Website Visitor Identification Process: Best Tools, Practices, and Opportunities


    Finding potential customers and converting them into high sales figures is not an easy task for companies operating in the B2B environment. In most cases, about 98% of website visitors remain anonymous and do not share their contact information with the websites they visit. Knowing which companies visit your website and which pages they are interested in helps marketers generate B2B leads. Website visitor discovery software helps marketers get more leads by identifying the businesses they want to reach out to. Identifying unknown users on your website allows you to analyze visitors more deeply and increase the current performance indicators of marketing campaigns conducted by your business environment.

    What is a visitor ID?

    Visitor ID (also known as Anonymous Website Visitor ID) is an efficient account-based system that enables many business environments to quickly identify website visitors by matching the visitor’s IP address to address databases. The visitor recognition program offers the following features:

    • Site browsing information: companies visiting the site, pages visited, and time spent on the site;
    • Company contact details: contact details of key decision-makers in the visitor’s company;
    • Other valuable business information: Some vendors also provide technical and business data to help companies provide more accurate answers.

    Why is visitor identification so important now?

    Only 2% of Internet visitors fill out the contact form presented on the company’s website. By targeting visitors, businesses can reach other interested businesses and increase the quality of their leads. This is important for the following key reasons. As competition increases in all industries, helping marketers understand the likelihood of a visitor buying is invaluable in the B2B environment. Traditional web analytics and lead generation tools don’t provide the business or contact information your leads need. Website visitor identification tools allow companies to reach 98% of visitors who were not previously high-quality leads.

    What are the key benefits of the website visitor identification process?

    Modern website visitor identification software effectively helps companies create a complete profile of their potential customers. This phenomenon helps to launch the right digital marketing campaigns to attract new repeat customers for your business. For example, the technical or business characteristics of a company’s visitors can help a company better understand the companies to which it intends to advertise. By identifying the companies you’re visiting and the specific materials they’re interested in, you can shorten your sales cycle and ultimately get more profitable opportunities to grow your business.

    Account-based marketing

    B2B marketers often use website visitor data as part of account-based marketing (ABM) to reach potential customers. The goal of ABM is to find accounts that are most likely to buy products in a specific business environment so that they can get the most bang for their marketing spend. Knowing the group of visitors, the contact details of the decision-makers, and their interests is a key aspect for the marketing team to achieve the set business and marketing goals.

    Visitors also spend time researching various topics online. This is often referred to as intent data. By combining visitor intent data and visitor information, you can learn more about visitor interests. For example, if you see a certain company on their website but don’t spend time on other companies’ websites, it will generate more interest. Or if this visitor also visits a specific competitor’s website, you can emphasize the advantages of your company over competitors by linking this visitor to your company, all these possibilities are provided by the identification processes of visitors to your web resource and website tracking software, learn more useful and important information about these things on Pearl Diver.

    Make the right move at the right time

    To increase conversion, you need to know where customers want to shop. This is where website visitor tracking comes in handy. Making the right decision at the right time is called a passive or active strategy. Passive strategies require a system that reaches your customers at the most convenient time. This means that we use visitor tracking to see if we can add automated offers, such as pop-ups with special promotional offers. You can set up systems like live chat to track website visitors, create effective real-time marketing strategies, and help customers make purchasing decisions. That way, when you know your potential customers are on your site, you can use live chat, email, and more. You can contact them directly.

    Find out where you lost customers

    You need to see not only where you’re selling, but also where you’re lagging. One key way to do this is to check bounce rates. The bounce rate is the percentage of visitors who came to your site but left without visiting any other page on your site. Through painstaking tracking processes, you can see exactly which pages of your site your customers are visiting and why you think they are only visiting those pages. Once you have this important marketing data, you can use key strategies to reduce bounce rates, such as linking to relevant blog posts and providing customers with valuable information about your products.

    Try new strategies

    Once you start implementing some of the marketing strategies that work, you can pre-test them to see if they work. A/B testing shows users different versions of a website or web page to see which one performs best. Let’s say your goal is to increase sales of a new product. By adding a brightly colored “Buy” button at the bottom or top of the page, you can see if you’re selling more. All this important data is presented according to the actual key needs of your customers and potential users, which is why it is important to understand your target audience through tracking processes before making any changes to your website.

    Significant time savings

    Visitor tracking saves you time and provides more accurate data. First, it saves time by eliminating the need to analyze and sort through thousands of data. Imagine you have thousands of visitors to your website every month, and you need to manually categorize all the data, such as demographics, industry, and page views. You should start by understanding your ideal customer and initial KPIs, but you don’t need to spend thousands of hours of your precious time managing all your data. The less time you spend managing data, the more time you can spend on effective marketing. A smarter marketing strategy is to automate as much of the marketing efforts your business environment can to promote your brand. By saving time on marketing and increasing the level of marketing automation, you will have more time to grow your business and provide the best customer service.