How to effectively use Infusionsoft's webpage automation triggers

Web page trigger automation has been widely used by big businesses for a (relatively) long time. Think about the Amazon emails that serve up suggested product promotion emails based on what products you’ve been looking at or the retargeting ‘magic’ that’s been happening on Facebook over the last few years (where you see ads from businesses whose website you recently visited).

This is a feature I’ve been waiting on for a long time and I’m thrilled Infusionsoft has recently added it to its automation arsenal.

If you don’t use Infusionsoft or know what it is, head over to our full Infusionsoft review page to learn more.

Why Page Trigger Automation

Before diving into how it works and what you’ll need to get started (which isn’t much), let’s talk about why you’d use something like this.

I refer back to Jermaine Griggs’s definition of marketing automation quite a bit because I think it’s the perfect explanation of what’s possible with tools like Infusionsoft.

He calls it ‘scaling personal attention’.

Think about it, there aren’t many tools that allow you to give the type of personal care and communications your prospects and customers need without the use of automation.

Examples for Your Business

Here are a few examples of leveraging page-trigger automation for your business, including a few that I’ll be testing out:

  • Send a sales rep a notification that a lead has recently viewed your pricing page or order form, but didn’t sign up or buy
  • Apply a tag or note to a contact who read a certain blog post
  • Send an email directly to a prospect after they visited a free consultation page, but didn’t sign up
  • Ask a prospect if they’d like to be the next testimonial on your website after they’ve perused your testimonial page (only half joking)
  • Count how often people visit certain pages on your site
  • Check out this great example from the Monkeypod Blog.

(Do this all tactfully. You don’t want to creep anyone out by telling them you know what they’re doing.)

How it works

Infusionsoft uses cookies to match your CRM contact records with website visitor records. This means there needs to be a nice hand-off between Infusionsoft and your website. This happens when a contact does one of the following:

  • Clicks a link in an email
  • Submits a hosted or JavaScript embedded web form
  • Submits a landing page form
  • Submits an order form
  • Submits an order via the shopping cart

In each of these cases, Infusionsoft is able to match contacts with visitors. Because it’s cookie based, it won’t always be 100% accurate when people switch devices, like going from desktop to mobile phone. It’s also important to note here that you should use the default Infusionsoft webforms when possible rather than 3rd party integrations, which likely won’t be able to support this feature.

How to Implement

Step 1: Install the script on your website. You’ll see instructions when you drag out the new page trigger goal in Infusionsoft. They call it “Web Page Automation”. If your website has an area for 3rd party scripts, like Google Analytics or the Facebook Pixel, just paste the code below whatever else you have in there.

Step 2: Identify where the important pages on your website live in the marketing funnel. For example, someone looking at blog post about a general topic in your industry is less likely to buy than someone who’s looking at a pricing or testimonials page.

In this example, I would say your blog post is top of funnel content and the pricing and testimonial pages are middle or bottom of funnel content pages. Use a simple tool like Google Draw to build something like this:

From here, I would start with the low-hanging fruit. In other words, let’s automate activities for prospects who are looking at bottom of funnel content first and then move to the middle.

Step 3: Identify what you’d like to automate and check out the examples list above for ideas.

During this step, you need to identify automation that is congruent with the content your prospects are looking at. For example, if someone is looking at the pricing page and they don’t buy then let the sales rep know that or offer an incentive for them.

Step 4: Build the Infusionsoft Campaigns

As best practice, I suggest creating a campaign that’s dedicated only to page trigger automations so you can find them all easily in the future.

This is a new feature and I’m sure there will be those smarter than me coming out with really cool ideas, but here are a few things to always remember when setting this up:

  • In my testing, the triggers happen almost immediately when someone visits a page. Use delay timers after your page trigger to allow your prospect to consume the content before sending an automated email.
  • Understand the end goal and STOP the automation from happening if the prospect reaches that point. For example, if the page trigger is on your free consult page and then you send them an automated email after they request a consult, you’ll look really sloppy. Use the free consult tag to stop the email from getting sent.
  • Use decision diamonds to filter people who shouldn’t receive the automation. For example, if someone has already received an email about giving a testimonial after going to your testimonials page, don’t send it to them again. Also, if they’re already a customer, it generally doesn’t make sense to send them info for prospects, so filter them out too.
  • As always, label your campaigns and tags correctly, so you can stay organized. (Click here for more about tag naming best practices).

Use this guide to help you set up your new automation feature and increase your sales and conversions.

Every business is different and I’m curious how you’ll be using the new feature. Please leave a comment below.

Here’s a quick tutorial of how I’m using it in my business:

About Brett Farr

Brett is the founder of Blick Digital, a marketing automation agency. He’s an automation nerd, a top ASU Marketing graduate, and was honored to be the TIME Person of the Year in 2006. He's one-half Australian (g’day mate), grew up on an island and now calls the Arizona desert his home with his wife and two kids.

10 Comments

  • Thanks Brett,

    When I read http://help.infusionsoft.com/userguides/campaigns-and-broadcasts/campaign-goals/create-a-web-page-automation-goal it suggests that “You can now trigger campaign automation when an existing contact visits a specific page on your website. After a contact performs one of the following actions, a tracking cookie is placed in their browser: At the bottom of the list is “When the contact visits a web page that contains the tracking code, you can initiate campaign builder automation.”
    At the bottom of the page it has pro tips. “If you are already using the web tracking code on a page you want to track, you don’t need to add this new snippet to the page. Two conditions must be met in order for the campaign automation to trigger:
    The tracking code must be on the page that the contact visits.
    The tracking cookie exists on the contacts browser.

    My problem is, that I have contacts I have added through an internal form, or manually. Can I assume that these contacts will NOT be able to trigger automation?

    The next question is that Infusionsoft does not make it clear, if you put the tracking code on the home page, will that cover the whole site? Or do you need to add a * after the URL to include the whole site.

    Thank you in advance. I was referred by Greg Jenkins as a Monkeypod member.

    • Farr Brett says:

      Hi Jamie, thanks for checking out the blog. Let me try to answer each of these questions separately:

      1. Yes, you’re correct. If you’re adding contacts via the internal form, Infusionsoft will have no idea who they are when they visit your site until the hand-off I wrote about is made. A good solution for this is that when you add the contact via the internal form, send them an email with an incentive to click back to your website. When they click the link back to your site (where the tracking code lives) the hand-off will be made and Infusionsoft can match the CRM record with the visitor record and trigger automation for future web page visits.

      2. You need to add the code to EVERY page on your website. There’s no need to add an * to anything.
      This is most easily accomplished by placing it in the header, which loads on every page (think about your navigation bar. It doesn’t change, but it loads on every page). So instead of adding it individually to every page, you need to add it to the header. If you use WordPress, there are a lot of plugins and themes that will do this for you. Let me know if you get stuck here, because nothing will work until you get this right.

      3. Greg is a great friend and even better Infusionsoft wiz. I’ll tell him thanks!

  • This is great Brett! I love your suggestions around tagging – if you get really complex with your tags you’d be able to trigger different variations of follow up for their second or third visit to your pricing page. Man, this stuff could get really fancy really fast.

    Thanks for the detailed walk-through! I’ll be pointing people here for sure.

    • Farr Brett says:

      Exactly! I’m excited for what’s next and all the amazing releases Infusionsoft is coming out with. 2016 was big! I hope 2017 continues this way.

  • This is the type of automation that’s required for high-end, very-specific, consulting sales. I’m paying attention. Thanks Brett.

  • Jason Dudley says:

    Thanks for the post. Maybe you can answer a question about the cookies. It sounds like if any contact has ever done one of these criteria they will permanently have a cookie on their browser that tells Infusionsoft who they are? (in most cases):

    Clicks a link in an email
    Submits a hosted or JavaScript embedded web form
    Submits a landing page form
    Submits an order form
    Submits an order via the shopping cart

    Is that right? Thanks in advance.

  • Eli says:

    You mentioned a way to “Count how often people visit certain pages on your site”, I am trying to find a way to do that. And if that is possible, can that data be posted to a custom field? can there be a way to notify a sales rep when someone hits a threshold?

    Is this comment field run through infusionsoft? How did you set up a multiline comment box?

    • Brett Farr says:

      Hi Eli – Yes, you can ‘count’ natively within Infusionsoft, but it’s a bit tricky. It’s easiest to just use a tool like PlusThis or MyFusionhelper (or if you’re looking for free tools: https://fixyourfunnel.com/blog/funnel-bots-home/counter-bot/) to do it for you. Then you can create some automation around a whole number custom field and allow someone to be notified when that reaches a certain point. In short, it takes more set up than I can explain here, but it’s very do-able and I’d be happy to show you if you’re interested in a quick chat.

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