Benefits of Website Tracking

Tracking the most popular pages is extremely helpful, as it reveals the interests of your target audience. Of course, the top page in this report will always be the page where the tracker directed the viewer—in this case, the white paper sign up form. However, seeing the next pages in this list tells you specifically what this group of visitors (who were interested in the white paper) were interested in. Did they go to the FAQ section; did they go to the pricing page; or did they read testimonials? Reviewing such specific trends can be quite revealing; it can help craft future efforts or refine website content.


The tracking report can also help salespeople know who to pursue first. The newsletter tracker report provides the email addresses for each session. Salespeople can examine the report and view the top respondents (the people who looked at the most pages and returned most frequently) to determine priority for follow-up calls.

In this particular case study, since the other trackers directed users to a white paper request form, many of the "generic IDs" will also contain the visitor's email address. In order to request the white paper, they must fill out a form and provide their email address. The tracking system associates their email address with their ID and includes this information in the report. As an added benefit, a salesperson is allowed to "look up" that user's session information before contacting them. They will be able to see exactly what the user viewed, and will be able to focus their conversation with the prospect accordingly.


The advanced tracking tools allow the capability to generate email alerts whenever a tracker is initiated. This capability may be turned on or off depending on the number of people to whom you are marketing. If your newsletter reaches thousands of people, you probably do not want to flood your inbox with hundreds of tracker alerts. However, if your marketing effort is more focused, you can assign an alert email address to any tracker, so that you will receive an email alert when a visitor clicks on an email link or uses an alias tracker. The email would include the email or ID of the visitor, information about the tracker they followed, the time they hit the site and a link to their particular session data so you can review what they've seen.   next >