B2B Marketing Agency for Technology Companies

The 6 Automations after a Completed Call to Action

What happens immediately after someone completes your website's CTA? Having triggers that automatically fire will magnify your website’s efficiency.

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by Eric Sharp

What happens immediately after someone completes your website’s call to action?

Is a clear thank you page provided? Are the appropriate people notified via email? Is the information transferred to a CMS (content management system) or CRM (customer relationship management) platform? Are you able to determine, through analytics, what marketing channel generated the conversion?

Having triggers that automatically fire when a call to action is completed will provide a richer experience for your user and equip your organization with timely notifications, proper management, and accurate measurement.

Here are 6 automated triggers your completed calls to action shouldn’t go without.

1. Thank You/Confirmation Page

Your website will have already formed a first impression in .05 seconds, but the page it displays after completing a call to action will form a long-lasting impression.

This feels like a no-brainer to me (like, website 101 stuff), but having a clear, contextual and informative thank you/confirmation page is often missing.

A thank you page should display an automated message, crafted for each specific CTA (call to action), rather than a generic “Thank You”. Personalization after a completed CTA will combat any regret (“Hmm, should I have done that?”) and reaffirms your organization can be trusted with a person's information.

Product Purchase Free Estimate No-charge Consultation
Order number When they’ll be contacted (e.g. “Someone will call you within 24 hours”) Who exactly will be carrying out the consultation
Shipping info FAQs How long the consultation will last
Customer support info    

Here’s a clear and contextual “Thank You” page after requesting a consultation...

The one change I’d recommend is to replace the generic stock photo with a real photo of the team or individual responsible for this consultation

2. Email Autoresponder

Aside from the thank you page, you’ll want to send an automated email (assuming you’ve requested their email address) to the person completing the CTA. This communication will help prepare them for what’s next.

Unless they screenshot or print the thank you page, that helpful information could be lost without an email follow-through.

An excellent email autoresponder that prepares a prospect for what’s next

3. Notification to Team

Note I used the word “notification” rather than “all data captured in the call to action”.

I talk often about not relying on email for critical functions of a website, but in this case, with a completed CTA, email continues to work well for automated notifications.

The other critical aspect of automated email notifications is determining who exactly should receive them. When someone signs up for your newsletter, does the VP of Sales really need notified? Does the CEO need their inbox cluttered with "Free Consultation" requests?

4. Sent to CMS (Content Management System)

It’s critical to safeguard the data coming from your website. That’s why information captured from a CTA (e.g. lead generation form) should be immediately archived in a reliable system — in particular your Content Management System.

A CMS is an economical platform if your company is not quite ready to utilize a CRM (more on that in second). The data won't look pretty within the CMS, but you can always rely on it being there immediately after your calls to action are completed.

5. Sent to CRM (Customer Relationship Management) or Marketing Automation Platform

For those companies needing to divide marketing functions from sales functions, a CRM and/or marketing automation platform are critical integrations.

Leads generated from a website, including both macro and micro conversions, can automatically be sent to both of these platforms for management and metrics. Automating this data gets sales involved more quickly and gives the marketing team plenty of data for ROI analysis.

Learn more about these third-party applications of high performance websites

6. Google Analytics Goal Triggered

"What marketing channel generated that big order yesterday?"

"What’s our current conversion rate on our “Free Quote” form?"

"How many newsletter opt-ins were generated from search engine traffic last month?"

Without Google Analytics Goals setup, you’ll unfortunately, be on a wild-goose chase for those reports. Setting up Goals puts your website on “data-collecting cruise control” as calls to action are completed throughout your website.

Magnify your Website’s Efficiency

The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency.

Bill Gates

It’s pretty obvious that Bill Gates understood the concept of using automation to make a business more efficient. Building a 70 billion dollar company is proof, I’d say.

Though aiming to become the next Microsoft is probably not your focus (and good luck if it is!), taking on an automation mindset with the goal of improving your website’s efficiency should be.

For further reading on calls to action, don't miss

We believe a conversion-focused website — paired with the proper traffic, content, automation, and end-to-end ROI measurement — equips B2B technology companies with a real asset to scale their business.


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