How To Power Your Lead Generation Efforts Using Website Analytics & Visitor Tracking Solutions

24 April 2018 by

Every business, at one time or another, struggles with growth and scaling. There are more lead generation products on the market today than ever before. In fact, 80 percent of marketers using automation software generate more leads and, of those, 77 percent convert more of those leads, according to VB Insight, APSIS. And most interestingly, 63 percent of companies using marketing automation outsource all or part of it—meaning lead generation solutions are their go-to, according to research by Ascend2.

To keep up with all the competition and market demand for such software, there is now greater focus than ever to get site visitors to give up their anonymity. KPIs for such B2B marketers include; boosting conversion rates by even half a percent, creating optimal site design with simple yet enticing CTAs, adding popups based on mouse movements to encourage action… yet still the vast majority of visitors leave your site without ever leaving any information behind to become leads or customers. According to the Nielsen Norman Group, most users stick around less than 59 seconds. So, if you don’t capture a user’s attention in less than a minute, you’ve lost them. It’s been dubbed “The 59 Second Rule.”

So, how do we get more leads when it looks like we’re already doing so much, and the vast majority of sites can’t crack the 3 percent barrier of conversion rates?

We turn to the 97% of visitors who leave. But if they leave your site without leaving any information behind, how can we convert them?

The challenge with targeting the 97 percent of visitors who bounce…

There are not many ways to target people who leave your site and don’t leave any information behind. The most popular and common method is remarketing, which many marketers are well versed in and familiar with at this point.

Remarketing uses cookies to identify previous site visitors on other websites and serve them ads to come back to your site.

Beyond remarketing, however, we have to look at other ways to capture site visitors… and it just so happens that 90 percent of sites have that ability right now through their analytics software, namely Google Analytics.

PRO TIP:

One excellent method to help you understand why visitors are leaving your site without engaging is understanding your bounce rate metrics in Google Analytics. If you drill down into Behaviors in your Audience analysis, you’ll be able to understand which pages are performing the best and the worst. According to Crazy Egg, site-wide bounce rate doesn’t tell you very much, as marketing teams need to find out where your visitors are actually going before they can begin to repair their top-of-funnel strategies.

“Thankfully, Google Analytics also lets you check the individual bounce rates by going to the Behaviors section of your dashboard. Once you select ‘Behaviors,’ select the ‘Site Content; drop-down. Then, select ‘All Pages,’” explains David Zheng is the Editor in Chief at Crazy Egg, Founder of GrowthWit and WiseMerchant and the Head of Growth at BuildFire.

Google Analytics and targeting the 97%

Google Analytics is the most popular analytics software business owners, site operators, and marketers use to measure their site’s performance. You can get vital site statistics on page visits, referral traffic, conversion rate tracking, goal path tracking and much more. If you have, or manage, a website in any way, you’re likely familiar with Google Analytics.

If you use Google Analytics a lot, you’ll know that it doesn’t save individual information on a user, it can only tell you how many of your overall visitors are returning or new, and can capture the collective page-by-page aggregated journey data during a single session.

There is, however, a way to access the data Google Analytics doesn’t show you…

Get information from your analytics you didn’t know it had

One thing many people don’t know about Google Analytics is that it actually captures the IP Address of every visitor that comes to your site (that’s how it knows someone is returning vs. new). However, since Google can’t give you any personally identifying information, it keeps the individual IP address of site visitors hidden.

Fortunately, though the information remains hidden, through the use of software services that are in partnership with Google Analytics, such as Leadfeeder, you can uncover and identify information from site visitors via their IP Address.

Just because you’re able to hook into Google Analytics and read the IP Address doesn’t mean the tool can send it over to you raw (and you couldn’t do much with a bunch of IP Addresses, anyway). But since Leadfeeder can read the IP Address of site visitors, it can determine if that IP is attached to a specific company, the software can then tell you which company that IP Address belongs to.

More than that, it can log how often the company is visiting your site, how many pages they visit, and other various engagement metrics. By cross-referencing different sources of information, it can even provide you with lead information for various decision-makers within the visiting company, and send that information as a new lead to your CRM of choice.

And just like that, you can use information previously hidden to you not only to find out who is interested in your business, but you can see just how interested they are and send vital lead info to your CRM!

How to connect your Google Analytics into Visitor Tracking Tools

Since Google Analytics is already installed on your site, installing a visitor tracking tool is a matter of connecting your GA account, without the need for installing yet another pixel on your site.

Once you connect Leadfeeder with Google Analytics, you can begin the process of sending the most active companies and lead information to your CRM and other marketing tools for your sales team to go out and convert!

Learn about the step-by-step process of how Leadfeeder works on our Product page. Now, we’ll go into some of the benefits of using visitor tracking tools with your GA data.

1. It adds a valuable solution to your lead generation tool kit

Visitor Tracking is a way beyond remarketing to capture the company information of the 97 percent of site visitors who leave your site. By uncovering who is behind the IP Addresses Google Analytics tracks, you can add another way to generate leads in your sales and marketing stack.

Now you can generate a source of leads that aren’t completely cold, have visited your website multiple times, and don’t come from the 3% pool of visitors where most of your optimizing efforts typically go.

2. IP visitor identification advantages over remarketing

Remarketing is a very passive way of reaching out to the same group of visitors that IP visitor tracking tools perform more robustly, giving these prospects the ability to easily ignore ads like they are already used to doing.

With visitor tracking, you can have more options of how you choose to target the leads depending on your sales team. For B2B businesses dealing with higher value conversions, visitor tracking can be a very valuable way of targeting this audience.

Conclusion

Visitor Tracking is the missing link between standard remarketing ads and a warm lead that has left their contact information on your site. The value of these tracked leads should not be underestimated, as you can now target leads that actually have potential interest in your product, they just haven’t found a good enough reason to leave their personal contact information behind on your site.

In a world of increasing competition, visitor tracking could be your best bet to give your sales efforts the boost it needs.

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Leadfeeder is a Google Analytics tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.

If you liked this blog post, you'll probably love Leadfeeder, too. Sign up requires a Google Analytics account and you can see results right after the sign up.

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