How to Identify Website Visitors: A Complete B2B Sales Guide

Last updated on January 09, 2019 by Wart Fransen in Lead Generation, lead hacking, Marketing, Sales
How to Identify Website Visitors: A Complete B2B Sales Guide

Maybe you’ve heard it before: only 2% of website visitors will actually contact a company. That means 98% of people will visit, browse around, and then leave. All while remaining anonymous, that’s where you would want to identify website visitors. That’s 98% of your website’s audience that you don’t know how to reach once they go. And that could spell trouble for your business.

In this article, you’ll learn what website visitor information is readily available, how to access it, and why it’s important to do so. There are free tools that can help you do this, such as Google Analytics. But it’s also possible to take it a step further and learn how you can contact those visitors and which visitors are likely to become a customer. That way, you and your sales team can keep your pipeline full with high-quality leads.

Use the links below to navigate to each section:

The Benefits of Identifying Website Visitors

What does it matter if you don’t know who your website visitors are? And you don’t have a tool to identify website visitors? It’s a problem for a few reasons.

For one, there’s no telling why those 98% of visitors are leaving without taking the next step in the buyer’s journey. Are they not in your target market? Is there something wrong with a landing page? Are there mismatched messages in your marketing campaign? Identifying those visitors will help you find the answers to those questions.

The other problem is that you’re missing out on huge sales opportunities. There’s no telling who in that 98% might convert to a loyal customer with the right nurturing. Therefore, knowing your visitors could make a big difference for your bottom line.

Luckily, it’s easy to identify visitors in several different ways.

What Website Visitor Information is Available

Google Analytics does a great job at showing a snapshot of a website’s overall performance. It breaks down a website’s audience, their demographics, behavior, how they were acquired, and what the conversion rates are. Best of all, it’s completely free.

Some key performance indicators and reports to keep in mind when looking at Google Analytics are:

  • Demographics – The age and gender of site visitors will let you know if who’s visiting aligns with who your ideal clients are.
  • Location – Like demographics, knowing the geographic location of visitors is useful for understanding if your digital marketing strategy is working to attract ideal clients.
  • Device – This shows whether visitors are using a desktop or mobile device.
  • Acquisition – Knowing how a visitor arrived to the site can show you how well your marketing strategies are working. Whether it’s by Google Ads, organic search, social media, email, or something else.
  • Behavior Flow – This shows the journey from popular landing pages to other pages on the site, highlighting where traffic drops off and visitors leave.
  • Session Length – Knowing how long visitors are staying on a site provides insight into how useful it is.
  • Bounce Rate – If there’s a high bounce rate associated with a site, you may need to look into the time it takes to load a page. Or even consider working on the design.
  • Popularity – Knowing which pages are most and least popular can help you decide which are ready to connect to ads. And which need a little more fine-tuning.

It’s also possible to look at who exactly is visiting the site – to identify website visitors

To do so, access the Network Report. This is found under the Audience category and the Technology sub-category in the Google Analytics menu.

The Network Report bundles visitors into the service provider they’re using to access the site. However, many businesses use a branded alias, as seen in the example below:


The full Network Report will look into acquisition data as well as behavior (such as average session length and bounce rate) and conversion rates.

However, when it comes to gathering and qualifying leads, Google Analytics falls short. The Network Report doesn’t illuminate the name of individual visitors, their role within a company, their contact information, or what their unique behavior was. This is where lead qualification software comes in handy.

Software to Help Identify Website Visitors

Not all website visitor identification tools are created equal. Some are bare bones but budget friendly, able to identify previously anonymous visitors and not much else. Others can turn that data into action, showing you which of those visitors are worth pursuing as a possible client.

One thing’s for sure: no matter the size of your business, there’s a solution that’ll meet your need and fit your budget.


LeadBoxer doesn’t just help identify website visitors. It turns that information into actionable data that speeds up your pipeline and increases sales.

To do this, LeadBoxer captures around 50% of visitors that would otherwise remain anonymous. And then tracks all of the users’ online behavior (website visits, email opens, newsletter clicks, advertising, social, etc.). All of this to provide a comprehensive view of their engagement. LeadBoxer can even populate contact information and visitor details, such as the prospect’s industry and specialty.

Then, based on the criteria set by the organization, LeadBoxer is able to calculate a leadscore for each prospect. The higher the leadscore, the more promising that prospect is. Sales reps know instantly who is most likely to convert and who isn’t.

Looking for more qualified leads?

We offer Lead Identification and Lead intelligence through website & email tracking

Watch Video or Book Demo


Hubspot Sales Hub


Hubspot Sales Hub is first and foremost a tool for managing a sales pipeline with some visitor identification and lead qualification tools built in.

Hubspot shows what companies are visiting a site in real time, as well as how many visitors there are from each company. And also what pages they’re visiting, and the number of page views they’ve made.

In addition to those data sets, Hubspot collects information like company size and geography, then turns them into filter options. Using filters helps sales reps hone in on only those prospects that meet specific ideal client criteria.

While Hubspot is free to use for an individual salesperson, it has extremely limited functionality. Only the Enterprise level, priced at $1,200/month, unlocks all of Hubspot’s capabilities.

Salesforce Sales Cloud


Like Hubspot, Salesforce Sales Cloud is a pipeline management system with a few added features to identify website visitors. In particular, it highlights what marketing campaign a lead came from and what effects that campaign has on the pipeline. That way, organizations can make informed decisions about where to invest their marketing budget.

There are also some functions like leadscoring, that way sales reps can follow up with only the most engaged prospects. With Salesforce Sales Cloud, it’s also easy to route and assign leads to the right rep.

Overall, Salesforce seems at its best when accumulating data on existing customers. It combines a customer’s social content, the deals they’re involved in, and what they’re saying about a product or service all into a single feed.



BounceX hangs its hat on being able to identify 40-70% of anonymous visitors on a website, then create personalized experiences that differ for customers and prospects. If that doesn’t work, BounceX can create email marketing journeys that nurture prospects until they’re ready to convert.

BounceX is a bit different from the other tools discussed so far in that it primarily identifies visitors for the purpose of turning exiting visitors into customers. It does this by creating an email opt-in pop-up when it thinks that a visitor is about to leave, thus help to grow clients’ email lists. Companies like Samsonite call BounceX a top three performing revenue channel.

However, having BounceX in the toolkit is likely a pipe dream for many companies. While they don’t publicly advertise their price, this review from 2014 claimed that the tool starts at $3,995/month.

Zoho CRM


Zoho CRM falls into a similar category as Salesforce and Hubspot, able to manage the sales pipeline from lead qualification to the final sale. As such, this software is lighter on the visitor identification side and more robust as a customer relationship management tool.

One interesting feature of Zoho is Zia, an AI-powered sales assistant that’s able to quickly and visually show table and graphs illustrating visitor data, describing things like leads created in a month by source.



VisitorTrack advertises itself as “caller ID for your website.” Although a little bare bones in its functionality, it does collect information from previously anonymous visitors, like companies and the people who work there. It then creates a report showing an overview of visitor behavior: number of pages viewed, specific pages viewed, industry, company size, and more.

VisitorTrack doesn’t claim to have any leadscoring capabilities, so it’s mostly up to you what to do with all this data. However, it does offer its proprietary “Trigger Technology,” which sends an email to you when it thinks it’s found an optimal prospect.

Visitor Queue


Like VisitorTrack, Visitor Queue is a frills-free kind of visitor identification tool. It prides itself on having a very user-friendly interface, all while tracking company contact information, website visit information, and visitors’ social media accounts.

Visitor Queue’s pricing structure revolves around the number of companies identified per month. The cheapest plan ($16/month) only identifies up to 100 unique companies per month, while the most expensive plan ($160/month) identifies up to 1,000 companies.

Need to identify more than 1,000 companies? You’ll have to call Visitor Queue for a quote.



Leadberry is a Google Analytics technology partner, which helps power its ability to collect company information and website behavior. Think of Leadberry has a slightly more souped-up version of VisitorTrack or Visitor Queue in that it has a robust filtering system, bringing only the most relevant companies to your attention.

However, unlike Visitor Queue, Leadberry gives you unlimited leads, unlimited websites, and unlimited users, all for only $34/month.



Snitcher is probably the most similar competitor to Leadberry. It’s a Google Technology Partner that has the same functionality as Leadberry, with a few extras.

The Lead Inbox brings all the potential leads into a single feed for sales teams to use. The stream is filterable and live activity updates show you exactly who is working on a lead at any given time.



Leady gathers the information you’ve come to expect from tools in this list, but its unique proposition is that it will help you better invest in the right marketing campaigns. So in addition to developing a list of prospects to fill your sales pipeline, Leady can automate your marketing process, enriching Google Adwords and creating highly relevant content campaigns for your ideal buyers.

However, Leady only allows 3,000 unique visitor identifications per month with its most expensive a la carte plan, which comes in at $149/month. For unlimited visitor identifications, you’ll need to get a quote.

Steps to Identify Website Visitors

Identifying website visitors with the right tool couldn’t be easier. LeadBoxer, for example, comes with a pixel for your website that automatically starts collecting data as soon as the code is installed. There are also several possible third-party integrations so you can take full advantage of this data with your existing marketing stack and CRM platform.

If you want to try this out without committing to anything, LeadBoxer offers a free trial account. Setting up LeadBoxer with your site requires a few steps, but overall, it’s a straightforward process that is manageable for anyone. Best of all, you don’t need to have any coding experience to get it done.

After you start your trial account, follow the steps below:

1. Install the Pixel

LeadBoxer comes with its own Lead Pixel, a snippet of JavaScript code that needs to be dropped into the backend of your site.

To track incoming traffic on the entire site, install the Lead Pixel into the footer. To track traffic on specific landing pages, simply install the pixel into the code for those pages.

If the site is managed with WordPress and you don’t have the time or patience to mess with the coding yourself, LeadBoxer has created a user-friendly WordPress plug-in that makes installing the pixel as easy as pressing a button.

Once the pixel has been installed, LeadBoxer will automatically start tracking all incoming visitors and offer a range of profile information:

LeadBoxer will also be able to identify the company for many of these visitors, and with that, begin populating the visitor profile with contact information, as seen in the picture above.

To fully enrich visitor profiles and start qualifying those leads with a leadscore, continue to the next step.

2. Integrate with Other Tools

LeadBoxer seamlessly integrates with many third-party tools, such as Google Analytics, MailChimp, Slack, and Pipedrive. However, when it comes to enriching visitor profiles and qualifying prospects, start by focusing on LinkedIn, MailChimp, and website contact forms.

Capturing a visitor’s LinkedIn information is a quick and easy way to populate their profile within LeadBoxer. All you need to do is set up a button on your site that is connected to LinkedIn. When visitors click the button, they agree to offer their LinkedIn information, and are in turn rewarded with something like a white-paper.

For full installations instructions, check out this article in LeadBoxer’s knowledge base.

Identifying and qualifying leads from your MailChimp newsletters is even easier. To track who exactly is clicking links in a newsletter, simply add the “?email=*|EMAIL|*” merge tag to any links you want to track, like so:

To track email opens and how often customers are reading emails, install the LeadBoxer email tracking pixel into the code section of your email template:

Again, the LeadBoxer knowledge base includes more detailed instructions on how to generate the code for the email tracking pixel and how to install it.

Once you’ve done that, you’ll be able to track email behavior in LeadBoxer, as seen here

The final step is to set up a form on your website to help enrich visitor profiles with more information in case they don’t use the LinkedIn option or aren’t already on your email list.

You may already have a contact form on your site collecting data such as name, company, email address, and phone number. In that case, all you need to do is add a few lines of JavaScript code in order to automatically funnel all information to LeadBoxer.

Luckily, LeadBoxer already provides this code and outlines the few steps needed to install it.

With that done, you’re ready to start generating a leadscore and learning which prospects are ready to into your sales pipeline.

3. Establish Leadscore Criteria

LeadBoxer can automatically calculate a leadscore that will indicate how likely a prospect is to convert. This helps sales reps know which leads they should prioritize over others.

You can adjust how LeadBoxer calculates a leadscore by establishing unique criteria. Below is an example of how different criteria can be toggled in order to calculate the score:

What criteria you set will depend upon the organization’s ideal client profile, plus a few other metrics.

Here are six common indicators to consider:

Buyer Profile

It’s important to have a thorough understanding of your organization’s ideal client profile. Does this lead fall into your target industry and location? Is their company the ideal size for your product or service?

Make sure to include fields on contact forms to help gather this information, that way LeadBoxer has data to draw from when calculating the leadscore. You can give points for answers that align with the profile, and take away for those that don’t.

Plus, you can award points for those who fill out fields that are deemed optional on a form. This shows that the prospect has elevated interest.

Company Information

More than likely, you want to know the size of the prospect’s company and how to reach them. Otherwise, your sales process is dead in the water. Therefore it’s a good idea to add points to the leadscore for this kind of information.

Online Behavior

High levels of engagement with your site is a likely indicator that the prospect is interested in your product or service. Toggle points for page views, length of visit, downloads, and frequency of visits over a 30, 60, or 90 day period.

Email Engagement

This doesn’t just mean that you should add to the leadscore if someone is on your email list. Instead, prioritize high open rates and click-through rates. These are more meaningful indications of interest.

Social Media Engagement

The more a prospect interacts with you on social media, the higher their leadscore should be. LeadBoxer can help track Facebook or Twitter likes, retweets, shares, and click-through rates from your posts.

Spam Detection

Sometimes bots fill out contact forms and interact with your site. Things to look out for (and potentially subtract leadscore points for) include using all lowercase letters when filling out forms, or using a Gmail or Yahoo address instead of a company email address.

Once you’ve established the criteria for calculating a leadscore, you can automatically see which of your website visitors are worth following up with. You can then have LeadBoxer send alerts the next time ideal prospects engage with your site. That way you or the assigned sales rep can contact them when your company is fresh in their minds.

Start to Identify Website Visitors and Increase Sales Leads

There are several reasons why it’s vital to know who is visiting your site and how they’re interacting with it.

This information tells you if your marketing campaigns are working, or if your ideal buyers are taking notice of your product or service. It also shows if there are weak points or “leaks” where visitors are dropping off and navigating away from your site. With this data, you’ll be able to optimize campaigns and site design.

But that’s not all website visitor identification is good for. Knowing exactly who is visiting your site, as well as their company and contact information, increases the number of prospects available to you and keeps your sales pipeline full.

A solid website visitor identification tool automates this process and increases the likelihood that you’re investing time in the best prospects. Using the data collected about your visitors to calculate a leadscore is the first step towards a highly productive pipeline.

Looking for more qualified leads?

We offer Lead Identification and Lead intelligence through website & email tracking

Watch Video or Book Demo