Visitor Engagement Scoring to Drive Conversion & Loyalty

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How to Build

To create a scoring system, it is imperative to identify all key activities that show engagement on your site and assign a point system to each activity. For instance, one government agency uses the following KPIs to score visitor engagement:

·      Blog Views: Page view or bounce is the most basic way to look at this metric. Capturing information on session duration can also prove valuable.  Consider assigning a higher score to a lead that signs up for the latest news updates, a lower score for visitors who have read at least one article, and an even lower score for those who bounce after landing on any blog page. 

·      Internal Searches: Internal search is used onsite to help visitors locate the information they are looking for, as tracking internal searches of engaged visitors tells you what content is needed to best serve them.  By tracking visitors primary search terms and search page results, we can better understand visitor behavior and intent. Keep in mind, if a visitor searched for a term and exited the site prior to identifying relevant search term result pages, they are demonstrating interest in the content but may not have been able to locate the content they needed.

·      Video Watches: Tracking video views for each visitor tells you a more precise story. If someone started the video, but leaves the screen after watching 25% of it, they’ve still taken the time to consume some of your content, but likely had a conflict. If someone watched the whole video and goes back to the video in a separate session, this indicates strong interest as they are reviewing the content again – or believe it’s beneficial to share with a colleague.

·      File Downloads: Tracking and understanding download behavior is a valuable behavior to track. as this can prove beneficial to assign each file or download type a unique score. For example, if someone downloads a File with outdated offerings or services is not as valuable as downloading and up-to-date file about current products or services. As a result, assigning the newer files a higher score will enable sales teams to identify products or services that are in high demand from customers.

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