Page Actions are often forgotten amongst all the other great features Pardot stacks into the product. They are incredibly useful in Marketing Automation, and yet understated.
Page Actions simply perform an automated action when a Prospect visits a page – simple, but when planned out can be impactful. Let’s start by seeing how Page Actions stand out from views.
Page Views vs. Page Actions
Page Actions differ slightly from Page Views. When you implement a Pardot Campaign Tracking Code in your webpage HTML, a page view will be recorded on a Prospect’s Activity each time they view that page. The Tracking Code is designed for site-wide use, or for a collection of webpages for a particular campaign.
As I mentioned, Page Actions take an automated action when Prospects views a specific page. They are designed for your most important pages, ones that indicate that the Prospect is increasingly more interested in your offering. These are known as ‘buying signals’, and so, the most commonly referenced use case is a company’s pricing page.
If the Prospect is making this indication, you want to strike while the iron is hot. That’s why Completion Actions fire immediately and can include:
- Adding to Pardot list/Salesforce Campaign
- Adding tags
- Assigning to User/Queue
- Adjusting score
- Changing field values
- Notifying users
… & more.
As you can see, both Views and Page Actions track webpage visits, but with a different purpose, urgency and outcomes.
! NB: Page Actions only process Prospects. The web visitor must be cookied and identified as a Prospect. Page views are tracked for both Prospects and unknown visitors. Remember that it’s important to convert a visitor before a visitor gets to your Page Action pages.
Page Actions in Action
In the ‘Activity’ section on a Prospect’s record, you can see Page Visits listed.
If you want to see the number of Prospects that viewed a page? Use Page Actions!
On the Page Action summary page, you will be able to see a table of all the Prospects that have been processed by the Page Action.
From this table, you can filter and mass update Prospects as you wish, meaning you can retroactively manage your Prospects eg. if your lead nurture process changes.
No prizes for guessing why Priority Pages exist! These will be singled out, made obvious, on the Prospect’s Activity. These are the Page Actions that you don’t want anyone to miss!
Setting up Page Actions
The Page Actions menu is tucked away from the rest of the marketing features.
Admin ? Automation Settings ? Page Actions ? ‘+ Add Page Action’ (blue button)
Then you will need to input:
- Page URL: the link to the webpage
- Page Score: how many points a visit is worth? This will be added to a Prospect’s score, so consider any score-based automations you have set up elsewhere.
- Scoring Category: if you use these, assign to the correct category.
- Priority Page: (refer to above section)
- Completion Actions
Page Actions are often forgotten amongst all the other great features Pardot stacks into the product, but enable you to strike while the iron is hot. In this feature walkthrough, I’ve shown how Page Actions are useful in your Marketing Automation when applied to ‘buying signal’ pages – ones that indicate the Prospect is increasingly more interested in your offering.
Although the setup is lightning fast, put some thought into planning your Page Action strategy. Which pages indicate that Prospects are moving down the marketing funnel? What is the value of that page relative to your other pages? When is it appropriate to notify sales? And finally, how do you convert visitors before they reach the page?