Creating a website is one thing. Getting traffic to your website is another thing; converting that traffic into leads and sales is yet another. It is thus important to know where your traffic comes from, what people do on your website, and how you can convert this traffic into leads or sales by making a few tweaks. And this all comes down to using website visitor tracking software. So, what is it?

Website visitor tracking software is any tool you can use to monitor the traffic on your website to gain insights into who visits your website, what they do on it, and things that could be causing them to log off even before they have viewed what’s on offer. Consider its capabilities below:

website visitor tracking software

Analyzing who visits your website

Have you ever wondered who visits your site and how they access it? Tracking software can offer you these insights. For example, an analysis may show that, on average, 100 people visit your website and that most of your traffic comes from the US. It can also offer insights into whether these are new or returning visitors.

Tracking visitor behavior

Knowing what people do on your website can help you understand their motivations. You may find that people spend most of their time reading your blog or viewing the latest products. These interactions tell you a lot about your website, especially when you use heatmaps, as these can specify the most visited sections. Moreover, you can use session recordings to follow the exact actions visitors followed when perusing your pages.

Reviewing conversions

If your website hinges on selling products, it’s important to know whether it succeeds. Tracking software follows visitors and shows how many became leads or customers. It also points out the elements that contributed to these decisions. For example, you may find that most people bought a product if it was on sale.

Getting feedback

How do people feel about your site? You can use tracking software to provide survey and feedback forms to your audience as they navigate the site. Since this feedback is in real-time, the insights can be invaluable to improving their experiences.

It’s important to note that while some tracking options offer all the features above, some may have more specific approaches. For example, some tools can only measure the number of people who visited your site but cannot tell you what pages they viewed.

Do You Need Website Visitor Tracking Software

Customer relationship management (CRM) is vital to a thriving business. After all, delivering good products is easy when you know what your target market wants. That’s why so many businesses spend a lot of money trying to understand their customers. Visitor tracking software is integral to your CRM systems as it boasts the following perks:

It helps you know your audience

Who responds to your content? Who likes your product? Buyer personas are key in understanding what products to make and how to market them. When you have insights about the key demographics visiting your website, you can change your approach by segmenting your products and marketing based on attributes such as age, gender, and occupation. This way, you can spend less on marketing efforts yet get more traffic.

It highlights your traffic sources

Many businesses rely on inbound marketing strategies to get people to visit their sites. These include social media ads, PPC, influencer marketing, etc. Knowing where you get your traffic helps you increase your efforts in the channels with the most visitors. For example, if most of your traffic results from social media ads, you can create more ads and thus grow your numbers.

It is essential for competitor analysis

We live in a world where you can get real-time insights about your competitors, including the number of hits they get. Suppose your competitors average a thousand visits daily, and you get a hundred. You would need to consider how they have hit such high numbers and include some of their strategies to grow your audience.

It helps you gauge the effectiveness of your website

People will only spend time on a website that offers them value. For example, if your blog has interesting content, visitors can read a few blogs before logging off. But they will barely finish reading one blog if they don’t find the content interesting. When you have visitor insights, you can look at things such as the pages they visited, how long they stayed on the pages, etc. It makes it easier to improve your content to meet the market demand as you will work with real-time insights instead of generalized market data.

It boosts your marketing efforts

Many businesses base their marketing efforts on theoretical buyer personas from market research. For example, if most luxury jewelry stores target women in their 20s and 30s, you might do the same. However, you may find that your site attracts women in their 40s and 50s. As such, if you create content that attracts younger generations, you could lose this audience. So, you would have the insights to create better marketing campaigns that would prove more cost-efficient and effective.

It helps you convert more leads

Making a sale requires you to offer the right product to the right customer at the right time. So, how can tracking software help you do this? Look at it this way. When you know who visits your site and the products that appeal to them, you can create marketing campaigns that target their interests. For example, short-form videos work wonders with Gen Zs, and you can use such content to convert your leads into sales. Working with actual data is more promising than relying on market data, which encompasses all buyer personas and all types of businesses in your industry.

It paves the way for a better website

When you track visitor behavior, you pick up notes about your website. For example, you may find that many people abandon their carts. On further customer feedback analysis, you may realize that this abandonment rate is tied to the complex checkout system. Noting this would allow you to optimize the checkout process so people can complete their purchases, resulting in higher revenue generation. As you track your visitors, you can figure out the areas that need improvement and work on them to ensure that the user experience paves the way for more leads and sales.

Tracking your visitors allows you to collect invaluable data that you can use to make data-driven decisions instead of working with general market data and assumptions. Moreover, it enables you to catch and respond to trends so you can become a market leader.

Choosing the Right Website Visitor Tracking Software

Choosing the Right Software

On the upside, there are many visitor tracking tools on the market. On the downside, selecting the right tool from this variety can feel challenging. Luckily, choosing the right software comes down to finding the one that best aligns with your business needs and goals. Here is how you can find one:

Decide what you want to track

What is important to your business? Examples include increased conversions, demographic insights, and better user experiences. Figure out what you want to track and achieve. For example, your goal can be to determine where you get most of your traffic. You can choose three to five important goals based on your business needs.

Determine the features that align with your goals

Say, for example, you want to enhance user experience. You would need a tracking tool with heatmaps and session recordings, as this would help you review user experiences at each stage, enabling you to find what needs work and what is good to go. Use this strategy with your business by aligning your goals with the features that can help you meet them.

Gauge the compatibility

Can the tool run on your website? For example, if you have a WordPress site, you can check whether a plugin is available for the tool or whether you can configure it from scratch. Can it run on your site without crashing or making the site heavy? A good tool should be easy to incorporate into your system and maintain.

Consider its security features

As you install any tool into your website, you will give it access to a lot of data. Can you trust it? Does it comply with the data protection laws in all the countries you offer your services? The software should detail all its privacy policies and reveal how it processes user data. Moreover, it should have reliable security measures to protect your website and protect you from data breaches.

Look into its support features

Who can you talk to if the tool does not work as expected? How can you reach the team? Who will teach you how to use it? Consider the customer support resources and any training the team offers. These aspects will be important to your team as you navigate using the software to make meaningful use of the collected data.

A good tool should also be scalable to keep up with your business growth. This way, you will not incur switching costs as your business needs increase.


Tracking your visitors gives you real-time insights into your customer demographics and what they enjoy on your website. Thus, it enables you to make informed decisions about what products to provide to your audience, how to market them effectively and how to improve your return on marketing investment.