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Website tracking

Your website is a mysterious area where people come, then something happens and purchases are made. Most companies don’t know how the client behaves on their website. All aspiring entrepreneurs ask the question: "How do I know what a visitor is doing on my website?"

The easiest tools to find out this information are Google analytics and Website tracking software. They will give you an idea of how many people were on your site and what pages they visited.

But there’s one problem.

There will be a big picture of all users, but in most cases, salespeople want to understand which pages a particular “John Brown” visited, how much time this John Brown spent on the website. Such technology exists and it’s called website tracking or site tracking.

Site tracking

This functionality is available in some CRM systems and tools for marketing automation.

The system saves all the pages that the user of your site has visited. Thus, you can understand what is interesting to this user, which sections of the website he visits more actively. Further, on the basis of this data, you can build different automation and send personal emais.

(Site tracking in ActiveCampaign)

This feature is very helpful for sellers. Before calling a customer, they can look at which pages of the website the client has visited, what content he has interacted with, and what is interesting for him now.

It’s much easier to start a dialogue with a customer when you know what he needs and what he is interested in right now. This feature is most effective if you deal with content marketing and your website contains a lot of useful information.

Automation based on Website tracking

Website tracking is one of the core functions of all marketing automation software. Thanks to it, you can do extremely deep segmentation.

The software can track how many times a client has visited a certain page, whether he has been on a specific page. Also, it can build a combination of different parameters. Different tools have different segmentation capabilities.

(Example of segmentation in ActiveCampaign)

Visits to certain pages can be a trigger for the start of some kind of sales funnel or automation. Let's imagine that we want to set a task for the seller when the lead visits the product description page more than two times. There can be a lot of various options.

Site tracking works well paired with Lead scoring. After each visit to the page, you can add 1 point to the client. Thus, the more pages he visits, the more points he gets. Then sellers can filter leads by points and call those who are closest to buying.

There are several filter options. By URL and by domain. You can track only those pages that contain certain URL parameters.

Let's imagine that I have 1000 pages on my website.

But I want to run automation only when a user visits CRM related pages. Even if the page URL had other letters, let’s say, the system will track all actions on these pages

This feature is useful when you have page categories. For example, you have an online store and you have goods for men and women. It’s unlikely that the mailing about fishing equipment will interest a woman, just as a mailing with a new lipstick won’t interest the male audience.

Also, you can set different lead scoring for categories. For example, a user can have 100 points in the “All for fishing” section, 48 points in “All for Hockey” and 5 points in “Clothes”. There can be a lot of combinations. Thanks to website tracking, you can segment your subscribers in great detail.

Is it legal?

If it's in your marketing automation software, then it's legal. The system starts tracking your actions only after you have left your contact information, registered and made a double opt-in confirmation.

Surely you have come across a situation when, after registration, you receive a confirmation letter by mail. You click “confirm” and completely agree to the subscription.

This is double opt-in.

At the moment of confirmation of the subscription, you click on the link in the letter, thereby confirming your intentions. Cookies are inserted into your browser and begin to track your actions on this website. Also, the system can start tracking the user with a single opt-in, but only after the first click in the email.

Articles — Case study
ActiveCampaign is a marketing and sales automation platform that helps growing businesses meaningfully connect and engage with their customers. Its SaaS platform enables businesses to create optimized customer experiences by automating many behind the scenes processes and communicating with their customers across channels with personalized messages.