Website visitor tracking can refer to many things. Specifically:

• This can be used to track visitor behavior on the website: What pages they click on, how long they spend there, and how this behavior differs depending on user type, demographic, referral source, and other attributes.

• It could also mean understanding visitor identity. While most tools cannot identify individuals, they can identify regions and companies. This helps B2B companies to market to their prospects better.

• It could also refer to measuring website analytics. This includes both traditional website analytics tools as well as more advanced ones that track user behavior, funnel analytics, etc.

These use cases are different and require different visitor tracking software. Instead of listing all the tools in one list, as many articles do, we decided to break down our list into three buckets. This will allow you to find the right tool for you.

The first section will help you understand how users interact with web pages.

The second section is for B2B companies that are interested in tracking repeat visits to specific accounts or companies.

You can track stats and key performance indicators on your website (similar to Google Analytics), or you can look at these metrics through the lens of cohorts and funnels.

Software to track website visitors’ behavior

Scope: To find out what your visitors are doing on your site.

To optimize your website for KPIs such as conversions and user experience (UX), you must understand how visitors behave on your website. Also, how changes to your website can affect this behavior. These tools will help you to understand anonymous visitor behavior from several angles.

1. Mixpanel

• Price: Get a free plan, paid plans start at $89/month
• G2 rating: 4.2 of 5

Mixpanel enables marketing and product teams to better understand their customers. You can use it to quickly visualize key data and help you measure the success of new features. You can also access detailed information about users with the User Profiles feature. This includes their identities and any roadblocks they might face with your product.

2. VWO Insights

• Price: Starting at $169/month
• G2 rating: 4.2 of 5

VWO provides an enterprise solution to track visitor behavior and optimize your website. VWO Insights features such as conversion funnels, on-page surveys, and session recordings can help you understand visitor behavior and why it happens. Insights can be used in conjunction with other VWO products to optimize your experience.

3. UserTesting

• Price: Contact UserTesting for pricing details
• G2 rating: 4.5/5

UserTesting We recommend this tool to marketers interested in qualitative website visitor tracking. UserTesting allows you to connect with your audience and record their sessions as they navigate your website or perform specific tasks. This gives you more insight into visitor behavior.

4. FullStory

• Price: No cost plan. Contact FullStory to get details about the paid pricing.
• G2 rating: 4.4 of 5

FullStory provides the best tools to track visitor behavior for support and product teams. The software automatically detects where customers are having problems with your app or product. It then helps you to identify high-impact areas which have a more significant impact on your revenue or retention. This allows you to prioritize and pinpoint the most important changes.

Website visitor identification tools

The purpose of this questionnaire is to identify the people who visit your website.

B2B companies especially need to know who is visiting their website and how they behave. These tools allow salespeople and marketers to identify which companies are visiting their site (usually by IP address), and access key visitor information. They also allow you to tie behavior (such as pages seen, page views, and the number of visits) to each company.

5. Leadfeeder

• Price: No cost plan, paid plans start at $55/month
• G2 rating: 4.7/5

Lead feeder’s visitor tracking and identification software allow sales and marketing teams to identify more leads and convert them. Every visit by an employee can be tied back to their company name with account-level visitor identification. Sales reps can also integrate popular CRMs like HubSpot, Salesforce, and Pipedrive, so they can add known website visitors to their outreach process.

6. Act-On

• Prices: Starting at $900 per month
• G2 rating: 4.1 of 5

Act-On has tons of features that make it an effective marketing automation tool. Their account-based marketing features (ABM) help salespeople prospect by identifying key accounts who have visited their websites. Activity Roll-up gives reps a complete picture of how each account interacts with the website and other marketing campaigns.

7. Lead Forensics

• Price: Contact Lead Forensics for pricing details
• G2 rating: 3.6 of 5

Lead Forensics allows B2B companies to identify potential sales leads as soon as they visit your site. You can also access key information such as company size, contact information (such as phone numbers, and social media), search behavior, and more. Lead Forensics includes automatic lead scoring that is based on multiple criteria. This triggers instant notifications to flag ideal customers.

8. Lead

• Prices start at $39/per month
• G2 rating: 4.8/5

Leady elevates the visitor identification game beyond the rest. It can identify individual visitors and companies as well. They are also one of few web visitor tracking tools that supports B2B lead generation as well as in-app product behavior. You can track users as they become users and to the end.

9. netFactor VisitorsTrack

• Price: Contact netFactor for pricing details
• G2 rating: 4.7/5

netFactor’s Visitors Track software collects more information about buyer intent from the internet than any other visitor tracking and identification software. Their Company Surge feature monitors your website visitors throughout the web, so you can identify those with the highest buying intent and send the right message at just the right moment.

Website Analytics Tools

The purpose of this zoom is to get a comprehensive view of the performance of your website.

You can learn a lot from traditional website analytics tools when it comes to visitor tracking and website traffic monitoring. However, it is important to choose the right software and be able to use it properly. These tools offer many website analytics features, with some visitor tracking options.

10. Google Analytics

• Get a Free Price
• G2 rating: 4.5/5

The Google Analytics free version provides key audience and behavior website metrics, as good segments such as audience demographics and devices used. It also shows segments like new and returning visitors, as well as segmentation information such as audience demographics and device usage. You can learn a lot about your website visitors and their behavior on your site with advanced features like the Behavior Flow report. This feature is not available to many Google Analytics users.

11. Kissmetrics

• Price: Contact Kissmetrics for pricing details
• Capterra rating : 4.3 out 5

Kissmetrics provides more advanced cohort analytics designed specifically for ecommerce businesses and SaaS companies. This tool allows marketers and product teams to link all website behavior to a person and track their entire journey across devices. You can also use cohort analysis to analyze the behavior of real users to target and identify your most valuable customers.

12. Woopra

• Price: Get a free plan, paid plans start at $999/month
• G2 rating: 4.4 of 5

Woopra offers features to optimize your web, mobile, and product experiences. It is one of our most powerful web analytics and visitor tracking tools. You can get a better understanding of real users and visitors to your website by using their People Profiles.

13. SimilarWeb

• Price: No cost plan. Contact SimilarWeb to get details about paid pricing
• G2 rating: 4.1 of 5

SimilarWeb approached website visitor tracking from a new angle than any of the other solutions we’ve discussed so far. We looked at the websites of your competitors. SimilarWeb’s Research solution allows you to compare your website visitors and customer base against other websites. You can also identify which websites and content your visitors (and those of your competitors) find most interesting across the internet.

The right website visitor tracking software for you

Website visitor-tracking software tools will likely differ from the visitor-tracking stack used by other companies. This is because they are tailored to your needs and fill in the gaps in your current stack.

These tools can help you understand your website visitors and their behavior across the site and on the internet. You can then optimize your website and market to increase conversions and provide a better user experience.