1、01 Build Your Best Playbook02 Build Your Best PlaybookTABLE OF CONTENTSABOUT THIS BOOKWHAT IS A DRIFT PLAYBOOK?THE ANATOMY OF A PLAYBOOK STEP 1:HOOK YOUR SITE VISITORSTEP 2:GUIDE THE VISITOR DOWN THEIR PREFERRED PATH STEP 3:CAPTURE THE VISITORS EMAILSTEP 4:QUALIFY YOUR SITE VISITORS0304 06 071617220

2、3 Build Your Best PlaybookABOUT THIS BOOKWhen it comes to adopting a conversational website strategy,no two approaches are quite the same.But like any human interaction,certain approaches work better than others.To determine what those best practices are,we analyzed the top 20 Drift playbooks for en

3、gagement,email capture,and meetings booked across all of our customers from the past year.Below,youll find benchmark data for what“good”website conversations look like and get the strategies you need to turn more of your site visitors into loyal fans of your brand.04 Build Your Best PlaybookWHAT IS

4、A DRIFT PLAYBOOK?Before we get into the data,lets take a moment to level set about what a Drift playbook is.Playbooks are the backbone of digital conversations.They are the automated message workflows and campaigns that proactively reach out to your site visitors and connect leads to your team.When

5、you have a conversation on a website,you are interacting with a playbook.While traditionally,humans would build all of the components that go into a playbook taking educated guesses about what site visitors may want to do next and building a flow that catered to them now,playbooks can be powered by

6、AI.This allows for more dynamic conversations that automatically meet the buyer where they are based on their buying stage and previous website activity.While the end goal of every playbook will differ based on the web page(e.g.resource page vs.pricing page),targeting conditions(e.g.paid ad traffic