Avoid the 11 mistakes B2B marketers do when tracking website visitors

We all like to know who is visiting our website especially visitors that shows high intent and doesn’t engage with you. This is fundamentally and issue most companies haven’t solved in their process or often believe they have. We interviewed 500+ customers and using Fireflies and Sentiment data from all our demo’s. This data is clear most are in strong believe they have a golden process, and honestly we can’t blame them.

At ExactVisitor we have taken all the data in an analyzed the top perfoming customers vs the sample data and we see a clear threat between the ones that does the right process vs the ones that haven’t been aware of the pitfalls in their current process. In fact the ones that does it right across the line produces 3X more sales potential opportunities.

So here are the top 10 Mistakes marketers does when tracking anonymous website visitors.

#1 They do not track visitors on their entire website
Tracking visitors across your entire website, gives you a deeper understanding into what they do on your website, and what they like. For example a visitor Visits the blog on Saleshub.ai on how to Auto Prospect companies that just raised money. Now this tells a great alignment if this person visit the regular website, that he or she has a high interested in performing such and action and should be reached. They might browse Saleshub.ai without signing up as the content might not talk about that particular use case and they move on. But they have shown high intent that they are deeply interested in optimising their lead flow. The outcome here is if Saleshub.ai doesn’t reach out to the visitor, they most like spent their money with an inferior competitor. The question is can you afford this happening every single day? Having full visibility into who is the person visiting, what they looked at is giving you better data on how to qualify them particular if you are a website with significant amount of daily visitors.

#2 They exclude tracking from their blog
As mentioned in the first mistake marketers does not tracking blog visitors is a huge mistake, as it will drive down sales qualified leads and if they visit your regular website, you have no idea what interest they had or what emails to target to them, or your sales team to engage based on. You may only see visited:

-> Frontpage 30 seconds
-> Product Page (Automations) for 45 seconds
-> Pricing Page for 10 seconds
-> Exit

But what if you read the following visitor flow

-> Blog post on Auto Prospect companies that just raised money
-> Blog post on How to auto engage on LinkedIn with a visitor that just signedup for a webinar
-> Frontpage 30 seconds
-> Product Page (Automations) for 45 seconds
-> Pricing Page for 10 seconds
-> Exit

If you don’t have the blog data you may email them a generic email as the insights are missing while with the right data you may talk about the use case, how a customer uses the process and your message is exactly what they care to read, it is all about solving their PAIN.

#3 They Exclude the front page of their website
Some companies do not wish to track people on their front page, it is literally the same as not caring who enters the door in a physical retail store. It matters to gain data on the visitors on the front page, as it provides details such as Industry, Technology Used, Location, Employee Range and much more. This data tells a story to the marketer, do we actually get the Ideal Customer Profile(ICP) to our website? Further some people leave the website as they face a distraction at work and forget to click around, and engaging with them most certainly doesn’t hurt. What if your ICP has 3 employees just coming to the front page, you would never now as you blocked tracking of the front page. Again the revenue is likely to land with your competition and they will grow faster than you.

#4 They don’t personalize their website
Personalising the website to the visitor has never been easier, ExactVisitor doesn’t require any coding all you need to do is to set your (ICP/Audience) and click how your messaging etc will change. Now visitors that visits a website and using Salesforce would not care how your website talks about Integrations with Microsoft Dynamic and Pipedrive, as they only care about Salesforce. It is all about them and not personalising it for them will decrease conversions.

#5 They only track visitors on their top products pages
Know the visitors that just have seen top product pages and not support pages etc is also a know issue. See some buyers they like to check the documentation before buying to know if it is easy or hard to get started and how good the support is. Know that they checked the Product and support page for that part of the product is a huge indicator they are close to signup, and they simply just need some questions answered. This is again another win that the best performing companies performs and gives visibility into high intent leads.

#6 They don’t consider a qualified visitor the one that clicked on opt out from marketing emails
This is something we see over and over again, marketers love to hit send to a list in Hubspot/Marketo/Eloqua/ActiveCampaign etc. But most people tend to opt out from marketing emails and at that point most companies 95% actually disqualify this lead. It is logic to think of as most Marketing Automation systems is preaching it. But the reality is different, we have seen on the top performing companies that they tend track people who opted out and when they return to see high intent pages again, sales will contact and they are often ready to buy, they just doesn’t;’t want marketing campaign’s.

#7 They add the tracker only on the landing pages they bring paid traffic
We see this again and again companies buys Adwords (PPC) and it works, we love they focus on growth but they only want to track visitors on the landing pages for Paid Ads. This is another mistake as once that person doesn’t want to be on a landing page with a form, they often change the URL or click the logo to go to the real website of your company. At that moment you loose tracking and think the campaign failed. But in reality the person actually shows high intent but may not be ready to take a demo, signup or buy. So reaching the real visitor and talk to them as a real person, often turn the high intent lead around and you land them as a client once you got the data right. Put the tracker on every page.

#8 They don’t exclude the career page visitors
Companies do not exclude visitors that visited the career page, well this is a weak mistake as some people check the career page as indicator they are buying from a company growing fast, while others actually are looking for a job so the question is, what is the right scenario here? you need to set that your self test on your data etc.

#9 They prefer a narrow data set vs a broad (where you understand the entire customer journey)
This was touched in the first mistake, not know what the lead have seen on your website as you choose to track on limited pages. Not having a full understanding on why a visitor came, what they want and how they move around, number of visits etc. The less dat you have the less likely you are to win the deal.

#10 They don’t have a process ones a leads is qualified or know how to qualify the lead
This is a major one, not setting the right process for Visitors is a major hurdle. Great you tracked a visitor what is next? You need to qualify them and reach out them, for companies with few visitors they should talk to almost all to really gain insights, while high traffic sites may want to qualify visitors before engaging. The process can be simple, anyone that visited Pricing and Product X page, enrolled in campaign X. Anyone That visited Blog Post X, Product page X and pricing should get email Y and etc.
Also when are you handing over to sales? You need a clear strategy for that

#11 They exclude visitors from Investor Relation pages
Larger companies tend to ignore visitors that has visited Investor Relations, and that is another flaw. As some are in the buying process and simply want to learn more about the company that they are going to buy from, and like a first data you want to know as much as possible.

If you start tracking and identify visitors across all your pages, you will start seeing better data, more patterns and ultimately create 3X more opportunities.

Happy Prospecting and if you want to know who really is visiting your website start your trial here

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