What’s this template for? This 👇 is a step-by-step guide for creating a custom bot, that allows you to capture visitors who are showing buying interest on your pricing page. Enjoy 😄 

Your pricing page is ripe for converting high-value, high-intent visitors into opportunities for your sales team. 

You can easily build a custom bot to discover, nurture and convert these high-value visitors into qualified leads.

Note: Custom bots are completely customizable, as the name suggests :) Feel free to tweak any steps in the template, to work better for your leads and pricing plans.


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Here’s how to create this custom bot in Intercom:

Step 1: Target valuable visitors 

By checking out your pricing, visitors on your pricing page are showing buying intent. To target these high quality visitors, choose:

  • Current page URL contains ‘pricing’ 

  • Time on page is more than 5 seconds - this will give them a chance to read your page before introducing  your bot.

Note: If you use Clearbit Reveal, you can also target visitors based on their company size, industry, annual revenue and more.

Step 2: Engage high-value visitors with a custom bot

This is the fun part - you can create questions, replies, paths and follow-up actions to capture and convert the right leads on your pricing page.

Here’s how to get started:

Path A: Engage your visitors with a welcome message 

Path A is your custom bot’s first message to your visitors. You should use this message to welcome visitors and ask them a question:

Next, create your reply buttons. You can easily target both customers and leads by asking if they’re interested in buying or upgrading: 

Pro tip: Always include a ‘Just browsing’ option, so visitors can finish interacting with your custom bot if they’re not interested. 

Next, create a new path for each reply:

Note: You should give the same name to your paths and corresponding reply buttons, so you can easily see each path.

Once you’ve created and named your three paths, your custom bot design will look like this:

Step 3: Qualify and assign each type of lead differently

Here’s how to build the next paths (B, C and D), so you can tailor the qualification flows for each kind of lead. 

Path B - Thinking about buying (new prospects)

You know visitors who choose ‘Thinking about buying’ are interested, so you can ask more specific questions, like which plan do they prefer. In Path B, you’ll ask leads which pricing plans they’re interested in, and then send them down the right path.

First, add a message to acknowledge their reply to your welcome message. Then, add a new bot message to ask them what plan they’re interested in:

Using reply buttons as your follow-up, list your pricing plans:

Now, add a new path for each of your pricing plans so you can qualify leads interested in each plan differently:

Note: We’ll build paths for your pricing plans (E, F and G) in detail later in this article.

Path C - I want to upgrade (current customers)

With Path C, you can give customers on your pricing page an easy path to upgrading. 

Pro tip: Although custom bots target visitors, you should always build a path for customers, as they might be logged-out when on your site. 

For customers who want to upgrade, you’ll just need to identify who they are, so you can assign them to the right person. 

First, write a reply that acknowledges they want to upgrade:

 Then add a bot message, to ask for their email address:

Once you’ve written your question, add a data field to capture their email address: 

In case your customer gives you a personal email address, you should also ask for their company name so you can identify them:

You can then end this path by assigning the customer to the right teammate. Choose follow-up actions to end the path:

You can either choose an ‘Always’ follow up action, which will apply to everyone in this path. Or you can choose conditional follow up rules, which allow you to take more specific actions for different types of customers. 

For this template, use conditional follow up actions by clicking add ‘Add rule’:

If you assign your teammates as owners in Intercom, you should use the ‘Owner’ attribute to assign your customers to the right owner:

Then, add another conditional rule for customers who don’t have owners, like assigning them to your customer success team:

Note: You can add as many follow up rules as you like - learn more about follow up rules here.

Path D - Just browsing

Visitor who choose ‘Just browsing’ aren’t looking to take immediate action, so you should end their interaction quickly. For example, you could:

  • Invite them to get back in future if anything comes up. 

  • Share a piece of content they might be interested in reading. 

  • And close the conversation, so it doesn’t reach your team’s inbox.

Lastly, you’ll need to build the final three paths for visitors from Path B, who were interested in your pricing plans: 

Path E - Starter plan 

You might want to provide visitors interested in your starter plan with a lighter level of support.

For example, instead of assigning them to your sales team, you could share a case study that highlights the value of your starter plan. Just choose the Content Showcase app to share your case study. Then, close the conversation:

Path F - Pro plan

Visitors interested in your pro plan may be of high value to your sales team. 

If you’ve added custom data relating to your pro plan, like the number of seats they’re interested in, you could ask for this:

You could also further qualify them by asking for valuable standard data, like their email and company name:

Now you can follow up with them based on their answer to your questions, using conditional follow up rules. 

For example, if they’re interested in less than 5 seats, you could assign them to your business development team and share more details about the pro plan. 

And, if they’re interested in more than 5 seats, you could assign them to your sales team and create a lead in Salesforce:

Path G - Enterprise plan

Visitors interested in your enterprise plan could potentially be high-value leads for your business. You might want to provide these leads with immediate support and qualify them differently, so you can nurture them quickly. 

For example, you might quickly ask for their email address, company name and size:

Then, you can follow up based on the size of their company. For example, you could assign leads with fewer than 50 employees to your business development team:

For your second follow up rule, assign leads between 50 and 100 employees to your sales team, tag them, and create a lead in Salesforce or Hubspot:

Finally, for leads with more than 100 or more employees who haven’t given you a personal email address, you could assign them to your VIP sales team, create a Salesforce lead, and invite them to book a meeting with your team: 

Step 4: Set your trigger times

Once you’ve finished designing your bot, you can choose when you want your bot to trigger.

Note: Trigger times are only available on certain Intercom plans. See our plans and pricing here.

Just turn it on and choose a time:

Pro tip: If you’re looking to convert leads quickly, we recommend choosing ‘during office hours’, so your team replies to leads faster.

Step 5: Set your custom bot live

Now set your bot live, and start generating more high-value leads for your sales team.

What’s next? 

Once you've set your pricing page live, you should check out these templates:

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