For today’s edition of Whiteboard Wednesday, we’re going to talk all about something a little different. Instead of talking about how to grow your list, we’re going to talk about those times when you actually don’t want to use a form in your pop ups, bars, and flyout displays.
Watch the video below or keep reading for a full transcript:
First, let’s talk about three reasons why you would not want to include a form in your display.
- You already have their email address or other key pieces of information—for Privy users, that means targeting your campaign to show only to visitors who have already signed up for a different campaign. This is great for things like promoting a new product or piece of content or asking them to follow you on social media.
- You want to get a message out to everyone who visits your site, regardless of whether they sign up or not. This is great if you want to publish a free shipping bar or a customer satisfaction guarantee that applies to every order and does not require a coupon code.
- You want to remove friction in the buying process and direct people specifically to a product page or sale page from your home page. For example, if you’re running a short term sale, you may just want to push visitors to the finish line by telling them about the offer and the master coupon code, and including a “start shopping” button that doesn’t require their email.
Let's Dive Deeper Into No-Form Campaigns
Let’s dive deeper into how to build a no form campaign. In this case, I’m going to pretend to run a store selling children’s apparel and want to push my seasonal product line to everyone who visits my site.
I’m going to use a pop up display with a clear message “The Spring School Collection is Here, Buy Now and Get 10% off with the Code SPRING10."
I’m also going to add a button to the pop up that says “Start Shopping," and links directly to the new collection’s product collection page of my store.
I’m going to use a time-based trigger to show it to everyone after 5 seconds so they don’t get overwhelmed the second they land on my page. And I’m going to set it to show to each visitor once a week for as long as the campaign is live.
Then once it’s live I can measure how well it’s performing by tracking the number of redemptions of that specific code and the number of clicks on the campaign.
How to Take Your No-Form Campaigns To The Next Level
If you really want to be an ecommerce pro, you can run multiple versions of this campaign.
The first is as described above but you’ll want to adjust your targeting to only show it to people who have signed up for another campaign prior to this one. Then create a version for people who have not signed up for any other campaign that includes a form that must be completed to get the discount code.
You’ll still want to have a text link or a button that lets them navigate directly to the collection page in there.
And if a lot of your traffic is on a mobile device, you should probably create mobile specific versions of this campaign using a banner, flyout or bar.
Other ways you can use no-form campaigns might be with related content or promoting your social channels or an event.
Your Key Takeaways
There is no question that growing your email list is a super important part of growing your ecommerce business. But there are also times when you want to make sure to get the word out without asking for anything in return.
And those times are perfect for using no-form campaigns.
We’ll dive into how to use other form based and no-form campaign types in future Whiteboard Wednesdays, but that’s it for now.
See ya next time!
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