Hey everyone! For today’s Whiteboard Wednesday, we’re going over one of the most important decisions when you create an on-site campaign: How to choose the right triggers. Watch the video below or keep reading for a full transcript.
How to Choose the Right Triggers
Hey everyone! For today’s Whiteboard Wednesday, we’re going over one of the most important decisions when you create an on-site campaign: How to choose the right triggers. There’s lots of options that can suit whatever type of campaign you’re looking to create.
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 time-triggered welcome campaign: This lets your visitors surf your site and get a sense of what you do before hitting them with an offer.
An exit intent discount campaign: When your visitor goes to leave your site, create an offer that acknowledges that they won’t be buying today but allows you to capture their email address to bring them back in the future.
Stay tuned for more Whiteboard Wednesdays, where we’ll dive into different campaigns in more detail. See ya next time!
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