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Website visitor tracking software are online tools that help B2B salespeople and marketers identify companies that come to their website. The top visitor tracking tools identify anonymous site visitors, reveal their demographics and web activity, and score and rank them based on these factors. To help you choose the right software for you, we’ve scored the six best tools and highlighted their use cases, pricing, lead generation features, and more.
Here are the six best website visitor tracking software for salespeople:
To figure out the leading website visitor tracking tools in the space, we first divided our scoring criteria into six overarching categories, each consisting of its own weighted subcriteria. Next, we scored each tool out of five total points for each category, and then summed them up to arrive at a total score for each software. The software with the highest overall score was the winner, but each tool has its own specific use case that makes it the best option for certain users.
We first looked into the costs and core visitor tracking features for each tool, knowing that these were the most important factors to consider. Next, we examined their ease of use, integration capabilities, and customer support. Lastly, at the end of our extensive research, we assigned each tool a score based on our expert knowledge of the marketplace.
We looked at the pricing, access to free trials, and the number of unique web visitor reveals supported on the lowest plan.
This accounts for the tool’s web visitor tracking features such as visitor identification, web activity tracking, and lead scoring, and their impact on lead generation.
We looked into user reviews on top tech review sites for ease of use and ease of setup, and assessed each tool’s training resources.
This category covers integration capabilities with CRMs, marketing tools, A/B testing software, and Google Analytics.
We evaluated each tool’s phone, chat, and email options, as well as their average customer service scores on review sites.
This allows us to give an informed, qualitative judgment based on our knowledge of the web visitor tracking space and each individual tool.
Note: All per-user prices are with a one-year commitment unless noted.
Even though some software platforms dominated one category or another, we found that Leadfeeder is overall the most valuable website visitor tracking software for those trying to identify web visitors for purposes of lead generation. Continue reading to learn about each tool’s use cases, pricing, and core features.
Leadfeeder is a B2B website visitor tracking tool that offers robust features at an affordable price.
Leadfeeder is a B2B website visitor tracking tool that identifies the names of companies visiting your site, tracks their page views and other behavior, and scores them based on activity. You can use its database and filtering tools to find decision-makers from the companies visiting your site, and review their profiles to see their job title, contact info, and other intel. With real-time alerts, you also can reach out to hot leads while they’re active on the site.
Unfortunately, Leadfeeder’s free version is severely limited feature-wise and only retains visitor data from the past seven days. If you’re looking for a robust free website visitor tracking tool, check out HubSpot CRM.
HubSpot CRM is a free all-in-one CRM that comes with website visitor tracking functionality.
HubSpot CRM is a top free CRM that comes with strong website visitor tracking capabilities. On all plans, use a tracking code to detect the IP address associated with each page view. In addition to the names of the companies on your site, HubSpot also surfaces firmographics and website activity like downloads or page views, which helps you qualify your visitors. Upgrade to Sales Hub for advanced contact scoring and other cold outreach features.
Although an effective CRM and tracking tool, HubSpot shares only basic information about the companies visiting your site. For more exhaustive profiles of the companies and their decision-makers, check out Leadfeeder, the overall winner, which integrates well with HubSpot.
ZoomInfo is a B2B database that allows you to compare website visitors to your ideal customer.
ZoomInfo is a top B2B database with a powerful web visitor tracking feature called WebSights within SalesOS. In addition to revealing the names and firmographics of companies visiting your site, the tool also offers an intent data feature that allows you to map your ideal customer profile against its massive database to find high-quality leads who are searching for keywords related to your business. This makes it perfect for reps looking to uncover and prioritize top accounts.
Because of its vast array of features beyond visitor tracking, ZoomInfo can be too expensive for some companies. For a more affordable option with similar website visitor tracking functionality, check out Leadfeeder, our overall winner.
Leadinfo is a website visitor tracking software that’s incredibly simple to set up and navigate.
Leadinfo is a B2B website visitor tracking software that helps you discover which companies are visiting your site and see their activity. With access to a large yet navigable B2B dataset and an intuitive, email-inbox-style interface, you can easily keep track of your web visitors and pull up their information quickly. Plus, the setup is painless, and Leadinfo offers one-click integrations with 60+ software, making this sometimes tricky process simpler for everyone.
Although it’s on the affordable side, Leadinfo doesn’t offer a free version for website visitor tracking. If that’s something you want, check out Leadfeeder, our overall winner for its mix of pricing and core features.
Pipedrive is a CRM offering an add-on that identifies anonymous companies on your website.
Pipedrive is a top sales CRM that offers a lead identification add-on called Web Visitors that works well in tandem with its other lead generation and tracking features. Web Visitors reveals companies visiting your site and ranks them based on their activity, like page visits and visit duration. You can then use the CRM’s auto-populating email templates to quickly reach out to the most qualified leads with personalized emails and track these interactions in the platform.
If you already have a CRM but want a website visitor tracking tool that easily integrates with your current one, check out Leadfeeder — it offers tons of seamless integrations and is number one for a combination of cost and lead-generation features.
Leady is a B2B identification tool that reveals in-depth info on both the individuals visiting your site and their companies.
Leady is a website visitor tracking software that reveals both the companies and the company representatives who visit your site, thereby helping sellers target specific individuals. Aside from illuminating the person’s name, Leady also provides you with information about their email address, job title, and other details for personalized outreach. You can even tap into the tool’s lead source data to learn how a lead arrived at your site, be it through an ad or organic search.
Although affordable for most businesses, Leady is without a free version. For free website visitor tracking, consider heading over to HubSpot CRM, which allows you to track the web activity of contacts who have filled out a web form.
Website activity tracking software should enable you to reveal the identities of anonymous companies visiting your lead generation website, track their web behavior, and rank them based on a variety of factors. These features help you find leads, qualify them, and reach out to them in a personalized, timely manner. That said, any one of the above six tools would make a great addition to your business’s lead generation software stack.
Sam is a former SaaS sales rep turned freelance writer. He spent his career selling real estate technology to C-suite executives before switching over to blogging, where he now covers sales, marketing, and small business topics. Sam specializes in lead generation, lead nurturing, and deal closing articles for Selling Signals. When he’s not researching the latest sales trends, he’s either penning short stories, hiking, or reading in NYC’s Washington Square Park.
Selling Signals delivers actionable advice for sales and marketing professionals. Learn strategies that help you hit targets, strengthen customer relationships, and win more business. Get expert advice on lead generation, sales processes, CRM software, sales management, and account management directly to your inbox.
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