Working with Tracking Code

8 Benefits of Website Analytics & Tracking

Website analytics are a useful tool in optimising your website performance by highlighting how users are interacting with your data. Not only does it allow you to understand how well your website is performing, but it provides insightful data about your visitors.

Here are some benefits of advanced website analytics:

1. Know your visitors

You can identify the geographical information of your website visitors using their IP address. By discovering where your visitors are located, you can target the appropriate areas. This gives you the visibility of which areas you should be utilising to find your next customer.

2. Track where traffic is coming from

This will help determine where it is best to invest your marketing time and budget. Can provide you with detailed insights and then you can create targeted campaigns around this information. This can be done with two methods:

3. Use an IP lookup database

There are numerous companies out there that use a public IP database to see who is on their website. Think of these databases as a giant online post office. These databases know who each company is by their IP address (like an online postcode). With additional features, such as job titles and financial information, your sales team will know which individuals on your website to chase right away.

4. Use a personalised URL - (pURL)

Once your sales team knows who the key decision maker they need to contact is, and they have their email address, they can start tracking what they are interested in.

If each sales executive created a PURL (A pURL - Personalized URL, is a unique URL printed on a piece of mail used to track the online response of direct mail campaigns) and sent them in an email to each individual lead they had bought the email addresses for, they would be able to track more individual’s movements on your company’s website. It would allow your marketing team to know which pages on the website work best for attracting, engaging and converting leads.

5. Gauge the success of other marketing activities and see your match rate rise.

As your marketing activities take off you will start to drive more traffic back to your website, causing your match rate to rise. When you have more companies recognised, more leads can be tracked in your analytics system, which in turn will provide more named leads and create more sales opportunities.

6. Know exactly what your customers are looking for.

You marketers have a tough job. You’re expected to know exactly what your website visitors want without ever having met them. With only 3% getting in contact with you, it doesn’t seem like most marketers are having much success either.

They don’t want a newsletter

You might be trying to get your website visitors to give you their email address by offering them a newsletter. Well, we’ve got news for you. Newsletters are old and stale and so 2002. Instead, try promoting an “insider guide/digest” with expert tips. This sets you apart and makes website visitors more likely to turn to you for expert advice. Establish your authority by including tips to increase revenue, well-researched content and advice they can actually use in their day to day working life.

They want to think they are the most important person in your world We all know personalisation is key, but we haven’t taken it far enough. It’s about pandering to your website visitor and making them feel like the centre of the universe. That’s why it’s essential you give them the information they are after if you want them to engage.

7. See where you are losing customers.

A bounce is when a customer visits one page and then leaves without taking any further action or viewing any other pages. This can be clearly seen and broken down by times of day so that you can see which pages they viewed and the time that they were there. Use this tool to improve your website user journey and help leads move further through their buying journey before getting in touch with them.

8. Find out how to optimise your website

See which device and which browser is being used to view your site. This feeds back vital information that can be considered when redesigning your website.

So, you are confident you have driven the right traffic to your website using the right channels and you have kept a close eye on the founding source of all your website leads throughout the month.

This is the proof in the pudding to tracking your ROI for your marketing spend. Ensure your sales teams are notified when paid leads enter your website and are followed up with almost immediately.

Alternatively, set up automated triggered workflows to feed your leads with relevant and timely content before your sales team gets in touch. The key is to make sure all paid for leads are followed up with retrospectively.