Lead scoring is a technique included within inbound marketing whose objective is to rate leads based on their relationship with the eCommerce. This allows you to measure the interest shown by leads or potential customers in a database organised by brand, image, and the products or services that are offered. You can also identify more easily where each consumer is in the buying process. This technique will help you to get to know your buyer persona better and, at the same time, design more precise pricing strategies with which you can increase your conversion rate. This is why we’re going to explain its benefits in detail as well as how to calculate it.
Benefits that lead scoring offers your eCommerce
First, the use of lead scoring makes planning more specific and effective campaigns easier as it guarantees a more rigorous segmentation of the target audience. For the data obtained from lead scoring, you can create campaigns with different messages, depending on the type of users, but with different calls to action as well, based on the position they occupy in the sales process.
On the other hand, this technique, included within inbound marketing, improves the company’s metrics since it’s a visual representation of how the relationship between the eCommerce and its customers is improving and whether or not the actions implemented have been effective.
In the end, lead scoring favours an increase in sales for the company and an increase in the loyalty rate by offering the users products or services that interest them.
How to calculate the lead scoring for your target audience
The objective of lead scoring is to set a value for each lead included in an eCommerce’s database. This score will depend on many different factors, such as demographic information, behaviour on the website, and interactions with the brand. These factors, determined based on the needs of the business, can be organised in two ways:
One-dimensional lead scoring
This is based on assigning each lead one single score, generally, a value between 0 and 100, which will be higher the more likely it is for the lead to make a purchase. This score can be retrospective, based on data provided by the user on a questionnaire or their behaviour on the website, or predictive, including an assessment of the probabilities of their meeting the objective that you proposed when the acquisition and conversion actions were launched.
Multidimensional lead scoring
In this case, each potential customer isn’t assigned one single value. Instead, you combine different variables to create a matrix that indicates where each user is with greater precision.
These calculations can be done manually or with the help of automated software to accelerate the process and decision making. Based on the assessment achieved, it will be easier to launch effective lead nurturing campaigns to encourage customers to approach the brand and direct them, in a non-intrusive manner, towards the final purchase decision. These lead nurturing campaigns can be supplemented with dynamic prices that have been personalised for each segment of your audience and adapted to the supply and demand at any given time. You can also use automated dynamic pricing tools to achieve this.