sales strategy

How to identify your website visitors and turn them into buyers?

Liucija Adomaite
LAST UPDATED
June 12, 2024
READING TIME
7 min.

98% of potential leads remain anonymous website visitors.

Your potential customers are hiding in plain sight.

Only 1.8 percent of your website visitors convert, and that's when you have the form ready for them to fill. The bitter truth is–lead gen forms don't work.

Identifying them is crucial in getting the most value out of people who already visit your page.

But how to do it? The good news is that uncovering hidden sales opportunities is simple when you use the right tool.

Turns out, the all-in-one tool exists, and it combines website visitor tracking, a powerful B2B lead database, multichannel campaigns, and personalized cold outreach.

This article explains how to identify your website visitors and target them in a cold outreach campaign to immediately boost your sales.

Buckle up.

Why do you want to identify your website visitors?

Identifying who's visiting your website, what company they represent, and where they are from can unlock multiple opportunities.

In short, identifying people who visits your website helps to boost conversions, nurture high-value leads, increases customer experience, and supercharges your revenue.

Here are the main benefits of identifying your website visitors:

  1. Targeted Sales. Instead of a scattershot approach, you can tailor your marketing and sales efforts to specific leads. Knowing a visitor's company or browsing habits allows you to do multiple things, like prioritizing leads, personalizing website content, and running targeted ad campaigns.
  2. Not all website visitors are equal. By identifying companies visiting your site, you can target decision-makers with the buying power, uncover new sales opportunities, and nurture relationships before reaching out directly.
  3. Increase Relevancy and Personalization. When visitors see content tailored to their needs, they're more likely to engage and convert. Identifying them allows for things like personalized product recommendations, including items or services that complement their browsing behavior. Moreover, you can run retargeting campaigns and targeted email marketing with relevant promotional offers and valuable content for lead nurturing.
  4. Improved Customer Service. Knowing a visitor's past interactions with your site allows for a more personalized customer service experience. Identifying people who come to your website enables you to better address specific inquiries and respond directly to their needs and pain points. Moreover, you are better equipped to offer your potential leads proactive support by anticipating their questions and providing solutions before they arise. Lastly, you can build long-term customer loyalty by creating a positive experience that keeps them coming back for more.
  5. Improved Website Experience. Understanding visitor behavior helps you optimize your website for conversions. By knowing what resonates with them, you can easily improve website navigation, optimize calls to action, and reduce bounce rates.

How does identifying your website visitors increase conversions?

Every person that comes to your site is a potential customer.

Imagine targeting the 98% of visitors who come, scroll your website, and leave without a trace.

You can supercharge your lead generation tactics by identifying your website visitors and finding out the specific info about them.

Based on that info, you can make decisions on when to reach out directly to a specific website visitor, send them a newsletter, run a cold outreach campaign, or make a follow-up if they don't respond.

In fact, you can tailor and personalize your lead targeting approach based on each visitor's profile, which will help you close a deal.

This is what you want to find out about people who come to your site:

  • The exact profile of a company that browses your website, including industry, location, number of employees, and the names of employees plus email addresses.
  • Typical pre-purchase and browsing behaviors allow you to better nurture new website visitors with the same browsing behaviors.
  • Track the visitors that click your pay-per-click ads to see what they do on your site.
  • Identify the page on which a lead converts or leaves your website without converting.

What to do when you identify your website traffic? Turn it into high-value leads

Knowing all the above information will allow you to focus on targeting high-value potential leads for increased conversions.

Here is a step-by-step plan of what you should do after you have tracked your traffic and identified the visitors:

  1. Identifying your website visitors and adding them to your sales funnel,
  2. Syncing them to your CRM to supercharge the conversions,
  3. Passing them to your sales teams for nurturing,
  4. Adding them to your targeted marketing campaigns,
  5. Running them through a personalized cold outreach campaign.

Targeting your website traffic with a smarketing strategy for higher conversions

Having a full 360-degree view of your website traffic after your identified people come to your website enables you to focus on quality leads that best fit your buyer persona.

That means that your sales and marketing can join forces and shift focus on the leads that are most likely to convert. Also known as smarketing, it's an alignment of sales and marketing teams to work together.

According to statistics, when sales and marketing teams work closely together, businesses see a 27% faster profit growth thanks to more closed deals.

This is proven to be a very effective strategy for enhancing the customer journey and increasing sales.

How does identifying your website traffic benefit your cold outreach?

There are several reasons why identifying website visitors is beneficial for cold outreach:

  • Targeted Outreach: Instead of blindly contacting random companies, you can focus on the companies that have already shown interest in your product or service by visiting your website. This allows you to tailor your outreach messages to their specific needs and interests, increasing the chances of a positive response.
  • Higher Engagement: Since these visitors have already interacted with your brand, they're warmer leads compared to completely cold contacts. This means they're more likely to be receptive to your outreach and engage in a conversation.
  • Prioritization: By identifying which companies visit your site most frequently or spend the most time on certain pages, you can prioritize your outreach efforts. Focus on the high-value leads who are more likely to convert into paying customers.
  • Personalization: Knowing the companies visiting your website allows you to personalize your outreach messages. You can mention specific pages they viewed or content they downloaded, demonstrating your awareness of their interests and building rapport.
  • Improved Sales Efficiency: Targeted outreach is more efficient than generic cold calls. You spend less time reaching out to irrelevant contacts and more time on qualified leads, increasing your sales team's productivity.
  • Content Marketing Alignment: Understanding which companies visit your site can help you align your content marketing strategy with their needs. Create content that addresses the challenges they face and showcases your expertise in solving their problems.

What are traditional ways of identifying website visitors

The traditional methods of identifying website visitors include:

  • Website analytics provide a high-level overview but not individual visitor details. The biggest con is that despite knowing how many visitors come to your site, most of them remain anonymous.
  • Email forms are a common way to identify visitors, but they have very low conversion rates, usually below 3%. Many visitors leave unidentified.
  • Real-time engagement tools are also popular in site traffic identification, and they include live chat and chatbots. However, to gain insight they require visitor interaction. It's also considered as a pushy tactic for acquiring information which may damage conversions.
  • Data enrichment tools helps to acquire anonymous visitor data (cookies, IP addresses) and identifiable information (names, companies, contact details) by pullin info from various public and private sources. While they are rather popular, their success is limited because a. many of them rely on outdated data, b. knowing a visitor's name and contact don't guarantee conversion.
  • Third-party IP lookup services can help you automatically track the origin or point of contact for the visitor's IP address with Albacross or HappierLeads. While they're a good starting point, they have a few limitations including inaccurate data makes you target the wrong companies and limited insights and lack of details for personalized targeting. Third-party IP lookup solutions can also be a costly investment with subscription fees or per-lookup charges that can add up rapidly.

The limitations of traditional website visitor tracking solutions

The main problem with traditional ways to identifying website traffic comes down to the fact that they are not scalable. And for the rapidly growing B2B companies this is a deal breaker.

Moreover, traditional website traffic tools are limited in the way that the data you acquire is either inaccurate or irrelevant, or that they feel pushy to the visitors, or that they don't give you a full view, or that they don't lead you anywhere.

Even after you obtain some traffic info with the help of the IP lookup service provides, they don't prepare you for the next and the most important step which is what you do with that information.

Adding the identified visitor data to your sales funnel and running a personalized outreach campaign pushes all the gathered data on the way to a closed deal.

The problem with IP tracking, data enrichment, and lead scoring tools you may want to use for website visitor identification is that it's hard to find one single tool that does everything.

Most tools usually rely on workarounds with Webhook and API calls to send and receive data and connect it to your cold outreach tool.

Target your website visitors with lemlist and turn them into buyers

While we said it's hard to find a tool that does it all, it's not impossible.

lemlist is a powerful solution with 540M+ B2B contacts and advanced filtering that helps you to find your ICPs automatically and adds them to your cold outreach campaigns in seconds.

Now, lemlist has a brand new smart filter to target your website visitors that allows you to identify, enrich, and convert website visitors into buyers.

All in one place. In seconds.

How to identify, enrich, and convert website visitors into buyers in lemlist

By combining website tracking, B2B lead database, and multichannel campaigns all on autopilot but in a human way, lemlist new smart website tracking filter is a game changer for conversions.

No costly ops staff. No switching between 3-rd party tools. No complex processes that slow down scaling.

This is a step-by-step guide on how to turn your website traffic into revenue with lemlist:

✅ 1 Step. Install website tracking script to enable the market's most reliable provider, Snitcher, to identify companies that visit your website

✅ 2 Step. Use the smart filter to get a list of all EU & US companies that visited your website directly in lemlist's B2B lead database

✅ 3 Step. Find relevant people from those companies to reach out to, including their verified emails and other relevant details

✅ 4 Step. Send leads directly to multichannel outreach campaigns that work on autopilot and engage at scale, in a human way

This feature's waitlist is officially open, and there are a limited number of beta testers. Ensure you're the first to get access and convert website visitors into buyers!

Start targeting your website visitors today.

Key Takeaways

Identifying anonymous website visitors is key to landing conversions and boosting sales. It allows you to target the previously anonymous 98% of your website visitors.

These are the people who already expressed their interest in your service or product, and letting them leave your website unidentified is losing money.

Traditional website visitor tracking methods have severe limitations, are not scalable, and do just one part of the job.

lemlist new smart feature emerges as a new all-in-one solution that helps to push identified website visitors into your sales funnel, by adding them to multichannel outreach campaigns.

You can't beat the simplicity of it.

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AI evaluation precision, gamified KPIs
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Sales operations and finance teams
Powerful configurability
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Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
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Not publicly available
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Connected planning
Complexity and steep learning curve
4.6
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Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
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Not publicly available
Companies who want to automate commission calculations and payouts
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4.8
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Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
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Smaller sales teams
Powerful automation
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Not publicly available
Companies with scalable needs
Automated Commission Calculations
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ERP vs. CRM
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CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
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Free Plan
Pricing
4.65
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star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
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Lack of tracking system
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Team: $20/month
Business: $45/month
4.7
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Social Media Integration
Easy contact data collection
No marketing/sales features
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Lack of tracking system
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4.75
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High customization capability
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Limited
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Plus: €7.50/month
Business: €14/month
N/A
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Open-source flexibility
Requires extensive manual input
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Limited
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3.1
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Simple iOS app
Ideal for non-tech-savvy users
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iOS only
Limited
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1-month trial
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3.6
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star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
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Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
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Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
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$9.99/month
4.45
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star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
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4.5
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star
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star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
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star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
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star
star
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star-half
square-xmark
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Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
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star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
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