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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. 

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.

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