Google Analytics is a powerful free tool
that offers a substantial analytics package that is sufficient for most
businesses. However, one area that
Google Analytics comes up short in is lead generations. Why does this matter? Well, for most businesses, understanding who
your customer is and where you can reach them is of critical importance. Yet, there is often the gap of who the
customer is and how to reach them.
While Google Analytics paints half the
picture, there are paid web-based retailers that take web analytics one step
further and help companies identify prospective customers and provide the tools
to reach them. This post will explore one of these online retailers—VisiStat—and
uncover what techniques the company is using, how they are using the data they
collect, and insights into what other information and metrics they could be
using to improve their overall analytics offerings.
VisiStat “is a cloud-based webanalytics/customer intelligence platform that captures complex analytical datain real-time, and simplifies it specifically for small and medium-sizedbusinesses enabling well-informed business decisions that maximize onlinemarketing effectiveness and increase sales opportunities”. VisiStat makes it easy
for any business to implement with a simple tracking code that is installed on
a company’s website. The design interface and dashboard is easy to navigate and
has won industry praise for its simplicity and design.
Once installed, VisiStat offers a myriad
of tools, including standard metrics found on Google Analytics. In addition to being able to track users,
page visits, geo mapping, and other metrics found on Google Analytics, VisiStat
then goes above and beyond with several advanced analytics tools. “VisiStat seems to provide just the rightlevel of data on a site's traffic. Its main reports are graphical and easy toread. You get good information on traffic and where it comes from (bothgeographically and from which referral sites) and also excellent data on whichsearch terms are leading people to your site”. Here is a look at what VisiStat offers on its
website:
In addition to standard website
analytics, VisiStat is able to use click-tracking to see where customers are
going on a page and how they are interacting with a website. This lets a business see if customers are
using the website how it was intended/designed for, or if there are flaws that
need to be addressed. It also helps identify the quality of the leads generated
by allowing a company to prioritize leads to pursue based on time spent on the
website, pages visited, or offers downloaded. The software also has the ability
to report users in real-time (Google Analytics has a four hour delay); “Livesite monitoring sets this service apart from the competition. In this pricerange you'll find no other solution that shows you who is on your site rightnow and what they're doing. VisiStat has also added the ability to track useridentity on sites that require authentication, letting you record friendlyaccount names rather than IP addresses”.
This segues into the VisiStat’s main
competitive advantage over Google Analytics—lead generation. VisiStat is able to go beyond basic metrics
and conversion funnels by identifying who users are, how they are using the
site/what they are interested in, and allowing you to sync that up with a
customer relationship management software program like Salesforce in order to
make contact and increase ROI. “The Live Leadsreport in the Lead Capture (aka LeadCaster) tool tells you who is visiting yoursite right now. Not only will the Live Leads report show you the visitor’s IPaddress, but integration with Salesforce’s Jigsaw business database pulls inbusiness details as well – including business name, website, address andcontact information for individual employees”. Here is what the lead generator screen looks
like:
VisiStat’s lead generation tools
collect several pieces of user information and put them together in easy to
read reports that sync up with CRM software for maximum efficiency. For example, if someone visited VisiStat, the
company could see how they used the website, how long they were there, what IP
address they came from, use the “jigsaw” generator to cross reference companies
and provide contact information, then rank the leads in terms of prospects by
company size, geographic location, or sales volume. All of this information also syncs up with
the company’s conversion funnel and ad campaigns virtually rendering Google
Analytics as unnecessary and insufficient.
“The combination of live trafficmonitoring and alerting can turn your Web site into a live market-research toolfor your business. Set an alert on a specific page that will notify you whensomeone visits that page, log in to VisiStat to see who visited and what theywere looking for, and then follow up directly to see if visitors have any questions”. This level of
integration comes at a price—VisiStat is about $250 a month (while Google
Analytics is free), but VisiStat offers so much more and if even just a few
leads a month pan out, it is money well spent.
VisiStat allows companies to integrate all of their web analytics and
lead generation into one seamless tool that is easy to use and easy to prove
ROI.
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