How To Turn Anonymous Website Visitors Into Qualified Sales Leads
This article will introduce you to website visitor tracking tools
Everywhere you look these days there’s software claiming to turn your website visitors into sales leads. But so what? Seeing what companies do on your website is one thing but turning that into actionable insights is another thing entirely. And anyway, which solution to pick?
In this article, I’m going to briefly outline what’s available on the market and show you what you can easily know about your website visitors thanks to these solutions. In short: I think it’s a smart move to know who’s visiting your website and not converting and there’s a lot that marketers and salespeople can do with this data.
A quick backstory – different website trackers tools to choose from
Many people that follow this blog will have heard of the likes of HubSpot that offer this solution on the side, but nowadays the market has matured, especially in the UK, and there are a bunch of much cheaper alternatives like Leadfeeder and beta-looking Leadroid that are worth trying.
You should shop around and get your hands dirty before picking a tool. Some are inexpensive SaaS solutions that you can sign up and try yourself like Leadfeeder, while others like local UK player Lead Forensics are aimed at enterprise customers with big (and often hidden) prices and long-term contracts.
The reason this market exists is because something like 98% of website traffic doesn’t convert and visitors leave without giving away their contact info. That’s a lot of missed opportunities. In fact, I think it’s a bit like ignoring someone when they’ve come into your showroom and started reading your leaflets.
Google Analytics addon vs. new code on your website
The vast majority of website visitor tracking solutions require you to install new script on your website (or get someone technical to do it) but there are a couple of new kids on the block that doesn't require a tech guy to do any magic with code. If you check out the Google Analytics Partner Gallery you’ll see that some solutions (Leadfeeder and Leadroid again) only require a couple of clicks and absolutely no technical skill is required (big bonus!).
Their thinking, according to some of the blogs I’ve read, is that if you trust Google Analytics to deliver then it’s not much of a hop to trust in a solution being powered by Google Analytics, which makes sense.
Of course, it is kind of possible to do this sort of company-level tracking with just Google Analytics but as this article on their blog explains it’s not a pretty or easy solution, especially for people with little time.
What we’re talking about is simply connecting a solution to your company’s Google Analytics and away you go. This has definitely lowered the bar for getting started and the advantage of this solution is that you can see website traffic for as long as you’ve been using Google Analytics. In the case of my business that’s 7 years already.
What can you know about your website visitors?
One of the biggest challenges for marketers is understanding what to do with all the data they’re presented with when they start using website tracking software but if you come up with a process then you’ll see great results. Some of the reviews on Capterra make this plain to see. Without further ado here are some of the things you can know about your visitors, along with their name, industry, keywords, source, medium and lots else besides.
1) See which country they’re from
If you are focussing on a certain market it is quite natural that you only want to focus on the new business opportunities in that location and not elsewhere. On top of that, you might have salespeople responsible for certain countries or regions e.g. Northern Europe.
With website visitor tracking tools it is easy and fast to segment your leads for different markets or even exclude all the visits from countries that are not relevant to you (typically it also means you don’t have to pay for this). You can assign certain countries to certain salespeople, for example. This helps sales teams work more efficiently and ensures they don’t waste time on leads that are not valuable for them.
2) Did they visit the product pages, pricing, and case studies?
Not all your website visitors are relevant leads for your sales team, but if you dig deeper into their web behaviour you can find the most interesting companies and get reports daily or weekly about visitors to the most interesting pages, like “product” or “pricing”. You can also set up filters or feeds to always catch the most relevant visitors.
Generally speaking, if someone is checking out case studies, product and pricing, these are signs that it’s a good lead. As a salesperson, you’re not interested in who visits your jobs page and nor are you probably that interested in monitoring competitors with website visitor tracking, although some definitely are.
3) Is this company already in my CRM?
Frankly, I’m a huge fan of Pipedrive CRM (and also MailChimp for which there’s a Pipedrive integration). Pipedrive has a bunch of popular integrations for various lead generation tools. What’s handy when using a lead generation tool is to see which of the companies that are visiting are already in my CRM. With the likes of Leadfeeder (one of my faves because of this), you can see when a lead is connected to Pipedrive. If it is and they’ve been active, then now could be the time to try to close that deal.
4) Which companies visited through because of AdWords but didn’t convert
As a marketer, you’ll probably keep an eye on AdWords and specifically what your CTR is or your CPC. You’ll follow your conversions from your campaigns because this is a cornerstone of campaign measurement, but these metrics won’t help your sales team out that much and you’ll miss lots of great opportunities because not all your campaign traffic will convert.
This is where website visitor tracking comes in because with some of these solutions you’ll be able to track all the non-ISP visitors who came to your website but didn’t convert. A goldmine of company information! From this info, you can do some research, collect a few email addresses and follow up with key decision makers.
I’ve tried out a handful of website visitor trackers which show firms on my website. Website tracking has boosted my leads significantly and it has given me a lot less in the way of headaches over lead generation. Get to know who is visiting your website with a tool that offers a 30-day free trial and make sure you only pay for traffic that you’re interested in seeing.
Tim Hughes is universally recognised as one of the world’s leading pioneers and exponents of Social Selling and he is currently ranked Number 1 as the most influential social selling person in the world.
He was responsible for a large-scale sales transformation within Oracle the result of which delivered in excess of $100m in sales uplift and he is currently leading the sales transformation programmes at Avaya, Thomson Reuters and Pitney Bowes and is the cofounder of Digital Leadership Associates.