You want to significantly increase your sales and decide that a website would be the best way to accomplish this. You purchase a package from a web hosting service, a domain, and design an amazing website that is informative, elegant, and easy to navigate. You sit back waiting for word that traffic and sales are starting to increase, but this does not happen. Why? Because you are not keeping track of visitors to your website and receiving information about their behaviours. Tracking the visitors to your website is an essential part of any sales campaign and below are 4 reasons you need to start doing it.

1. Generate leads

Tracking website visitors is probably the best way to generate leads. Effective tracking applications will show you where your traffic is coming from, whether it is through search engines, display ads, or emails. The tracking screen can also tell you the number of sales you made through each of these channels. The ability to see the behaviours of visitors on your sites allows you to determine their objectives and base your content and future campaigns on them.

When you design a website, you are usually given the opportunity to compose a contact form where a visitor can enter their information to receive future updates. This process allows you to build a contact list of leads that could potentially turn into conversions. The application can usually track the amount of people who completed the contact form as well.

2. Determine what works vs what does not

Website tracking gives you the opportunity not only to see where visitors come from, it shows you what they are doing, where they click on your site, what content they view, and what links they follow. This allows you to see what is working on your website and sustain it and change whatever is problematic and not generating any sales.

For instance, tracking applications can monitor how far down a visitor scrolls and records every single click of their mouse. If the most important information on your site is towards the bottom of the page and a user is only averaging a scroll half-way down the page, you may look at putting this content higher. Without tracking visitor behaviour on your website, you will not know what it effective and what should be changed or removed in favour of something else.

3. Close sales

By displaying all relevant information at your fingertips, website visitor tracking allows the opportunity to optimize sales campaigns based on factors such as frequency of visits to the website, location, and the channel they used to arrive at your website. The information captured plays a pivotal role in increasing sales by showing the user what their target audience should be based on the traits of the website visitors. You can then optimize your website to reflect this profile.

4. Determines keywords used

Website visitor tracking applications are particularly useful because they display the keywords that visitors have entered to find your website. Any user is able to determine what search terms are producing higher amounts of traffic through search engines. You can then use this information and optimize your website to include these popular terms which will in turn increase traffic to your website and sales. The keyword analysis that website visitor tracking applications perform is essential as it give information regarding what users are interested in and then you can post relevant content based on this.

Remember, it is not enough to include these keywords just anywhere on your website. When you identify what search terms are popular, you need to put them in places where search engines will read them such as in your page title, anchor text, and in metatags of individual pages or posts.