Website Visitor Tracking is the practice of collecting and analyzing traffic to your website. As you can probably imagine, this process creates immense amounts of data. This data is only useful when condensed, categorized, or presented in a visually digestible format.
Lucky for you, there are several software tools out there that can handle this for you. They will connect to your website and deliver you actionable reports based on customer visits. Each of the tools we discuss today will either focus on tracking visitor behavior, understanding visitor identity, or measuring website analytics in their own unique way.
Behavior-tracking is the practice of analyzing how specific users interact with your website. This includes where they click on each page, how much time they spend on each page, how far they scroll on certain pages, and more. This data is then broken down into different customer segments. With this data, you can optimize your site based on the customer you most want to accommodate.
Understanding visitor identity is the practice of collecting specific attributes of users, such as location, industry, company, and much more. This data, when combined with other insights such as behavior, can be a powerful tool for sales as it shows what companies are interested in what parts of your service. This will improve marketing efforts as well, allowing you to focus on warm leads. B2B and B2C companies can use these tools in different ways. B2B companies can use this info to identify specific companies they want to sell to, while B2C companies can use this info to improve targeted marketing efforts.
Measuring website analytics is the practice of using traffic data to improve user experience (UX) and website design, which typically leads to lower bounce rates and more conversions. These tools are similar to behavior-tracking, but for the purpose of improving your website all around as opposed to identifying specific user behaviors. Website analytics tools track stats and Key Performance Indicators (KPIs) of your site. Then, you can display these metrics in customizable reports.
You can piece these website tracking tools together to form what’s known as your stack. Each company has a different, unique stack as they’re concerned with different user data and different levels of insights.
Below, we’ll discuss plenty of such tools you can add to your stack and how they can help your website tracking efforts.
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Best Behavior-Tracking Tools
These are tools you should use when you want to better understand how visitors are interacting with your site. This information will then help you optimize for whatever outcome you want – leads, form submission, and conversions. It’s helpful to think of the information these platforms provide as the “why” behind your website data, whereas website analytics tools provide the “what.” Once you know the why, you can make improvements that solve the root issue.
#1 FullStory
- Price: Free to start. Contact for details.
FullStory uses their Digital Experience Intelligence (DXI) platform to track user behavior and help you improve your website. It does this by combining data analytics (quantitative) and user sessions (qualitative), which together help you fully understand where your website may be causing friction for users. FullStory does this without you needing to create tags, which will save you tons of time.
#2 VWO
- Price: Starts at $169/month
VWO is a platform that provides a full suite of services to help you better understand user behavior and improve website performance. Their services include website experimentation, deep analytics for different site features, testing server and app performance, re-targeting notifications, and collaboration tools. They’re mentioned here because all of their services aim to help you better understand and respond to user behavior.
#3 Crazy Egg
- Price: Starts at $24/month
Crazy Egg is another great option to help you better understand and optimize user behavior on your site. Crazy Egg provides several visually digestible reports that show users’ click and scroll behavior, with up to 22 dimensions available to segment the data. Their reports allow you to better follow the customer journey and make changes if it doesn’t match your ideal customer journey. You can also see where those customers are coming from and how that influences their behavior.
#4 UserTesting
- Price: Contact for details.
UserTesting is a platform that focuses on user experience through session recordings. These session recordings are unique in that they record the user interactions while also recording their live reactions via the front-facing camera. This allows for real human insight – a way for you to understand not only what customers are doing on your site, but why they do it and how they feel moving through your site. This process happens quickly, with 80% of your videos completed within a few hours.
#5 Mixpanel
- Price: Free option available. Paid options start at $89/month.
Mixpanel is another helpful resource for understanding your user behaviors on your website. Mixpanel offers several different reports with limitless segmentation and accessibility through dashboards. You’ll need to connect your data stack to use Mixpanel. Luckily, they make it very easy, allowing you to import directly from your data warehouse. With Mixpanel, you can analyze conversions, measure power users, and find ways to increase user retention.
#6 Hotjar
- Price: Free option available. Paid options start at $39/month.
Hotjar is another tool you can put to work in your effort to understand your users’ behaviors. With Hotjar, you can track visitor clicks and scrolls, including exact mouse movements. You can also watch user sessions and collect user feedback with on-site surveys. With this information you can optimize your site for conversions by moving, adding, or removing features that cause friction.
#7 Google Optimize
- Price: Free option available. Contact for details.
Google Optimize is an add-on that works with Google Analytics to provide UX design improvement suggestions. Though Google Optimize, you can test different variations of your website, to see which version leads to the most conversions. You can do this through A/B, split, and multivariate tests. If you’re used to Google Analytics, this may be any easy tool for you to integrate into your site as well.
#8 Optimizely
- Price: Contact for details.
Optimizely provides fantastic digital experience optimization through personalization and experimentation. The experiment services they offer include A/B, multivariate, and server-side testing. Through this process, Optimizely allows you to improve your user experiences with data-driven insights. Some of the companies that trust Optimizely for their website testing include IBM, Stubhub, and Gap.
#9 Smartlook
- Price: Free option available. Paid options start at $31/month
Smartlook is another useful platform through which you can track visitor data and visualize customer journeys on your site. Smartlook offers heatmaps, session recordings, event statistics, and customizable reporting features. Additionally, you can integrate Smartlook with your favorite website and web tools, such as Shopify, Google Analytics, and Mixpanel. Through their services, you can better visualize customer behavior and improve the flow of your site.
#10 Inspectlet
- Price: Free option available. Paid options start at $39/month
Inspectlet is another handy tool you can utilize in your quest improve your website and boost conversions. While you can do the standard behavior-tracking with Inspectlet (heatmaps, session recording, etc.), the unique value proposition Inspectlet brings to the table is their filtering toolset. You can filter by behavior, such as new and returning visitors, visit duration, navigation path and more. Further, you can filter individual users by email or ID.
#11. Clicky
- Price: Starts at $23/month
Clicky is a simpler version of behavior tracking software you can apply to your site. With Clicky, you can track visitor actions through spreadsheets and heatmaps. The spreadsheets will tell you the ID, actions, visit duration, and referral source of the visitor. Heatmaps, on the other hand, will show you where visitors are clocking on each page of your site. In addition to these features, Clicky offers website analytics tools as well.
#12 Contentsquare
- Price: Starts at $23/month
Contentsquare (formerly Clicktale), is yet another great platform for analyzing visitor behavior, and ultimately improve your site. Contentsquare helps you understand the why behind your visitor data. It provides you with heatmaps to visualize clicks, scroll-depth, engagement, and more. With this information, you can clearly see where errors occur and optimize your site to avoid them. Contentsquare is trusted by companies such as T-Mobile, Walmart GoPro, and more.
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Visitor Identification Tools
These tools help you identify who the visitors to your website are. You can use them to track leads, identify visitor segments, identify company visitors, and ultimately take action. If you’re in marketing, you can use this information to improve your digital marketing campaigns. Say you notice a lot of conversions from a certain region, you can then use this information to spend more of your marketing budget there. If you’re in sales, you can use this information to chase warm leads who may have visited your site. Visitors are usually tied to an IP address, but can be identified by email address as well. Some of these companies will even give you the visitors contact information.
#1 Lead Forensics
- Price: Contact for details.
Lead Forensics helps you identify the anonymous traffic to your website. They can deliver you a visitor’s business name, contact info, demographic, search behavior, and even their financial data. This info helps you gain a competitive edge as you can now target the leads you care about most. It also helps you maximize sales within your predetermined marketing budget. Lead Forensics has received numerous awards for the services, all of which can be easily integrated with your favorite CRM, such as Salesforce.
#2 netFactor VisitorTrack
- Price: Starts at $199/month
VisitorTrack is a website visitor tracking software provided by netFactor. You can use their predictive marketing analytics to combine visitor identification with buying intent, which can help speed up your conversion cycle. Another useful feature of VisitorTrack is the database in which they store visitor information, which allows you to contact any visitor you like. As you can see, VisitorTrack will help you capitalize on warm leads that have expressed buying intent so you never miss an opportunity to close a sale.
#3 Leadfeeder
- Price: Free option available. Paid options start at $63/month
Leadfeeder is another great tool to help you figure out who exactly is spending time on your website. With Leadfeeder, you can identify companies that are visiting your website and transforms them into warm leads to improve your sales pipeline. Instead of anonymous traffic, you will see actual company names. With this information in your arsenal, you can spend your time more effectively, focusing only on high-value prospects. Leadfeeder will even automate this process and send these leads to your CRM.
#4 Leady
- Price: 14-day Free Trial. Paid options start at $39/month
Leady looks at your website traffic to identify company visitors. Leady will also provide you with full company profiles of these visitors so you can review their fit and contact the decision-maker at the company. You can also use Leady to analyze in-app behavior to increase sales and decrease churn. Leady will connect with your favorite CRM and over 750 other website tools you may use. The service is used and trusted by companies Office Depot, Samsung, and Foxconn.
#5 Visitor Queue
- Price: Starts at $23/month
Visitor Queue is yet another helpful tool you can use to help track company leads that visit your site. Visitor Queue will discover the name, contact details, and user data of the companies that visit your site. Visitor Queue knows that 98% of visitors leave your website without converting. That’s why it aggregates your visitors’ contact information so you can reach out and complete the conversion. These are leads that either have a demonstrated interest or buying-intent, which allows you to make them a high priority in your sales efforts.
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Website Analytics Tools
Website analytics tools let you optimize your website based on visitor behavior. It provides you with large data sets that you can segment in many different ways to draw insights about performance. Many of these tools do many of the same things Behavior-Tracking tools do, while some fall short of the same level of qualitative analytics.
#1 Google Analytics
- Price: Free option available. Premium for $150K/year.
Google Analytics gathers all of the data your website traffic provides and breaks it down into demographics, device, and visit qualities. With Google Analytics, you can better understand the performance of your marketing, as it will show where your visitors are coming from. As you may have guessed, it works hand-in-hand with Google Ads. Google Analytics will also help you figure out how your products and site content is performing.
#2 Kissmetrics
- Price: Starts at $299/month.
Kissmetrics is another great option you can use for your website’s analytics. Kissmetric provides analytics on visitor behavior and the ability to endlessly segment the data. However, with Kissmetrics you can do more than optimize your website. You can also increase conversions, customer engagement, and customer retention. They even offer email campaign automation for you to follow up on identified leads.
#3 Woopra
- Price: Free option available. Paid options start at $999/month.
Finally, we come to our last tool to help improve your website performance – Woopra. Woopra offers a suite of services based on three pillars: Unify, Analyze, and Engage. Woopra helps unify your data by tracking it across every touch point, from sales to support. It also helps you analyze your website traffic by breaking down customer journeys, trends, retention, and more. Finally, Woopra will help you engage with your website users with built-in triggers to connect with qualified leads.
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Conclusion
There you have it, 20 tools to help you track user behavior, identify visitors, and analyze website data on your website.
You can use behavior-tracking tools if you want to optimize the features and layout of your site, which is called UX design. With these tools, you can view heatmaps to see where exactly users are clicking and scrolling. You can also review session recordings to get a full picture understanding of why users click and scroll the way they do.
You can use visitor identification tools if you want to know who exactly your website visitors are. These tools can identify which companies are taking a look at your site and track their journey to understand their intent. These tools will then deliver you the contact information for only high value leads so you can focus on them, saving you time. This is super helpful in you’re in B2B sales or marketing.
Finally, you can use website analytics tools if you want to more of a broad understanding of all of your website traffic. With these tools, you can discover trends, track ad spend, and break this data down into easy-to-understand reports.
With these tools, you can supercharge your site for conversions, while also cutting costs on marketing and time.