Re-marketing to website visitors is a critical strategy for businesses aiming to convert passive interest into active engagement. When a prospect visits a business website, they signal intent—whether it’s curiosity about a product, comparing solutions, or researching services. However, reaching these potential buyers after they leave the website has become more challenging, particularly due to data privacy laws.
The introduction of the General Data Protection Regulation (GDPR) and similar laws has significantly affected the ability of businesses to use traditional re-marketing tools like AdRoll and Google Ads. Third-party cookie tracking, once the backbone of digital re-marketing, is becoming less effective.
However, businesses can still re-market to website visitors effectively by leveraging first-party data, CRM workflows, and account-based marketing (ABM) tools like Apollo.io. By identifying key visitors, analyzing their behavior, and customizing outreach, businesses can build meaningful engagements while staying compliant with privacy regulations.
The Limitations of Traditional Remarketing Tools
Traditionally, businesses relied on tools like Google Ads, AdRoll, and Facebook Pixel to re-target website visitors through display ads. These platforms used third-party cookies to track users across the web and deliver personalized ads.
However, the introduction of GDPR in 2018 and subsequent regulations like the California Consumer Privacy Act (CCPA) have made it harder for businesses to track website visitors without explicit consent. Some key challenges include:
- Third-party cookie restrictions: Google Chrome is phasing out third-party cookies by 2024, following Safari and Firefox.
- User consent requirements: GDPR requires websites to obtain explicit user consent before tracking behavior. Many users opt out.
- Limited cross-site tracking: Platforms like Apple’s iOS 14 update have reduced advertisers’ ability to track users across apps and websites.
What can businesses do within compliance?
- Focus on first-party data—information collected directly from website visitors via opt-ins and CRM tracking.
- Use contextual targeting instead of behavioral tracking, ensuring that ads are relevant based on website content rather than user history.
- Implement server-side tracking through tools like Google Tag Manager to manage data collection in a GDPR-compliant manner.
Leveraging CRM and Analytics for First-Party Data
Since third-party tracking is restricted, businesses should shift to using their own data. CRM platforms and analytics tools provide a rich source of first-party data that can be leveraged for re-marketing.
Using CRM Workflows to Track Website Visitors
CRM platforms like HubSpot, Salesforce, and Zoho allow businesses to track visitor activity using:
- UTM parameters
- Custom tracking codes
- Integration with marketing automation tools
This enables businesses to categorize visitors based on their interactions and engage with them through personalized outreach.
The Role of Apollo.io and Other ABM Tools
Apollo.io, a popular sales intelligence and outreach tool, helps businesses identify key decision-makers within accounts that visit their website. By integrating Apollo.io with Google Analytics or CRM systems, businesses can:
- Match website visitors with company data.
- Find buyer job titles within those organizations.
- Generate a targeted list of prospects for outreach.
For example, if multiple employees from a company visit your pricing page, it signals strong intent. Apollo.io can help identify the company’s decision-makers, enabling your sales team to reach out strategically.
Identifying High-Intent Website Visitors
Not all website visitors are equally valuable. Businesses need to focus their re-marketing efforts on those showing genuine buying intent.
Key Visitor Behavior Signals to Track
- Time spent on key pages: Visitors who spend more than 2-3 minutes on a product page or pricing page are more likely to convert.
- Repeat visits: A prospect returning multiple times within a short period suggests strong interest.
- Form submissions: Even if a visitor doesn’t complete the form, partially filling it out indicates intent.
Using Google Analytics 4 (GA4) and Hotjar
- Google Analytics 4 tracks visitor engagement with detailed insights on session duration, bounce rates, and conversion paths.
- Hotjar provides heatmaps and session recordings, allowing businesses to see exactly how users interact with website content.
By analyzing these data points, businesses can segment visitors based on their likelihood to convert and prioritize outreach accordingly.
Customizing Outreach Based on Visitor Data
Personalized outreach is far more effective than generic follow-ups. Businesses should segment visitors and tailor messaging based on:
- Industry: A SaaS company can have separate messaging for tech startups, healthcare providers, and financial institutions.
- Job Title: A CTO visiting a cybersecurity page may respond better to technical whitepapers, while a CFO may prefer ROI-focused content.
- Page Visited:
- Product Page Visitors → Send product demos or case studies.
- Pricing Page Visitors → Offer a limited-time discount or a free trial.
- Blog Readers → Suggest related content or invite them to a webinar.
Case Study:
A B2B SaaS company noticed that visitors to their “Enterprise Solutions” page often came from Fortune 500 companies. They tailored their LinkedIn ads and email campaigns to highlight enterprise-grade security and scalability, leading to a 35% increase in conversion rates.
Effective Outreach Strategies for Re-Marketing
Re-marketing should go beyond ads. Here are three effective ways to engage website visitors:
- Email Marketing
- Capture leads with gated content (eBooks, reports).
- Use dynamic email sequences based on the pages visited.
- LinkedIn Outreach
- Use LinkedIn Sales Navigator to find key decision-makers.
- Send personalized connection requests referencing their website visit.
- Privacy-Compliant Retargeting Ads
- Use first-party data-based retargeting (email-based retargeting through LinkedIn or Meta).
- Focus on contextual ad placements instead of behavioral tracking.
- Conclusion
Re-marketing to website visitors remains a powerful strategy, but businesses must adapt to new data privacy realities. By leveraging first-party data, CRM tools, and personalized outreach, companies can still effectively re-engage potential buyers.
Focusing on high-intent visitors, customizing outreach based on behavior, and using privacy-compliant strategies will ensure businesses continue to convert website visitors into loyal customers.
FAQs
- How does GDPR impact website visitor tracking?
GDPR requires explicit user consent for tracking, making third-party cookies less effective for remarketing. - What are the best tools for tracking website visitors?
Google Analytics 4, HubSpot, Apollo.io, and Hotjar are excellent tools for analyzing visitor behavior. - How can businesses personalize re-marketing messages?
Segment visitors based on job title, industry, and page views to tailor outreach. - Is LinkedIn a good platform for re-marketing?
Yes, LinkedIn Sales Navigator allows businesses to identify and connect with decision-makers from visiting companies. - Can businesses still use paid re-targeting ads?
Yes, but they should use first-party data (like email lists) and focus on contextual advertising.
