Proactive Headsup

Proactive Headsup allows you to engage and convert anonymous visitors to your web pages. Before getting started, please ensure that you have the tracking code on the web pages where you would like to display Proactive Headsup messages.

You can create a Proactive Headsup message by going to the Proactive Headsup app:

...and then clicking the New Proactive Headsup button:

Who will be shown Proactive Headsup messages?

Proactive Headsup messages will only be displayed to anonymous visitors. As soon as a visitor becomes known they will no longer be shown Proactive Headsup messages. For this reason, we suggest testing these messages in a private (sometimes known as "incognito") window.

If you want to show Headsup messages to known visitors, as opposed to anonymous visitors, use the Show Headsup action in a Journey. Because the Show Headsup action knows a visitor's identity, it allows you  to personalize your messages, and show them at the right time and in the right context.

Each Proactive Headsup message will no longer be shown once it has either been responded to or dismissed.

What does each message type do?

There are three message types: 

  1. Proactive Subscribe
  2. Proactive Call to Action
  3. Proactive Reply Back

1. Proactive Subscribe

Proactive Subscribe allows you to convert anonymous visitors into leads by capturing their email address, as well as their first name and last name (if you wish to do so) and then adding them to a list of your choosing:

You can then add subscribers to a Journey by using a List Trigger, and selecting the list that you chose in the message setup:

Remember to select the "Add contacts who are added to this list in the future" option on the List Trigger:

2. Proactive Call to Action

Proactive Call to Action allows you to display a message to visitors that encourages them to visit another relevant page:

In contrast to Proactive Subscribe, Proactive Call to Action does not capture any information about the visitor; instead, its goal is to give the visitor a nudge in the right direction. For example, you might direct visitors to your:

  • contact form;
  • pricing information; or
  • knowledge base.

If the visitor later becomes known, their interactions with the Proactive Call to Action will be shown on their Activity Feed.

3. Proactive Reply Back

Proactive Reply Back allows you to start a conversation with anonymous visitors by asking them a question, and then collecting their email address, as well as their first name and last name (if you wish to do so). 

Replies to your messages can be emailed to you and your team, as well as sent to a Slack channel. Note that under "Email the reply to others" you can enter multiple emails separated by commas:

Emails come from the lead's email address, so to continue the conversation all you need to do is reply to the email:

How can I view new leads captured via Proactive Headsup?

To make it easy to keep track of which leads were acquired from Proactive Subscribe or Reply Back messages, we automatically add lead source to new leads:

The lead source for leads captured via Proactive Subscribe or Reply Back will be “Proactive Headsup - Name of Message”. You can create smart segments to group your leads based on this lead source. Note that if a lead already has a lead source, it will not be overwritten.

Leads captured via Proactive Subscribe will also added to the list that you selected in the message settings.

How can I control where messages be shown?

For each message you can choose whether it will be displayed on any page, or specific pages. If you choose to only show the message on specific pages, you have the following options:

You can click the "+" button to add additional pages:

To make targeting your messages easier, Proactive Headsup honors URL parameters. For example, if you were running a Facebook ad and had configured it to use a URL that contained UTM parameters, you could enter that URL in your message settings:

This would allow you to display a targeted messages (e.g. an offer) only to those people that visit the page from that particular ad.

If you'd prefer to show a message to everyone that visits a page, regardless of whether it's via a URL with particular parameters, you can use the contains option:

Finally, please note that:

  • You don't need to worry about adding variations for http://, https://, and www. This is handled automatically.
  • For wildcard formatting please see this article.

How can I measure message performance?

At the bottom of each message you'll find key metrics that enable you to message performance:

For Proactive Subscribe and Proactive Reply Back:

  • Conversions: number of people that subscribed or replied to the message
  • Conversion rate: conversions / number of people that the message was shown to

For Proactive Call to Action:

  • Clicks: number of people that clicked the the call to action
  • Click rate: clicks / number of people that the message was shown to

Note that all metrics are based on unique sessions (i.e. one person in the same web browser session can only count once).

How can I edit or delete a message?

To edit or delete a message, hover on it and then select the relevant option:


To inspire you, here are some examples of our customers that are using Proactive Headsup:

You can see more examples in our blog post.


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