One of the great things about digital marketing is that it offers more data than traditional marketing. If you know what you’re doing, you can find out how people are navigating your site, what your visitors are interested in, what’s turning them off, and even who they are. All you need are the tools to do it. So, in this article, we’ll share three website visitor tracking tools you can use to improve the customer journey and increase sales.
Web Analytics
First off, you need a good analytics tool. Google Analytics is a great option, and it’s free. But you can’t just add the tracking code to your website and call it a day.
To get the full value of this website visitor tracking tool, you’ll need to set up a few things. And, since Universal Analytics (also known as GA3) is on its way out, you’ll need to set up GA4.
While GA4 might seem more complicated (at least a first), it offers a few benefits over GA3.
- Cross-platform and cross-device data will give you a better understanding of the customer journey.
- Advanced attribution models will help you see the role all your marketing activities play in your conversions.
- Machine learning will surface actionable insights that you might not be able to identify on your own.
This tracking tool will enable you to see what content and landing pages are working well and where you need to make changes based on metrics like:
- Users. How many unique visitors visited your site?
- Sessions. How many visits did your website get in total?
- Pageviews. How many pages were viewed during a given period?
- Average Session Duration. On average, how long do visitors spend on your site each visit?
- New Users. How many new visitors visited your site?
- Number of Sessions per User. On average, how many times does a visitor come to your site?
- Pages / Session. On average, how many pages do visitors visit while on your site?
- Bounce rate. How many people are visiting your site and leaving right away?
Google has provided documentation to help you set up GA4.
Heatmaps and Session Recording
A good heatmap and session recording tool is like a superpower. You can go back in time to see what each visitor did during each session on your website. You can see what parts of your website get the most attention, where visitors click the most, and even videos of the entire session.
Microsoft Clarity is a newer website visitor tracking tool, but it’s a robust piece of software. And, like Google Analytics, it’s free.
Clarity generates insights that you can use to determine where visitors are getting frustrated so that you can improve the customer journey.
You can try it out with a live demo version to see how it works.
Website Visitor Identification
Website visitor identification is our favorite website visitor tracking tool (for obvious reasons).
Tools like Microsoft Clarity and Google Analytics are helpful, but they only show anonymous data. Visitor identification software actually identifies your visitors so you can follow up with them through email retargeting and other tactics.
For B2C lead generation, LeadPost has you covered. You place the LeadPost tag on your site and you’ll be able to get the name, email address, and mailing address of up to 40 percent of your anonymous website visitors.
That data can be sent to your CRM, or you can access it from within LeadPost to run remarketing campaigns with display ads, social ads, email, or even direct mail.
It only costs $0.24 a record, and you can get 100 records free when you sign up today.
Improve Sales with These Website Visitor Tracking Tools
These three affordable tools will significantly improve your ability to optimize your marketing campaigns. You’ll be able to reach more people in your target market, and you’ll have the data you need to perfect the customer journey.
(By the way, if you’re looking for something built for eCommerce, check out our list of the top 5 eCommerce analytics tools.[1])
- Install one line of code to generate leads from your existing traffic.
- Generate leads from your website traffic.
- Upgrade to trigger emails and direct mail based on website activity.