How does Triggerbee work - Long version

Hi there! 👏

Curious to get to know Triggerbee a bit more? Here's the full walk-through for you!

So, what is Triggerbee? Triggerbee is a personalization platform for eCommerce and Subscription businesses that allows you to create personal forms, promotions, surveys, and content for your website without any code. This is done by tracking your visitors' behavior on your website and by integrating with your CRM or e-mail database to get your customer data.

In the Triggerbee platform, you will primarily work with building audiences and campaigns for your website, to communicate with and convert your traffic to subscribers, members, first-time buyers, second-time buyers, and so forth.

To get a better understanding of how the Triggerbee tracking and data collection works, let's start by looking into the Visitor Feed.

Visitor Feed

The visitor feed shows your traffic in real-time. Triggerbee sees where your visitors are coming from (direct, newsletters, social media, etc.), and what they are doing on the website. Filter out different segments and go in with the "magnifying glass" on specific visitors to see the traffic flows from social media, through a Triggerbee campaign to a purchase, for instance.

It is possible to create even more granular audiences by logging goals and interest profiles. Goals represent important events on your website, such as logins and completed purchases, while interest profiles are an automatic URL-based categorization of your website that helps you understand what categories each visitor is most interested in.


By default, Triggerbee does not know what physical person each visit represents. Instead, each visitor gets a unique ID that stores all interactions with your website, until the visitor shares their e-mail address and is converted to an identified profile.

The number of identified visitors is calculated to what we call the Identification rate, which basically translates into what percentage of your traffic is identified by email. This is one of the most important KPIs in Triggerbee. Having a high identification rate makes it possible to be even more personal on-site, and most importantly, unlocks the possibility to sync data between Triggerbee and your CRM. We'll dig deeper into this further down this article when looking into Audiences.

Identification is done in three, independent ways:

  1. Through Triggerbee Forms, eg. when collecting newsletter subscribers, arrange competitions or collect feedback.
  2. Through incoming emails from any of our integrated CRM or e-mail tool.
  3. Through scripting along with goal logging, eg. when a visitor creates an account, logs in, or completes a purchase.

We recommend that you work with these three approaches simultaneously and continuously to maintain a high identification rate.

Campaigns and Audiences

Let's look into the heart of Triggerbee - the Campaigns and Audiences. Triggerbee allows you to create Forms, Promotions, and Surveys in any shape and design you wish, for your targeted audiences. All campaigns can be A/B tested and thoroughly followed up on.

For the sake of this guide, we'll work with the following use case:

  • Convert unknown visitors to newsletter subscribers and collect some demographic data.
  • For recurring subscribers, convert them to SMS subscribers.
  • Our USP (unique selling point) to achieve this is that we can hand out a 10% discount on their next purchase.

The campaign process can be divided into two parts. Step one is to design your campaign, and step two is to select to whom, where, and when your campaign should be displayed.

Let's begin with Step 1 - Design

When creating a new campaign, you can either browse freely among the campaign template gallery - or start from scratch with a blank template. No matter where you start, the editor is extremely flexible and will allow you to achieve any design you have in mind.

Once you have selected your template, you'll be sent to the campaign editor - and it's time to start designing. The campaign editor consists of a design area where you can toggle between desktop and mobile, a top panel containing the steps of your campaign, and a menu on the right with the element library and settings for your campaign.

Step one in the design is to select the layout of your campaign. Triggerbee has five different layouts. Four overlay layouts, which are placed on top of your website content, and one embedded layout - which you inject into your CMS.

To design your campaign, simply click on any element you wish to adjust and make your changes in the canvas itself and/or in the menu on the right. It is important to work with the same graphical profile as you have on your website to make the campaign cohesive, ie. using the same font, color, imagery, and shapes (eg. rounded corners on buttons). This is why your fonts and colors can be uploaded to your Triggerbee account.

Apart from the elements that are already in the campaign, you can also add more elements such as a deadline component to create that FOMO feeling, or another text element to explain your offer more.

Don't forget to design all the steps in your campaign. For the use case we're working with, it's a good idea to add the discount code element to the success step, to seamlessly deliver the discount code to the visitor after conversion.

If you're working with a Form, eg. your campaign contains at least one input field, you will also be prompted to connect your campaign to your integrated CRM, to let Triggerbee know where to send your new contact. This is done under Form Settings, where you select your CRM and any list or tag to send the contact to.

Step 2 - Audience and targeting

When you feel satisfied with the design of your campaign, move on to the campaign settings to decide to whom, when, and where to display your campaign. You can always go back to editing the design, so don't worry if you're not 100% ready.

Start by giving your campaign a suitable name. After that, the first setting to decide on is your Audience. You can either select a previously saved audience or create a new one.


An audience is built by Filters and Conditions. Filters are connected to the visitor and their history. For instance, you could make an audience from Shoe interested visitors that have not made a purchase in the latest 30 days. For your identified visitors, it is also possible to use the CRM data options, to target contacts that have an unused bonus check or have a birthday coming up.

Unlike Filters, the Session Conditions are targeting options connected to what happens in the browser today, in the current session. This means, that we can see whether the shoe-interested visitor is coming from a specific UTM campaign today, or is visiting the site through their phone. This makes it possible to mobile adjust your campaigns, or create that omni-channel feeling for visitors coming from specific sources.

The Session Conditions also have Javascript, cookies, and other more advanced targeting - which is useful for targeting campaigns toward cart values or login status.

For the first part of our use case where we want to target unknown visitors, we would use the built-in "Not identified" audience. For the second part, where we wanted to target recurring visitors, we'll start by creating a personalized variant. This will allow you to display different messages to different audiences. Next to the variant feature, you'll also find the AB-testing feature.

For the second variant, we'll target it toward the opposite audience, eg. the "Identified" audience. Then we'll go into that campaign and simply change the e-mail field to a phone number field.

Then, return to the campaign settings and continue with selecting where, how, and when to display your campaign, for both variants.

Where, When, and How

Further down in the Campaign Settings, you will select where, when, and how to display your campaign. First up is where. Eg. if you want your campaign to be displayed or hidden on any specific paths. For instance, we can display it everywhere on the site except the checkout, or only display it on tableware pages.

Next up is when to display your campaign. We call it Triggers. Do you want it to pop up directly when the visitor comes to the site, after a few clicks, or perhaps when they are about to leave? Depending on your use case, different use cases require different triggers. Embedded campaigns should always have the "Instantly" trigger, while with newsletter signups, you should probably allow the visitor to look at your site for a couple of clicks or seconds before displaying your offer.

Lastly, for the How settings - we have Scheduling and Repetition. Scheduling is used to prep your campaign start- or end date, or to have it live only for certain weekdays or time periods.

The default setting for Campaign Repetition is that any positive interaction with your campaign, eg. a click or a conversion - will hide the campaign for that visitor from that point on. But if the visitor ignores the campaign or closes it, it will display again after a week. Feel free to change these settings as you please.

That's it! You are done with your campaign and can publish it directly to your website! Once the campaign is live, you can follow its progress in the campaign dashboard and watch your business grow.

You've made it to the end of this article! That's all you need to know about Triggerbee for now - have fun becoming more personal! ⭐️

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