In this day and age, we have the privilege of knowing who is visiting our site, when they’re visiting, and why they’re visiting. Which, when we think about it, is groundbreaking business information many of our predecessors didn’t have. So, why not take advantage of this data? It would seem like a missed opportunity not to.
1. First, how does website tracking work?
There are a couple ways website traffic can be measured. The first is through a Javascript code placed into a website’s existing code. The Javascript code, once placed, can collect IP addresses of visitors, and then tests those addresses against a database of other IP addresses to identify the visitor or company.
This process not only identifies the visitors, but removes any unnecessary information, giving the website manager a clear, thorough record of visitor traffic.
The second method is through cookies. We’ve all seen the ‘cookies’ messages before, and what the cookies message means is: the website is monitoring your browsing journey. In most cases, the journey is tracked so the website can better understand the behaviour of the visitor. Cookies, like Javascript, uses a small piece of code to record the information.
However, unlike Javascript, the code resides on the browser, not the website.
2. Benefits of knowing your customer, your data, and your next sale
There are many benefits to understanding your website traffic and tracking that extend beyond excited moments of “Oh, new visitors!” or being the most web-savvy employee in the office.
Some of the benefits include using the data — customer information — collected to motivate your sales team, get a deeper understanding of your email marketing campaigns, and convert passive visitors into customers.
Let’s review the pluses of tracking:
3. Encourage your teams
Numbers are facts and numbers are sales. Using the data collected from your website visitor tracking software, you’ll be able to share hard facts and information with many teams in your office so they can better understand new opportunities and spot lessons learned.
Some of the teams who would benefit the most include sales, customer service, marketing, and the executive team.
4. Pinpoint potential
Another plus about website tracking is that most of the data can be divided into individual sections such as territory or industry. Having specific information such as this allows your team to make solid sale decisions or improve their current sales method.
For example, you might find a territory you’ve pushed aside has a new market or their market’s changed for the better. Use website tracking to get a closer look — the potential is in the details!
5. Improve your email marketing campaigns
Not sure why only 300 of the 1,000 emails you sent out were opened? You can now.
Website tracking data can show you the opportunities missed and customer patterns. Knowing what you missed allows you to adjust your campaigns fit for your customers wants and needs.
For example, you might discover most of your customers opened your emails on Wednesday at 4 p.m. but only half open them on Monday at 9 a.m. Information such as this is crucial, especially if you’re launching a new product.
6. Don’t wait. Act today
Many companies are still learning how to optimize their website traffic and track a customer’s website journey, but those who are doing, are seeing the results. Don’t you want to be one of the doers?
As we mentioned above, the process is simple and the rewards are big. So if you and your company aren’t already tracking, you need to start — ASAP. And if you do, you’ll be able to reach untapped customers, improve sales performance, and share deep insights with your marketing team — it’s a gold star opportunity that can’t be missed.
