Academy Level 1-Section 2

How to Make Your Messages Stand Out and Drive Action

Whatever display type you choose, you'll want to create clear and compelling headlines that encourage people to take action. Think back to the messaging strategy we mapped out in Section 1-Part 3. Now, let's narrow it down to four basic questions:

  • What do you want the visitor to do?
  • Why should they do it?
  • How do they do it?
  • What is your relationship with them?

Let’s say you want readers of your blog to sign up for your email list. Here's how you might answer those four questions:

 

Now, take that information and apply some sense of urgency to encourage people to take action now.

  • What will happen if they don’t sign up?
  • Why should they do it now?  

  

Lastly, keep it short and sweet. You want to make sure that your headline and sub-headline is easily understood.  Show your copy to someone else to double check that it's easy to understand, and make sure to preview it on multiple devices to make sure it is short enough to be consumed on a mobile device or table.

Now that you have a framework in place, it's time to get inspired. Section 3 is all about inspiration for your next great campaign.

Academy Level 1-Section 3

Five Starter Campaigns You Should Consider to Boost Site Conversion

Since you definitely don’t want to barrage your visitors with messages when they hit your site, think about setting up several different campaigns targeted toward different user behavior:

The Welcome Campaign

The welcome campaign greets visitors to your site. You can target every visitor with this pop up, triggering it by either time delay or scrolling. This is the most basic list growth tactic and one everyone should employ as a starting point. If you're selling a product, try a discount-based Spin to Win display to drive engagement right away.

Exit Intent Pop Up

While you can use the same campaign for your welcome and your exit intent pop ups, we recommend breaking them into two different campaigns so you can speak more directly to visitor behavior. For example, your headline for the exit intent campaign could read, “Wait, Sign up Before You Go!” while your welcome campaign might say, "Welcome to our store! Sign up today for a great discount on your first purchase.”

Free Shipping Bar

If you offer free shipping or a satisfaction guarantee, consider highlighting it with a bar at the top or bottom of your page that links to more information and does not include a form. This inspires confidence among shoppers and makes them more likely to purchase.

The Exclusive Content Flyout

If you’re not selling a product (or even if you are), you may want to entice people to sign up to download a piece of content that will tell them more about a topic or your organization. One easy application of this is for your blog readers. You can target recommended content or your exclusive offer based on the post a visitor is currently reading.

Mobile Sign Up

Taking a mobile-first approach is essential in conversion success. Targeting your campaigns by device type allows you can create a message that is easy to read and respond to for your mobile visitors.

Use a banner or flyout to ask people to sign up for your list that doesn’t distract from the overall mobile browsing experience. If you’re running a free shipping bar at the top of your page, make sure to do your sign up bar at the bottom (or vice versa).

Pro tip: Having a tab placed at the bottom of your page without a trigger attached to the campaign makes it easy for visitors to sign up without having to show the whole form.

In Section 4, we'll talk about some simple design tips and tricks to make sure your offer is as compelling as possible.

Academy Level 1-Section 4

Simple Design Tips and Tricks

You don’t have to be a design whiz to make your campaigns look great and feel super professional. While you’re always welcome to use campaign templates as-is, spending a little extra time on design can go a long way.


 

 

 

 

Here are seven things you should think about as you get up and running:

Leave enough space to make it legible

No matter what design you use, make sure you’re leaving space between the various elements so that it's easy to read and understand. You’re trying to grab attention and drive action instantaneously, so don’t add unnecessary distractions. Otherwise, your visitors will ignore it.

Create or re-use beautiful images

If you’ve already invested in beautiful images for your store or website, don’t be afraid to re-use them in your pop ups and other displays to highlight products, reinforce your brand, or create a stunning background for your message. If you need new images, consider downloading them for free from Burst or Pixabay.

Match your colors and fonts

While you want your displays to stand out, you want them to feel consistent with the rest of your website. Using similar or matching fonts, colors, display borders, and backgrounds will make it obvious that that the messages are from you and not some third party ad-server.

Contrast is your friend

Make sure that your text and backgrounds are easy to read by contrasting the two. Dark backgrounds should have light colored text. Light backgrounds should have dark colored text. This one is not rocket science, but it's extremely important when it comes to readability and accessibility for your visitors.

Customize your tabs

Just like your displays, don’t forget to customize your tabs with text and images. One very effective method is to use a person or brand image for your tab that stands out from the page and personalizes the message.

Use free design tools to create new images

Unless you’re a designer, you may find even the most basic design tasks to be intimidating. One great option is to create a background image with headline text using templates in free tools like Canva. If you upload the finished image to use as your background, you can then add the form in front of it to create a beautiful campaign.

Don’t forget about mobile

Designing for a mobile-centric campaign means less is more. Reduce your text to the bare minimum. Make it simple to understand the call-to-action and choose the right display type. Most importantly, make sure to preview your campaign to make sure it’s easy to read and sign up. While desktop campaigns will function on a mobile device, we recommend having one set of campaigns for desktop visitors and another for your mobile visitors to increase conversion.

Once you've designed a great campaign, you'll need to think through what to do with all of your sign ups! We break down the basics of email in the next section.

Academy Level 1-Section 5

Welcome Email and AutoResponder Basics

The first four sections of Privy Academy focused on why on-site conversion is important and how to build some basic campaigns to help turn your site visitors into contacts and customers. But we haven’t yet talked about what to do with them once they sign up.

Sending an autoresponder welcome email when someone signs up for your list is an often overlooked but incredibly important moment in starting the relationship between you and your new subscriber. They just told you that they're interested in what you do or sell and this is your first chance to make a great impression beyond your website. Yet many people either don’t send a welcome message or put minimal effort into the design and content. 

Whether you are sending your autoresponder through Privy or your email service provider, you’ll accomplish three goals:

  1. You’ve confirmed their submission worked. Nothing is worse than filling out a form for something valuable and not knowing if it went through!

  2. You’ll create a permanent version of the offer that someone signed up for. It’s easy to forget a coupon code or  a link to an exclusive piece of content. Sending the information in an email helps people find what they need, when they need it.

  3. You’ve created a new positive brand impression that can humanize your brand. The welcome email gives you a chance to provide additional information that's true to your brand. Since email is a personal medium, it's a chance to start a conversation that will turn the subscriber into something more valuable for your business.

For each on-site campaign you run, you’ll want to set up a unique welcome email that delivers on the offer and speaks directly to what they have signed up for. Watch the video below and keep reading to learn more:

 
 
 
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7 Do’s and Don’t’s of the Welcome Autoresponder Email

 

Do:

  • Thank them for signing up.

  • Fulfill your offer right away by putting the offer code or content link front and center.

  • Set expectations for how often they will hear from you.

  • Spend some time on the subject line so it catches their attention.

  • Keep it single column to ensure your email will be easily read on a mobile device.

Don't:

  • Make it long. This shouldn't be a newsletter. You should focus only on the message at hand: Welcoming the new subscriber to your brand. Aim for around 150 words—short and sweet!

  • Change the subject. This is not the time to immediately start selling something else. Again, stick to the task at hand. Now that you have their email, you can put together an email series or other offers for future communications.

  • Be sloppy. Proofread, proofread, proofread! Be sure to check the formatting on all of your devices and preview your email across email clients and devices whenever possible.

You're well on your way to growing your business! For Lesson 2, we'll focus on taking your list growth to the next level with more information on targeting and creating campaigns across your website and email.

Ready to dive in? Start Lesson 2:

 

 

Academy Level 2-Section 1

Creating Page-Specific Capture Campaigns

In Lesson 1 , we talked about how and why to start investing in on-site conversion and how to think about the campaigns that are targeted at anyone who visits your website. Now it’s time to start getting more specific about what you’re going to say and where you’re going to say it to capture more email addresses.

What is page-level targeting and why do it?  

The concept of page-level targeting is really simple. Based on the page that a person is currently reading or has recently visited, you can guess what they might be interested in and offer them something related to that content.  

If you think about the fact that each page on your website serves a specific purpose, it’s easy to see how you might use a different pop up or flyout. Basically, the more relevant a message is to visitor, the more likely someone is to respond to it.

Some examples of what you can do:

  • Recommend similar products to the one they are looking at

  • Offer a discount that only applies to a specific product or product set

  • Inform blog readers about a specific piece of new content

 

If you’re using Privy, page targeting allows you choose the URL or set of URLs that you want to include or exclude from your campaigns.  You have a bunch of ways to choose:

  • Equals: The exact URL you want to show your campaign on

  • Does not equal: Any exact URL you do not want to show your campaign on

  • Contains: Show the campaign on any page that includes a word of string

  • Does not contain: Do not show the campaign on any page that includes a word of string

Now, let’s look at three specific types of campaigns you can use today:

Kick off Lesson 2 with the how and why behind one of our most popular types of campaigns: The Cart Saver.

Academy Level 2-Section 1

How and Why to Create a Cart Saver Campaign

As an online merchant, there is nothing more frustrating than knowing that someone has made it all the way to checkout in your store and then they decide to walk away without pressing the buy button. In Level 3, we’ll get into the details of cart value-based targeting and cart abandonment emails, but to start, there is a very simple tactic you can use to help reduce the number of people who get close to purchase and then disappear. We call it the Cart Saver. 

 
 
 
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Cart Savers combine exit-intent triggers with a pop up display, page targeting, and a special offer to make sure that you’re taking your best shot to make a sale, every time.

How to Build an Effective Cart Saver

Step 1

Create a new campaign with a pop up display type.


 

Step 2

Customize your text to speak directly to what your shopper is experiencing. Something like “Wait! Complete your order today and get 10% off your purchase.”


 

Step 3

Choose exit intent as your pop up trigger and how often you want to show a single user the pop up. We recommend no more than once a day as a starting point.


 

Step 4

Set your audience targeting to show the campaign only when a visitor is on your checkout page.


 

Step 5

Add a Master Coupon Code or set of Unique Coupon Codes to your campaign.


 

Step 6

Customize the thank you page so that it shows your coupon code and includes a button to complete the purchase.


 

That’s it!

These campaigns are relatively simple to execute and can deliver huge increases in sales because they drive urgency, deliver value to your shopper, and are targeted specifically to that exact point in the customer journey.

Next, we'll take you through another popular conversion tactic: The Blog Sign Up.

Academy Level 2-Section 1

How and Why to Create a Blog Sign Up Campaign

If you have a blog on your website, odds are pretty good that you're pouring a lot of time and energy into creating content that will resonate with your target audience.  While it would be great if people came back to your site again and again on their own, the reality is that it's far more effective to send new blog posts out to your readers on a regular basis. The less work you make readers do, the more likely they are to read and share.

Creating a list growth campaign specifically targeted at blog readers is easy and impactful. But it would be weird to offer them a 10% discount to sign up for the blog!

Blog Sign Up campaigns combine a scroll trigger, with a fly-out display, page targeting, and ideally a unique piece of content that you can entice people with. 

How to Build an Impactful Blog Sign Up Campaign

Step 1: Choose the Display Format

Create a new campaign with a fly out display type.


 

Step 2: Customize

Customize your text to speak directly to what your shopper is experiencing. Something like, “Like what you’re reading? Sign up to get blog posts in your inbox.”


 

Step 3: Choose the Trigger

Choose scroll as your pop up trigger. Determine how often you want to show a single user the pop up. Once a day is usually a good amount.


 

Step 4: Determine Your Targeting

Set your audience targeting to show the campaign only when a visitor is on your blog.


 

Step 5: Don't Forget to Say Thank You

Edit the thank you page so readers know that they have been subscribed and that they should expect emails from you.


 

Step 6: Set Up An Autoresponder

Customize your autoresponder so that your subscribers receive a campaign-specific email that confirms their subscription and sets expectations on how often they'll hear from you.

A Note on Strategy

Once you've determined that you want to run a blog sign up campaign, you can try several different messages or offers to determine which one works best.

A great example that goes beyond a traditional sign up is a content offer. If you have a great piece of content like a white paper or some research that your readers would be interested in, use that to entice people to sign up. You can then send a permanent link in your autoresponder and include a button to read it right away on your thank you page.

In our next post, we'll talk about another type of page-specific campaign that can drive meaningful conversions: The Free Sample/Bonus product campaign.

Academy Level 2-Section 1

How and Why to Create A Free Sample/Bonus Product Campaign

Every campaign doesn't have to offer a discount. If your business doesn't believe in discounts, but you're still looking for ways to encourage people to sign up or make a purchase, you can offer up a free sample or a bonus gift instead.

Even if you do believe in discounts, you may want to run an A/B test on your offer to see what converts best and is most profitable for you.

This type of campaign can be very effective when someone is new to your site and showing some degree of interest. For that reason, we would combine a popup display, page targeting, a time-based trigger and a master coupon code. 

How to Build a Free Sample/Bonus Product Campaign

Step 1: Choose Your Display Type

Create a new campaign with a pop up display type.


  

Step 2: Customize

Customize your text to speak directly speak to what your shopper is experiencing. Something like, “Get a free gift with your first purchase." Be sure to be specific about the gift or free sample and include a product image if it makes sense for your business model.


 

Step 3: Choose Your Timing

Choose timing as your pop up trigger and set it for at least 15 seconds so the visitor has a chance to see your products.


 

Step 4: Choose Your Targeting

Set your audience targeting to show the campaign only when a visitor is on one of your product pages. That way you know they're at least somewhat interested in what you have to offer.


 

Step 5: Create a Coupon

Add a Master Coupon Code to your campaign so your customers can redeem the offer.


 

Step 6: Don't Forget to Say Thank You

Customize the thank you page so that it shows your coupon code and includes a button to complete the purchase.


 

Now that we've covered a targeted campaigns to capture email addresses, let's look at some that don't use capture forms at all.

Academy Level 2-Section 2

What is No Form Messaging and Why You Should Be Using It

If Privy Academy is about increasing on-site conversion and capturing more names, why are we discussing using displays without a form to convert unknown visitors to contacts?

I’m so glad you asked.

When we talk about running “no-form” campaigns on your site, we mean just that. No-form campaigns employ targeted messaging based on what you know about a user already, and it does not require them to fill out a form in order to get something of value, whether that is a piece of content, a discount, or knowledge about something they might be interested in. 

But you said capturing emails is important? Yes, and it is.

But what do you do once you have already captured someone’s email? Or if you want to remove as much friction as possible in the buying process? Or if you have an additional message you want to get front and center?

That’s where no-form messaging comes in. By combining this tactic with the capture you’re already doing, you’ll be able to more effectively guide your visitors through the customer journey. Watch below for a full overview of no-form messaging and keep reading this section to dive in depth on different types.

 
 
 
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In this section, we’ll talk about a bunch of ways to use no-form messaging:

Get started with Section 2 with our first type of no-form campaign: The Flash Sale.

Academy Level 2-Section 2

Flash Sales

Using  “no-form” messages for a site-wide flash sale is probably the simplest and most widely used method. These types of campaigns drive urgency, point your visitors directly at the shopping experience, and are relevant to every visitor on your site.

 

This is a great example because it accomplishes every goal of this type of campaign. If you're running a flash sale on your site, you'll want to think about:

  1. Simple targeting. The message launches almost instantly when you land on the site, making it virtually impossible to miss.

  2. The offer is clear. The 50% off is clear and the focal point of the message. Restrictions do exist and they are easy to see, but the offer is the star of the show.

  3. Clear, compelling design. The contrast of colors and simplicity of design make it easy for a reader to digest quickly and take action on the offer.

  4. Strong call to action. The “shop now” button at the bottom gives you a shortcut to the buying experience to take advantage of the offer. And the link goes to a collection of only the items included in the sale.

  5. The start and end date of the offer is clear. 8 AM to 10 PM, no questions asked.

Next, we'll take a look at another type of popular "no-form" campaign: Related Content and Products.

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