If you’re using live chat for your business and still waiting for visitors to message you first, you’re leaving money on the table. This guide is for anyone who wants to actually use Zendesk Chat’s proactive triggers to start more conversations—and turn more of them into leads. I’ll walk you through the practical steps, what works, what doesn’t, and where most people get it wrong.
What Are Proactive Chat Triggers (And Why Should You Care)?
Proactive chat triggers are simple rules that automatically send targeted messages to visitors on your site. Think of them as your digital greeting—except a lot smarter than a generic “Hi, can I help you?” They kick in when certain conditions are met (like a visitor spending more than 30 seconds on a pricing page), so you’re reaching out before they click away or get stuck.
If you’re using Zendesk Chat, you already have the tools you need. The trick is using them right, without coming across as pushy or annoying.
Step 1: Get Clear on Your Goals (Don’t Skip This)
Before you even look at the Zendesk settings, decide what you actually want from proactive chat. More leads? Demos booked? Fewer abandoned carts? Be specific.
What works:
- Targeting high-intent pages: Start with pages where visitors are most likely to need help—pricing, checkout, or feature comparisons.
- Timing matters: Triggering too soon feels spammy; too late, and you’ve lost them.
What doesn’t:
- Blanket triggers on every page: That’s just noise. You’ll annoy people, not help them.
- Generic messages: “How can I help you?” is easy to ignore.
Pro tip: Focus on one goal per trigger. Don’t try to do everything at once.
Step 2: Map Out the Key Moments
Use your analytics. Where do people drop off? Where do they linger? These are your best opportunities for proactive outreach.
- Common trigger points:
- After 30–60 seconds on the pricing page
- When someone views the FAQ more than once
- On the checkout page, if the cart stays idle for a minute
- When a visitor is returning for the second or third time
What to ignore:
- Don’t bother with triggers on your blog or careers page (unless you really want to chat with job-seekers or people reading your company history).
Step 3: Set Up Triggers in Zendesk Chat
Now for the hands-on bit. Zendesk Chat’s trigger system is flexible but can be a little clunky. Here’s how to set up a basic, effective trigger:
- Go to the Triggers section
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In Zendesk Chat, head to Settings > Triggers.
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Click ‘Add Trigger’
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Name your trigger
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Be specific. “Pricing Page – 30s” is better than “Trigger 1.”
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Set your conditions
- Example:
- When: Visitor has been on the /pricing page for 30 seconds
- AND: Visitor is not currently chatting
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Other useful conditions:
- Number of visits
- Referral URL (if they came from a specific campaign)
- Language or location
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Write your message
- Make it relevant.
- For pricing: “Hi! Got any questions about our plans? I’m here to help.”
- For checkout: “Need a hand finishing your order? Just ask.”
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Keep it short and human. Avoid scripts.
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Decide how often to show
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Don’t bombard repeat visitors. Zendesk lets you limit how often a trigger fires—use this.
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Save and test
- Visit your own site in incognito mode and see how it feels.
Pro tip: Always test on mobile and desktop. What looks good on one may annoy on the other.
Step 4: Fine-Tune Your Messages for Conversion
The words you use matter. Avoid sounding like a bot, and don’t ask questions you can’t actually answer.
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What works:
- Direct, friendly, and specific: “Not sure which plan fits? I can help.”
- Offering real value: “Want a personalized recommendation?”
- Using names, if you have them: “Welcome back, Sam!”
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What doesn’t:
- Overpromising: Don’t say “instant help” if you’re slow to respond.
- Being too pushy: “Don’t leave without chatting!” just makes people click away faster.
Pro tip: If you’re not sure, ask someone outside your company to read your message. If they cringe, rewrite it.
Step 5: Monitor, Measure, and Adjust (Religiously)
Setting up triggers isn’t a “set it and forget it” deal. You will annoy some people. You will miss others. That’s normal.
- Check your metrics:
- Chat engagement rates (how many people respond to the proactive message)
- Conversion rates (how many chats turn into leads or sales)
- Negative feedback (do people complain about the chat popping up?)
- Tweak and retest:
- If people ignore your message, change the timing or wording.
- If you get lots of “just browsing” replies, your message is too broad.
- If engagement drops, check if your trigger is showing too often.
What to ignore:
- Don’t obsess over perfection. Aim for “better than before,” not “flawless.”
Step 6: Avoid the Classic Mistakes
There are a few ways to mess this up. Here’s what to watch out for:
- Too many triggers: One or two well-placed triggers beat a dozen generic ones.
- Trigger overlap: If two triggers fire on the same page, it’s a mess.
- Ignoring time zones: If your team is offline, don’t send proactive messages promising live help.
- Automation gone wild: Don’t try to automate empathy. If people want to talk, be ready to respond.
Step 7: Keep It Simple (and Human)
The best triggers are the ones you hardly notice—helpful, timely, and never in the way. Start with one or two, see what works, and build from there. Don’t drown your visitors in popups. And remember, even the best trigger won’t fix a bad product or a slow support team.
Bottom line:
Keep it simple. Set up a few smart, relevant triggers in Zendesk Chat, watch how people react, and don’t be afraid to tweak (or turn off) what doesn’t work. You’ll get more leads—and fewer annoyed visitors—if you focus on being helpful, not just “engaging.”