Academy Level 2-Section 4

How to Optimize the Post-Sign Up Process

We spend so much time crafting the perfect opt-in strategy that many of us lose sight of how to cater to these new subscribers after they convert. Watch the video below or keep reading to learn more:

 
 
 
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First, ask yourself these three questions to put the subscriber journey in context.

  1. Is this person still on your site?

  2. If they leave your site now, will they remember they just joined your list?

  3. If a day or two passes and they still haven’t purchased, can you remind them to do so?

Let’s unpack that a little.

For starters, many marketers like to use some sort of incentive to increase the likelihood of opt-in, such as a coupon code, or a download, or a free gift.

1. Is this person still on your site?

Remember that the moment someone submits the form, they’re still on your site. Don’t make them leave your site to check an email. Instead, keep them on the site and reveal the gift or coupon code in an after sign up “Thank you page.” Add the coupon code or download link directly into the thank you page design. Think of this as the instant gratification phase.

Step 2. If they leave your site now, will they remember they just joined your list?

Delivering the thank you message while the subscriber is still on your site will increase the chances of a purchase before they leave. But if they do leave, you’ll want to be sure you have a great autoresponder set up.

This is a welcome email that sends immediately after they sign up. Similar to your thank you page, make sure you include the incentive you promised, an “on brand” message with your logo, and one call to action button linking them directly to your site.

Step 3. If a day or two passes and they still haven’t purchased, can you remind them to do so?

Finally, for those who did take the offer of a coupon code in exchange for signing up for your emails, you should definitely add a reminder email to anyone who has not used the offer. Set it to send 2-3 days after your welcome email.

People are busy, so even if they received your autoresponder and meant to get around to completing the purchase, chances are they didn’t. One final reminder notice while you’re still on their mind can double your redemption rate. In the reminder email, mention that their coupon code expires at a specific time to encourage a purchase in a last ditch effort to drive urgency.

Academy Level 3-Section 5

How to Strategize Your Campaigns

Creating high-impact on-site campaigns is all about putting yourself in your customer’s shoes. Here's how to strategize your campaigns and take a look at the bigger picture:

 

 

You’re going to want to take a big step back for this exercise and think about some things like:

  • Where your primary sources of traffic come from

  • What devices they’re using

  • What segments of customers come to your site, and what they’re looking to buy

  • What kind of information they need to make a purchase

  • What products are the most popular for different types of customers

  • The average amount of money they spend when they do buy

The good news is that you can find a lot of this information in Google Analytics or another analytics tool very easily. Armed with this data, you’ll be able to more accurately pinpoint your customers as they move through your store the same way eye-catching signs work well for brick-and-mortar.

Let's go through use this data to our advantage and talk about how it works into our customer funnel.

The Top of the Funnel

For people who are brand new to your store, you want to make sure you give them the best first impression. You also want to take this opportunity to try and get their email address, if not a purchase.

  • Welcome campaign: Mobile, desktop, and my highest referral source (ex. Instagram)

  • Exit intent campaign: For anyone that didn’t see the welcome campaign, one last chance to give them an offer

  • Blog campaign: Offer tips or relevant information about your business in addition to your products, this gives you another chance to welcome your readers, who might be different than buyers, and then you can use their email address to get them to purchase some of my gear.

The Middle of the Funnel

If you already have someone’s email address, then you don’t necessarily need to include an email form in my campaigns. You can set targeting so that it’s unique to the repeat visitor whos comes to your site and has already given you their email address or made a purchase. This way they can see completely different messaging and offers.

  • No form campaign for flash sale 

  • No form campaign for repeat visitor offer of 10% off

The Bottom of the Funnel

Visitors who are browsing product and checkout pages are much more likely to buy than visitors on your homepage or blog.

  • Product-specific sale on a product page (ex. sneakers)

  • Cart saver below average amount in cart (average $50)

  • Cart saver above average amount in cart (average $50)

You can see how all of these campaigns work together to address different segments of your customers at different stages of the buying process. The important thing to remember is to use audience targeting to your advantage so that you can deliver a relevant, cohesive experience—not an annoying one.

Here is a link to a free downloadable guide in this post so you can dig deeper into the strategy in the comments.

 

Academy Level 3-Section 2

How to Connect YouTube to Your On-Site Campaigns

If you’re building a brand and promoting your products online, chances are you’re investing in videos that entertain, inform, and engage your potential customers and posting them on YouTube. The platform is so popular that it’s even given birth to a whole generation of YouTube celebrities like Jenna Marbles, Dude Perfect, Dan TDM and Fine Bros.

YouTube’s popularity makes it an amazing place to be found by new people interested in what you do or sell. Every day people of all ages seek out videos on their desktop and mobile devices that you can reach to grow your total audience. In fact, here are a few statistics that show exactly how big a deal the platform really is:

  • 1,300,000,000 people currently use YouTube

  • YouTube gets over 30 million visitors and almost 5 billion video views per day

  • 300 hours of video are uploaded to YouTube every minute

  • In an average month, 8 out of 10 18-49 year-olds watch YouTube

  • YouTube overall—and even YouTube on mobile alone—reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

  • The number of hours people spend watching videos on YouTube is up 60% year-over-year

Going From YouTube Fans to Customers

As great as your following can be, at some point, you’ll want to push your YouTube fans to your website to get them on your email list and buying from your online store. 

But what’s the best way to greet them when they get there?  After all, these are people you already have a relationship with, not some random visitor to your website!

Using highly targeted pop ups makes it easy to welcome your YouTube fans to your store and increase the likelihood that they’ll make a purchase. That way they feel the love and have a consistent experience across the different platforms. Here are a few tips to get you started:

Target Visitors from YouTube Specifically

Using audience targeting, you can make sure that your focused pop up is only seen by folks coming right from YouTube. That way in your YouTube videos and links, you can still send people to your home page instead of some complicated URL.

To do this in Privy, just go into the audience targeting section in the Design step of building your campaign. Choose “referring URL contains” and type in YouTube. You’ll also want your campaign to launch as soon as someone arrives on your site so they are instantly engaged.

Create a Special Offer

Now that you’ve turned your fans to website visitors, you’ll want to give them a reason to buy. Creating a special discount or offer just for YouTube fans and including it in your sign up form gives people a reason to enter their information, which you can use in the future to promote new products, awesome videos, and special promotions. Go a step further by including the word YOUTUBE in your discount code so they know it’s just for them.

Make a Special Welcome Video

Your YouTube fans obviously like your videos. So keep 'em coming! Create a simple 30-second video message that welcomes them to your website and tells them about the exclusive offer they should sign up for and embed it in your welcome pop up. Make it direct and personal and thank your fans for coming to your store or website.

Make Some Cine-Magic

There you have it. Now you’ve given people a reason to visit your store from YouTube and targeted a message just for them. And if you’re investing in other social channels, you can follow the same process to create Instagram or Facebook centric welcome campaigns!

Next, we'll take a look at some of the tactical ways you can tie your campaigns across different channels together.

Academy Level 1-Section 1

What Is On-site Conversion and Why Should You Care?

If you’re not familiar with the term “on-site conversion,” it may sound complicated. But it's actually an incredibly simple concept that revolves around a few questions:

  • How many people visited your website or online store?
  • How many of your visitors gave you their contact information?
  • How many made a purchase?

When you have those numbers, you’re just creating a ratio that helps you know how well your site or store is performing. Watch the video below or keep reading to learn how to calculate it:

 
 
 
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Think about it this way. Imagine you own a store in a local shopping mall. On any given day, 100 people walk in to take a look around. Of those 100, two of them decide to make a purchase. You would have an in-store conversion rate of 2%.

Now think about that in the digital environment. If 100 people visit your website and two of them give you their contact information and/or make a purchase, you have an on-site conversion rate of 2% (and you’d actually be doing pretty well).

That’s because most of us are pretty bad at conversion. We spend a lot of time thinking about how to drive people to our stores or websites through different advertising channels, but we don’t spend nearly enough time focusing on how to interact with them once they get there.

Not sold yet? Let's illustrate it with some simple math. Let’s assume that every time someone makes a purchase from your site they spend $30. By improving your conversion rate, you can significantly impact your business without spending any more money to drive traffic to your site. 

Now that you know all about on-site conversion, it's time to focus on one type of on-site conversion critical to your long-term success: building an email list.

Academy Level 1-Section 1

Why Building an Email List Matters

The truth is, most people are not ready to buy when they first come upon your website. To truly take advantage of your site traffic, you'll need a long-term marketing strategy. To build an audience for the long haul, think about capturing the contact information of site visitors before they vanish into thin air. Then, you can market to them later with unique content and special offers that will bring them back to your site when they are ready to make a purchase.

 
 
 
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Email's Second Coming of Age

Despite claims that “email is dying," email marketing is actually having its second coming of age. Email is not going anywhere. Instead, utilize new strategies and practices to amplify your email marketing efforts.

Here are some facts for you:

  • Email remains the #1 activity on the internet, as 94% of people who get online do so to check email (Marketo).
  • 98.4% of consumers check email at least once every day, with 60% of consumers checking email more than three times per day (Business Insider).
  • The ROI of email marketing is 4300%, which is double the ROI of any other digital channel. 

How is that true when so much of the marketing conversation is about social media and SEO?

1. Email is a more direct relationship with your potential customer than ads or social media could ever be. As Campaign Monitor explains, 90% of email is successfully delivered, whereas only 2% of your Facebook fans will see your posts in their feed. Facebook ultimately owns this direct relationship with the user you are trying to reach on their platform.

2. Unlike reaching consumers through social media, email allows you to personally own the relationship and a direct line of communication with your subscriber.

3. Email has more permanence. Unlike a Facebook post or a paid ad, it is simple for your audience to save your email until they are ready to act and take it with them wherever they go.

How to Make Email a Successful Channel

As an ecommerce marketer, you’re already familiar with the tenets of a successful email marketing program. Build for mobile. Keep it short, since readers only browse your emails. But all the best practices in the world will do you no good if they fall upon deaf ears—er, inboxes.

The key to a successful email marketing strategy comes before you ever even send an email.  Without a quality database of email addresses, there is no point to an email marketing strategy. And just as all aspects of email have adapted, it's time to update how you grow and maintain your email list.

The fact is, the value of email continues to climb, and if you think email is a dead-end for communication and conversion, it’s because you don’t have a strong list of engaged subscribers.

So, are you ready to start focusing on converting your site visitors to subscribers and customers? Working with over 100,000 businesses, we've developed a set of best practices you can apply to your existing website to drive on-site conversion by thinking strategically about your audience, delivering the right message at the right time, and using offers to your advantage.

Next, we'll focus on how to do just that.

Academy Level 1-Section 1

Developing a Messaging Plan

In Section 1-Part 2, we mentioned that almost everyone stinks at conversion, but we didn’t talk much about why that is. The biggest reason? Despite knowing that everyone who comes to your site is different, we treat them all the same. We act like an order taker at a fast food restaurant who recites the same line to everyone who comes through:  “Do you want fries with that?”

Watch the video below or keep reading for the full plan:

 
 
 
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Who are you talking to?

First, let’s think broadly about who you are selling to, what they care about, and put it down on paper.

  

All of that information can help you build up a strong, broad message to greet visitors to your website and should inform all of the copy and imagery you use. While we are not going to get into the details of your website design and messaging, you may want to revisit what you’ve already written with this in mind. 

 
Now on to the good stuff. 

Use What You Know

Online, we know a lot about a site visitor without having to ask any questions.  Use that information to your advantage to increase conversion. 

  • Where did they come from?
  • Is this their first visit?
  • What page are they viewing?
  • How many pages have they looked at?
  • What language do they speak?
  • What device are they using?
  • How much is in their cart? 

Knowledge is power. Use this information to create a more targeted experience by crafting different messages based on what you know. The questions above can help you create something relevant to your audience, which will make them more likely to convert. 

For the example below, imagine that you're an ecommerce company selling women’s clothing and you want to offer a 10% discount to new customers who sign up for my email list. (Read more about creating the right offer here.)

While you probably wouldn’t want to hit someone with every single one of these messages below, you can see how your core message might change based on what you know about a visitor.

 

 

In Level 2, we will get into more advanced messaging techniques, but for now, let’s focus on building an initial campaign that speaks broadly to your core audience. You'll learn more about how to do just that in the next section.
 

Academy Level 1-Section 2

Creating Your First On-Site Campaign

The most effective methods to convert traffic and collect emails from your ecommerce site or blog are through popups, bars, and banners, which give your visitors quick and easy opportunities to opt-in to your list. Now that you have thought about your audience and what they need, we can start building an on-site campaign with three critical components: Display format, trigger timing, and your offer.

Browse through Section 2:

Choosing Your Display Format

Choosing the Right Triggers

Creating a Compelling (and Manageable) Offer

How to Make Your Messages Stand Out and Drive Action

Or, dive right in with our Section 2, Part 1, where you'll learn about the different formats for on-site conversion so you can choose the best type for your next campaign.

 

Academy Level 1-Section 2

Choosing Your Display Format

Before you choose your display format, it's important to understand what each is and how they work. Watch the video or keep reading for a full overview of every display type:

 
 
 
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Pop Ups

What are they?

Pop ups, also known as lightboxes, typically display in the center of the website. We're not talking about annoying third-party ads that take up the whole page here. We're talking about native pop ups that provide offers, discounts, or email subscription boxes to website visitors.

Why use them?

Adding pop ups to your own website give you a more interactive way of engaging your visitors at key points in the browse-and-buy process.  A pop up may be a surprising pause for someone navigating your website, but they make it easy for subscribers to join your list without having to look around for a subscription form.

Plus, you’ll capture interested shoppers who wouldn’t otherwise have considered joining your email list. Pairing a pop up with clever verbiage or a specific campaign, like a discount or a unique piece of content, might be more than enough to gather that email address.

For example, The Clever Travel Companion, a clothing company that makes theft-proof clothing for world travelers,  uses a delayed pop up on their site that offers visitors a $10 gift card to sign up for their “infrequent newsletter.” The pop up does not block the whole screen and is designed to provide something of value without making it impossible to see what the brand is all about. Even better, this simple sign up form delivered hundreds and hundreds of sign ups for the company with minimal effort.

 

 

Bars

What are they?

Bars provide a full-width message that typically sits either at the top of your site or at the bottom.

Why use them?

If you want a more subtle email collection form, a bar sitting at the top or bottom of the page may do the trick. Plus, these stick around longer than a pop up, which can be quickly closed down. Bars are great for capturing emails but also for subtly promoting offers like free shipping, customer satisfaction guarantees, or new products.


 

Banners

What are they?

Like bars, banners provide a more subtle interaction that sits at the top or bottom of a site, but starts in a "hidden" state until triggered, rolling into sight at the desired time.

Why use them?

With attention-grabbing movement, a banner offers a different approach to a traditional pop up. Taking up only part of the page, it’s also less invasive than a pop up but harder to ignore than its smaller counterpart, the bar.


 

Flyouts

What are they?

Flyouts appear in the bottom right or left of a screen and are a bit more subtle than a pop up, but more likely to draw the attention than a banner or embed form because they include movement.

Why use them?

Flyouts work well for visitors in the middle of executing a task or reading a something long-form like a blog post because they draw attention but still allow your visitor to continue whatever they're doing.  For example, if they like the blog post they're reading, a well-timed flyout letting them know they can subscribe for more blog posts or recommending related topics is a perfect opportunity to capture their email address.


 

Embedded Forms

What are they?

Embedded forms let you place a static sign up form on your website to capture email addresses and other relevant information.

Why use them?

Embedded forms can complement your other campaigns and make for an excellent permanent installation in your footer or sidebar. This is a great backup for viewers who clicked out of a pop up or if you want the most subtle option for on-site conversion. A simple solution would be to add an embedded sign-up form in the footer of your site; if viewers are looking around your site and investigating other footer links, it’s likely they are interested in learning more about your business.

Make sure to let potential subscribers know how frequently they will receive communications from you to set clear expectations and to increase the chance you will acquire only the most engaged subscribers.

Spin to Win

What are they?

Spin to Win lets visitors to your site enter their email for a chance to win awesome discounts and prizes once they reach your site.

Why use them?

Site visitors love it because it’s a highly engaging way to get a discount—and every spin is a winner.  You’ll love it because it converts at a really high rate, is completely customizable, and the discounts and likelihood of winning are 100% in your control.


 

Now that you've got a rundown of the different formats your campaign can take, it's time to learn about what kinds of triggers you can use to deliver your message at the right time.

Academy Level 1-Section 2

Choosing the Right Triggers

The second consideration when creating a campaign is deciding when to trigger each of your messages.

 
 
 
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Depending on what you want to say, there are four primary ways you can trigger a campaign to your desired audience.  

  • Timer: The time trigger determines when to display your campaign based on how long a visitor has been on your site. It could show immediately when a visitor lands, 10 seconds later, or longer.

  • Scroll percentage: This shows your campaign once a visitor has scrolled down a certain percentage of your page.

  • Exit intent: One of the most popular triggers, exit intent tracks your visitor's mouse movement. If the visitor appears to be leaving or "exiting" your site, you can use that as a trigger for your campaign.

  • Tabs: Tabs, or other visual calls to action, can be customized to fit in with your site layout, and when clicked, trigger your campaign to display. 

 So, how do you choose?  

As with any marketing initiative, it’s important to put yourself in your visitors’ shoes. If you were checking out your own site, when would you be most likely to respond to receive an opt-in invitation and not be turned off by the ask?  You need to find the right balance of not being too passive, but also not coming off like the aggressive car salesman who harasses you from the second you enter the showroom.

 

We find that the most effective marketers tend to run at least two campaigns at the same time to help find this balance. This usually means:

  • A general welcome or a sign up campaign
  • A similar message but for an exit intent campaign

This allows you to tailor your message to the scenario your visitor is in.

Once you invest in more advanced audience targeting techniques, you can take that tailored message to a whole new level. Here are a few basic scenarios to think about, but again, you know your audience best and should try a few things to see what is most effective.

Next, we'll talk about the different types of offers we've seen our customers use to help grow their business, and how to choose between them.

Academy Level 1-Section 2

Creating a Compelling (and Manageable) Offer

One of the most basic sales principles (and like it or not, we’re all in sales) is giving value to get value. What are your goals? Someone to sign up for your email list and/or buy a product? How do you achieve them? By giving value to a visitor to your site with a great offer. In fact, Microsoft recently conducted research among consumers that showed that 89% of consumers are willing to share their personal information in exchange for clearly defined benefits.

Coming up with a great offer can be tricky, so consider these three things when trying to decide what will work best for your business:

What do your visitors care about?

Think about the visitors to your site and why they have come there in the first place. Are they driven by your mission? Your products? Word of mouth? Your offer should reflect what you know about their intentions.

What is the behavior you are trying to drive?

With any on-site message or web copy, this is always a key question to answer up front. Is it simply to grow your list and engage them with a welcome series? Is it short-term sales? Is it pushing a specific product? Knowing what you are trying to achieve will help you craft the right offer.

What can you afford to give?

You need to find the balance between giving something great to your customers and not bankrupting yourself in the process. The intersection of those two things make a great offer and reduce the amount of risk involved. If your offer isn’t obviously going to bring in more than it costs you to deliver, it’s probably not the best one for your business.

Once you've answered those three questions, think about your specific offer:

 

The Emotional Appeal

If people love your brand or cause, they may sign up for your emails just to stay informed. A great example of this is 4Ocean, which sells bracelets that help fund their ocean cleanup initiatives. With a simple “Join the Movement” message, they have generated thousands and thousands of sign ups. 

 

The Discount

One of the most common offers is a site-wide discount in exchange for signing up for your email list. This gives visitors something of value if they choose not to buy today, but it also gives them a reason to come back in the future. Just be sure to send the offer immediately after the subscriber opts-in. It’s what they'll expect.

 

The Sweepstakes

One of the most impactful offers is an enter-to-win or sweepstakes offer. This allows you to give away something of higher value without breaking the bank because you are only fulfilling it for one customer. The higher the incentive, the more likely a subscriber will opt-in.

The only downside is that this offer may draw less engaged leads who want to win but won’t ultimately be good customers. Be sure to let entrants know they will receive emails from you as a result of entering. Otherwise, those subscribers could turn around and unsubscribe if they don’t recall opting-in in the first place. 

The Exclusive Content Offer

For organizations who prefer not to offer discounts or aren’t selling a tangible product, exclusive content can be a great draw for an email sign up. Things like special behind-the-scenes videos, ebooks, and case studies tend to work really well and can start building up the number of leads for your organization.  

Pro tip: Once someone has filled out the form, you should automatically redirect them to the piece of content and send a permanent like via an email autoresponder.

Regardless of the display type and offer type you're thinking about, you need to put together a compelling message that will encourage your visitors to pay attention to what you have to say. We'll talk more about that in the next section.

 

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