When you identify website visitors, you gain insight that can be used to boost sales and attract more leads. Website visitor identification, normally, doesn’t go into the identification process of the visitor beyond what pages were visited and what page the lead entered on.
But you won’t know who is visiting your site. The visitor may be a random person, competitor or it could be a targeted lead that is ready to purchase your product.
Why would anyone identify anonymous website visitors?
There are a lot of benefits.
Google Analytics, or any website analytics program that you’re using, will not provide you with the complete picture of your visitors. You’ll learn a lot of information, such as:
- Referrer channels
- Dwell time
- Bounce rate
- Pages visited
A lot of great information is provided, but you’ll also be losing a lot of valuable information especially when it comes to IP address information.
The Benefits of Identifying Website Visitors
Your website’s traffic may be going up, and perhaps you’re making steady sales. If you’re seeing an increase in profits, you may be wondering why you need to know how to identify website visitors.
There are a lot of benefits.
Identifying your unique website visitors and what their actions are allow you to:
Create a Target Market Profile That is Accurate
Businesses should create a target market profile that can be used for all of your website’s marketing. Profile information may include:
- Pages visited
You can use all of the information at your disposal so that you have a clear picture of who your site’s visitors are. If you know that male visitors, located in Kentucky and between the age of 24 and 45 are visiting your site, you can use all of this information to change your marketing to match your market’s pain points.
Know Your Visitors Online Activity
Online activity is important, but you need to know where your site’s visitors are at all times. The right tracking software will provide you with real-time information on where your visitors are on your site.
This information is some of the most important because you can:
- React instantly to the real-time behavior available
- Understand visitor trends
- Find weak points in your site
Real-life information enables you to find triggers that may be used by marketing professionals to change or adapt your sales funnel.
The data on your site’s visitors and their actions can be used for everything from updating your site’s sales copy to marketing materials.
Identify Qualified Leads
Qualified leads are going to spend the most money on your site and have a much higher chance of converting than other leads. Your sales team is only as good as the leads that are available to them.
And the best leads are all qualified.
You’ll find that the qualified leads have the highest potential. You can use identification software to pick out these leads from your site’s data with a very high rate of success. Reacting fast, by contacting these qualified leads, is one of the fastest ways to improve your sales.
Understanding Pre-purchase Behavior
Businesses want to know how to identify unique visitors website because they’re interested in how their potential customers purchase products. The one, often overlooked, benefit of tracking software is that you can use it to understand a visitor’s pre-purchase behavior.
Perhaps your visitor will come to your site three times before making a purchase.
You may find that after the third visit, the lead goes to a certain page and then clicks on the “buy button.”
From the behavior information available, you’ll be able to change up your sales funnel and increase sales or at least lower the time before the sale is made. A lot of information can be learned from understanding pre-purchase behavior.
Use the Data for Account-based Marketing
Account-based marketing (ABM) is a process to target certain leads. The goal is to find the accounts with the highest sales potential and target these accounts to increase cash flow drastically.
ABM provides you with information on the visiting company, may include their contact information and rapidly contact leads.
Intent data, or information about the topics your visitors are searching for, can be merged with your ABM to have a clear picture of your highest lead potential. You’ll be able to learn what content your audience is consuming, identify what products or services they’re interested in and offer them a solution to their problems.
The great news is that the data you can collect from using the right identification software can be used by your team in unique ways. Every team uses their data differently, and it’s up to you to find a way to use the data to your advantage.
What information is available? A lot.
What Website Visitor Information is Available
You may be wondering what website visitor information is available to you. We’ve shown you the benefits of website visitor identification software, but what is the extent of the information that is provided to you?
- Acquisition. How did you acquire your visitors? If you’re running ads on Google, using social media or SEO to generate traffic, you need to know how each method is working. Acquistion allows you to monitor how each marketing method that you’re using is working. You can find weak points in your marketing, that are costly but not effective, so that you can cut them out and spend more money on what works.
- Behavior flow. Every visitor has a journey on your site. The journey may end after one step, but you should also know where visitors are going on your site, where traffic is lost and when visitors leave your site.
- Bounce rate. The rate at which visitors leave a site on the same page that they enter the site. A high bounce rate may indicate a site’s load speed is slow and should be fine-tuned to keep visitors on the site for longer.
- Device. The basic device that the user was using when going to your website. You can use this information to ensure that your visitors have a great experience using the most popular devices whether it be Windows, Mac, Linux or mobile devices.
- Demographics. Learn about our visitor’s location, age and gender in some cases. The demographic information helps ensure that your desired target audience is the one landing on your site.
- Location. The location where your visitors are coming from. You can use this information alongside the demographics to better understand your site visitors. If you’re running local campaigns, this information will be invaluable and allow you to see what marketing methods are working best for your business.
- Popularity. Some pages are popular and some no one visits. Learning the popular pages allows you the opportunity to send ads to popular pages and rework pages that are less popular. You can also use this information to adjust your content plan to create pages or blog posts that are more engaging to your audience.
- Session length. Are visitors spending a lot of time on your site or leaving rapidly? Knowing the session length allows you to see how engaged your visitors are on the page and if they’re able to consume the content on the page.
But when you identify visitors to your website, you can also view who your visitors are. Most corporations have their own identifiable information that you’ll be able to use to make more sales.
You’ll be able to know that XYZ Inc was visiting your product page and came back three times. The information can be used by your marketing team to make sales. For example, your sales team may see that the visitor was on a certain page and decide to:
- Call or email the company
- Ask if you can assist the company in any way
- Answer questions that the company may have
- Nurture the lead and make a sale
Website visitors, especially when they go to multiple pages or stay on pages long, are most likely interested in your offer. There may be a sticking point or questions that are left unanswered. Reaching out to the lead can boost the chance of making a sale.
Big data is being used by all of the world’s largest corporations. When you have data, you can make better choices on your marketing and make informed decisions. The goal is to use the data you gained by being able to identify visitors to your website to your advantage.
Working to identify website visitors is one of the best steps that you can take to improve your marketing and sales. The information that you gather can be used to further nurture leads using more refined channels.
You’ll be able to cold call or mail potential leads, change your landing pages and learn about your site’s visitors.
Now that you know how to identify website visitors, the next step is to take appropriate steps to use the data to reach your business’ goals. Data can be used to enhance your visitors’ experience, meet your sales and conversion goals and better understand your visitors’ actions.