If you haven’t been tracking your website data, it can seem overwhelming to push yourself to implement a tracking solution. Fortunately, just like planting a tree, the best time to start is today. The more data you have, the more insights you can gain from your own company and find ways to improve. Here are four ways website visitor tracking allows you to run more efficient marketing campaigns.

1. Data Helps You Find What Works Best

When you invest time and money into generating content for your website, it’s important to make sure you create something that engages people, inspires them to comment or share and that keeps them on your site for as long as possible. Tracking your website data makes it easy to see which pages people engage with the most and the pages that inspire zero response.

When analyzing your data, look for pages that keep people on your site the longest and that have the lowest bounce rate. The top performing pages are essentially blueprints for your marketing team to create more successful content. Instead of playing a guessing game you already know that your audience will enjoy similar content to your best-performing pages.

2. Tracking Allows You To Narrow Down Intent

One of the toughest things to quantify when it comes to analyzing your website visitors is their intent when visiting your site. If you know what people hope to get out of your site, you can organize your content in a way that adds value to new visitors.

Narrowing down intent gives you some context to your visitor’s interests and purpose for visiting your website. This knowledge allows you to use language that resonates with your visitors and customize your offers to appeal more to their interests.

Analyzing intent is done by tracking mouse behavior, where people click the most, what they searched to get to your site and how much of your content they actually read. Studying how people engage with your site makes it easier to create a better experience for them.

3. Data Gives You The Opportunity To Optimize For The Best Platform

With mobile devices becoming more popular, it’s almost sacrilegious not to have your website optimized for mobile. While you should always have a website that looks good on mobile, it may not be the area where your company should be focusing your efforts. If you notice the majority of your conversions come from desktops or tablets, then you’re much better off optimizing your site for the platform that gives you the most results.

4. Allows You To Determine Where People Abandon Their Shopping Cart

Abandoned carts are painful to any company trying to sell a product, but they can tell you a lot about where you need to improve. By studying on what step people abandoned the payment process, you can make adjustments that will help increase your sales.

Sometimes there are too many pages leading up to the checkout, which gives people the opportunity to lose interest. Other times, the checkout page may not be designed properly and might cause people not to feel secure making a payment. Once you find the page people are leaving your site on, you can make changes that allow for better performance.

Even if you aren’t marketing a physical product, you can still learn from the pages that people are choosing to leave your site on. This allows you to change the call to actions on the page or give them more incentive to continue browsing.

As you can see, there’s a lot to learn from tracking your website data.  Analyzing your website data is an excellent way to improve your content, increase conversions and offer a better user experience to your customers.