Intent scoring is the practice of assigning a numerical value - typically 0 to 100 - to each visitor on your website based on the signals they've given you. A score of 90 means 'this person is very likely to convert soon'. A score of 10 means 'this person just arrived and we don't know much yet'.
Done well, intent scoring lets you personalise with precision. You don't need to guess whether a visitor is worth showing your enterprise case study or your starter plan. The score tells you.
The challenge is that most scoring implementations are too simple. They count page visits and call it a day. Real intent is more nuanced than that.
At Mister Chameleon, the intent engine combines six categories of signal: page visit patterns (what pages, in what order, how many times), time and recency (when did they last visit, how long did they stay), CTA engagement (did they click a pricing link, a demo CTA, a contact button), form behaviour (did they start a form, even without submitting), company enrichment (enterprise visitors score higher by default, target accounts score even higher), and session depth (total sessions, pages per session, time on site).
These are combined using a weighted model to produce a single 0-100 score that updates on every page load. When a visitor's score crosses 60, we consider them high-intent. When it crosses 80, they're in the 'ready to convert' zone.
The practical application: visitors with intent scores below 30 see awareness-level content - 'how it works', 'why personalisation'. Visitors between 30 and 60 see proof-oriented content - case studies, stats, testimonials. Visitors above 60 see conversion-focused content - pricing, a direct trial CTA, or a demo booking prompt. This alone - matching content tier to intent tier - is responsible for most of the conversion lift our customers see.
The key insight is that intent scoring isn't a feature. It's an input. Its value comes from what you do with it - and that's where the personalisation engine takes over.
