5 Reasons to Use Lead Tracking with Marketing Automation

5 Reasons to Use Lead Tracking with Marketing Automation
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If you want to master online marketing for your business, lead tracking is a must. Lead tracking allows you to see what your website visitors are doing on your website, and how they interact with your company over time. This information tells you what is appealing about your business to a potential customer, and most importantly, how to make it even more appealing. It’s obvious that this is a cornerstone of marketing. Here are 5 reasons you can’t miss out on lead tracking for your business.

1. You Find the Sources that Give the Most Traffic (And Conversion)

It can be really helpful to know where your site visitors are coming from prior to arriving at your site. Knowledge of the origination points is important to help you determine which marketing resources are having the greatest return on investment (ROI). The next step is to measure not just the sheer number of visitors from a given origination point, but also which specific points lead to the best conversion rate.

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2. Check and Find the Most Viewed Pages

If you do not know what your site’s visitors are reading or watching, then you do not know what is engaging them or causing them to leave. By tracking which specific pages your visitors spend time on, click links on, or click links to get to, you can adjust the content on those pages and other accompanying pages to increase the engagement and retention towards purchase.

3. Learn which Calls-to-Action are Most Effective

When creating your site and its content your primary purpose is visitor conversion. Being able to see which content has the highest Call-to-Action (CTA) clicks is the most important for this purpose. By tracking this, your content writers and page designers can continually fine-tune the site content to maximize the conversion rates, for both new and returning visitors.

4. Identify the Visitor’s Route Through the Site

lead tracking

Knowing the route that your visitors take through your site can help you to understand their mindset and how user-friendly the site is for them. Also, by analyzing this (for both individual visitors and in the aggregate), the entire site and marketing strategy can be improved to better serve those visitors, hone their buyer’s journey and improve the user experience.

5. Better Understand Ideal Buyer Persona

Along with understanding the visitor’s typical route through your site, understanding their specific behavior while on the site is also helpful. Mainly, you want to find out when their behavior adheres to or defies your model customer persona. Knowing this will help you increase engagement and conversion. You can use the knowledge to make edits to the site to better align with the buyer’s journey and nurture your leads towards purchase.

Lead tracking provides businesses with vital data that can guide your approach to lifecycle marketing, and help you appeal to your ideal buyer persona. It’s like taking a direct look at the thoughts and behavior of your customers, giving you key clues on how you can provide even better service and information that engages customers. Lead tracking helps bring more visitors to your site, wins you more high-quality leads, and ultimately improves your close rate and sales.