Today, we will focus on step 5, Launching the scoring system, and I will show you how to convert your scoring system sketched on paper using Kentico Lead Scoring.
Kentico Lead Scoring
Before setting up lead scoring in Kentico, you should definitely take a look at our brand new guide to Kentico Lead scoring. Not only does it reveal how to set up scoring in Kentico from scratch, but most importantly, it provides you with a list of the most frequent scoring rules created by our customers. You do not have to be in this alone, the guide will help you create your own rules step by step. Trust me, this is really useful!
Have a Look At this Example
Now, let me show you an example of a lead scoring system that will allow you to identify potential leads on your website.
Let’s imagine that we have already done our research and now we need to convert what we have sketched on paper into a running lead scoring system.
Our starting point is the table below. As you can see, in our team we have already decided on the Score name, identified the characteristics of our ideal leads and their activities on our website, put points to each of the criteria, and finally defined the score threshold.
||Scoring criteria and points
Visitor is from the USA, UK or Australia (10p.)
Visitor came directly to our website entering the URL into the browser address bar (5p.)
Visitor visited an e-shop page and/or its subpages (5p.)
Visitor subscribed to our Product Newsletter (10p.)
Visitor has not visited the site within the last 90 days (-20p.)
Visitor unsubscribed from all marketing emails (-10p.)
Let’s have a look at the steps you need to take in order to make your scoring system work in Kentico.
1. Create a score
Firstly, you will access the application called Scoring and create a new score with the information from the table above. The score Display name is something that will allow you to distinguish between the multiple scores you may want to set up in Kentico, e.g., Potential customers vs. Leads interested in the XYZ product line.
Tip: Leave the check box disabled so your contacts are scored only once you have created all your scoring criteria and you are ready to launch your scoring system.
2. Set a threshold
During your initial preparation, you have sat with your sales team to talk about the optimum score threshold—the number of points that makes your leads ready for contacting by your sales team.
As you now have that number, you can insert it in the Send notification at score field together with the email address to which the email notification will be sent. This way, your sales team will be notified as soon as someone reaches thirty points, no matter what rules they met.
Tip: Add multiple email addresses separated by semicolons if you want multiple people/teams to be notified about a new lead.
3. Create your scoring criteria
Score created, threshold set… You can now take the scoring criteria that you already put down on paper and convert them into Kentico rules.
I will now show you how to set up those six rules from the table above in Kentico. Please keep in mind that this is just an example of a lead scoring system, you will probably want to create many more rules in yours. Take a look at the article How Do We Score Your Visit to Our Website? to get some inspiration from the rules we created to score kentico.com visitors.
Visitor is from US, Australia or UK – 10 points
You can score your contacts based on which country they come from. Our scenario counts with the fact that we operate in three equally important markets—the United States, United Kingdom, and Australia, that is why we set all these countries in one macro rule giving each of them the same number of points.
Visitor came directly to our website entering the URL into the browser address bar – 5 points
We assume that those visitors that entered our website URL address directly into the browser address bar are probably very interested in what we do and will potentially become our customers. Use an Activity type of rule and do not forget to change the URL referrer under Browser information to Is empty.
Visitor visited an e-shop page and/or its subpages – 5 points
We rely on the fact that if someone visited our e-shop page or any of its child pages, the visitor is high likely to come back and purchase a product from us in the future. Have a look at the setting below. Note that the Activity URL contains /eshop which not only refers to the parent page itself but also any subpages containing /eshop. You may also notice that the rule is recurring with a maximum of 10 points, which means that those that visited the e-shop section more than once can get up to 10 points.
Visitor subscribed to our Product Newsletter – 10 points
The visitor’s interest in our products can be reflected by their subscription to our Product Newsletter, the newsletter that provides subscribers with news on the products we offer. Since the company regularly mails out multiple different newsletters, note that we need to specify which newsletter the visitor had to subscribe to in order to get those score points.
Visitor has not visited the site within the last 90 days – minus 20 points
One thing you will appreciate is the fact you can also minus points from your visitors if they have done something that is not desirable on your side, for example, have not visited your site within some period of time. There are three things to remember for this particular rule: 1. add a minus sign before the number of points so the system knows this is a negative rule, 2. select the right macro rule Contact has visited a specified site in the last X days, 3. switch the verb into its negative form.
Visitor unsubscribed from all marketing emails – minus 10 points
We can assume that if a visitor unsubscribes completely from communication with us, they most probably have lost interest in what we do and offer. Therefore, there is no reason for us to reach out to those people again offering our products. It just may seem a little too pushy.
You can now see all the rules you created by navigating to the Rules tab.
4. Launch your scoring system
The last step you need to take in order to launch your scoring system is to Enable it. This is something you will do only if you unchecked the box actively when originally creating the score.
And voilà... your contacts will start being scored based on the rules you have created. After some time, you will be able to see the first results. The Contacts tab will provide you with all your website visitors that have been scored in your scoring system.
Remember that your scoring system will most likely not be perfect. You will probably adjust the scoring criteria or the threshold several times based on the results you get. I would highly recommend that you talk to your sales team about the quality of the leads they got from you, and what you can do better next time.
Tip: If you have discovered a problem with the way you score your contacts, you do not have to remove the score completely—disable it using the check box on the General tab, make the necessary changes, and enable the score again.
Have you heard about our brand new guide on lead scoring? Download it here to learn more about Kentico lead scoring and how to create all different kinds of scoring rules in Kentico.