Overview
Sona's 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 walks you through understanding and using visitor profiles to create personalized outreach that converts. With this guide, you will be ready to confidently turn anonymous website traffic into qualified prospects.
When to use Visitor Profiles
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.
Prerequisite: Sona tracking must be installed and collecting visitor data.
Step 1: accessing a Visitor Profile
Go to Web Visitors in the left navigation menu.
In the Visitor column, click a Visitor ID to open the individual Visitor Profile.
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
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, letting you 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. Understanding which pages are generating the most interest gives you insight into their current needs and priorities, which you can use to tailor your sales approach and messaging.
Key concepts and best practices
Intent Signal Recognition: pay special attention to triggered intent signals in the Details section, since 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 Versus Known Visitors: while anonymous visitor profiles provide valuable behavioral data, prioritize known and suggested profiles for direct outreach opportunities.
FAQs
What does a Visitor Profile show?
What does a Visitor Profile show?
A Visitor Profile shows a unique visitor's activity on your website, combining personal and company details with tabs for Activity, Intent Signals, Buying Stage, ICP Score, and Top Pages. Together these give you the full picture of how engaged and how good a fit a prospect is before you reach out.
What is the difference between Intent Signals and ICP Score?
What is the difference between Intent Signals and ICP Score?
Intent Signals measure how actively a visitor is engaging right now, based on actions like website visits, content downloads, and demo requests. ICP Score measures how well the visitor's company attributes and behavior patterns fit your Ideal Customer Profile. Read the two together: a visitor can be a strong fit but not yet showing much intent, or vice versa.
How should I prioritize which visitor profiles to act on?
How should I prioritize which visitor profiles to act on?
Prioritize known and suggested profiles for direct outreach, since you already have a way to contact them. Anonymous profiles still provide valuable behavioral data for understanding trends, but are less actionable until the visitor becomes identified.