The vast majority of visitors do not convert: although it is not possible to attribute a unique and good conversion rate that varies from sector to sector, conversion action and lead temperature, it is a fact that physiologically the great part of the traffic to your Landing Page Will go out without having converted to leads, even if on target.
The reasons can be many and often fall under copywriting, user experience and neuromarketing factors, in a word in the CRO (if you are interested in learning more about this topic take a look at the CRO Course).
But here's the thing: if a potential target customer visits your page and doesn't convert, that doesn't mean they can't convert, another way.
Convert the unconvertedrecites not by chance the headline of one of the Visitor Tracking Software, tools that allow you to attribute the origin of a visit to a specific company through the IP, giving you the opportunity to proceed to a direct contact, after a search for the right decision maker, perhaps through LinkedIn Sales Navigator.
What Visitor Tracking Software is and how it works
The software used to track website visitors reveals information about people visiting your website that is not available in analytics platforms such as Google Analytics.
With a Visitor Tracking Tool you can view company names and contact information of key people in the company, which provides useful information to both the marketing and sales departments, which when working in synergy generate, according to a statistic reported by Hubspot,, a 36% more customer retention and 38% more sales close rates.
How does website visitor tracking work?
So, how exactly do these tools find the names of companies browsing your website? The answer is through the Reverse Domain Name System (rDNS). Let's try to understand how this works.
Reverse Domain Name System (rDNS)
All devices connected to the Internet have an IP address and most have what is called a reverse DNS record.
Website visitor tracking software, uses reverse DNS to find which companies are visiting your website based on their IP address.
Visitor tracking software can also filter out ISPs, bots, and spam traffic, leaving you with a sorted list of real businesses that are visiting your website.
For example: if you type an IP address into an rDNS tool, feedback will be sent about the location and, therefore, the company using it.
Visitor Tracking Tools: Google Tag Manager and GDPR
Website visitor tracking software works by installing a script on your website that directly collects website visitor data: the best solution is to do this by creating a tag in Google Tag Manager with custom HTML and as a variable All Pages.
The data collected is typically enhanced with information already publicly available about the company, such as:
- Number of employees
- Address
- Website
- Social profiles
- Corporate Contacts
- Page Visited
- Time on site
Visitor Tracking software is GDPR compliant, just indicate that in the cookie policy that you are collecting this data.
What to do after you know which companies visit your website?
Okay, but how do I use the data I collect? Once I know that a certain company has visited a certain page on my site, what can I do?
Let's see some practical examples of use: the information can be useful to the sales department, to go targeted to create a contact, after finding the decision maker, maybe through LinkedIn Sales Navigator.
But the data collected can also be useful in qualifying the lead and personalizing the contact: let's see how.
Qualify the Lead, Personalize the Contact
This approach allows you to personalize the contact, avoiding cold contact with companies and at the same time starting from a pre-qualification of the lead, whose purchase intent is known, albeit at a primordial stage, top of the list funnel, expressed by one or more searches on your website.
These tools can also be useful to Understand a lead's journey prior to conversion (or independent of it).
I'll give you an example: a few days ago a person, the marketing manager of a company, entered my site and downloaded my case studies.
With Google Analytics I can see classified this session that led to a conversion as direct traffic, but without knowing who did it.
But then, upon entering one of these software, I was able to discover someone from that very company 😉 had first visited a few pages of this site, and then, upon reading the name of the author of the articles, looked directly for me.
In this way I have more information about the lead, I know what content he/she has visited and this allows me, in a next approach, to know what he/she might be interested in: it's not a coincidence, Hubspot statistics always confirm how In B2B, 47% of buyers view 3-5 pieces of content before interacting with a sales representative.
Guide to Major Visitor Tracking Software
Which software to rely on? Let's see an overview.
LeadFeeder
Leadfeeder (www.leadfeeder.com/) is a software of lead generation B2B that identifies users who visit your site, and shows you how they got there and what they do. You can monitor their behaviors, contact them, and give them more information about your business.
With over 45,000 users worldwide, Leadfeeder is one of the most popular visitor tracking tools.
With Leadfeeder you can:
- identify companies that visit certain pages of the website
- get in touch with decision makers, whose LinkedIn contact is suggested (even if you can't be sure who visited the page)
- synchronize with your CRM such as Pipedrivenative integration
- take advantage of filters, segmentation, ratings, lists and alerts
- create Matched Audience for Retargeting on LinkedIn Adsor use company names for account-based marketing strategies.
You can conveniently integrate Leadfeeder with the sales and marketing tools you already use, including Salesforce, HubSpot, and Google Analytics, Mailchimp, Zapier, Zoho CRM, ActiveCampaign.
A completely free basic version is available with limited functionality called Leadfeeder Lite, which shows leads from the last three days. To find out what users are doing on your site and take advantage of advanced features, you need to upgrade to the Premium, available from $ 63 per month. A 14-day free trial is available.
Visitor Queue
Visitor Queue (https://www.visitorqueue.com/) is an advanced B2B lead generation software that identifies the name, contact details and data of users and companies visiting your website.
Founded in 2017, Visitor Queue offers many features, including:
- Company Name
- visited pages
- dwell time
- source of origin
- filters
Visitor Queue integrates with Salesforce, AWeber, Google Analytics, Pipedrive, Slack, Zapier, Keap Infusionsoft., Zoho CRM, Agile CRM, MailChimp, ActiveCampaign, Facebook Lead Ads, Clickfunnels, Calendly, WordPress, Manychat, ConvertKit, Unbounce, Freshdesk, Mailerlite, Sendinblue, Drip, Streak CRM, LeadPages.
Pricing starts at $ 31 per month with annual payment, and you can test the service with a free trial.
Snitcher
Snitcher (https://www.snitcher.com) is a visitor tracking platform based in the Netherlands.
Founded in 2015, Snitcher offers a wide range of features, including:
- Company Name
- visited pages
- dwell time
- source of origin
- filters by categories
Snitcher also offers online training via webinars, and live support 24/7.
Prices start at $ 39 per month, and you can test the service for free with a 14-day trial.
LeadInfo
LeadInfo (https://www.leadinfo.com) is software that allows you to find out who has visited your site. Visitors are shown clearly on a dashboard, so you can contact the most valuable profiles.
Trusted by 11,000 users worldwide, LeadInfo recognizes users who have visited your site, detects their IP addresses and links them to its database, giving you a complete overview of their profiles, including email addresses, LinkedIn profiles and company information. By doing so, you'll come into possession of all the information you need to contact them, all in a clear dashboard view.
LeadInfo shows which pages were visited and even at what time. Each site visitor is assigned a lead score, so you can filter out uninteresting leads.
In addition, a unique feature in Visitor Tracking software, LeadInfo allows you to see a heat map of the visitor's navigation, a tool typically provided by CRO software such as Hotjar, Lucky Orange, Mouseflow, Yandex Metrica.
Pricing starts at $ 39 per month with the plan Essential, and to begin a free 14-day trial period you are simply required to enter your email address.
Want to find out which one to choose, how to set up and how to use Visitor Tracking software for Lead Generation and Outreach in B2B? Contact me for a Lead Generation Consulting.
