The Complete Guide to Website Visitor Identification
How to identify anonymous website visitors and turn them into leads
97% of website visitors leave without ever filling out a form. Website visitor identification technology reveals who these anonymous visitors are—their names, emails, companies, and more. This guide explains how it works, what to look for, and how to get started.
In This Guide
What is Website Visitor Identification?
Website visitor identification (also called deanonymization or reverse IP lookup) uses various technologies to identify anonymous website visitors. Modern solutions go beyond company identification to reveal individual contacts.
- IP-based identification - Matches IP addresses to companies
- Identity resolution - Matches browsers to known individuals
- Data enrichment - Appends contact details to identified visitors
- The result: Know WHO is on your site, not just that someone visited
Company-Level vs Person-Level Identification
There's a crucial difference between knowing 'Acme Corp visited' and knowing 'Sarah Chen from Acme Corp visited.' Person-level identification is dramatically more actionable.
- Company-level: Tells you which organization (requires research to find who)
- Person-level: Tells you the individual's name, email, and role
- Person-level leads to 3x higher response rates on outreach
- Look for tools that provide individual contact information
How Visitor Identification Works
Modern visitor identification combines multiple data sources and technologies to match anonymous visitors to known contacts.
- First-party cookies track repeat visitors across sessions
- Identity graphs match browser signals to known individuals
- Data partnerships provide contact enrichment
- Machine learning improves match accuracy over time
Getting Started with Visitor Identification
Implementing visitor identification is typically straightforward—here's what to expect.
- Add a JavaScript snippet to your website (5-minute setup)
- Configure CRM integration to sync identified leads
- Set up alerts for high-value visitors (Slack, email)
- Define your ICP filters to focus on qualified visitors
Privacy and Compliance Considerations
Visitor identification must be done responsibly and in compliance with privacy regulations.
- Legitimate interest basis for B2B marketing contacts
- Honor opt-outs and suppression requests
- Partner with providers who maintain compliance programs
- Be transparent in your privacy policy
Key Takeaways
- 197% of visitors leave without converting—identification captures them
- 2Person-level identification is far more valuable than company-only
- 3Implementation is typically quick—JavaScript snippet and CRM integration
- 4Combine with real-time alerts to engage while interest is high
- 5Choose compliant providers who take privacy seriously
Start identifying your website visitors with Bullseye
Start identifying your website visitors today with a free trial.