Lead Score is a score visitors earn based on their activity during a visit to your website. Setting rules to score visitors based on their actions gives you a clear, automated way to understand who's genuinely interested and who's just browsing, rather than relying on gut feel.

Why It's Useful

• Quickly identify what type of visitor you're dealing with, based on their accumulated score
• See which visitors are genuinely interested in your product, rather than treating every visitor equally
• Focus your team's attention on higher-scoring visitors, who are statistically more likely to convert

Setting Up a Lead Scoring Rule

1. Go to Settings, then Automate, then Lead Scoring, and click Add.
2. Choose your audience criteria: website details, technology, visitor details, department, triggered status, UTM values, CRM values, campaigns, company data, user data, or general conditions such as number of past chats.
3. Click Next, then add or reduce points for the chosen condition by swiping the slider left (reduce) or right (add).
4. Click Done to save the rule.

A default set of rules is already available when you first look at the Lead Scoring section, which you can edit or use as a starting point rather than building entirely from scratch.

A Worked Example

A property business might set a rule so that every time a visitor views a property page and spends more than 10 minutes on it, their Lead Score increases by 100. Combined with other criteria, such as which city a visitor is browsing properties in, visitor routing can then automatically send the highest-scoring visitors to the operator with the right expertise for that specific area, rather than a generic queue.

Automating Lead Scoring at Scale

As your business grows, manually tracking and updating scores becomes impractical. The recommended approach is to automate scoring from the outset, basing your rules on what live visitor identification, page views, time on page, and site journey data tell you about your genuinely ideal customers, rather than adjusting scores by hand as volume increases.

Managing Rules via the API

Lead Scoring rules can be listed, retrieved, and updated via the SalesIQ REST API, including specifying points and combining AND/OR criteria groups programmatically, useful if you're managing a large or frequently changing rule set.