You can make sure you treat each visitor to your website as a customer rather than a stranger by implementing visitor tracking. We examine website tracking, including what it is, why it’s crucial, and how to use it.
When someone visits your website, you want to make sure you give them the finest experience possible to persuade them to buy something or to pique their interest enough to justify a subsequent return.
Setting up fully compliant website visitor tracking is essential to delivering a genuinely exceptional client experience. You’ll be able to learn more about your consumers as a result, as well as see what activities, content kinds, and marketing messages are leading to conversions and learn how to enhance user experience on your website.
This article will discuss website visitor tracking, including what it is, why it’s useful, how to use it legally, and how to use it to your company’s advantage.
What is tracking website visitors?
You may learn who has visited your website (including their demographics and location) and what they’re doing while they’re there thanks to website tracking.
Website tracking is done quite simply with tools like Google Analytics, which allow you to comprehend the quantity and nature of visits to your website.
You may have a deeper insight of the user experience, how current customers are interacting with your website, what kind of content visitors are engaging with, and even specifics like the firm name of site visitors, thanks to more sophisticated website monitoring solutions like Ortto.
Session association: What is it?
Using activities that aid in identification, such as email clicks, capturing forms, or starting a Shopify checkout, session association enables you to recognise visitors. These actions will be associated with your known user’s profile once session association is configured and will be recognized as a known user session rather than an unknown website session.
Without the need for a special integration, session association enables you to capture users that register on your website in Orttto. Additionally, by knowing who is visiting your page, you may send more precisely tailored capture forms. For instance, if you are aware of them, you will be able to present them with a pertinent offer. If you don’t know who they are, you might ask them to download an eBook or view a demonstration.
How does my business benefit from tracking website visitors?
The delivery of personalized experiences through retargeting campaigns on social media or search, email marketing, and other channels depends on website visitor monitoring in modern digital marketing.
The following are just a few advantages of using website visitor tracking:
1. Keep tabs on both known and unknown visitor activities
All website users are first viewed as anonymous and have a unique ID number. Once a visitor interacts with your website using a tracking code, they are considered to be “known,” which converts them from a stranger to a consumer.
You can create a customer profile and keep track of each step a consumer takes while using your product or service by tracking your known customers. With the help of all this data, you can direct them toward the ideal customer path for acquisition, onboarding, or retention.
2. Gather leads and contact information
With a tracking code in place, you may gather consumer information using applications like web forms and transfer it immediately into your marketing automation programme. With the help of the information, you may start converting website visitors from leads to customers.
For instance, you can use a web form to collect an email address from a visitor who chooses to subscribe to your blog. With the help of a customer data platform like Ortto, your new contact will automatically be added to a relevant audience segment and sent a welcome email, starting their customer journey.
3. Recognize popular pages and posts
You can determine what’s working and what’s not by understanding which pages your visitors land on and which content they spend the most time with. You may begin to identify the content kinds that increase traffic or conversions once all of your data sources are merged into one CDP. You can then reproduce these content types to promote growth. You should think about improving titles, metadata, and load speed for content with a high bounce rate to get better results.
Every article and page on your website needs to be search engine optimized and serve a specific function along the consumer journey. Consider how you can alter a page for relevance or search if you find one that nobody visits or reads. A/B testing can be used to test various messages and determine which marketing messages or content types result in the highest conversion rates.
4. Track down the source of your leads and traffic
You can determine the source of your visitors, whether direct, organic search, referral, display, social, backlinking efforts, advertising, or something else entirely, by adopting website visitor tracking. Even more segmentation options include geographic region, gender, demographics, interests, mobile, and more.
To develop focused marketing strategies, such as a location-specific promotion or a customer referral campaign, it is helpful to know where your visitors are coming from. Additionally, you may begin to monitor the sources of your highest-converting visitors and assign financial value to various traffic sources.
5. Make UTM parameter tracking automatic
UTM parameters are textual cubes that, when added to a link provide additional visitor data to programmes like Google Analytics or Ortto. You can keep track of details such as the visitor’s origin, the media they used, and their interests. Visitors who click on one of these personalized links will see the special parameters conveniently presented on your account.
When developing targeted efforts to turn consumers from prospects into customers, website visitor tracking and automated UTM parameter tracking are helpful. For instance, a UTM attribute can reveal which campaign generated sales and how many people clicked on a certain advertisement. Making data-driven decisions about where to invest and where to refocus requires these insights.
6. Based on website visits, segment and grade contacts
You may start segmenting and scoring your clients depending on behavior after you understand how they are interacting with your website. You can design particular journeys that start when a known consumer takes certain actions on your website using marketing automation software.
A day following their interaction, for instance, visitors who looked at the pricing page but didn’t buy something would get a promotional email. Another possibility is that a visitor who reads three or more blog posts may have their lead score go up by one. Since email marketing offers the highest return on investment, this is especially advantageous for sustaining growth. 2019 (Campaign Monitor)
7. Show custom messages
Giving your guests a personalized experience should be your first goal because 71% of shoppers find impersonal purchasing experiences frustrating.
You could want to offer your visitors an extra push or provide some direction when they begin to peruse your website. Pop-ups, forms, or chatbots that show in-app or on-site messaging can be integrated with a tracking code and marketing automation software.
For instance, you might programme a notification to appear for any visitors going through your features list and describe your most recent product release. They could also be given the option to submit a form to your customer success team asking for assistance.
As an alternative, website visitors who spend some time on a particular blog could be targeted with a form pop-up that offers them a free eBook on a pertinent subject in exchange for their email address. You might also use a free gift or offer to persuade visitors who appear to be planning to leave, like in the example from Thrive Market shown below.
The last word
With a strong CDP and marketing automation platform like Ortto, adding a website tracking code unleashes an entire world of growth, even for the most basic data like website traffic and source.