Embedding Zap Templates: How to Let Users Set Up Zaps without Leaving Your App

Eventbrite, Typeform, Asana, and others SaaS platforms are leveraging Zapier to close more sales, keep users in their app, reduce churn, and generate exposure inside other SaaS tools.

Cody Jones
Cody Jones / October 1, 2018

Software applications no longer stand alone. Instead, each one plays a part in an intricate workflow unique to a professional's roles and responsibilities. Integrations are at the heart of these workflows, but for most apps, enabling their users to set up integrations isn't core to their product.

Partners ask us about the best ways to introduce their users to integrations for different scenarios. And rather than sharing that feedback one-on-one, we decided to write this guide to showcase the most successful integration examples we have seen across our 1,300+ SaaS partners.

With that, let's get down to a common question from our new partners: "How does Eventbrite let their users quickly connect to their favorite tools without ever leaving the app?"

Eventbrite In-App Integrations

The Eventbrite team realized that their tool is especially proficient for creating, promoting, and funding upcoming events. But a critical step in the event workflow was missing: sending the event data to other tools in real-time. We worked with Eventbrite and came up with an elegant way to solve for this: embedded Zap Templates.

"Embedded Zap Templates provide our users with an array of integrations to efficiently manage their data, while keeping the user within the Eventbrite experience. We feel the embed provides a superior user experience and has grown adoption of the integrations as well as the stickiness of our product." - Dylan Serota, Senior Platform Manager, Eventbrite.

With a snippet of code—and without development costs, product backlogs, or the pain of supporting native integrations—you can now add Zapier-powered integrations inside your app.

Want to see how it works? Just hit play on the video below.


Some of our most successful partners have embedded Zap Templates on their site and in their products including:

Let's take a deep dive into how these partners have built and benefited from embedding Zap Templates in their apps.

Zapier Embedding 101

Embedding Definition

The key to embedding your Zap Templates is a simple snippet of Javascript. You can put that snippet anywhere, and it displays your app's most popular Zaps—Eventbrite, for example, shows users how they can export attendees to their CRM, email marketing software or customer database.

By highlighting the most popular integrations in strategic locations throughout your tool, your users will intuitively set up workflow automations that help drive continued use of your product.

Let's take a look at how these snippets work.

Here's an example of the code you'd use to display the top 5 integrations for Facebook Lead Ads, driven by the live stats of the most popular Zaps from Zapier:

And here's what that snippet would look like on your site.

Or, perhaps you want to call out a specific use case right within your product. Different parameters will generate a hand-curated list of integrations—or even just one Zap. Here's a sample of what the code looks like:

That code would give you this Shared Zap block with the specific integrations you want:

These snippets are quite flexible. They have a responsive design, and can be placed almost anywhere you can deploy the snippet inside your site or app.

Responsive Design

Want to try it out with your own app? Use this tool to generate the code snippet or grab the example code we used above:

<script src="https://zapier.com/zapbook/embed/widget.js?services=facebook-lead-ads&limit=5"></script>
<script type="text/javascript" src="https://zapier.com/zapbook/embed/widget.js?guided_zaps=10181,10148,10286,10127,10152,10149,"></script>

Then swap the information detailed in the snippets with your app's info in an HTML editor to see how it works real-time.

Snippet Customization

Snippet Customization

If you're curious about how to find your specific application's slug, an easy way to get it is by Googling your company name followed by "Zapbook" (e.g. - Insightly Zapbook), and it should return your app's Zapbook page (e.g. https://zapier.com/apps/insightly/integrations). What follows zapbook/ is your app's slug.

Zapbook Slug

Simply copy the highlighted portion in the URL (your app's slug) to replace the slug section in the snippet example and your personalized snippet is ready to go. Also, make sure to edit the limit number to something between 3-20 results to optimize for load time.

Now that we've shown how to create the needed Javascript snippet for your app's Zaps, let's shift gears to explore some of the benefits our partners have seen from surfacing Zaps inside their apps.

Why SaaS Partners Are Embedding Zapier

Software is easier to create than ever before. Anytime you need a new tool for a job, it seems, "there's an app for that." As an example, software created specifically for marketers has grown exponentially over the past five years, going from roughly 150 solutions in 2011 to over 3,500 in 2016 alone.

{% include "blocks/image.html" with url="http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_tech_landscape_timeline_2016.jpg" caption="Click to see a larger version. Source: chiefmartec.com" link="http://cdn.chiefmartec.com/wp-content/uploads/2016/03/marketing_tech_landscape_timeline_2016.jpg" classes="center" alt="Marketing Tech Timeline" %}

While the growth rate in marketing technology over the past five years is impressive, it's representative of an overall trend in the technology sector—the future is full of new and innovative software tools that users will want to connect with their apps.

This is a huge opportunity for teams to solve problems for their customers through SasS, but it's also a challenge.

Think of the last time you lost a customer or sale because you didn't offer a must-have integration. Are you ever surprised to discover new integration requests you didn't know about last month or even last week?

Best-of-breed software designed to solve specific problems is here to stay, and our users demand that we work with it. No longer do users buy software solely because of features. Now, they evaluate if an app plays nicely with their other tools, too. Your app is likely to be used as one part of a larger workflow, where the sum of the whole offers far greater value to the user than any of the individual parts alone.

So how does embedding Zap Templates within your tool solve those challenges? Let's take a look at the top four benefits our SaaS partners see from this strategy:

  1. Close more sales
  2. Keep users inside your app
  3. Reduce churn
  4. Generate exposure in other SaaS tools

Close More Sales

A user's existing technology stack is a non-negotiable point when they evaluate your tool. Clearly calling out integrations with their favorite apps will help you close more sales and fit into their existing workflows.

Many SaaS tools call out integration directories, marketplaces, and listings right on their homepages to let potential users know that they play nice with other apps. Strategic placement of integrations on your site speeds up your sales cycle, and helps customers find you through long-tail SEO results.

An easy way to implement this strategy is to leverage the brand power of Zapier to put your potential customers at ease with more than 1,300 integrations at their fingertips.

Keep Your Users Inside Your App

""Having Zaps within Acuity Scheduling gets our users one step closer to seeing the integration in action"- Gavin Zuchlinski, CEO of Acuity Scheduling

It's easy to link to Zapier's integration pages that show how to connect your app to other tools, but that requires your user to leave your ecosystem to set up the integration. Embedding Zap Templates lets your users set up integrations without ever navigating away from your app.

"Having Zaps within Acuity Scheduling gets our users one step closer to seeing the integration in action," says Gavin Zuchlinski, CEO of Acuity Scheduling. "It's less work for our users, and a more seamless experience, which means it feels like a native integration."

By embedding Zap Templates, Acuity Scheduling keeps their users in their app:

Acuity Scheduling In-App Integrations

Reduce Churn

"Customers using our API are typically twice as happy as those who don't, stay with us longer, and pay us more money."- Ammon Curtis, Director of Marketplace and Platform at Infusionsoft

Churn. It's the flu of the SaaS world. No one wants it, but everyone has to deal with it. The real question we should all ask ourselves is what can we do to lessen the effects of churn. While there are many strategies to combat churn, we're going to focus on one that you can likely implement in an afternoon: increase the usage of your API.

"Customers using our API are typically twice as happy as those who don't, stay with us longer, and pay us more money," says Ammon Curtis, Director of Marketplace and Platform for marketing automation company Infusionsoft. "These customers are getting more value because they are able to integrate multiple systems together. Therefore, when a competitive offer comes along that doesn't have that same level of integration, it makes it tough for them to leave."

Typeform, a fast-growing form software startup, wanted to see if embedding Zapier was improving their churn rate. So they teamed up with us for a study. We focused on a particularly narrow section of API users, specifically to see if customers who integrate with Zapier have lower churn than regular Typeform customers.

Typeform Zapier Case Study

The study found that Typeform customers who connect it with Zapier integrations were less than half as likely to churn as regular Typeform customers. Why is that? As mentioned earlier, customers have workflows that involve many tools, and when they are all integrated into a seamless experience, your tool becomes cemented into that automated process, which becomes an essential piece to the overall puzzle of their business.

The best way to get the benefit of this strategy is to make it incredibly easy for your users to connect their favorite tools to yours, while they are thinking about their workflow. One of the most effective ways to do so is by embedding these integrations right into your tool.

Zapier Display Network: Get Exposure from 1,300+ Other Tools

Explore Apps on Zapier

The Zapier Display Network might be the most underrated benefit of embedding Zapier within your software. Earlier this year, I was talking to our integration partner Constant Contact. During the call, we noticed that Eventbrite was promoting Constant Contact Zaps within the Eventbrite product. How did this happen? Eventbrite embedded Zap Templates:

As we dug further, we noticed that Constant Contact was being highlighted not only within Eventbrite, but across many other SaaS platforms, marketplaces, help documents, and blog posts because of embedded Zap Templates! These Zap Templates were generating new sources of exposure for their tool right where customers are looking for solutions for their workflows.

A great way to describe the Zapier Display Network is with this old saying: "A rising tide lifts all boats." The more popular your Zapier integration is, the more likely you are to gain exposure on 1,300+ partners' sites and within their products. The Display Network doesn't just get more impressions for you though, it also helps users find the most commonly used integrations so they can be more productive at work.

So how do you get your tool highlighted via the Zapier Display Network?

  1. Get as many of your customers on Zapier as you can
  2. Focus on niche tools that may be good brand exposure for your app

Since the Zapier Display Network is dynamically driven based on popularity, you want to encourage as many users as you can to use Zapier. This will bolster your numbers and cause you to rise in the rankings. Embedding Zap Templates within your own product is the perfect way to introduce your customers to Zapier and encourage use of the product.

Additionally, as it relates to focusing on niche tools that may provide good exposure to your tool, consider the following exercise.

Think of your customer's business for a moment. Where does your tool fit into their process? Are there specific tools that they use before yours? What about tools that are used downstream from your product?

By thinking through your customer's software stack, you can identify potential tools that may be great exposure for your offering. Encouraging use of these specific tools will likely drive up engagement, thus increasing the likelihood of your solution being highlighted in their tool via the Zapier Display Network.

"The exposure we've received since integrating with Zapier has been great. We've seen a steady increase in quality leads finding us from the Zapier App Directory. Leads that turn into customers. At the same time, more and more existing Device Magic customers are discovering Zapier through embedded Zaps that we include in our help documentation. We continue to see a steady increase both Zapier usage and quality leads from the Zapier ecosystem, all with limited effort and zero marketing spend." - Lucas Einstein, Director of Marketing, Device Magic.***

Now that we've shared the many benefits of embedding, let's look at the best practices to get your users onto the Zapier platform and boost your app's position in the rankings.

Best Practices for Embedding Zapier

Thanks to our partners who have been pioneering this approach over the last year, we now have data that allows us to confidently recommend the best practices for exposing your users to their favorite integrations.

Here are some of the best examples that we have gleaned from our partners that you can implement as well, with best practices for each approach:

  1. Within the Product
  2. Integration Directory or Marketplace
  3. Help Documentation
  4. Blog Posts and Content

1. Embedding Within the Product

Users expect to find integrations right within the products they use. When they are implementing your tool, they also consider the other solutions that need to work with yours, and they like to set those integrations up as they are thinking about them.

One of the best examples of how this works is right within Typeform.

"As an interactive communication tool, pushing collected data to other services is a natural component of the Typeform experience. Zapier provided us with a dead simple solution for delivering integrations within our platform. All we needed to do was embed Zapier´s widget, pick the best Typeform Zaps and presto—integrations as service!" - David Okuniev, Co-founder and CEO, Typeform.

As you can see below, Typeform has logically placed integrations right at the fingertips of their users. After they build and design their form, they can then customize it with the embedded integrations:

Typeform Embedding Example

Eventbrite has a similar strategy, where you can create your event, manage the details, and then export data to your favorite tools:

Eventbrite Embedding Example

Again, the goal here is to help your users set up workflow automation as quickly as possible, and these two examples have really nailed the experience for their users.

2. Embedding Within Your Integration Directory or Marketplace

Some products are better suited to having a separate integration directory or marketplace. Typically on these pages, you'll find details about the partner, their integration, and the link to the partner's page for more details. While this approach works well for most integrations, Zapier's offerings are a bit more robust and should be leveraged to let leads and customers know that you have their key integrations covered.

We have several partners who use this strategy to show extreme coverage of their users' favorite apps via Zapier. We call this "multi-listing".

MailChimp has used this approach for years, listing as many integrations as possible for their users. Take a peek at their marketplace where they have 39 integrations that are delivered by Zapier. If you'd like to take this strategy to the next level, I'd recommend following Asana's lead by not only having multi-listings in their directory, but marrying it with Eebedded Zaps, as well.

Asana Embedding Example.

The most compelling part of this approach is that your future customers are searching for these types of terms, and a properly populated marketplace puts you directly in the path of those long-tail SEO results to attract users to your platform.

Mailchimp GoToWebinar Search Results

If having multiple listings in your directory or marketplace isn't for you, I'd recommend taking the same approach as the team at Insightly: they've effectively called out the most valuable use cases for their users and surfaced them within the marketplace listing.

Insightly Embedding Example

Again, the experience these examples nail is offering the solution to your users when they are thinking about integrations. Integration directories and marketplaces are primed for this type of experience, allowing your users to quickly automate their workflow as they are thinking about it.

3. Embedding in Help Documentation

Another place that your users will look when considering integrations will be your help center. Whether it's company-managed or user-driven, a help center has a unique way of answering people's questions at scale, and they're equally good at capturing long-tail SEO results.

In an effort to avoid answering questions repeatedly, some of our partners have created valuable resources for their users. The first example is a dedicated page from Pipedrive where they explain what Zapier is, how it works, and then enumerate the specific use cases that will be helpful to their customers.

Pipedrive Help Document

Other partners build specific pages for each Zapier integration. The main benefit is to help your users find what they're looking for quickly, along with scooping up some good SEO as a side benefit.

Pipedrive also has multiple articles that call out the top use cases for their customers, along with the embedded example for the specific tool:

Pipedrive Help Center

Depending on your bandwidth, leveraging a single-page help directory like Capsule CRM or having an article for each Zapier integration with embedded Zaps for each will result in your users thanking you, along with the search engines.

4. Embedding in Blog Posts and Content

Buffer Zapier Blog Post Example

Users are always looking for new ways to leverage your tools, and many partners like Zendesk, Buffer, Trello, and FullContact, have used embedded Zaps within their blog posts to share tips and tricks with users. Similar to embedding within help documentation, embedded Zaps allow you to turn any post into an actionable piece of content where users can implement the idea immediately.

Zendesk partnered with us to create an article titled: "Dominoes in motion: how to create time-saving trigger actions with Zapier.". The piece is a great example of a simple productivity post packed with easily implementable ideas. Also, you'll notice that Zendesk is also showing off embedded Zaps, or an entire workflow for their customers.

Zendesk Multi-Step Zap Blog

Buffer shared a similar post with their readers, focusing on a broad range of workflow automations for automating Buffer across many different tools.

Buffer Embedded Zap Blog

Another example might be some of the recent content we've done with partners like Slack, Trello, Evernote, Infusionsoft, Pipedrive, and others, where we have compiled the top use cases for their users, shared the user-driven hacks, and made them accessible to users all within the same post. Users absolutely love these articles for the depth and breadth of the advice, but also for the Embedded Zaps that they are able to implement in seconds.

Trello Everything Post

As you can see, Zap Templates are highly valuable for your users and can be leveraged anywhere you can add the simple snippet of JavaScript shared above. Not only can you share great productivity tips with your users, but they can immediately put those Zaps to work for their business.

Wrapping It All Up

Well, the secret is out—no longer are you wondering, "How do Eventbrite (and others) let their users quickly connect to their favorite tools without ever leaving the app?"

By surfacing Zap Templates within your app, marketplace, help documentation, and blog content, you'll be able to close more sales, keep your users in your app, reduce churn, and receive more exposure from other tools that are doing the same.

If you'd like to try your hand at embedding Zapier within your product and those other areas, feel free to swipe the sample snippets above and test them by replacing the company name with your URL slug. Additionally, if you'd like any help embedding Zap Templates or curating your own specific use cases, reach out to us at partners@zapier.com and we'll be happy to answer any questions you may have and even help you embed the code.

Thank you, and we look forward to helping you close more sales, reduce churn, and land more exposure by keeping users in your app by embedding Zap Templates.

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