Updated April 15, 2022
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.
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:
- 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.
Leverage website data to improve your customer segments
Audience segmentation makes a company 60% more likely to understand customers’ challenges and 130% more likely to know their intentions. That makes segmentation an excellent approach for any company that wants to close more hot leads.
But what you get out of the audience segmentation process is directly determined by how effective your segments are. Website tracking software can help you create better-defined audience segments. The information you glean can help you understand your warm leads much more deeply.
Find your most common access points and target them
Website tracking software can also tell you how your leads are getting to your site. For example, you might discover 50% of your traffic comes from social media posts. Or you could find that your email marketing strategy accounts for 25% of all traffic.
When you have this information, you can reach out to warm leads on the channel they use most. That might mean sending out targeted ads on a social platform like LinkedIn. Or it could involve writing highly-specific blog posts and sending them out through your email lists.
Regardless of what your strategy looks like, you can use website tracking software to optimize it. And that could be exactly what you need to close a higher percentage of warm leads.
Improve the accuracy of your sales pipeline
Your sales pipeline is how you get leads from your company’s initial interest to becoming paying customers. The more optimized and efficient your pipeline is, the easier this is to do.
The data you get from tracking software can help you understand the types of content leads look at during different phases of the buying process. You can use that information to refine your approach and target leads in each phase of your sales pipeline. This should make your pipeline more efficient and, ultimately, help you close more warm leads.
Optimize your web pages
Another way to use website tracking software is to take the data you get and optimize your web pages. Things like your navigation bar, images, and content placement can significantly impact how long a lead spends on your website.
If you can get leads to spend more time looking at your content, you also have a better chance of showing them why your company is the best option for their next purchase.
Data from website tracking software tells you which pages lose the most traffic and which ones retain. You can use that to make targeted changes to your site that help you close more leads.
Website tracking software and data privacy
We live in a world where more people value their online privacy than ever before. That may make you hesitate before adding website tracking software to your website.
But it’s possible to use website tracking technology to close hot leads in an ethical, transparent way. Doing so can even help your customers by ensuring they see the most relevant content and products.
You may just need to take extra steps to use website tracking software in a way that conforms with modern data privacy expectations. Here are four tips for implementing:
Let your website visitors know what you’re tracking
Transparency is critical when it comes to website tracking software. Consumers notice you’re tracking their data and get worried about all of the information you might have.
But if you’re upfront about what you’re tracking and make it easy for your website visitors to see it, they may be amenable. The problem often lies more in fear of the unknown than the practice itself.
Transparency means more than directing users to a dense document full of technical jargon. Instead, consider putting together a simple landing page that discloses the main pieces of information you collect in straightforward language.
Doing this will help you stand out from other companies and earn you points with your data-privacy-conscious customers.
Consider switching to an opt-in tracking system
Most companies blindly collect data from everyone who visits their website. But you don’t have to do that. Instead, you may consider using an opt-in tracking system, in which users have to give you their permission before you begin collecting and storing their data.
Safeguard the data that you collect
When you collect data from your website visitors, you’re assuming the responsibility to keep that information safe. You don’t want it to fall into the wrong hands or share with third parties with whom the visitor may not have interacted.
That’s why it’s essential to put together a strong, comprehensive plan for consumer data integrity. It’s the best way to ensure that the information you have isn’t misused.
This is another item you can share with your website visitors. When someone wants to know how you’re using their data, you can point them to specific practices you’re using to keep it safe. Many will appreciate your company for having this information available.
Let users access and delete their data whenever they want
Legislation like the EU’s GDPR gives consumers a “right to be forgotten” regarding data privacy. Essentially, a person has the right to contact a website and ask them to get rid of any data on them.
If you do business in the EU, you have to do this by law. But even if you don’t, it’s good to make the service available to data-conscious customers. It’s another way to demonstrate that, even though you’re using website tracking software to close hot leads, you’re doing so in an ethical, transparent, and fair way.
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.