How to Setup Lead Scoring with WordPress That You Can Be Proud Of

Want to build an email list? Heard of CRM and not sure what to do with it? Then I got news for you. Ninja Form has the proper solutions for you. Let's discuss about how you can use your email list in your CRM tool with Ninja Form

It’s often very complicated to implement lead scoring in your CRM, and, unless you’re dealing with very high volumes, possibly way more than your organization needs in the first place.

Actually, all you really need is a WordPress contact form plugin that can handle calculations! That’s it. Now, let’s look at how to set up a form that will rank a lead based on the information they provide you.

Please note that you will need to have Developer Mode enabled to see all the features described below.

Building a form to qualify leads in 3 easy steps

To make this tutorial easier, we’ll start with a form that you might encounter in real life. 

Below is an example section of a form with questions a realty company usually asks prospective buyers. Based on the answers, the agent would know whether they have someone reaching out ready to buy, or someone that’s just casually browsing.

Step 1: Assign a value to each answer

Using Ninja Forms, you can assign each checkbox list item (or many other fields) a Calc Value. The sum of these values will be the lead score we output when the form submits. In this example, we’ll assign a value of 1 to any lead that indicates that they’re already pre qualified for a mortgage loan, and a 0 if they are not.

Do the same for the other question, and next we’ll set up a calculation to capture the overall score itself.

Step 2: Calculate the lead score

Now that we have our Calc Values in place, we’ll need to calculate the overall lead score based on these values.

1. Go to the Advanced tab of your Ninja Forms builder and select Calculations.

2. Add a new calculation and name it (Variable Name)

3. Define the equation by using the merge tag icon to select the fields for which you’ve assigned Calc Values (see Ninja Forms’s documentation on calculations here if you need help).

In this example we’re just summing the three checkbox list fields in which we’ve assigned Calc Values to the list options. It looks a little complicated, but it’s simply Field 1 + Field 2 + Field 3:

Step 3: Display the lead score

With the calculation set up, you can capture it ‘behind the scenes’ in a Hidden field. Users won’t be able to see the field, but it will appear in your form submissions and can be sent out in an email or other notification. Just add a Hidden field and set its Default Value as the calculation you just created:

What to do with my lead score?

Now that you’ve calculated your lead score, what can you do next? The options are endless! Here are 5 ideas to get you started:

1. Email related individuals or departments when a new high quality lead came through your form.

2. Send SMS/text notifications to specific individuals within your organization when a very high quality lead is submitted

3. Display custom success messages to the lead based on their lead score

4. Send a custom email or video response to each new lead based on their lead score

5. Redirect the user to specific pages based on their lead score

The ideas above can be implemented easily using Conditional Logic in Ninja Forms. Make them fire only if the users’ lead score value falls below, within, or over a threshold to present custom responses or notify key members of your team!

In conclusion, with Ninja Forms you can score your leads based on their performance and engagement. You can choose variety of forms to capture leads.