The Infusionsoft by Keap Review That Matters in 2020

A Detailed Look At Infusionsoft by Keap

Infusionsoft by Keap has managed to become the “household name” for sales and marketing automation for small businesses. They’ve been around since 2001 (longer than Ontraport or ActiveCampaign), are serving over 25,000 small business customers, and have a rich eco-system of integrations, 3rd party apps and certified consultants (I am one of them).

Recently, Infusionsoft rebranded as Keap (January 2019) and launched a new product also named “Keap”, catering to small businesses with focus on ease of implementation. In this review, we will only talk about “Infusionsoft by Keap” which is an entirely different product catering to larger service providers with focus on power and which competes directly with Ontraport and ActiveCampaign.

Despite claims that their software is convoluted and confusing, earning it the nickname “Confusionsoft”, this is not entirely true or fair. Infusionsoft by Keap is quite feature rich, and therefore naturally has a bit of a steeper learning curve. Over the last few years they have put some effort into making the app easier to understand and access – starting with the release of their visual campaign builder, which makes the design, build-out and maintenance of complex automation campaigns quite intuitive.

The automation module is robust, the e-commerce capabilities are okay, but nothing compared to any of the best of breed single purpose shopping cart solutions out there, and there is just enough stuff built into the application that Infusionsoft by Keap may well be enough for most people’s purposes.

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Pleasure Score

  • Features 78% 78%
  • User Experience 82% 82%
  • Pricing 70% 70%
  • Overall 75% 75%

Infusionsoft by Keap Features

Below are Infusionsoft by Keap’s key features (or the lack thereof), and their strengths and weaknesses that I’ve noted and compiled after years of experience with this tool.

Pleasure Points

Visual Campaign Builder with a simple drag-and drop interface

Clean interface and workflow

Opportunity management

E-commerce and shopping cart

Rich eco-system of 3rd party apps

Pain Points

To create a modern, pleasant user experience for your visitors and clients you will have to invest in multiple 3rd party products to do things that Infusionsoft either doesn’t do at all, or does badly: Split testing, text messaging, modern forms, good looking landing pages, object relationships etc.

Ridiculous slowness in implementing improvements and features that should be considered “standard”

Webforms are an embarrassment (somehow got stuck in the 80s)

No relational database, so you can’t ever use data points from e-commerce orders or company records or sales opportunities in your emails. Frustrating.

Tracking contact behavior on websites is practically non-existent

No free-trial

Few Payment Processing Options

Things to Consider

1) Visual Campaign Builder

Infusionsoft used to be the leader of the CRM and marketing automation platforms for small businesses because it was one of the pioneers of incorporating a visual campaign builder into their tool set. In my opinion that headstart is long gone. Infusionsoft by Keap has been stagnant with its design and functionality, especially when compared to competitors like Ontraport

Nonetheless, Infusionsoft by Keap still packs a punch in the creation of entire marketing campaigns and automations through a simple drag-and drop interface. Planning and building out happens on the same drawing board, arranging triggers, sequences, emails and more on a canvas and connecting them with lines. Everything that belongs together is in one place.

2) Workable Email and Landing Page Editors

Infusionsoft by Keap has a just so-so functional email builder. It lacks versatility, finesse and usability. You can create decent custom emails and they supply some decent, ready made mobile friendly templates to choose from.

These templates can be quickly accessed from within the Campaign Builder or in the email broadcast area.

I’ve seen better editors in other platforms. I feel it’s just limited. It’s super hard and annoying to control the dragging and dropping elements into the right place.

The landing page builder is a complete desaster. I will go so far as to say that it is an embarrassment for Keap, if not for the entire SaaS industry. They bought some existing solution from some 3rd party company, and it has had a myriad of problems and completely insufficient integration to the Infusionsoft core app from the very beginning. I feel so strongly about it that I will dedicate a whole blog post to it soon. It is just plain bad. Don’t get fooled by their marketing material – you WILL require a third party, paid landing page builder like Leadpages or Clickfunnels in addition to Infusionsoft if you want to create anything that looks good and converts well (and works hand in hand with the rest of Infusionsoft app). 

3) Opportunity Management

Infusionsoft by Keap has tools to design a custom sales pipeline and to support sales teams in taking prospects through structured sales process.

Again – another feature where Infusionsoft used to have a leading edge over their competition, but now it’s just plain old, neglegted and stale. Yes, you can trigger automation actions when an opportunity is being moved into or out of one any of the pipeline stages, but it pretty much ends there.

Inexplicably you can’t move any data between opportunities and the contact records, which makes absolutely no sense. So, yeah, you can for example trigger an email to be sent to a contact when an opportunity is being moved into or out of a stage – that’s great, yay! But if you think that you could actually use any of the opportunity data (like price, opportunity title, any  opportunity custom fields) in that email, then dream on. For me, this would be a core requirement for a modern CRM / sales pipeline, and systems like Pipedrive or Ontraport do it beautifully and seamlessly.  Somehow, Keap manages to get away with this.

4) E-Commerce and Shopping Cart

Infusionsoft is the only all-in-one tool discussed on this website that features not only order forms, but a full storefront. It is somewhat limited when compared to a dedicated shopping cart software like WooCommerce or Shopify, but enough for some use cases with not so many requirements.

Thanks to Infusionsoft’s API, there are plenty of 3rd party shopping cart integrations available for people who need more oooomph. Which brings us to the next item.

5) Rich 3rd Party App Eco-System
Infusionsoft by Keap has a rich eco-system of 3rd party apps and integrations that either provide functionality that’s not there out-of-the-box, or just much better than what comes built-in. You can rest assured that whatever the need is, someone has built an app for it.

However, this somehow makes the tool a less “complete” software as it requires 3rd party apps to do functions that other platforms like Ontraport are already doing. It needs these 3rd party add-ons for almost everything,

6) Abysmally Bad Form Builders

Infusionsoft’s web form builders are primitive and somewhat obsolete. It’s like this is an isolated area that’s stuck in the 90’s!

For a company that boasts excellence in email marketing, capturing leads and all that stuff, it has failed to focus on a key component in generating business – web forms!

The forms that get built are not mobile-responsive, has no inline validation, and cumbersome at best. When submitting a form with values missing it redirects you to a terrible looking page with an unformatted HTML form on it to fill out. It’s quite painful, to be honest…

7) Few Options for Payment Processors

When you have a business that has online assets you would always want it ready for any online transactions especially if you have customers or clients from all over the world. You’d want to make it very easy for them to conduct business to you – FAST. Or else, they might shy away if the process is a hassle for them.

Stripe is a global payment system which allows you conduct business in almost every country in the world but they don’t have it!

You are left with a few choices. They actively promote Infusionsoft or Keap Payments. It is fast and allows for easy signup but it’s only limited to a handful of countries: specifically customers with bank accounts in the United States, the United Kingdom and Canada.

Many of the supported merchant accounts are not available everywhere in the world so a lot of international (Europe, Asia) businesses who just start out will have a really hard time finding a payment processor that works in their country.

8) Mobile App for iOS and Android

Now I must admit that this is a plus for Infusionsoft by Keap. Not many CRM and marketing automation platforms have trod the mobile app space and this is available for both iOS and Android.

Unfortunately, it is still basic and one cannot create and edit campaigns and pages with it yet. Yet it’s very helpful in managing Contacts, Opportunities, Tasks, and Orders on the go and it is quite lightweight and fast.

And since it’s built on smartphones and tablets, it’s easy to communicate with your contacts from these devices. So hats off to Keap for thinking mobile!

9) Lacks Split Testing for Emails and Landing Pages
Split testing for online business have been around for a long time now and it can be a key for your marketing campaigns to succeed.

But I can’t quite figure out why they still don’t any decent A/B testing capabilities for email campaigns and landing pages!

It does however have it, but only on the single Email Broadcasts. Almost every other email marketing and marketing automation platforms out there have this must-have feature and they are so left behind in this area.

Complete Features List

Visual Campaign BuilderOkay, but not great, has tendency to produce messy layouts
Built-in CRMFormidable CRM but not customizable
Email and landing page buildersDrag-and-drop email and landing page builder has improved
Mobile-responsive TemplatesHas a library for both emails and landing pages
E-commerce CapabilityEnough to get an online store working but not as strong as Shopify or WooCommerce
Custom ObjectsNot available
Membership SitesWould require 3rd party apps or plugins
Free TrialNo free trial, but only has weekly live demos
APIRich eco-system of API integrations
A/B TestingNo split testing for emails and landing pages, available only on email broadcasts
Referral ManagementAffiliate module does't work with landing pages
Payment ProcessingVery limited options. Even Stripe not included


Infusionsoft by Keap has long been the leader when it comes having powerful features into all-in-one marketing automation platforms before Ontraport released its visual campaign builder and as other competitors are also starting to gain traction.

If you stack the features side-by-side with other participants running the race, it would fall behind quite significantly. Tools are underdeveloped and few, and would need 3rd party apps to make it more “complete.” Plus, you’d run into bugs and messy layouts on the campaign builder.

And do I need to mention the web forms and payment processing again?

To be fair, it still packs a punch with its number of functionalities and tools but they’re just not that great and innovative anymore.

Infusionsoft by Keap User Experience

Infusionsoft does well in keeping its user interface clean and simple but it still feels quite “all over the place” Even though Infusionsoft shows some strength in terms of its features, I will not lie that its user experience pales in comparison to other marketing automation and CRM tools now.

Pleasure Points

Simple and clean dashboard

Drag-and-drop email and landing page builders are easy to use

Pain Points

Objects can get cluttered if not smartly arranged

Growing number of custom fields can become confusing

How Good is User Experience with Infusionsoft by Keap?

1) Clean and Simple Interface and Workflow

They really cleaned up the interface. When you log in, you are greeted by this clutter-free interface. Infusionsoft by Keap opens up the main dashboard page revealing important information and activities on your business. The dashboard is very tidy and simple and appeals much to the minimalist aficionado.

There are the customizable dashboard, quick-search bar, interactive contact view which gives you the most frequently needed functions right under a contact snippet in a contact search result, and “My Day” productivity overview.

When you hover over the Infusionsoft logo, the navigation pane appears with the five main areas of the software:


  • My Nav
  • CRM
  • Marketing
  • E-Commerce
  • Admin
2) Lackluster Visual Campaign Builder
The campaign builder is ahead most platforms today. It’s a clean drag-and-drop editor and fairly easy to use. However, it does fall short when compared to a platforms like my favorite.

Elements are not being organized automatically. They are arranged manually and can be placed just anywhere and can be connected backwards. I know there is a degree of freedom to this but this can lead to messy layouts.

One thing I like is that you can quickly switch from Edit to Reporting mode through tabs on the upper right portion of the builder.

On the Reporting mode, you would be able to track where your leads or customers are on the pipeline and you can track email performance data like emails sent, delivered, opens, clicks, unopened, opt-outs, and bounces.

However, it does not show a lot of interesting data; just how many people are currently are or were at the step. When compared to this other tool I’m talking about (which has a variety of data modes), this can be quite embarrassing.

3) Customer Support and Facebook Group

From the top navigation, they have a link to “Ask the Community.” They haven active Facebook group called “Keap Official User Group” with more than 2,000 members now.


Infusionsoft used to be the gold standard of the small business automation tools but over the years they became quite sloppy in making their stuff user-friendly. However, if you’re using it for the first time, you may find yourself facing difficulties in implementing a smooth system or pipeline for your campaigns. And if you’re experienced and have hopped into Infusionsoft by Keap from another tool, I am almost certain you may not be wowed by it. To be fair though, it still is powerful especially if you or your business have grown with it over the years.

Infusionsoft by Keap Culture

Infusionsoft is probably one of the oldest and pioneering in the marketing automation and CRM platform space as it had been around since 2001. From the start, it always had the mission to help small businesses succeed and it paved a way for them to access all-in-one platforms that were once only available to much bigger businesses. Its purpose is evident on following core values etched in onto their website:

  • We Genuinely Care
  • We Own It
  • We Learn Always
  • We Build Trust
  • We Check Ego
  • We Dream Big
  • We Win Together
  • Lead From The Front, Not From The Top

This has stayed the same for at least 10 years and I laud them for this dedication as pioneers for this.

However, for a company that “listens,” they still are stuck in the 90’s. Order forms are underdeveloped, payment processors are very limited and there are bugs. It has been a long time since real changes and significant fixes were made. I’ll be honest, they really need to get things done already.

Pleasure Points

Genuine commitment to help small businesses thrive

Active Facebook user supports group

Pain Points

For a company that “listens” to customers, they are stuck in the 90’s

Infusionsoft by Keap Pricing

Even though marketing automation software is more readily available and affordable today than over a decade ago, Infusionsoft by Keap is probably the most expensive of the email marketing, marketing automation and CRM platforms for small businesses and they don’t even offer a free trial but they can do weekly live webinar demos.

Ever since its re-branding to Keap, the company promotes “Keap” as a cheaper and less powerful version of the “Infusionsoft by Keap” which has stayed quite stagnant in terms of development for quite some time now. In the world of marketing automation where most solutions are sold on a larger enterprise level, you are left with a few more affordable options where Infusionsoft by Keap is the priciest.

It now has two editions with a tiered pricing structure based on the number of contacts and users starting at $199 and $159 per month (depending on the customer’s location). There are options to add additional contacts and users that come with more monthly fees.

(Note: If you opt to pay in British pounds, it starts at £159 per month.)

And below is the pricing package for those outside the USA, UK, and Canada:

And if you choose the Aussie dollar, it starts at A$239 per month.

Choose Infusionsoft by Keap if you:

✔ Have a BIGGER BUDGET for a pioneer in small business automation tools

✔ Don’t mind that a LOT of things in Infusionsoft are old, archaic or not-quite-finished and you will have to pay recurring fees for several 3rd party add-ons

✔ Prefer to use multiple 3RD PARTY ADD-ONS and APIs along with this to empower your business

✔ Have had prior experience using Infusionsoft or already have a business using this and don’t need to hop into another tool

✔ Are on-the-go and need a MOBILE APP to handle Contacts, Tasks and Orders

Final Verdict

Even though Infusionsoft seemed to slow down in terms of progress, it still is a formidable force in the small business automation tool arena. Its strength lies in its powerful CRM and its visual campaign builder.

My only frustration with them is they are quite slow in keeping up with the competitors and implementing new changes and fixing bugs or making it much more seamless in functionality and user experience.

They can still do great stuff! Dozens of small businesses have been empowered highly by it and it would be better for them to stick to just one solution that’s already working for them.

But if one is starting out, I might recommend another solution (and my new favorite, I admit to this bias) that has outshone outshone it by a long shot. I present a more comprehensive comparison between these two heavyweights in this arena.

Check out these other reviews and comparisons

Comprehensive Side by Side Comparison Table

Psssst - Insider Secret!!

There's something FAR better than Infusionsoft....
No thanks, I rather spend my time looking at inferior tools.
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