Adjust a score based on website visits and page views

Scoring is available on the following plans:

• Plus
• Professional
• Enterprise

You can use webpage visits to adjust contact scores and deal scores in your account. In order to adjust contact scores and deal scores with page visits, you must set up Site Tracking on your website. 

In this article:

• Increase a score based on the number of visits to your site
• Increase a score each time a web page is viewed or a category of pages

Increase a score based on number of visits to your site

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

1. Click “Contacts” in the left menu to go to the Contacts Overview page.

2. Click “Manage Scoring.”

3. Click "Edit" next to an existing score or create a new score. 

4. Click “Add New Rule.”

5. Click “(Select a condition...)” to display categories of conditions, then click "Site & Event Data" > "Total site visits." 

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

7. Click “Save.”

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

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.

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.

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: 

1. Click “Automations” in the left menu to go to the Automations Overview page.

2. Click “Create an automation.”

3. Click “Start from Scratch” then click “Continue.”

4. Click the “Web page is visited” trigger then click "Continue."

5. The "Action Options" modal will open. 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:

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

7. Click the node (+) to add an action.

8. In the "Add a New Action" modal, click the "Contacts" or "CRM" category then click the “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.

9. Click the dropdown under "Score" to select the score you want to adjust. If it does not appear in the list, make sure that the score has been marked “Active”

10. Click the dropdown under "Adjustment" to specify if points should be added, reduced, or set. Then, type the number value next to it. 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. A good expiration time for many businesses might be 1 - 3 months, but it depends on the length of your sales cycle.

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