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:
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.
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.
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
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.
