Why Should You Track Website Visitors For Lead Generation

It’s the initial point of brand engagement for prospects, leads, and clients. It’s where they spend time with your pages and content, evaluating your products and services, and ultimately relying on your website to find solutions for their problems, regardless of where they are in the buying process.

Top lead-generating companies consider it a brilliant method to identify and isolate some of the warmest B2B leads. And those leads are valuable, and tracking them down can improve your lead-generation approach.

Now, let’s see why tracking these leads are more important for lead generation.

To Get High-Valued Leads

Having completed one of the most challenging areas of B2B lead generation, generating new visitors through organic traffic, it’s time to give your sales team a list of qualified leads.

To do so, here are some ways,

You can reclaim lost, anonymous prospective leads by tracking your website visitors using a website visitor identification tool other than conversion rate optimization (CRO) strategies.
Tracking leads on your website provides more information on the prospects that are helpful for the lead scoring program, further allowing marketers to nurture leads and deliver highly valued prospects to the sales team.
Further, by combining the knowledge gained from real-time website tracking and historic engagement behavior, actionable insights can be uncovered to increase the quality of leads delivered to the sales team.

Since 2.23% is the average website conversion rate for B2B sales, to higher this rate, include relevant keywords and track which keywords actually convert.

To Understand Your Audience Better

Website visitor tracking provides vital and detailed data about your web visitors that are valuable for organic lead generation.

Here is how it works:

Your buyer personas become more potent when you track your web visitors and get their information, such as industry, employee count, location, etc. You can also view how they go through the buyer journey to conversion.

Statistics show that persona-driven websites are 2-5x more effective and user-friendly for their target visitors.

Your marketing and sales teams can utilize this data to fine-tune their efforts and generate quality leads. It also contributes to user experience (UX) efficiency by revealing strengths and flaws on your web pages.
Plus, this data helps companies study website traffic behavior and demographics. So, marketers can enhance lead conversion rates, make the most of their digital ad spend, and continually expand visitor numbers and conversion rates.
In short, the data is valuable to amend several significant areas of B2B sales and marketing.

To Empower Your Marketing Funnel

Good website tracking helps you to empower your B2B marketing funnel to generate qualified leads for your website.

By analyzing data based on the client’s needs, tracking your visitors assists your marketing team in improving marketing and web content and discovering where to invest marketing resources.
Additionally, you can utilize visitor data by tracking company trends, traffic levels, and conversion rates for an in-depth understanding of who engages with your brand to gain valuable insights into their purchasing journey. Doing so will also help you address areas that need improvement in the marketing funnel.
Further, you can also make the right financial decisions by using tracking sources to audit marketing.

To Generate Warm Leads and Improve the Conversion Rate

Tracking B2B visitors on your website also answers some of the basic questions that contribute to generating warm leads.

Who is revisiting my website?
What pages and activities do they finish?
How does their visiting pathway look?
What do they care about the most?
What did they overlook on their way through my website?
Which visitors may I call or email based on my knowledge about their organization and interests?

Also, top lead generation companies suggest that if your conversion rate is less than 2%, you most certainly have an issue with your sales cycle:

You may need to make changes to your landing pages.
You need to have the best lead-generating tactics in place.
Otherwise, improvement of your marketing automation is required.

With website tracking, operations are streamlined for everyone. Marketers can improve their content and nurturing programs, and sales teams can optimize their time by focusing on the highest-priority leads. Potential leads may go to a purchase decision at their own pace.