Lead scoring rules


To relate visitors and their behavioral data and transform this information into meaningful insights, you set scoring rules that define a visitor's score, lead type, and lead stage.

Scoring rules are based on visitor activities, or interactions on your website. When a visitor views a page, downloads a document, posts a comment, subscribes to an email campaign, or any other interaction that you define, the visitor earns a specific number of points for each of these activities. Each interaction, or combination of interactions, is encapsulated by a lead scoring rule.

Lead type

Each lead scoring type is characterized by a score of points that capture the lead's readiness to convert to different conversions, which you defined. You specify a lead's readiness using engagement stages of each lead scoring type. For example, you can define stages Leads between 50 and 100 points and Qualified leads above 100 points. Visitors pass a stage, once they reach the stage threshold.

NOTE: Since the “Qualified leads” stage is closer to conversion than the “Leads” stage, the threshold for the former needs to be higher than the threshold for the latter.

Lead stage

Depending on how you define lead scoring rules, a visitor may score points for a rule just once or each time they complete a specific interaction.

EXAMPLE: For example, your scoring rule states that each time a visitor lands on a page under the Pricing section, they score points for the Buyers scoring type. Thus, you measure how often this visitor visits the buying and pricing information, and associate this frequency with lead scoring stages. The higher score a visitor scores towards this type, the closer stage to conversion, and, therefore, purchase, they are associated to.


The bigger the score that visitors accumulate within a particular lead scoring type, the closer they are to conversion, that is, the higher engagement stage of the lead scoring type they reach. The higher the score value, the more qualified the lead is.

Negative score

You can define rules assigning negative scores. You use such rules to model visitor's behavior that diminishes their relevance to or even disqualifies them from a particular lead scoring type.

You may assign a small number of negative points, and when the visitors are assigned enough negative points, they may move to a previous stage in a lead scoring type.

You may also assign a large number of negative points to effectively remove a visitor from a specific lead scoring type.

EXAMPLE: For example, if a visitor is looking for a job at your company and uses your site to learn more about your product, her actions would naturally score higher in one or many lead scoring types. However, once she clicks the Apply for a job button, this visitor should be excluded as a good lead.

NOTE: After a contact starts participating in a particular lead scoring type and then accumulates enough negative points so that her scoring goes outside the boundaries of a given lead scoring stage, the lead scoring chart in the Contact details page will continue showing this visitor. However, Sitefinity Insight will not consider her as part of the lead scoring type.

Rules are not bound to one lead scoring type and can be scored against any type with different values (anything different from zero is considered), depending on your requirements.

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