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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.

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.

Academy Level 2-Section 2

Related Content and Products

If you’re investing in blog or web content as a strategy, using “related content” campaigns can help increase readership and page views. Based on what someone is already reading or viewing, build in suggestions for what they're likely be interested in, which will keep them engaged with you and your brand longer.

Here are two examples that we’ve used ourselves at Privy:

Targeting Squarespace Readers

We noticed that one of our most read blog posts each month was about how to install Privy on a Squarespace website.  Since we offer cart value targeting for Squarespace as well, this seemed like a natural place to tell people about it and encourage them to read more.

We know that anyone reading the initial blog post is likely to have interest in how we work with Squarespace, so we targeted the URL of the initial blog post with a flyout that linked to the second blog post.

Related Content In-App

Our goal is to make Privy as easy as possible to use, but some sections may require a little bit of orientation, especially while onboarding users. We wanted to help anyone looking at our Reporting feature for the first time by adding a little more explanation.

By targeting anyone who was looking at the Reports Dashboard for the first time, we used a flyout that linked to a page in our help docs that proactively offered a resource for them to view.

style="background-color: transparent; letter-spacing: 0px;">In both cases, we were able to look at what we knew about the visitor and offer them a resource that would be helpful without using a form.

Related Content on a Blog

Another great example of using related content is from a company called Nested Bean that sells a sleep system for newborns. Besides selling baby products, they run a blog that provides new parents with tips to help them in the early days of parenthood.

This type of campaign suggests a product that speaks directly to the topic of the article and the problem parents are likely trying to solve. Smart!

Next, we'll tackle a few ways you can grow your social following using a "no-form" campaign.

Academy Level 2-Section 2

Grow Your Social Following

Social media is pretty important to your business: It helps build your brand and drives people back to your site. But most of us rely on some subtle social buttons at the bottom of our sites to encourage people to join our social following.

Instead of hoping they'll find those buttons, you can be proactive. Using a flyout to encourage people to follow you is a great way to drive interest among your visitors without spending money on social advertising.

How to Build a Social Following Campaign

In general, these campaigns work best when you have someone who has already shown real interest in what you do.

One way we've used this at Privy is through the flyout display type. We set up a flyout campaign that is only shown to people who have signed up through a prior campaign and have visited the site 3 or more times.

That way we know that they care and that they are ready to invest more in a relationship with our brand. 

Keep these designs really simple, basically bringing those same follow buttons in your website's footer up front and center for your visitor to actually take action on them.

Messaging like, "Let's get social!" or, "Come say hello on social," are easy asks for people that are already pretty interested in your brand.

Next, we'll talk about ways you can use other display types to make announcements or other campaigns relevant to your entire  audience.

 Move on to Part 4

Academy Level 2-Section 2

Make an Announcement

Announcement campaigns can let your entire audience know about something important going on for your brand. Using a simple bar at the top or bottom of the page can get your message in front of everyone who needs to see it. Just use these sparingly so that frequent visitors don’t tune them out.

How to Set Up an Announcement Campaign

To set this up in Privy:

  1. Turn off the option to use forms.
  2. Choose a bar campaign as your display type.
  3. Set your audience targeting to show to everyone (if applicable), timing as immediately, and no limit to the amount of times a user would see it.
  4. Schedule the campaign to run as long as the announcement is relevant.

When to Use Announcements

If something out of the ordinary is happening, use announcements proactively inform them before it becomes a support issue. For example, you might want to let people know if a product is out of stock, your support team is not available, or you are planning for some system downtime.

Next, we'll talk about another "no-form" campaign that's only relevant for a specific period of time: Promoting your events.

Academy Level 2-Section 2

Promote an Event

Another great way to use “no-form" campaign is to create a flyout or banner that promotes upcoming events—like a webinar or an in-store tasting—where you want people to register in advance.  

What to Think About When Promoting an Event

Make it easy

The key here is very similar to what we talked about for flash sales. You’ll want to make it easy for people to know why they should attend and how to register using a clear call-to-action button that links directly to your registration page.

Be intentional with timing and targeting

You’ll also want to think about the most appropriate time to promote the event. Generally, someone on their first visit hasn’t been “sold enough” to commit to a block of time, but people who have come back a few times are a great target. Similarly, you don’t want to interrupt someone who has come to accomplish a task or is in the process of making a purchase (don’t lose sight of the ultimate goal!)

How to Implement an Event Promotion Campaign

At Privy, we recently wanted to promote an upcoming webinar to our users but didn’t want to interrupt anyone who was in the process of creating a campaign from accomplishing their task.

With audience targeting, we excluded any URL where someone could be doing one of those critical actions and only showed the flyout to people who had been to our site at least 4 times. That way, we knew they were invested in our brand enough that they'd probably want to hear more and wouldn't be annoyed by our message.

The message itself led with the title, included the date and had a large button that told people how to register and linked right to the registration page. Nice and clean, but not overwhelming. And we re-sized the flyout background so we could easily re-use an image that was promoting the event elsewhere.

Now that we've covered everything you need to know about "no-form" campaigns, it's time to turn our attention to what to do after you send out your campaign. In Section 3, we'll tackle putting together a cohesive email series that will increase conversion without annoying your newfound subscribers.

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