Tracking website visitors
When you’re running a B2B lead generation campaign, one of the things you need to know is who has been following through from your Google AdWords, email or other campaign. This way, you will know which prospects to prioritise for follow-up.
Certainly, most emailing systems will tell you if someone clicks through but, knowing which pages they visited after your landing page and how long they spent on each page is a major advantage. There are a number of tools available that will help you identify these visitors to your website and Lingo WebTracker is one.
When a visitor goes to your website, the software will determine firstly if that visitor is a business or an individual. If it’s a Business, it will tell you which company it was, what they looked at and how long they spent on each page. For example, it will tell you:
- Company name
- Company Address and contact details
- Source of visit (how they found you – was it your lead generation or via a search engine and, if so, which one)
- Pages they looked at (i.e. the products or services they are interested in)
- How long they spent on each page (so you can gauge interest levels)
If you’re using Google AdWords, it will also tell you which phrase they clicked on to get there (so you can monitor and improve your ROI).
All systems on the market use a company’s IP address for identifying visitors and, whilst they cannot identify individuals by name, you can click links on the system dashboard to find the company on LinkedIn or Google and research from there. Of course, if you have just sent a targeted email to them, this should be obvious!
Knowing who has been on your website, what they looked and for how long can significantly improve your ROI on any campaign and, in this day and age, we all need that!
For more information and to sign up for a free two week trial see our Lingo Webtracker page.