How a website tracker helps turn website visitors into customers (practical guide)

05 July 2017 by

A website tracker such as Leadfeeder doesn’t just show you a list of who is visiting. It also comes with powerful filters so you are equipped to quickly identify the best leads from your website visitors and turn them into customers.

That’s critical because website visitor tracking is about going from insight (“wow, I never knew this company was interested”) to action (“I’m gonna make an offer to this dude”) and you can only do that if you’re not swamped with web leads that are of little value to you.

animation showing filtering of website visitors

In this practical guide we’ll explain how you find the most interesting website visitors by using specialist website tracking software (not Google Analytics Network report) combined with powerful web traffic filters. You get both of these with Leadfeeder.

What it boils down to is making it easy for certain people in your company (particularly salespeople) to easily see who’s visiting with the right profile and behavior. In other words, no time wasted in the pursuit of sales: only increased efficiency in prospecting and more qualified leads.

But first, what are some important things that everyone should know about website traffic trackers? We outline that next.

What is website visitor tracking? 5 things you should know:

You can skip this part if you just want to know which filters are best for lead identification – it’s immediately below this section.

When you realise that you can use website visitor tracking software to generate more leads from your website it’s a hugely exciting moment because you simply wouldn’t know about these companies otherwise.

On a typical B2B website you’ll only capture 2-3% of website visitors with things like contact forms and email opt-ins even if you’ve got a highly developed content marketing strategy and your website is optimized for lead generation, but because a website tracker tool shows who visited you can easily see 40% of all visitors no matter what action they took on your site. That’s a 20x increase in web leads in other words.

Investment in sales intelligence tools is a relatively underdeveloped area of business and there are still a lot of myths about what website tracking apps can and cannot do for you. So here are 5 things you should know about website tracking tools:

1: Google Analytics is not designed for B2B lead generation because the data on visiting companies is very basic and the process of extracting information time-consuming. On top of that Google Analytics can’t update CRM deals with website behavior and salespeople using Google Analytics tend to feel a bit like fish without water.

2: Website leads are the best source of leads for B2B companies.

3: You don’t need to put new script on your website and you don’t need anyone technical to help you get started because website trackers can suck up and enrich Google Analytics data to make it actionable, like Leadfeeder does.

4: Unlike exit intent popups website visitor tracking tools are not intrusive and visitors to your website won’t even know you are using tracking software. It’s also completely legal.

5: You can filter out whatever traffic you like so you don’t have to pay for it. For example, if you’re never planning to sell your product to Bangladesh then you don’t have to see or pay for traffic from Bangladesh.

Turning website visitors into sales leads: a practical guide to finding the best leads fast

Tens of thousands of active Leadfeeder users know that you can combine filters like website visitor country and time on site to create “feeds” which are basically digests of companies that match behavior and profiles you are looking for.

In this section we will dive deep into that and look at how successful B2B firms are – like eating cherries from the top of a cake – picking out the best leads first and moving onto the rest of the cake a bit later.

Gif showing how to create a custom feed in Leadfeeder

In Leadfeeder you can create as many Custom feeds as you want to help find new prospects and monitor existing customers. Custom feeds can comprise one or several filters designed to catch the best website visitors.

One or many people can be assigned to email alerts for specific feeds and in practice this means David can monitor every company visiting from the United States (one feed) and Ella can be alerted about all website visitors who click through from a Google AdWords campaign (another feed).

1. See which companies visit your most important product pages.

Why? In many cases salespeople are responsible for selling a particular product or service, but not everything. So why waste their time by feeding them all the companies that visit? By creating a feed to track a handful of key pages relevant for them you are effectively setting up a tailormade feed of business opportunities. Remember you can subscribe to email alerts for each feed. How? Use the filter Page URL or Page Title >is.

Gif showing how to create a custom feed for a key product page

2. Track leads by country.

Why? Salespeople just want to see companies that are relevant for them. If Paul is only interested in companies from France then he doesn’t need to know about British companies. How? Use the filter Country >is.

Gif showing how to create a custom feed for a particular country

3. Follow particular companies that are relevant to YOU.

Why? Sometimes you’re running through your leads over your morning coffee and you’re amazed to see the perfect buyer, albeit with a brief visit to your site. It’s a widely used tactic to star this company so that Leadfeeder automatically notifies you when they come back to your website. Note that the “followed companies” feed is unique to you and it is not visible to your colleagues. How? Just click the yellow star or the Follow button. Companies will automatically show in the “followed companies” feed.

Gif showing how to star and follow companies in Leadfeeder

4. See which companies visit your signup page but don’t convert.

Why? Perhaps they changed their mind at the last minute, maybe there was a technical glitch on their side. The signup page is one of your most important pages and is the surest sign of a high-quality lead. How? Use the filter Page URL or Page Title >is to track your signup page. Exclude the page that is loaded when the sign up is completed with the filter Page URL >is not. Alternatively you could use a filter like Tags to exclude existing customers from this feed.

Track companies that did not sign up

5. Track which companies download a PDF and those that don’t.

Why? Many people these days will give a fake email address in order to download a PDF which means getting that email address is a bit useless. Others will reach your download PDF page and they won’t make the download. Because this is an important web page for you companies that visit here are important and you should track them. How? Use the filter Page URL >is. If you want to track downloads include the page that is loaded after the download.

6. Find out which companies visit your website through a Google AdWords campaign and don’t convert.

Why? Just because a company doesn’t convert after they land on your site it doesn’t mean they’re not a good lead. If a company has clicked on your advert after searching online for a specific solution to a problem your company solves then that is a company that should seriously interest you. How? Use the filter Source/Medium >is google/cpc, then exclude companies that are already customers. One way to do this is tag customers then filter by tag: Tags >doesn’t include ‘customer’.

Track companies from Google AdWords

7. Track your most important web pages for lead scoring purposes.

Why? You’ll find the hottest website visitors by behaviour. By tracking the key URLs that buyers visit you’ll get a list of the companies that are most active on these important pages. This feed might track one web page or a combination of URLs such as case studies, features and pricing. The bottom line is that you consider these web pages to strongly indicate that a site visitor is interested. How? Use the filter Page URL or Page Title is>.

Gif showing how to track the most important web pages

8. See what existing customers or new prospects are searching for online.

Why? This is important for tailoring a perfect outreach to new prospects or when talking to existing customers. Think about it: during your next chat with an existing customer you can lead the conversation towards whatever they were recently searching for online. Talking about what’s relevant for someone means you’re pushing the right buttons. How? Use the filter Keyword >is Any keyword.

9. Monitor the visit activity of companies that are in your CRM.

Why? Sometimes it’s a hard job to prioritize open deals or maybe you’ve been trying to get through to a prospect who won’t respond. By using the preset feed Found in CRM to see what prospects in your CRM are doing on your company’s website you’ll be able to prioritize which deals you should try to close next. It means that even if a prospect doesn’t reply to emails you’ll still have visibility about what they’re up to. How? Use the preset feed ‘Found in CRM’.

The Found in CRM preset feed in Leadfeeder

10. Monitor what key partners are doing on your website.

Why? Serving your partners by being one step ahead of their needs will strengthen your cooperation. Just receiving an email indicating that a partner has been active on your website is already insight you never had before website visitor tracking and it provides the impetus you need to get in touch. How? Tag partners then filter by tag: Tags >include ‘partner’.

Gif showing how to use a partner tag in Leadfeeder

11. Track the website activity of prospects in your CRM with a tag.

Why? Even if Leadfeeder doesn’t integrate with your CRM you can still track organizations on your website that are in your CRM by tagging them ‘prospect’. How? Tag prospects then filter by tag: Tags >include ‘prospect’.

12. Exclude existing customers and focus on new business.

Why? Often Leadfeeder users are focused on finding new business leads and that’s why they want to ignore existing customers. By spending 10 minutes to tag your existing customers in Leadfeeder every week you’ll save time in the long run by making it easier to find new opportunities. How? Tag customers then filter by tag: Tags >doesn’t include ‘customer’.

How to exclude tagged customers in Leadfeeder

13. Spy (legally) on competitors sneaking around your website.

Why? It’s important to keep competitors top of your mind and if you see a competitor returning over and over again to specific pages then it may indicate that your website is providing them with valuable information. Perhaps it’s time for your marketing team to make some website changes? How? Tag competitors then filter by tag: Tags >include ‘competitor’.

14. Follow what real people do on your website with MailChimp.

Why? Leadfeeder shows you companies that visit your website and because of the MailChimp integration it also shows you what individual website visitors do. You can see which of your prospects have been clicking through your campaigns and what they’ve been looking at. Knowing what real people are doing informs you what they’re interested in and alerts you to get in touch. How? Use the preset feed ‘MailChimp visitors’ that is automatically created when you integrate MailChimp.

The preset MailChimp feed in Leadfeeder

15. Go back in time to view what a company did before they converted.

Why? It’s important to understand the customer journey and see with real examples the touch points that lead to a conversion. How? It depends how you identify a company that has converted. In the case of Leadfeeder we could use the filter Source >is top leads email to quickly identify customers then we’d follow their journey backwards.

Gif showing how to look at a customer journey in Leadfeeder

16. See every company that is assigned to you.

Why? You might want to see which salespeople have been assigned leads, or leads assigned to you. If it’s the latter make sure you turn on email alerts for your feed so you get a steady stream of information about companies assigned to you. How? Use the filter Assignee >is person’s name.

Companies that are assigned in Leadfeeder

17. Hide visits that went to your careers page or customer portal.

Why? Certain companies may look like top visits but when you dig a little deeper into visit behavior you might find that they’re not interesting leads. To help identify leads you might want to exclude visits to the careers page or customer portal. How? To exclude certain pages use the filter Page URL >is not. Likewise use Domain >is not.

18. View which companies are clicking on your LinkedIn advert to identify people.

Why? In LinkedIn you can target adverts by job title. That means if you see a company visiting your website via a Linkedin advert you can have a very good idea about that person’s identity. After that you can start building a relationship with them. How? Use the filter Source/Medium >is LinkedIn/cpc.

Gif showing how to create a LinkedIn/CPC feed in Leadfeeder

19. View your personal open Pipedrive deals (and other CRMs) in Leadfeeder so you know which to close next.

Why? Timing is everything in sales. If you’ve got a feed in Leadfeeder showing you that open deals that are active then it’s a great way to prioritize which deal to try to close next. How? Use the filter CRM deal owner >is person’s name.

How to set up a feed to see your Pipedrive deals in Leadfeeder

20. See the hottest visits across your site with Leadfeeder’s top leads feed.

Why? When you log in for the first time you’ll be presented with all the companies visiting your website but it makes sense to jump straight to the top leads feed to see the companies that have had quality visits. How? Click the preset feed ‘Top leads’ that is automatically created for you.

Gif showing how to navigate to the Top Leads feed in Leadfeeder

To see a comprehensive list of every filter log into Leadfeeder and click ‘create a custom feed’. If you’ve got a question just write a message in our chat box.

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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.

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