How To Use Lead Scoring to Identify Your Most Valuable Website Visitors

Not all website visitors have the same level of interest in your brand. Some are just browsing, while others are highly engaged and ready to take action. With lead scoring, you can assign points to visitors based on their interactions, helping you identify those most likely to convert.

By tracking and scoring user actions, such as page visits, form submissions and purchases, you gain valuable insights into which visitors are serious prospects and which ones may need more nurturing.

1. How lead scoring works & why it’s essential for engagement
2. A step-by-step guide to setting up lead scoring
3. How to use lead scores to create targeted marketing strategies

Lead scoring is a powerful way to measure user engagement and determine the potential value of each visitor. Here’s how it works:

Assign Scores for Key Actions: Each visitor earns points based on their activities. For example: 1 point for each page visit, 10 points for completing a form or 50 points for making a purchase.

Cumulative Scoring: A visitor’s lead score builds over time as they continue to interact with your site, giving you a clearer picture of their overall engagement.

Identify High-Value Users: Visitors with higher lead scores are more engaged, making them more likely to convert into paying customers.

Account for Negative Actions: Not all interactions indicate purchase intent. For example, if a visitor browses your Careers page or comes from a competitor’s site, you can assign a negative score to balance their overall lead score.

Want to implement lead scoring on your website? Here’s how to do it with PersonalizeWP:

1. Navigate to your Personalize dashboard and click on ‘lead scoring’, here you will see all of your current scoring rules, such as form submissions or ‘visited homepage’.

2. Click on the pink ‘Create Scoring Rule‘ button in the top right corner. Here you can create your own scoring rule.

Example: Let’s say you want to give a higher score to your shop page so that you can identify people who are interested in purchasing from you.

3. First, you would need to enter a name for your rule, such as ‘visited shop‘.

4. Select the appropriate rule type, in this case we would select ‘visited page‘.

5. Input the score you want to assign, let’s try adding 20 points for visiting the shop page.

6. Adjust the conditional logic to include any of the conditions that match (select OR) or to include all that match (select ALL).

7. Under the Page/Post prompt, you can search for the page you want to assign the visit score to, in this example we want to search for our ‘shop’ page. Alternatively, you can just insert the exact URL.

8. Once you’re happy with the settings, you can click the pink ‘create rule‘ button at the bottom.

Once your new rule is active, anyone who visits your shop page will be automatically assigned this lead score.

To view your visitors lead scores, simply go back to your personalize dashboard and select ‘visitor profiles‘. On this page, you will see all of your visitors, their email address, their lead score and when they were last seen on your website.

If you’d like to see a more in-depth breakdown of a visitors activity, you can click on their name and then scroll down to see their actions.

You’ll be able to see which pages they’ve visited, products they have purchased, forms they’ve completed and more. You can also see the segments they belong to and all of their most recent information.

Once you’ve set up lead scoring, you can use it to tailor your marketing efforts:

Spot High-Intent Visitors and Keep Them Engaged

Lead scoring helps you identify visitors who are most likely to convert. By assigning scores based on actions like visiting pricing pages or submitting a form, you can highlight your most valuable leads. When a visitor reaches a high score, you can show them exclusive content, a personalized offer, or a direct invitation to book a demo, giving them the nudge they need to take action.

Filter Out Low-Quality Leads and Stay Focused

Not every visitor is worth pursuing, and lead scoring helps you prioritize the right ones. With PersonalizeWP, you can assign negative scores to visitors who show low buying intent, like those browsing your careers page. By doing this, you ensure your marketing efforts stay focused on real potential customers.

Trigger the Right Offers at the Right Time

High-scoring visitors are already engaged, so why not push them closer to conversion? You could display time-sensitive discounts, free trials or audit invites based on their score. For example, if someone has visited your product page multiple times and builds a high lead score, you can show them an exclusive offer, hopefully nudging them to make a purchase.

Segment Leads for Smarter Follow-Ups

Lead scoring makes your follow-ups more effective by ensuring you send the right message to the right people. Sorting your visitors into segments based on their lead score makes it easier to introduce targeted content or push them towards a specific resource or product range. By aligning your messaging with their engagement level, you increase the chances of turning visitors into loyal customers.

Lead scoring is a game-changer for understanding visitor behavior and improving conversions. With PersonalizeWP, you can automatically track and score visitor actions, helping you focus on your most valuable leads.

Ready to turn your engaged visitors into customers? Upgrade to PersonalizeWP today and start using lead scoring to personalize your marketing strategy!