Web visitor profiles give you a complete picture of each unique visitor's activity on your website, including pages visited, session details, and calculated intent signals. This guide will walk you through understanding and leveraging visitor profiles to create personalized outreach that converts. With this guide, you'll be ready to confidently turn anonymous website traffic into qualified prospects.
When to Use This / Prerequisites
When to Use This / Prerequisites
Web visitor profiles are most valuable when you need to:
Research prospects before outreach
Understand visitor behavior patterns
Personalize messaging based on browsing activity
Qualify leads based on intent signals
Understand engagement across multiple sessions
Prerequisites: Sona tracking must be installed and collecting visitor data.
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Accessing Visitor Profile
Step 1: Accessing Visitor Profile
Go to Web Visitors in the left navigation menu
In the Visitor column, click on a Visitor ID to access the individual Visitor Profile
Step 2: Reviewing Visitor Profile Information
Step 2: Reviewing Visitor Profile Information
Personal Details Tab: Review any available personal information about the visitor.
Company Details Tab: Examine the visitor's company background including industry, size, revenue, and location to understand the business context.
Step 3: Understanding Visitor Profile Insights Tabs
Step 3: Understanding Visitor Profile Insights Tabs
Activity: Summarizes an individual visitor's engagement, showing activity time, intent signals, and buying stage to track their personal interest level. A timeline graph highlights engagement trends, while key actions like page visits or downloads indicate intent. This helps prioritize outreach and tailor strategies based on the visitor's interaction level.
Intent Signals: Provides insights into a visitor's level of interest in your products or services. It analyzes their online activities such as website visits, content downloads, and demo requests to identify signals indicating strong purchase intent. Higher numbers generally correlate with a greater likelihood of making a purchase.
Buying Stage: Provides insights into the visitor's current stage in the buying journey. It analyzes various signals or indicators to determine where they are in the process of making a purchase decision.
ICP Score: Provides a comprehensive assessment of how well this visitor aligns with your Ideal Customer Profile (ICP). The ICP Score provides an overall fit percentage based on their company attributes and behavior patterns. This information allows you to prioritize your sales efforts and focus on the visitors most likely to convert into successful customers.
Top Pages: Highlights the most frequently visited pages on your website by this specific visitor. By understanding which pages are generating the most interest, you can gain valuable insights into their current needs and priorities. This information can be used to tailor your sales approach and messaging to address their specific concerns and guide them further down the sales funnel.
Key Concepts / Best Practices
Key Concepts / Best Practices
Intent Signal Recognition: Pay special attention to triggered intent signals in the Details section—these indicate high-value actions that suggest buying intent or serious interest.
Session Pattern Analysis: Look for patterns across multiple sessions to understand the visitor's research process and where they are in the buyer's journey.
Personalization Opportunities: Use the combination of company background, visited pages, and intent signals to create highly targeted outreach that addresses their specific interests and pain points.
Anonymous vs. Known Visitors: While anonymous visitor profiles provide valuable behavioral data, prioritize known and suggested profiles for direct outreach opportunities.