No matter what industry you operate in, having the ability to identify, track, and close hot leads is essential to your success. With this organizational ability, your company will always have a steady stream of new prospects to add to its books – the most basic requirement for growth.

One under-utilized tool that helps with this is website tracking software. When used properly, you can leverage it to uncover more leads, track them more effectively, and close them at a higher rate.

Read on to learn everything you need to know about using website tracking software to improve the way you close hot leads.

Website tracking software

How companies use it

Companies can use website tracking software in a number of impactful ways. Here’s a list of some of the most useful things it can accomplish:

  • Discover new hot leads
  • Validate interest from existing leads
  • Learn which of your web pages a lead visits and how much time they spend on them
  • Note the connections between a web user and the company they work for
  • Improve the accuracy of your sales pipeline
  • Receive real-time alerts when prospects of interest return to your website

If you’re in sales, you know how valuable having access to this type of information can be. But simply knowing that you can use tracking software for these things isn’t enough. You’ll need actionable advice to make sure that you’re getting the most out of your software.

(Mimi Thian via Unsplash)

Tips for getting the most out of your tracking software

Group your leads by shared characteristics

Lead tracking software like LeadLander will automatically organize your website traffic data to make it easy for you to read, but you’ll still have a ton of control over how you interact with the information.

One way to get more out of the data is to group leads by shared characteristics. This can help you understand how certain types of prospects interact with your site, providing new insight into the best ways to target those prospects in your sales cycle.

Here are some characteristics you might consider using to group your leads:

  • Industry
  • Company size
  • Geographic location
  • The projected use case for your product
  • The content they interact with

Focus on companies, not people

If you sell products directly to consumers, then focus on individual data. But if you sell to companies, your time is better spent analyzing the companies where the individuals who visit your website work.

What you care about is how the company as a whole might be interested in your service — not how individuals within the company might benefit necessarily.

With web tracking software, you can group all visitors who belong to the same company together. Then you can analyze that data set as a whole to discover trends in visitor behavior that could help you be more effective with your sales process.

Understand the impact that remote workers may have on your data

It’s important to note that the new remote workforce can impact what you’re analyzing through your tool.

More specifically, it can be challenging to tie an individual website browser to a company when the IP address they use has no connection with that business.

If you notice this becoming a problem, you may need to use another type of data to resolve a web visitor with their company. For example, publicly available information on social media profiles can be perfect for this.

Using website tracking software to close hot leads

Pay close attention to the content they view on your website

One of the most impactful features of web tracking software is seeing which web pages a user visits while on your site. This can tip you off to the specific parts of your company that interest them the most.

A lead might spend most of their time on your website looking at information about a specific feature one of your products offers. If you knew that before initiating contact, you would be able to craft a highly targeted initial outreach attempt. This would increase your chances of successfully moving the lead into your sales funnel.

Contact prospects right after they visit your site

You can configure your website tracking software to give you real-time updates whenever certain prospects visit your site. 

Timing is a super important factor in determining how successful your approach to a new prospect will be. If you approach at an inopportune time, the lead may ignore your message altogether. But if you know that a lead has just visited your website, you know they’re thinking about your company at that moment. That makes it the perfect opportunity for you to contact them and ask if you can answer any questions or provide them with any additional information.

Get in touch with repeat visitors first

The amount of data you get from these tools can be overwhelming. It’s important to set priorities to ensure you’re contacting the hot leads likeliest to become paying customers first.

So focus on contacting repeat website visitors first. If an internet user visits your website multiple times, that essentially eliminates any room for error. You know that they’re interested in what you offer because they’ve come back to look at it at least twice.

Pair your tracking software data with other intel

Website tracking software is powerful on its own. But you can get even more out of it when you use it in combination with data you already have from other sources.

You may already use a CRM that tracks your company’s leads. You can analyze that data in combination with your new intel to optimize your sales process as much as possible.

But it doesn’t have to only be data from a CRM. You may also want to combine your tracking software data with information from social media, email marketing campaigns, or even print campaigns.

The key here is using all of the information at your disposal to create sales processes that will give you the absolute best chances of closing hot leads.

(Marilia Castelli via Unsplash)

LeadLander makes it easier to improve your sales cycle

Now that you’re versed in how web visitor tracking software can upgrade your sales cycle, it’s time to go shopping. There are many different options to choose from, but you’d be hard-pressed to find one that can be as impactful for you as LeadLander.

Our tracking software stands out with its numerous integrations, easy-to-read reports, and usability by everyone in your organization. We also have some incredible, proprietary updates set to release this Fall of 2021 – so stay tuned. 


You can try a free 14-day trial of LeadLander today by visiting this link.

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