracking?
There’s a ton of really cool information that you can get out of a web tracking tool. This starts with being able to learn someone’s personal name and company affiliation. But with tools like LeadLander, you can also figure out things like:
- Which web pages someone is looking at on your website
- Which web page someone left your site from
- How a person navigated to your website
- Whether someone is a first-time visitor or has been to your site before
- And much more
The point is that you can get a lot more out of your website visitor tracking software than just being able to identify anonymous website visitors. You can also get a ton of information about your visitors, which you can use to optimize your online marketing strategies.
How to get more out of your online marketing plan with web tracking
Now that we know how website visitor tracking tools identify anonymous website visitors and what they can tell you about your audience, let’s look at how you can use that information.
Here are five ways to take what you learn from a web tracking tool and use it to improve your online marketing performance.
Make more precise audience segments
The people and companies that visit your website don’t all do so for the same reason. Everyone has a different goal in mind when interacting with your brand. If you want your online marketing content to be as effective as possible, you need to show people ads and content that reflects their unique goals.
Audience segmentation is the best way to do that. It’s the practice of splitting your target audience into groups based on shared characteristics. Data shows that businesses that use audience segmentation are much likelier to understand their customers’ intentions and challenges.
The information you get from website visitor tracking tools makes it a lot easier to learn about your audience so that you can split it into the right segments. It could also help you identify powerful new opportunities for segmentation that you might not have discovered on your own.
For example, you might find that people who visit your website from a certain geographic location usually look at the same product. Or you could discover that businesses of certain sizes look at certain types of content on your blog.
This opens up a whole new world of possibilities for segmenting your audience in much more precise ways, which could help you craft personalized content that engages each of your segments more effectively.
Discover your highest-value prospects
Your web tracking tool will also help you differentiate between the relative value of the people who visit your site. For example, if someone keeps coming back to your website and looking at the same product page, then you’ll know that they’re seriously considering purchasing from you.
You can take that information and give it to your salespeople so that they can engage the customer in a much more aggressive manner than they might use when interacting with someone who has only visited your website once.
Find out what website content performs best for you
The quality of your website content plays a big role in determining the overall success rates of your online marketing campaigns.
When you make content that people like, it’ll perform better in Google SEO and keep people on your website for longer. This can help you both find more leads and give you more chances to convert them.
Web tracking tools will let you know which pieces of content are seeing the most traffic and which content causes people to leave your website at the highest rates.
You can take this information and use it to reshape your content strategy for:
- Blog posts
- Website pages
- Videos
- Webinars and ebooks
- Product descriptions
- And any other types of content you host on your site
Build a more powerful sales funnel
Your sales funnel is what you use to take prospects from the initial interest phase all the way to conversion. It’s a step-by-step process in which every stage needs to perform optimally in order to give you the best results.
Web tracking software helps businesses build more powerful sales funnels by giving them more information about how prospects act in each stage of the funnel.
For example, you can zero in on the different types of content that people interact with when accessing your site for the first time and once they’ve returned to it a second or third time.
You can then take that information and use it to build a more impactful email drip campaign, which shows people the perfect content based on the data you’re getting about which type of content they’re likely to care most about when in different parts of your sales funnel.
Receive real-time alerts when valuable prospects return to your site
Finally, with LeadLander you can set up your web tracking software to send you real-time alerts when someone comes back to your website after you’ve already identified them previously.
This capability can be a big boost to your marketing campaign because it helps your salespeople figure out the ideal time to reach back out to a sales prospect.
For example, let’s say that a sales lead returns to your website on Thursday afternoon and looks at the same product page that they looked at previously.
Your marketing team could pass that information to your sales team, who could use the opportunity to reach out to the prospect with an email, phone call, or social media message as soon as a few minutes later.
This lets you engage prospects in highly personalized ways exactly when they’re showing the highest levels of interest in your company. You could see significant conversion rate increases by doing this.
Getting started with visitor tracking through LeadLander
Are you ready to begin identifying your anonymous website visitors? If so, LeadLander makes getting started a breeze.
You can begin by signing up for our free 14-day trial. Then simply add our lightweight code to your website, log into your account, and you’ll immediately start seeing the people and companies that are accessing your website.
So why wait? Get started today and you could begin improving your online marketing capabilities right away.