Boost your sales with lead scoring: 4 foolproof strategies

The contact database is the most valuable asset of your e-commerce, and you must make good use of it to get the most out of it. But since all contacts are not equal, you should focus on those who are more likely to buy. Otherwise, you will be wasting resources on actions that are not effective. One of the best ways to identify and sort your database based on its behavior is lead scoring. To apply it, you can rely on a marketing automation tool that allows you to assign scores to your users depending on the activities carried out on the website. At Línea Gráfica, we always recommend using Connectif to be able to execute an integrated and omnichannel lead scoring strategy : With Connectif you can take advantage of all the possibilities of the Data First philosophy to automatically assign scores to your contacts and use all this information to create intelligent dynamic segments and personalize your messages depending on the profile of each user. If you want to learn how to implement a Lead Scoring strategy in your online store, as well as strategies to get the most out of your database, in this article we give you the keys:

What is Lead Scoring?

Lead Scoring is a marketing technique used to evaluate the quality of leads generated in your business . This technique assigns a score to each lead based on their profile and their interaction with the company, allowing marketing and sales teams to quickly identify the most qualified leads and send them appropriate messages at the right time to increase the conversion rate. That is to say, Lead Scoring is a commercial strategy used to map user profiles based on sales qualification. Applied in the e-commerce field, this translates into an automatic system that assigns scores based on user interactions , depending on their activity on the different media used for the campaigns. For example, you could assign a score of 2 points to users who add a product to their cart, 5 points to users who subscribe to your newsletter, 10 points to users who purchase on your website, or a score of -15 points to a user who makes a return. In short, this system allows you to compile a history of the sum of the scores, as well as the total score of each contact , obtaining a real-time snapshot of the quality of your database.

How to deploy Lead Scoring in your e-commerce?

The main objective is to measure user interaction in order to classify and even sort them by their level of interaction. This involves giving a score each time a user interacts with the content (website, emails, push, etc.), and depending on the importance of these in achieving a sale. To carry out an effective Lead Scoring strategy, it is important to define the criteria that will be used to assign scores to leads. These criteria can be both demographic (age, gender, geographic location, etc.) and behavioral (level of interest in the company, frequency of interaction with the company, etc.). Once demographic criteria have been established, we use a marketing automation tool to collect and analyze the necessary information and automatically assign scores to leads. Next we will see how you can configure a single workflow to exploit all the possibilities of lead scoring with Connectif . We always recommend starting by measuring more generic interactions so that you can evaluate the information collected and, if necessary, delve a little deeper into specific interactions later on. We've prepared a draft of sample interactions and scores, which we encourage you to review and customize for your business before going live:

• Search product: 1 point
• Visit product: 1 point
• Add product to cart: 2 points
• Visit checkout: 3 points
• Make a purchase: 10 points
• Open email: 1 point
• Click on email: 2 points
• Subscribe to newsletter: 7 points
• Subscribe to push: 5 points
• Contact form: 4 points

At Línea Gráfica we recommend setting up an automatic reset of the score to an initial state of 0 points when the user has not performed any action for some time. This allows us to have a real picture of the database, so that we are not confused by scores from users who were once active and are currently not.

What strategies can you carry out with the information collected?

Once you have your Lead Scoring system up and running, you need to let it run for a while to start getting updated data from your users. Although, if you don't want to wait, you could also set up a similar workflow that is retroactive . That is, with conditional nodes that check actions within a period of time, and assign scores based on that. Either option is valid and will depend on the context of your business and the characteristics of your database, as well as the scope of your marketing automation project. When you consider that the score record has reached an optimal level to execute strategies aimed at these contacts, it will be time to segment these users with the aim of improving the performance of your ecommerce.

4 strategies to boost your sales with Lead Scoring

1 - Campaigns for more loyal users

In terms of strategies, Lead Scoring will allow us to reward the best users (VIP campaigns, priority access to offers, exclusive benefits, etc.), so that they feel important and are more motivated and involved with the brand.

2 - Identify users with high scores without purchasing

We can run personalized campaigns for users who like the store and interact, so they are qualified; but who have never purchased, or who have purchased very little.

3 - Extrapolate more qualified audiences

With the users with the highest score, we can create a segment of contacts that we can export to Facebook Ads. With this audience we can do two things: on the one hand, use them as audiences for campaigns, and on the other hand, create look-a-like audiences at 2 or 3%, which allow us to find users similar to the most qualified ones.

4 - Optimize less qualified contacts

In the opposite sense, it also helps us detect and/or motivate users who do not interact much with campaigns, etc. and thus have a more precise picture of the database with the aim of reactivating them.

Conclusion

As you have seen, Lead Scoring is an advanced marketing automation strategy that allows you to gain a competitive advantage over your competitors , in order to offer more relevant messages to your database and personalize the browsing experience depending on the user profile. Now that you know the benefits of applying a Lead Scoring strategy to your online store, we encourage you to create your own draft of scores and interactions. What are you waiting for to get your business up and running? Create a strategy that will allow you to get the most out of your database.