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Integrating Salesforce With Your Website

The decision to use a CRM system typically ends up with planning on how to integrate it into your website to start growing your business, both in terms of increased revenue but also as a method to rethink your strategy to track some patterns of how your customers are using your products, what they are interested in, what triggers you can use to attract and, more importantly, keep them.

And choosing Salesforce for these purposes is a great option given that it has proven to be the most popular and effective tool on the market to boosting the effectiveness of your business and transform your cooperation with clients. But this begs the question: “How I can make the most of my website and my Salesforce platform?” The answer is clear, you just need to connect them to act as an integral whole. But how?

Ways of Salesforce Website Integration

There are several different ways on how to integrate Salesforce with your website. Some of them can be a bit specific, while others will suit most other businesses you may manage. It’s even possible to combine them to achieve better results. Here they are:

Web-to-Lead forms

This Salesforce function is considered to be the simplest way of connecting your website with the CRM instance. It allows you to create an HTML contact form using the default fields present in Salesforce or creating the custom ones. As in any contact builder form, you will need to either leave users on the same page where they are filling it, or to redirect them to a specific URL such as a “Thank You” page or any other page of your choice. The main benefit of this function is that you don’t need to be proficient in programming, since the code is generated based on your options and the only thing you need is to place it as a page on your website. It will do all the rest by forwarding the information from the submitted field.
The one complication here is the bot traffic and spam submissions, as this function does not have human verification. But you can easily embed Google Captcha via a short string of Javascript code generated in your Google account.

Live Chat assistance

Salesforce website chat integration for a website is a great way to offer customer support at the right place, at the right time. It’s a must-have for users of the Salesforce Sales Cloud, especially when they provide round-the-clock support such as hosting service companies, logistics, and medicine. If the work hours of your customer service are limited, it would be great for them to leave the message for your agents to process them once they start the working day and a great way to save the lead and convert it into a successful sale, if you give such an opportunity. Placing the chat button via embedded services on your website will allow you to create a chat so you can smoothly interact with your customers.

Einstein Chatbot will reduce the time necessary for gathering the primary data for better assistance and can offer canned solutions or provide the reference to a community forum where other users are sharing the solutions to their issues while waiting for a live agent. Many companies are using chatbots that appear to be ineffective, as they rather annoy potential users using the same predefined replies that don’t offer any help to some specific issues. You don’t need to replace humans with bots but the combination at the initial stage will help live agents resolve the matter faster.

If you run several websites, it’s possible to utilize the Omni-Сhannel feature to connect clients from various websites or applications to your chat console at the customer support end.

Knowledge Base Implementation

If your range of products or services is complicated, it’s worth having a set of helpful tutorials and articles to improve the user experience. It may sound simple just to create separate pages, but Salesforce knowledge makes it much more convenient by aggregating all the content into one place, using convenient management tools for article editing and updating automatic tutorials postings and the relevant search algorithms that would give your customers better matches that are connected to the requested issue. To achieve this, you will need to make your Knowledge Repository public and connect it to your website via the REST API, so that customers have access to your learning and assistance materials without having to leave your website.

Salesforce integration with Tracking

It is possible to set up custom tracking on your website to use these insights in future communication with your customers to see what channels perform better and reduce investing into the ones that perform unsatisfactorily. It’s also possible to monitor the number of products checked by users from your eCommerce website to transfer this data to Salesforce via API or login sessions to see the activity and, based on this aggregated data, include the customers in marketing newsletters and other promotions.

Website integration with Salesforce for content management systems like WordPress, Magento, or Drupal requires less effort, since there exist easier ways of the integration offered by various means, such as Zapier or custom contact forms builders, like Gravity forms or Brilliant Web-to-Lead Builder, that allow to set up the flow based on trigger actions that will forward the data to your Salesforce to be stored in your Salesforce database.

Building Websites with Salesforce

Apart from the integrations of various functions that may be present on the external websites, it is possible to build the websites directly with Salesforce without the need for third-party platforms. You don’t need to create additional profiles for the visitors to access this information, because it is possible to make these pages public inside your main Salesforce directory. The security of your CRM is not exposed in this way since you manage all other permissions separately. The Salesforce Sites feature makes it easy to create websites with drag-and-drop tools that do not require additional proficiency in programming languages. Now, it’s easy to create pages with PHP and Javascript components. You can label these pages to correspond to the style of your brand by colors, logos, or other means that define your brand identity, including the custom domain name for your website by setting up the Salesforce CNAME record for it. If you just start your business and haven’t chosen your perfect domain name, you can use the free subdomain + force.com, i.e. mynewwebsite.force.com.

Is then applicable only for websites engaged in eCommerce?

Even when you don’t run a business website but a non-profit cloud, you can still benefit from incorporating Salesforce into your website. Implementing V4S service, also known as Volunteers for Salesforce website integration, may appear to be a great way to organize your community by setting up a calendar where you can connect volunteers with the appropriate skills, engage them in the activities, maintain a shift calendar, and reduce the routine work for manually entering the details for folks that want to join your community, as we all know that volunteering is the hard job. By integrating this module you can even send emails with words of thanks and appreciation for the efforts made by these people and ask for their input.

Summing Up

Some of these methods can be easily implemented by your web-admins, while others, such as chat integration or setting up a store with Salesforce, would require help from professional developers. But regardless of the chosen method, these investments will be fruitful and translate into more sales and even more satisfied clients.

Salesforce integration with website pages that already exist or planning a new website will certainly increase your profits and help you to establish a more trusted relationship with your customer as you will gather the information of them in one place.

This would give you a full picture of your customer profiles and their habits, what promos they value and what drives them toward your product, thus empowering you to provide the best service that your customers deserve.

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Written by

Dmitriy Sorokin

Dmitriy is developing the company’s financial expertise and helps clients to automate their business process with the help of Financial Services Cloud.

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