Site Visitor Tracking is a form of website analytics that allows you to identify the specific companies visiting your site, their browsing patterns, and their intent. This enables you to capture more leads, identify popular content, and personalize messaging to improve the customer experience and drive conversions.

Website visitor tracking tools work by installing a script that records key user behaviour. This is typically combined with a visual overlay of the page showing where users are interacting. Depending on the tool, this can include heat maps and click maps that show which parts of the page are being clicked on or scrolled through, with hotter colours (reds and oranges) showing areas of high activity and cooler colors (blues) indicating lower activity zones.

 Essential Features of a Good Website Visitor Tracking Tool

Some website visitor tracking tools also provide insights into the companies visiting the site by using reverse IP lookup technology. This identifies the name of the company behind each IP address and, in some cases, their job title and contact information. These tools are primarily used by B2B marketing and sales teams to optimize lead generation efforts.

Website visitor tracking tools can also be integrated with marketing automation software to trigger automated pop-ups, forms, and chatbots that are displayed on the site when certain criteria are met. For example, a welcome message can be automatically sent to visitors from a particular country or industry, or a targeted landing page can be shown to visitors who have viewed a product page with detailed features.