Qualification and scoring
Give points to the answers that matter, rule out visitors who are not a fit, and choose when the assistant offers a call or a resource.
How qualification works
Each form decides three things about a visitor:
- Their score, out of 100, computed from their answers and contact details by the form's qualification protocol.
- Whether they are disqualified: some answers rule a visitor out, whatever their score. A disqualified visitor never sees the calendar.
- What the assistant proposes (conversational forms): a call, a resource, or more questions, depending on the score.
The score also places every lead in a tier: Cold below 50, Warm from 50, Hot from 80. You see it on the contact and in Lead scoring.
Set the qualification protocol
On the form page, open the Questions tab and click Edit on Qualification protocol. The panel answers one question: what makes a lead worth 90 rather than 70?
The questions that matter
For each question of the form:
- Choice questions (dropdown, single or multiple choice): give points to each answer. An answer without points does not change the score. Points can be negative to lower the score.
- Number questions: add conditions such as More than 10000 → 15 points. Operators: More than, Less than, Equal to.
- Text questions: add conditions such as Contains "redesign" → 10 points. Operators: Contains, Equal to.
Click Add a condition to add another rule to the same question.
The contact
Points that depend on the visitor rather than on a question:
| Signal | Example |
|---|---|
| Email: Work email / Personal email (Gmail…) | +10 for a work address, −10 for a personal one |
| Phone: Phone given / No phone | +5 when a phone number is given |
| Company: Company given | +5 |
Simulate a lead
On the right, Simulate a lead lets you pick answers and see the score computed exactly as for a real lead, with its tier. Below, Nudge shows the maximum score your protocol can reach. If it is under 80, no lead can ever be Hot: add points.
The score is capped at 100. A form with no protocol still gets a score: Nudge's AI estimates it from the conversation (None: the score comes from the AI estimate).
Scores are only as good as your points. Start with the two or three questions that really decide whether a call is worth it, and give the rest little or no weight.
Disqualify visitors
Disqualification rules cite a form's own questions, so they are set per form: open Settings › Forms, choose Per form, select the form, then the Qualification tab. (From the protocol panel, the Exclusion conditions link takes you there.)
Under Disqualification:
- Choose the Logic: AND (all must match) or OR (any must match).
- Click Add condition and choose a Field, an Operator and a Value. Operators depend on the field: equals, not equals, contains, greater than, less than, is one of.
- Write the Disqualification message the visitor sees. The default is "Sorry, you don't qualify for a call at this time."
- Optionally, add a Redirect URL to send disqualified visitors to another page (a resource, a self-serve offer…).
The disqualification message and redirect can be shared by all forms from Settings › Forms › Whole workspace › Qualification. The conditions themselves are always per form.
Block spam and unwanted traffic
Settings › Forms › Blocking refuses visitors before they can book, for every form (including the Website Agent's booking form):
- Blocked IPs — specific IP addresses.
- Blocked emails/domains — an address (
spam@test.com) or a whole domain (@competitor.com). - Blocked countries (by IP) — visitors located in these countries.
- Blocked country codes — leads whose phone number has one of these dialling codes are disqualified.
Choose what the assistant proposes
For conversational forms, the score decides what the assistant offers once it understands the need. Open Settings › Forms › Per form, select the form, then Qualification › Recommendation:
- Propose a call from — the score from which the assistant opens the calendar. Default: 80.
- Propose a resource from — the score from which it offers a resource instead. Default: 50. It cannot be higher than the call threshold.
- Resource to propose — a Title and an Address (URL), for example a pricing guide.
Below the resource threshold, the assistant keeps asking its qualification questions. Without a resource, warm leads keep being qualified. Without a qualification protocol, the recommendation does not apply.
Improve your rules over time
The Why they leave tab of Analytics offers Suggested qualification changes: hypotheses drawn from 90 days of conversations (with at least 20 comparable answers), which you review and apply or dismiss. Nothing changes automatically. See Why they leave.