The term website visitor tracking can mean several different things. Specifically:
- It can mean tracking visitor behavior on the site: Where people click, how long they spend on certain pages, and how that behavior differs by user type, demographic, referring source, and other user attributes.
- It can mean understanding visitor identity: Most tools can’t identify individuals, but they can identify companies, regions, and other vital information about website visitors that helps B2B companies market better to their prospects.
- It can mean measuring website analytics: This includes traditional website analytics tools and more advanced ones that can track the behavior of user cohorts, funnel analytics, and more.
These are very different use cases and they require entirely different visitor tracking software stacks. So, instead of listing a bunch of tools in one long list (like many other articles do), we thought it would be more useful to break our list down into these 3 buckets—so you can find the tool you need for your specific use case.
If you want to understand the behavior of users on individual web pages, look at the first section.
If you’re a B2B company interested in tracking repeat visits from specific companies or target accounts, check out the second section.
If you want to track stats and KPIs on your site (similar to Google Analytics) or take a more advanced look at those metrics through the lens of funnels and cohorts, jump down to the third section.
Note: Want to better understand your website visitors and their behavior on your website? Sign up and try Crazy Egg free for 30 days to get access to visitor behavior tracking software that’s built to help you optimize your site.
Website Visitor Behavior Tracking Software
Purpose: When you want to know what visitors are doing on your website.
In order to optimize your website for KPIs like user experience (UX) and conversions, you need to understand how visitors behave on your site — and how changes to your website affect that behavior. The tools below help you understand anonymous website visitor behavior from a few different angles.
1. Crazy Egg
- Price: Starts at $24/month
- G2 rating: 4.2 out of 5
We started Crazy Egg in 2006 with the goal of helping companies understand and track the behavior of their website visitors. We’ve been focused on this exact use case for 15 years, and we’ve spent that time building detailed features to help marketers better understand website behavior.
Our tool includes five different kinds of Snapshots (that’s what we call heatmaps and clickmaps) that help you dig into and better understand the visitor behavior that drives other website metrics.
Our five different visitor tracking reports include:
- Heatmaps: show you where, and at what frequency, visitors are clicking on a given web page.
- Scrollmaps: show you how far down the page users typically scroll before they leave the page.
- Confetti Report: enables you to dig into your click data, showing how it varies across up to 22 different visitor characteristics.
- Overlay Report: shows that same breakdown of user behavior across 22 dimensions (including custom dimensions) for each clickable element on a given page.
- List Reports: emphasizes numbers over visuals — you’ll see a breakdown of how many website visitors click on a given page element (including pop-ups and other moving elements).
Taken together or individually, each of our Snapshots gives marketers access to valuable visitor tracking information you can use to optimize your website for UX and conversions.
- You can identify whether or not website visitors are tracking with your ideal website or customer journey.
- You’ll know which elements on a given web page your website visitors interact with, plus how that changes across different segments of visitors.
- You can tease out how engaged visitors to a particular page are and learn key details about where they came from and which visitor characteristics they share.
Note: Want to better understand your website visitors and their behavior on your website? Sign up and try Crazy Egg free for 30 days to get access to visitor behavior tracking software that’s built to help you optimize your site.
2. Mixpanel
- Price: Free plan; paid plans start at $89/month
- G2 rating: 4.2 out of 5
Mixpanel is a full-featured user behavior tracking tool that helps marketing and product teams better understand their users. It includes features to help you gauge the success of new feature launches and quickly visualize key data. Plus, with their User Profiles feature, you can get in-depth information on users — including who they are, and where they may be hitting roadblocks with your product.
3. VWO Insights
- Price: Starts at $169/month
- G2 rating: 4.2 out of 5
VWO is the enterprise solution for tracking visitor behavior and optimizing your website. The VWO Insights product includes features like conversion funnels, on-page surveys, and session recordings that can help you get to the heart of visitor behavior and the why behind it. Plus, you can use Insights together with VWO’s other products for an end-to-end experience optimization tool.
4. UserTesting
- Price: Contact UserTesting for pricing details
- G2 rating: 4.5 out of 5
UserTesting is one of the tools we recommend when marketers are looking for more qualitative website visitor tracking. With UserTesting, you can connect with your actual audience and get complete session recordings as they navigate your website and perform specific tasks — meaning you can get at more of the why behind visitor behavior.
5. FullStory
- Price: Free plan; contact FullStory for paid pricing details
- G2 rating: 4.4 out of 5
FullStory is one of the best visitor behavior tracking tools for support and product teams. The software automatically detects areas where your customers are struggling inside your product or app. Then it helps you identify high-impact areas that have a larger effect on your revenue and retention — so you can pinpoint and prioritize the most impactful changes.
Website Visitor Identification Tools
Purpose: When you want to understand who your website visitors are.
For B2B companies in particular, figuring out who is visiting your website is just as important as knowing how they behave on your site. The tools below help marketers and salespeople alike identify the companies that are visiting their website (usually by IP address) and get access to key visitor information. Plus, they help you tie behavior (such as pages visited, number of visits and page views, and time spent) to each company.
6. Leadfeeder
- Price: Free plan; paid plan starts at $55/month
- G2 rating: 4.7 out of 5
Leadfeeder’s identification and visitor tracking software helps marketing and sales teams identify and convert more leads. With account-level visitor identification, every visit from an employee is tied back to the company name. Plus, with integrations for popular CRMs (such as HubSpot, Salesforce, and Pipedrive) and LinkedIn Sales Navigator, sales reps can add identified website visitors right into their outreach process.
7. Act-On
- Price: Starts at $900/month
- G2 rating: 4.1 out of 5
Act-On includes tons of features that make it a full and capable marketing automation tool. Within that, their account-based marketing (ABM) features help salespeople with prospecting by identifying website visits from key target accounts. Plus, with Activity Roll-up, reps can get a full picture of how an account is interacting with the website, other marketing campaigns, and sales outreach.
8. Lead Forensics
- Price: Contact Lead Forensics for pricing details
- G2 rating: 3.6 out of 5
With Lead Forensics, B2B companies can identify new sales leads in real time as they visit your website — you can even get access to key details such as company size, contact information (such as phone numbers and social media), and search behavior. Lead Forensics also includes automatic lead scoring based on multiple criteria that triggers instant notifications to flag your ideal customers.
9. Leady
- Price: Starts at $39/month
- G2 rating: 4.8 out of 5
Leady takes the visitor identification game to a different level than the rest by identifying company and individual visitors, too. They’re also one of the few web visitor tracking tools that provide support for B2B lead generation and in-app product behavior. So you can track visitors as they become users and beyond — from end to end.
10. netFactor VisitorTrack
- Price: Contact netFactor for pricing details
- G2 rating: 4.7 out of 5
netFactor’s VisitorTrack software brings in more buyer intent details from across the web than any of the other identification and visitor tracking software on our list. Their Company Surge feature tracks your website visitors across the web — so you can pinpoint those with the highest buying intent and reach out with the right message at the right time.
Website Analytics Tools
Purpose: When you want to zoom out and get an aggregate view of your website’s performance.
When it comes to visitor and website traffic tracking, there’s actually a lot you can learn from traditional website analytics tools — if you choose the right software and know how to use it. The tools below offer a broad range of website analytics with some visitor tracking features thrown in.
11. Google Analytics
- Price: Free
- G2 rating: 4.5 out of 5
The free version of Google Analytics offers key audience and behavior website metrics as well as segments such as audience demographics, devices used, and new versus returning visitors. With more advanced features such as the Behavior Flow report, you can actually learn a lot more about who your website visitors are and how they behave on your site, which many Google Analytics users may not realize.
12. Kissmetrics
- Price: Contact Kissmetrics for pricing details
- Capterra rating: 4.3 out of 5
Kissmetrics offers more advanced cohort analytics, built specifically for ecommerce and SaaS businesses. The tool enables marketers and product teams to tie all website behavior to a real person and see their entire journey, even across devices. Plus, with cohort analysis, you can use the behavior of real users to identify and target your most valuable customers and quality leads.
13. Woopra
- Price: Free plan; paid plans start at $999/month
- G2 rating: 4.4 out of 5
With features for optimizing your web, mobile, and product experiences, Woopra is one of the most comprehensive web analytics and visitor tracking tools on our list. Their People Profiles enable you to take a closer look at real users and website visitors and get to know them on a deeper, more qualitative level.
14. SimilarWeb
- Price: Free plan; contact SimilarWeb for paid pricing details
- G2 rating: 4.1 out of 5
SimilarWeb approached website visitor tracking from a different angle than the rest of the solutions we’ve mentioned so far — by looking at your competitor’s website. With SimilarWeb’s Research solution, you can benchmark the makeup of your customer base and website visitors against competitive websites. Plus, you can identify the content and websites your visitors (and your competitors’ visitors) find most engaging across the web.
The Right Website Visitor Tracking Software for You
When it comes to website visitor tracking, the software tools that work best for you will very likely be different than the visitor tracking stack any other company uses — because they should be tailored to your unique needs and the gaps in your existing stack.
Whatever those needs are, the tools above can help you better understand who your website visitors are and how they behave across your site and the rest of the web. Then, you can get to optimizing your website and marketing to boost conversions and create a better experience for visitors.
Note: Ready to better understand your website visitors and their behavior on your website? Sign up and try Crazy Egg free for 30 days to get access to visitor behavior tracking software that’s built to help you optimize your site.
