Adjusting a score based on website visits and page views

Page views are an indication a contact is engaged, and might indicate they are interested in what you are offering, so it's excellent data to use for adjusting contact and lead scores.

In this article, we'll cover how to use Site Tracking data to increase a score on a visit (a distinct browsing session), views of categories of pages, and views of specific, important pages of your site.

How to increase a score based on number of visits to your site:

A visit to your site is a browsing session. This means that they came to your site, viewed pages and left. Repeat visits are a strong indication of interest.

Make sure that you have Site Tracking set up.

Click “Contacts” in the top menu to navigate to the Contacts Overview.

Click “Manage Scoring.”

Edit an existing score or create a new one. For more detailed guidance on creating a new contact or lead score, see the article on that topic.

Click “Add New Rule.”

Click “(Select a condition...)” to display categories of conditions.

Click “Site & Event Data:”

Click “Total site visits.”

In the right-hand field, enter 1 to distribute points on their first visit.

Click “Save.”

Click “Add New Rule” and select the same conditions but enter 2 to distribute points on their second visit. Continue doing this until you are satisfied you have rules to cover the majority of your contacts.

You may want to adjust these points so that you distribute more points for repeat visits. For instance, the first visit might distribute 5 points but the fourth or fifth might distribute 20 points because it's a stronger indication of engagement and interest.

Make sure that you set these points to expire so that a contact doesn't have a high score due to page visits that are over a year old. A good timeframe for expiration might be 1 - 3 months depending on the length of your sales cycle.

How to increase a score each time a web page is viewed or a category of pages:

You can add points to a score each time a web page is visited by creating an automation that adds points to a score each time a web page is viewed. You can target specific pages. For instance, you can say if a certain important page of your site, like a pricing page or demo page, is viewed then more points should be added.

To do this, click “Automations” in the top menu to navigate to the Automations Overview.

Click “New Automation.”

Click “Start from Scratch” then “Create.”

Choose “Web page is visited” as the triggering condition.

Here you define which web pages should trigger this automation to run. You can have it run on visits to large portions of your site using a wildcard (an asterisk symbol “*”). To have the automation add points on a visit to any page of your site, you'd just insert an asterisk into the text field:

You may want to distribute different amounts of points based on whether it's a visit to, for instance, your blog or help documentation. To do this, you'd create an automation for each category of pages you are interested in scoring. Your URL settings may look like this:

If you want to distribute points for visits to specific, important pages, you could enter the whole URL so that the automation only runs when that single page is visited:

Make sure the automation is set to “Runs Multiple Times” so that points will be added for each web page view:

Click “Add Start” once you've configured your URL settings.

Click the “+” button to add an “Adjust score” action. Note that there is an “Adjust score” action under the contacts category and CRM category to adjust a contact score and deal score respectively.

Select the score you want to adjust. If it does not appear in the list, make sure that the score has been marked “Active.”

Specify how many points should be added. If this automation runs on visits to key pages, you may want to distribute more points that you would for visits to blog pages.

The “Expires” setting is important. Especially when you are scoring for engagement you probably want these points to expire so that a contact does not have a high score due to page views from a year or more in the past. One to three months might be a good expiration time for many businesses but it depends on the length of your sales cycle.

Click “Save” to add the action to your automation.

To learn more about scoring, see the article on that topic.

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