How to retarget website visitors
Identify the companies and people visiting your site, treat a pricing-page visit differently from a homepage visit, and reach out before intent decays.
Website visitor retargeting turns anonymous traffic into outreach. 11x identifies who is visiting in real time, resolving to individuals where possible rather than only matching an IP to a company, cross-references against your ICP, and triggers outreach before intent decays. The full visit history is carried into the message.
Involve whoever owns privacy compliance before enabling this. Identifying individuals from web traffic and then contacting them has a materially different legal profile in the EU and UK than in the US. This is not a decision to make inside a GTM team alone. See consent and calling compliance.
Step 1 - Install on the pages that carry signal
| Page | Signal strength |
|---|---|
| Pricing | Highest |
| Comparison or competitor pages | High - active evaluation |
| Product and documentation | Medium-high - technical evaluation |
| Homepage only | Low |
| Careers | None - exclude |
Step 2 - Exclude aggressively
Without exclusions this play emails your own employees and your job applicants. Both are memorable ways to lose internal trust.
Exclude: your own domains and office IPs, existing customers, accounts with open opportunities, owned accounts, and careers-page paths.
Step 3 - Differentiate by behaviour
| Visit pattern | Treatment |
|---|---|
| Repeat pricing-page visits | Highest intent - route to Julian for a call |
| Comparison page | Differentiation messaging |
| Deep documentation reading | Technical evaluator - match the persona |
| Single homepage visit | Nurture, do not push |
Reference the topic, not the surveillance. Framing a message around the problem a pricing page addresses works. Telling someone you saw them on your pricing page at 14:32 does not.
Step 4 - Configure
Confirm your consent mechanism
Per jurisdiction, with sign-off from whoever owns privacy.
Set ICP cross-referencing
Most site traffic is not in your ICP. Filter hard.
Map patterns to plays
Different visit behaviour, different motion.
Route high intent to a call
A repeat pricing visitor is worth a conversation, not an email.
Troubleshooting
Next steps
Website visitor tracking
How identification works.
Speed to lead
Routing high intent to a call.
Consent and compliance
Before you enable this.
All plays
The full play library.
Need help?
Email support@11x.ai, or book time with the team.