Understanding what visitors are doing on your website is a very important component of your marketing machine, and you are probably familiar with most of the web analytics platforms that are out there today, such as Google Analytics, Webtrends, or Omniture. In fact you probably have an analytics tracking code setup on each page of your web site right now!
What is Web Visitor Analytics?
However the major thing that is missing from the popular web analytics tools is you don’t know what each individual visitor is doing on your website. For instance you have a product page on your website, from your web analytics you can determine that 850 visitors landed on the page last month, and 245 of those visitors picked on a link to watch a video. But can you identify an individual visitor from the 1,000s that visited your site? Where did each visitor go after watching the video? Did they download a white paper? Did they visit your blog or read a customer success story?
This is where Pardot Web Marketing Automation can help you. Pardot is able to track what an individual visitor is doing and how they are using your website.
How does Web Visitor Analytics work?
Pardot seamlessly attaches a cookie to your web visitor’s browser and then tracks their interactions with your site. The visitor reporting will tell you where the visitor came from, and what pages/content they are interacting with. This provides you with immediate insight into what an individual visitor is interested in. In the example Pardot visitor analytics report shown below you can see a list of the pages that a visitor looked at, the type of action carried out , time spent on each page, and the date and time of the visit.
Visitor Website Interactions Report
When a visitor fills out a lead form on your site to gain access to content, like a white paper, or to contact you for a quote; your visitor then becomes a Prospect. Pardot will store each prospect in a hosted web database (Pardot will sync the prospect data with your CRM system, and works with NetSuite, Salesforce, Microsoft Dynamics, and Sugar CRM).
How can Web Visitor Analytics help me?
Every time your prospect returns to your site and interacts with your web content their activity is tracked, as shown in the figure below.
Prospect Activities Report
Pardot can then help you to nurture your prospect with web marketing automation based on the activity with your website. For instance, if a prospect read a specific customer success story, Pardot could then send them a related white paper or product data sheet automatically without them having to fill out another form or make a request. Or your prospect registered for a webinar and downloaded a guide after the event a salesperson in your company could be alerted automatically by Pardot to contact the prospect.
Conclusion
As you can see having web visitor analytics in addition to your existing website analytics means that you can better utilize your web site, understand how visitors use your site, automate your lead generation activities and nuturing campaigns based on how a visitor interacts with your site.
Want to learn more about Pardot? Contact us to schedule a live demonstration or click here to watch a video and download our Web Automation Guide.