Who is visiting my website?

Posted on - 20th Jul, 2017 | Posted By - E4K

The most effective B2B (business to business) websites around today must go far beyond being simply a flashy brochure in a digital format. They must be working hard for both the marketing and sales teams, helping to generate more leads, nurturing them along and supporting sales to step in and finally close the deal.

Whatever your business may be, when it comes to lead generation strategy, the key to success is knowing the numbers.
We have the ability to check whether the website is achieving its full potential. It’s important to have a strong knowledge on what’s working and what’s not?

There is no point spending lots of money, time and resources if you are using it blindly without pulling out any actionable data on how your website is performing?

Basics covered

Most analytic metrics that are used to assess a website are provided free through the Google Analytics tool. The most popular analytics platform that you can simply create an account and then use the tracking code in the website.

You can use Google Analytics to track the information and trends about the visitors and their behavior. The most popular metrics are:

1. Demographics – information about visitors that includes gender and age

2. GEO location – information about the countries they are in

3. Source – which site the visitor came from to your website such as Google/Facebook

4. Device – the type of device used to access the website

5. Bounce rate – number of visitors who landed on the website and left straightaway

6. Entry and exit – the page the visitors first landed on and the page they left the site from

7. Length of visit – how long visitors stay on the website

8. Popularity – in your website which pages are most and least popular

9. Page views – how many visitors are viewing every page

Keep an eye on the ratio of desktop versus mobile visits. As we all know most of the people using a mobile device to surf the internet. So your website needs to offer a good mobile experience for the users.

Paid Analytics Software

As well as free analytics there are other paid solutions available that help you maximise opportunities in future.
You could use Lead Forensics which is a tracking tool that captures the IP address of the people who visit the website.

Each internet connection has a unique number that identifies where it goes – looking against an enormous database of companies with a known IP address this then returns the information to you such as – people who visited the pages, how long they spent on each page, and how many times they have been back and so on.


Another tool that is useful for learning the effectiveness of a website is mouse tracking heat maps. This tool helps you to track clicks, scrolls, mouse movement, forms and more and produce a highly detailed image of how people currently use the website.

The main motive is, to track where the mouse of a visitor ends up and to better assess how the website design is working?

Advantages of using IP tracking software

It is a secret weapon, but remains underused and often misunderstood by people in their marketing armory.

If you are in the business of selling to other companies, and you are targeting lead generation, then working with an IP tracking tool such as Lead Forensics can help you to extract crucial information.

If you can contact visitors who visit your website, then you have a huge advantage and can achieve higher conversion rates.

Content marketing benefits

After you have put more time and effort into developing huge content, then the next stage is to know whether this content is hitting the mark.

Is your content attracting the right type of audience? What do you do if only 2 out of every 100 visitors is converting on your offer – what happened to the other 98?

If you have a tool then you can check who visited the website and what they have looked at.

How to use IP tracking to maximise content effectiveness?

Strong buyer journey?

You analyse the visitor’s path and visitor flow to get the insights about what really interests them. Check how many pages they read before filling a form and becoming a lead.

With this information, you can refine your buyer’s journey easily. What you want to look is, whether the visitors behaved as you anticipated. Do they read the pages that you thought they did?

Know the prospects

If you know who visited the website, which pages they visited and how long they spent on that page, then you can gain valuable insights that you can use to write top quality content and targeted offers.


With the right kind of analytics and IP tracking tools your website provides valuable data, that is used at each stage of the sales process to improve the effectiveness of marketing and the sales team.

You can push your website to the next level by checking the content marketing, and tailoring sales pitches.

Think outside of the analytics box, there are many advanced tools available and see where this may take you.