Adjust a score based on website visits and page views

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Adjust a score based on website visits and page views

In the world of digital marketing, understanding your audience's behavior is essential for crafting effective engagement strategies. One powerful way to align your marketing efforts with audience interest is through the ability to adjust contact and deal scores based on website visits and page views in ActiveCampaign. This feature allows marketers to track engagement more closely, enabling tailored communications.

ActiveCampaign allows users to leverage webpage visits to enhance contact and deal scores, signifying potential leads or interested customers. Utilizing this feature effectively can provide valuable insights into customer behavior and enhance your overall marketing strategy.

How to Access This Feature

To start adjusting scores based on website visits and page views, you need to follow these steps:

1. Click on Contacts in the left menu. 2. Select Scoring under the Contacts menu.

This location will allow you to reach the scoring options for manipulating contact and deal scores effectively.

Step-by-Step Instructions

1. 1. 1. Increase a Score Based on the Number of Visits Made to Your Site

Every visit counts as a browsing session, indicating user interest. To adjust scores based on the number of site visits, follow these steps:

1. Click Edit next to an existing score, or create a new score. 2. Click Add New Rule. 3. The segment builder will load. Click on the drop-down menu that says (Select a condition...) to view categories of conditions,

  then select Site & Event Data > Total site visits.

4. In the operator field, select Is. 5. Enter 1 to allocate points to a contact's first visit for the value. 6. Click Save. 7. To allocate points for a contact's second visit, click Add New Rule and select the same conditions, but type 2 for the segment condition. 8. Continue this process until you cover the majority of your contacts.

It's advisable to set expiration points, ensuring that contacts don't retain high scores due to visits that are too old. A typical timeframe for expiration is 1-3 months based on your sales cycle. Adjust points to give more weight to repeat visits, as they indicate stronger engagement.

1. 1. 1. Increase a Score Each Time a Web Page is Viewed

To allocate points for each view of specific web pages:

1. Click Automations in the left menu to navigate to the Automations Overview page. 2. Click Create an automation. 3. Select Start from Scratch, then click Continue. 4. Choose the Web page is visited trigger and click Continue. 5. In the resulting Action Options modal, define which web pages will trigger this automation. Use a wildcard (an asterisk symbol '*') to apply this to most of your site. For visits to key pages, enter the full URL. 6. Ensure the automation is set to Runs Multiple Times for points to be added each time a page is viewed. 7. Click Add Start once URL settings are configured. 8. Click the node (+) to add an action. 9. In the Add a New Action modal, select Contacts or CRM category, then choose the Adjust score action. 10. From the dropdown under Score, select the score to adjust. Ensure it's marked as Active. 11. Specify whether points should be added, reduced, or set in the dropdown under Adjustment, then enter the numerical value. 12. Finally, set an Expires timing for the points added, typically set to expire within 1-3 months as necessary.

Configuration Options and Settings

Within the process described, several configuration options play a crucial role in how scores are adjusted:

- Total Site Visits: The conditions used to trigger score adjustments based on total visits. - Web Page is Visited Trigger: A specific trigger in automations to add scores based on page views. - Remember to set scores as Active: This ensures that scores can be adjusted accordingly. - Expire Settings: Designed for score management to reflect recent engagements accurately.

Adjusting points based on how frequently a web page is viewed can help in determining the engagement level of contacts.

Best Practices and Tips

- Consider setting points in a way that reflects engagement levels. For instance, allocate more points for the 4th or 5th visit compared to the 1st. - Use expiration dates thoughtfully for points to keep scores current and throughout recent activities. - Create separate automations for different categories of web pages to further refine the scoring based on the importance of each page.

Common Use Cases with Examples

1. **Lead Scoring**: Increase scores for repeat visits to high-conversion pages such as pricing or demo pages. 2. **Engagement Tracking**: Monitor users who frequently visit blog sections versus general landing pages to refine content engagement strategies. 3. **Behavior-Based Marketing**: Utilize scores to segment contacts for targeted campaigns based on their browsing behavior via the site.

Troubleshooting

If you encounter issues adjusting scores based on website visits, consider the following:

- Ensure that your Site Tracking is correctly configured on your website. - Verify that the score you wish to adjust is marked as Active. - Ensure you have correctly followed the steps to set the triggers and conditions without missing configurations.

FAQ

What types of scores can I adjust in ActiveCampaign?

You can adjust both contact scores and deal scores based on website visits and page views.

How many points should I assign for each visit?

The allocation of points can vary; it is recommended to assign more points for repeated visits as they are a stronger indication of interest.

Can I set a time limit for points?

Yes, it is advisable to use expiration settings to ensure that engagement reflects only recent activities.

Is this feature available in all ActiveCampaign plans?

This feature is available for Plus, Pro, and Enterprise plans in both Marketing and Sales categories.

What happens if I set no expiration for scores?

If no expiration is set, scores may remain inflated due to older visits, leading to inaccurate representations of engagement.

Can I see the impact of my scoring decisions over time?

Utilizing the reporting features in ActiveCampaign can assist in reviewing how scoring adjustments affect engagement and conversions over time.

Is it possible to adjust scores for specific pages only?

Yes, automation can be configured to adjust scores specifically for targeted pages, allowing for tailored engagement strategies.

By understanding and utilizing the scoring adjustments based on website visits and page views, you can significantly enhance your marketing efforts, tailoring communications to reflect the engagement demonstrated by your contacts.