Posts by: Hannah Stewart

The Black Friday Benchmarker

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Want to know whether your Black Friday plans square up to your competitors? You’re about to find out…

When we asked over 400 e-commerce marketers what they feared the most about peak season 2019, the top answer was ‘the competition’.

As we head into the busiest and most important part of the year, it’s more important than ever to make sure that your activity places you favorably against your rivals. Comparison shopping is just too easy these days.

In the below benchmarking tool, all you have to do is answer five simple questions about your plans and we’ll tell you how they compare to your competitors. It takes five minutes and could mean a huge difference to your success this year – good luck!

 
 

In the meantime, you’ll want to make sure that you have all bases covered when it comes to your Black Friday preparation. To make sure you’ve checked every box (literally) download our Peak Season Preparation Checklist for free below:

Peak Season Preparation Checklist

How to increase ticket sales: 5 ways to sell more tickets online

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How to increase ticket sales: 5 ways to sell more tickets online

Online ticketing doesn’t have to be difficult – read these guidelines to uncover how to easily increase ticket sales through e-commerce

The secret to selling more tickets online – whether it’s for sports, music, theatre or other events – can be broken down into a few surprisingly simple principles.

What you’ll read below assumes that you’ve nailed the basics when it comes to online ticketing, such as:

  • You’ve done the work to make sure that your site is optimized for search
  • Your email marketing campaigns are set up so that they’re not only GDPR-compliant but effectively nurturing customers both pre- and post-purchase
  • You have effective display and social media campaigns running to target new traffic and unconverted traffic

The basics completed, you’re ready to start thinking about how to increase ticket sales without having to resort to Fyre Festival tactics. Here’s how you can boost your e-commerce ticket sales without having to hire an army of A-list influencers…

1. Personalize from the ground up

82% of US millennials expect brands to have up-to-date information about their preferences – that gives you an indication of how much today’s consumers expect personalization in their shopping experience.

When it comes to online ticketing, personalizing your e-commerce website is critical to not only increasing ticket sales, but also cross-selling and delivering an effective post-purchase experience.

So where do you get started? While personalization is something of a buzzword, many marketers are intimidated by the amount of data, resource and skill it takes to apply it. The good news is that this is a total misconception.

The key is to start simple and build up. You don’t have to have a perfectly integrated stack of marketing tools and complex datasets at first – you can begin simply by differentiating the experiences for new and returning visitors. It’s easy to do and relies purely on in-session data, so no need for a complex set-up on the backend.

Another way to increase tickets sales through personalization is through using behavioral data. At Yieldify, we worked closely with award-winning London festival We Are FSTVL to do just that on their website. The simplest – but incredibly effective – initial executions triggered when the user was about to leave the site:

Online ticketing: Ticket sale campaign We Are FSTVL and Yieldify

This use of exit intent technology drew the user’s attention to a key message at the most relevant part of their journey. Not only did this kind of work achieve a 65% increase in conversions, but it also drove 73% growth in their leads database.

2. Continually differentiate your offer

Selling more tickets online means taking some lessons from the retail sector: evolve your offering often in order to keep it fresh and engaging.

Tickets are often a high-consideration purchase that require a good deal of nurturing from first touch to conversion: event ticket sales tend to peak at the start and end of the sale period, with a slump occurring between these two stages.

One answer to this online ticketing challenge is in adopting ‘mini event’ techniques to continually interest your consumer. You could try some of the following:

  1. Early Access Events: Discounted tickets that are available for a limited time to those who have signed up for your newsletter.
  2. Early Bird Events: Discounted tickets that are purchased during a specific window of time.
  3. Lock In Your Tickets for Next Year: Sell advance tickets at a discounted rate. Make them available physically onsite, but also sell tickets online or via an event ticket sales app for maximum convenience.

Building a calendar of these offer-based events from launch through to the last-minute will give you reasons to continually engage new and returning visitors.

3. Go beyond the ticket

Where increasing ticket sales is the number one priority, it’s not the only way to drive pre-event revenue. Bundling your tickets with other value-add elements can help you secure higher sales before the event as well as create more choice for your potential customer.

Firstly, consider the types of ticket packages you have on offer. Tiered access is a staple of any event – just think about how much concert revenue is made from pre-show meet-and-greets – consider how your event tickets could be packaged with additional perks.

As anyone who runs events knows, concessions are a pivotal revenue-driver – take the opportunity to see how effective bundling can help you cross-sell these long before doors open. Drink tickets (used effectively by We Are FSTVL) or deals on travel and accommodation are some of the most common.

4. Create scarcity

There is no event more desirable than a sold-out one – the harder a ticket seems to get, the more people want it. Just ask anyone in the queue for Hamilton.

In short, if you want to sell more tickets online, you need to make it so it appears that you’re already selling lots of tickets online.

The way to do this is through using social proof – showing your visitors what other visitors are doing in order to encourage them to follow suit. It’s so popular that Viagogo uses it in not one, not two, but three different places on a single event page for BTS:

Online ticketing: BTS event page on Viagogo showing use of social proof
Social proof appears in the top-right corner showing how many people are viewing the event
BTS event page on Viagogo showing use of social proof
On the same page, this widget indicates how many tickets remain for the event
BTS event page on Viagogo showing use of social proof
Finally, individual ticket types that have few left are marked with a ‘last available’ message

Proof if any was needed that social proof is a tried-and-tested mechanism for selling tickets. The good news is that you don’t need to be at the scale of a Viagogo in order to implement it – you can use FOMO tools like this.

5. Use referrals

One of the best ways to get more customers is to leverage your existing ones. Referral marketing is basically another form of social proof: according to a Nielsen study, recommendations from friends remain the most credible form of advertisement for consumers.

When it comes to selling more tickets online, there are a number of ways to go about this:

  • Provide ticketholders with referral bonuses in the form of additional concessions such as drink tokens or preferential access
  • Continually deliver interesting, engaging content for your ticketholders to share across social media (just as long as it’s not an orange tile)

Contests are also a useful way to show social proof. By making your tickets seem elusive and unattainable, you can increase their perceived value and desirability. Like the mini-events, contests are also often shared widely, helping from acquisition perspective as well as a conversion one.

In conclusion

When it comes to online ticketing, you have several options at hand once you’ve mastered the basics. Here’s what you need to remember:

  • Personalization doesn’t have to be difficult (particularly when it looks like this) – start small
  • Timing is everything – have a plan for keep each week of campaign activity new and differentiated
  • Bundling is critical to the cross-sell and it helps give a better impression of choice
  • FOMO tactics are much easier to deploy than you might think – and they’re heavily used for a good reason
  • The ticket sale is just the beginning – use your new customer to acquire new ones

This is the tip of the iceberg of what’s possible when you can do in order to incrementally increase ticket sales – try some out and see what they can do for your event!

5 ways to prevent comparison shopping on your website

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Comparison shopping is one of e-commerce’s biggest problems – here’s how to solve it

Comparison shopping is the scourge of the e-commerce retailer. It’s now easier than ever for a shopper to compare thousands of products and prices in just a few clicks, abandoning your beautifully-optimized site in seconds for pastures new.

Of course, all these comparison shoppers have a major impact on your bottom line. Your revenue and return on acquisition spend can be hard-hit when your traffic goes elsewhere for their final purchase, so what’s the secret to stopping comparison shopping behavior?

To find out, we went straight to the source: tips websites for comparison shoppers! We went to sites like moneysavingexpert.com and lifehack.com to uncover the hacks and tricks that comparison shoppers follow to hunt for the best prices. And then we found ways to fight back.

Overall, it turns out that halting comparison shoppers in their tracks doesn’t have a single, silver-bullet solution. Success against comparison shopping means employing several long-term and short-term strategies – here goes…

1. Got a guarantee? Make it clear!

Let’s start with one of the key comparison shopping tips from Money Saving Expert:

Product price comparison tip from Money Saving Expert

What’s really happening here? This tip is at the core of why comparison shopping is such a big deal: a consumer is rarely sure when they’ve found the best offer.

This uncertainty is what keeps them searching for hours and employing increasingly complicated hacks – they’re never quite sure if there’s another, better offer somewhere out there.

This is our first fundamental of preventing product price comparison – make it crystal-clear that the best price is right in front of your user.

Here’s how Australian retailer HobbyKing did this. When a user highlighted a certain product, Yieldify’s click trigger read this behavior and served a best price guarantee message:

HobbyKing price comparison example

Read the full story here (and more on that click trigger later).

Of course, this depends on actually having the best price for the product that you’re selling! If that’s not necessarily the case for you, don’t worry – there are other tactics at your disposal. Read on…

2. Comparison shopping isn’t just about price

There’s much more to the e-commerce experience than product price comparison. While it’s the major one – and there are dozens of product price comparison sites to attest to that – it’s far from the only element that your potential customers are weighing up.

If you’re looking to stop a comparison shopper in their tracks, you need to consider what else they might evaluating about your product. Here’s another example from Money Saving Expert:

Comparison shopping advice from Money Saving Expert

The key thing to take away from this tip is that even while your comparison shopper is searching for good deals on price, they’ve still got lots of other considerations in mind. Trustworthiness and security (if the deal looks too good to be true, it probably is), delivery costs and times, and returns policies – these are all things your price comparison shopper is also looking for.

So, if you don’t necessarily have the ability to promote a best price guarantee, consider what else you can highlight instead.

3. Use social proof, and lots of it

Social proof comes in many, many shapes and sizes – and they can be your best weapons against comparison shopping.

First up, there’s the use of social proof as a means of creating a sense of urgency – a common conversion rate optimization tactic that’s particularly powerful here. This is all about making it clear to your shopper that the offer you’ve put on the table isn’t going to last forever – if they delay, they risk missing out.

Another way of using social proof for this purpose is to show stock levels – a common tactic used in the travel industry to encourage bookings.

But social proof has another dimension. In the last section, we talked about the other things that comparison shoppers consider outside of price. One of them was security and trustworthiness – this is where social proof comes to the rescue again. This time, it’s in two key forms: customer reviews and trust badges.

Let’s look at reviews first. These are an incredibly powerful way to assuage any concerns over safety and security that might have come up in section 2. Showing reviews through platforms like Trustpilot and Yotpo are easy ways to show your comparison shopper that your site and your service are legitimate. More on that here.

Trust badges are those seals of approval and verification that get conferred on you by third parties that carry authoritative weight. These could be award logos or even star ratings – the key is to have ones that your customers will recognize and then strategically place them in the journey.

4. Engage cart abandonment strategies

Your e-commerce comparison shopper is not dumb. They know what you’re up to and they’re more than ready to put the work in. Unfortunately for you, this means that they’re often willing to play a long game in the hope of discounts:

Comparison shopping tips from moneysavingexpert.com

This tip inevitably encourages a cringe from an e-commerce marketer. Comparison shopping means that your cart abandonment strategy might be working against you!

So what do you do?

There’s no easy answer – if you’re running an email remarketing strategy that involves discounting, then you’re probably doing so because it’s working. So should you reconsider because comparison shoppers have figured you out? Not really.

There are smart things you can do to identify comparison shopping behavior on your website. Our favorite way to do so involves some tell-tale clicking:

What you’re seeing above the age-old ‘tell’ for comparison shopping: highlighting the name of the product so that it can be copy-pasted into the search bar. We’ve all done it.

This is where you can use smart tools to react to this behavior. Our new click trigger (what you saw earlier on the HobbyKing website) allows you to spot this behavior and react to it. In HobbyKing’s case, it enabled them to show a best-price guarantee. However, you could just use it to better identify price comparison behavior in order to re-shape your strategies around it.

5. Can’t beat comparison shoppers? Join them.

Despite everything we’ve just said, facilitating product comparison can actually be a good thing.

Hear me out – there’s a merit to recognizing if comparison shopping is inevitable for your category, because you can pre-empt that behavior.

Showing a best-price guarantee is actually the simplest way of doing just that – you’re acknowledging that product price comparison is important and owning that conversation. However, let’s remind ourselves that comparison shopping isn’t just about price. Reviews, stock levels, quality indicators and features are just as important.

If you’re able to offer your shopper the opportunity to compare and contrast these facets of different products, you’re keeping that evaluation process on your site. Here’s an example of how WooCommerce allows you to add comparison tables to your site:

WooCommerce product comparison widget

You’ve pre-empted the temptation to compare and contrast – congratulations!

So, that brings us to the end of our recommendations on how to identify and prevent comparison shopping. The general theme is to acknowledge that comparison is a natural part of decision-making and that defeating it lies in making that process easier for your shopper. Comparison shopping happen because of consumer doubt and insecurity – incorporate that thinking into your customer journey.

Making the perfect lead generation form

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How to create a lead generation form that captures quality data at volume

Lead generation forms are deceptively simple. A few fields, a clear CTA and in theory, you should have leads pouring in faster than your ESP can handle. The reality of lead capture forms is very different – in a tiny space of digital real estate, you have to make decisions that mean the difference between getting a valuable new customer and wasted traffic.

We create thousands of lead generation forms every year (in the wake of GDPR, we created 3,000 in a single year), and have captured more than 15 million leads along the way. All this has given us a pretty clear idea of what works and what doesn’t.

Here, we’ll break down the must-haves of a lead capture form that gets you the data you need. We’ve used data from the hundreds of different lead gen forms that we’ve been creating this year to give you guidance on each step of creating a form that converts.

Lead generation form: mobile example

1. Targeting your lead capture form

Creating the perfect lead generation form actually begins with thinking beyond the form itself. The story starts with thinking about who you should be showing it to.

The best way to drive your submission rate up is to be selective about who you’re showing your lead capture form to. We’ve run the numbers and it’s clear that having 3-5 segmentation criteria (i.e. geography, session number and basket value) is the sweet spot for a high submission rate:

Lead generation form tips: Average submit rate by number of segmentation criteria

So what segmentation criteria should you be using? It’s going to be different for every website and depending on what exactly your lead generation form is asking for.

However, there are a few trade secrets we can give away. The first one is cart value. We found that targeting your lead gen form at users depending on whether or not they’d added to cart had a 3 percentage point difference in submission rates.

The second one is inactivity. We found that triggering the appearance of your form based on when your user becomes inactive raised average submission rates from 3.8% to 5.1%. British beauty booking service Treatwell used this successfully last year:

Finally, think about exit intent technology. It might seem a little counter-intuitive, but we’ve found lead generation forms that launch when the visitor is about to leave to have an average submission rate of 6%.

On the other hand, we recommend avoiding the route that many website take in launching a lead generation form the second that a visitor arrives on-site. While the numbers may initially look good, this is an extremely aggressive tactic that we encourage our clients to avoid.

One more thing to think about – consider targeting your forms depending on the traffic source your visitor has come from. This is an important way of ensuring that there’s complete alignment between the reality of the experience and the expectations set by whichever ad, email or post that’s brought your visitor to the site.

Here’s a great example of this from recipe box brand Simply Cook, who targeted lead capture forms exclusively at traffic arriving from Facebook campaigns:

2. Timing your lead generation form

Once you’ve decided who you’re going to target your lead capture form at, you need to think about the right timing for your strategy. There are good times and bad times to put your lead capture strategy front-and-center, so we’ve crunched the numbers to give you an indication of where they are.

First up, we looked at what time of day visitors are most likely to hit ‘submit’ on that form instead of abandoning it:

Lead generation form average submit rate by hour

It becomes clear pretty quickly that:

  • Mornings are pretty erratic for submissions – the immediate pre- and post-commute hours work best.
  • Early afternoon hours can be a good time to pick up on people spending time at their desks
  • Post-commute is a sweet spot – from about 7pm onwards, the submission rates are consistently higher. They dip during the late afternoon, so avoid these periods.
  • Serious night owls seem to love submitting forms. Nope, we don’t get it either.

So now you know how to vary your lead capture efforts across the day – consider applying this to your social media and display efforts that link into this. But what about how this fluctuates across the week? We checked out those numbers too:

Average lead capture form by day of the week

The pattern that appears clearly here is that the later part of the week (Thursday to Saturday) is where you want to concentrate your efforts in order to get the best submit rates.

3. How many fields for your lead capture form?

The eternal question for a lead generation form is how many fields it should include. Too many and you risk putting your visitor off, too few and you’re not getting the data you want.

We wish there was an easy answer. Bad news on this one: there isn’t.

We ran the numbers on hundreds of lead capture forms to contrast the number of fields with the submit rate. What we found confirmed our expectations: single-field lead gen forms have the highest submit rates.

As a great example, this one-line lead gen form from Domino’s helped capture over 50,000 email leads in just one month:

Domino's PIzza example for new visitors

The moral of the story is keep the number of fields in your lead gen form to a minimum. But that’s not the only thing you need to consider when it comes to form fields, and we’ll look at those factors next.

4. The structure of your form fields

Having a lead generation form that captures lots of data is great, but it’s pointless unless that data is clean. Having a database that is gradually filled with invalid email addresses, incorrectly formatted birthdays or 20 different ways of spelling ‘United States’ is a recipe for disaster.

This is where regex validation is critical as part of your forms. This makes it so that data has to be valid in order for your user to be able to successfully submit.

Another option is to consider the use of different types of field, such as dropdown menus. These ensure that more complex data can be captured and processed cleanly, as well we making it easy for your user to complete:

Lead generation form with dropdown menu

Read more about how you can use these in our Product Update.

5. The incentive for your lead generation form

To incentivize or not? It’s the million-dollar question.

Giving away a discount in exchange for signing up to a newsletter is standard for many e-commerce sites, but it runs the risk of giving away margin. So is it worth it?

To help you decide, we reviewed lead capture forms that offered an incentive versus those that didn’t and the results were pretty clear:

With a discount: 5.9%

Without a discount: 3.8%

Worth losing some margin? It’s up to you. However, remember that a discount is not the only kind of incentive available to you. Another incredibly effective incentive mechanism is competitions, where you’re liable to give away much less in exchange for that data. Here’s a great example from Essie:

6. The message on your lead gen form

When you’ve built a beautifully-structured and well-targeted form, there’s the final matter of messaging. Pitching the value that your user will receive in exchange for handing over their data makes all the difference to your submit rates.

When reviewing your copy, keep in mind the following principles:

  • Clarity – be transparent about what your user will receive when they sign up
  • Brevity – cut any word you can, and use bulletpoints if you need to make multiple points
  • Privacy – in an age of GDPR, ensure that your forms are compliant for any users from the European Union

Kiehl’s is a great example of this in action:

Kiehls email sign-up overlay

You’re unlikely to get this right on your first pass – that’s fine. A/B testing elements of your copy is hugely valuable to ensuring that you can optimize over time.

What next?

A strong email database, fed by well-optimized lead generation forms, is a critical commodity to any business. As we’ve shown here, there are some simple core principles that can make a huge difference, but a great deal of ‘what works’ varies from site to site. Rigorous attention to data, thorough testing and good benchmarking are key to making sure you get a steady stream of those all-important leads.

At Yieldify, our lead capture forms average a submit rate of 10% and they go from concept to live in less than two weeks. We’ve helped business likes Domino’s, Marks and Spencer and many more achieve incredible results using our methodologies and we can do the same for you. If you’d like to find out more about how that would look, just request a demo here!

Product Update: June 2019

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What’s new to the Yieldify Conversion Platform this summer

The start of summer sees a lot of updates coming to the Yieldify Conversion Platform. From new tricks to stop comparison shoppers leaving and cleaner ways to capture data, join as we run down the latest targeting and format options available this month on the platform.

New triggers: Click and Hover

Our two new behavioral triggers make it easier to engage with your visitor at the perfect moment, helping them continue their journey onto conversion.

How it works

  • Trigger messages when your user clicks or hovers on a button
  • Trigger messages upon clicks on ‘un-clickable’ elements like images and paragraphs

When to use it

Clicks and hovers are great indicators of user interest, so the possibilities for using it to encourage conversion and even cross-sell are limitless.

One of the most powerful is to stop comparison shoppers in their tracks: as soon as someone selects a product title to copy-and-paste it into their search bar, trigger a message that shows your best price guarantee.

Example of click trigger

Here are just a few more potential uses:

  • Up-sell ‘the whole look’ when someone adds a single item of clothing to their cart
  • Provide extra information on a product when a user shows interest, minimizing the number of touchpoints needed to get them to conversion

Want to see more? Get a demo here.

New format: In-Page Full-Width Banners

As the next evolution in our In-Page Personalization functionality, we’re introducing full-width banners that sit squarely at the top of your page. These ‘stick’ to the top of the screen to remain visible as your user scrolls down the page:

Example of in-page banners

When to use it

In-Page Personalization is becoming increasingly popular with our customers as it’s an effective short-cut to achieving personalized pages without code changes. Here are just a few things you could do with these banners:

  • Announce a flash sale by showing a site-wide banner to all new users
  • Run seasonal promotions on key category or product pages

New targeting: session targeting

The Yieldify Conversion Platform already has a number of targeting options based on how much your user has engaged with your website. You can target visitors based on things such as: the amount of time spent on site, the number of pages viewed and the specific pages they’ve landed on.

What you might notice about all of those options is that they were all in-session options – our new targeting option changes all that. Using Session Targeting, you can target visitors based on the precise number of sessions they’ve had on your site.

This allows you to show different messages depending on your user’s specific session. For example:

Conversion Platform

When to use it

This targeting function opens the door to targeting based on longer, more complex purchase journeys – perfect for sectors such as travel and financial services. Some examples:

  • Target visitors in their second session with more high-level information, saving more detailed or technical information for a user on their third or fourth visit
  • Highlight alternative CTAs (such as call centers or other sources of help) for users taking more sessions than average to convert

Enhanced targeting: geo-targeting at regional and state level

Geotargeting has been a mainstay of the Yieldify Conversion Platform since its launch, but now we’re getting super-granular. You’ll now be able to narrow your targeting to state or regional level.

When to use it

Here are just a few ways you can use this to further personalize your activity:

  • Holding events? Highlight these to users in the area.
  • If you can offer customer support or click-and-collect from brick-and-mortar stores, then highlight this to visitors from eligible locations

New content: dropdown menus

Being able to effectively capture data from your visitors is critical – but it’s only any good if that data is clean. Free-text fields can leave you vulnerable to messy, inconsistent data – with dropdown menus, you can make sure that you gather information in an easily indexed format:

Example of dropdown menu

Even better, it’s so much easier for your user to engage with (particularly on mobile).

When to use it

You can capture pretty much any kind of data you want, but here are a few ideas that our clients have found particularly useful:

  • Collect your user’s birthday month to offer them birthday promotions
  • Give users a simple question to determine why they’re leaving a site
  • Capture product interests in order to personalize your email sequences

Not on the platform yet?

The Yieldify Conversion Platform hosts all this and more. If you’d like to see more about how it could help personalize your website 5x faster than other methods, then request a demo here and our friendly team will be in touch.

For more detailed information and technical instructions, don’t forget to visit our Knowledge Base!

How to survive IRCE: 10 top tips for the year’s biggest e-commerce show

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Heading to IRCE @ Retail X 2019? Here’s our advice for the biggest show of the year

With over 600 vendors and thousands of delegates, you’re wise to seek advice for making the most of your time at IRCE. Here are our top tips for getting the best value out of e-commerce’s biggest show of the year.

1. Know your goals

IRCE will be a maelstrom of options – without a clear agenda of what you want to achieve from attending, it’s easy to go down rabbitholes and end up wasting your time. This is a sizeable chunk out of your diary and plenty of expense to go with it, so make the most of it by knowing exactly what you want to get out of the show. Try making a list along these lines:

  1. Looking for a vendor? List your requirements and research who’ll be there so you know who to talk to – make appointments in advance if you can.
  2. Looking for knowledge? Schedule your talks in advance so you know you’ll make it to each one.
  3. Looking for advice? Re-cap on your key results and objectives so that you can easily benchmark.

2. Do your homework

If you’re looking for solutions at IRCE, you’ll get the most out of your conversations if you already have some knowledge going in. Do your research on your shortlist of vendors and have your key questions planned out in advance – ideally, have at least one conversation with them ahead of time.

3. Plan your meetings in advance

“I’ll catch you there!” quickly turns into “Damn, I just left – are you going to [random evening event] later?” and then “Sorry, already at the airport – see you at eTail?”.

It’s going to be crazy few days, so relying on serendipity isn’t going to do you too many favors – get important meetings booked in advance to maximize your chances of facetime with important connections.

Oh, and you can pre-book your meetings with us right here.

4. Download the app

It’s got the map, it’s got the schedule – what more do you need?

5. Broadcast your presence

Before you go, post to LinkedIn that you’re heading to the show – and keep Tweeting while you’re there.

6. Be comfortable

It’s several days in an air-conditioned hotel – your back and feet will not thank you for this experience. Bring layers for unpredictable temperatures and comfortable shoes for trekking around – invest in a decent bag to make sure all that swag doesn’t give you backache.

7. Be realistic about your swag

Speaking of swag, with over 600 vendors, it’s easy to get a little swag-happy in the exhibition hall:

IRCE swag collection

However, you may regret your decisions after another 6 hours of carrying it all around. So before you pick up another brochure that you’ll never read and will almost certainly leave at the hotel, ask yourself whether you really need it. Also, you might help save the planet a little bit.

8. Be sociable

There will be dozens of events taking place around IRCE and while it might be an exhausting prospect to do even more networking, it’s worth your while. There are plenty of event opportunities that are smaller and still more that don’t necessarily involve drinking, so find one that suits you.

9. Bring supplies

Powerbanks are essential (most of the ones being given away will need charging before they work, ironically). A refillable water bottle and healthy snacks might help you avoid surviving on candy for three days.

10. Play Plinko at Booth #1867

Not even kidding. We’ve created IRCE Survival Plinko, where you’ll have the opportunity to win one of four prize packs that will help you get through your IRCE experience:

  1. Beauty: everything you need to stay looking fresh, even after a few late nights and too much A/C
  2. Health: a pack full of things to get you back on track after surviving on caffeine and junk food
  3. Energy: will help you look and feel like you’ve actually slept
  4. Soul: feel better on the inside when we donate in your name to a good cause

Whether it’s your first time or your fifth time at IRCE, we hope you have a great time at the show and get plenty of useful learnings to take home with you. Visit our team while you’re there to learn more about Customer Journey Optimization and how Yieldify can help your e-commerce efforts this year.

B2C Lead Generation: 4 Strategies for Success

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Explore 4 B2C lead generation case studies showing how real companies drive more leads

1. Improving B2C lead generation by addressing privacy anxiety – Scribbler’s plan

Data privacy scandals pose a growing problem to B2C lead generation. Last year, GDPR (General Data Protection Regulation) led companies around the world to redesign their privacy policies. Multiple privacy scandals at Facebook and incoming legislation from California reflect that privacy is a top-of-mind concern for consumers.

That’s the elephant in the room when you ask a website visitor to opt-in as a lead. However, there’s a simple way of getting around this challenge. Many visitors are often willing to exchange their data in return for something tangible (see our research here) – usually money off or enhanced service. So take a page from Scribbler, which offers a 10% off coupon in return for a subscription:

Yieldify Scribbler B2C lead generation campaign

Remember that if you ask for more sensitive details like a birthday, you’ll need to provide more assurance on how you’ll protect and use that data. Read Scribbler’s full customer journey optimization case study here.

2. Get ahead through personalization like Marks and Spencer

When a marketing tactic is easy to use, it becomes more expensive. Just think about how much Google and Facebook Ads have increased in cost in the past five years. If you’re looking for a new opportunity, pursue marketing tactics that are still considered difficult – like data-driven personalization.

According to our research, most marketers consider personalization one of the most difficult challenges facing them. If you can make it work, you’ll have an advantage in delivering relevant messages that are more likely to convert.

The easier approach is to personalize based on persona rather than attempting to personalize to a 1-on-1 level. If you have high-quality data, go for full personalization.

This is where leading British retailer Marks and Spencer executed effectively. In launching their new website, the team worked with Yieldify to differentiate between new visitors and returning visitors, showing different CTAs in order to make sure that visitors engaged:

Marks and Spencer lead generation case study

By personalizing to the visitor’s sign-in status, this resulted in a 5.4% conversion rate uplift in new visitor registration (read more here).

3. Re-position your newsletter – the Kiehl’s model

Getting your visitor to sign up to a newsletter simply for the sake of ‘staying in touch’ is no longer a good enough reason for someone to share their data with you. To convince today’s consumer to hand over their sought-after information, take the time to enhance and clarify the value that they’ll receive in exchange.

Beauty brand Kiehl’s generated leads through effective positioning of its newsletter as a VIP club, detailing three clear benefits of signing up ahead of the CTA:

Kiehls email sign-up overlay

This applies even if you can’t offer monetary incentives like Scribbler did in the first section – value lies as much in elements like exclusivity or early access, so explore what can work for you.

4. Recruit your customers to gain more leads – an online eyewear retailer’s way

One of your best lead generation channels is your existing customer base. Nielsen research in 2015 found that over 80% of people trust recommendations from friends and family – it’s a huge opportunity that when leveraged effectively, can generate masses of leads.

How can you engage your current customers to generate more leads? Simple: reward them. One online eyewear retailer used a referral program with a simple offer: “Give $5, Get $5 when you refer a friend.”

The results speak for themselves: a 22:1 return on investment. If you have a smaller budget, make the reward for referrals offer to a small segment of your customer base. Find out more about how to leverage your existing customer to acquire new ones in our free ebook.

Want to grow your lead generation program?

If you’re keen to emulate the B2C lead generation success that you’ve seen here, check out our free ebook, packed with examples and detailed advice:

Play along: does your e-commerce website deserve ‘douze points’?

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Take our quiz to find out whether your e-commerce website should be taking home a trophy (or disappearing into obscurity)

In honor of the upcoming Eurovision Song Contest, we’re offering you the opportunity to find out whether your e-commerce site deserves the coveted ‘douze points’ or the infamous ‘nul points’.

Click to download the quiz below – inspired by your favorite magazine quizzes that told you whether you were more of a Carrie or a Miranda – and find out. While you’re here, don’t forget to read our blogpost on how you can use Eurovision to boost your e-commerce sales

Eurovision e-commerce quiz

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Meet the Team: Romain Sestier, Head of Product and Data

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In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day.

Next up: Romain Sestier, Head of Product and Data

What’s your role at Yieldify?

I’m Head of Product and Data, which basically means looking after new product and feature development, as well as the data and analytics team (the two are very closely related).

What did you do before you joined the team here?

I have a background in web analytics – I was previously Head of Professional Services at Content Square and also working in A/B testing at Maxymiser. I also had my own company doing Artificial Intelligence-driven data and analytics work. 

The main thing that comes from that experience is that I’ve always been client-facing, which is incredibly useful in the kind of product role I have now. In an industry where the volume of data can be overwhelming, it’s really important to keep an eye trained on where the real value is: the recommendations and actions that it delivers for a client.

Product and Data sound like pretty separate things – tell us a bit more about the two teams

Well, the Product team is mostly Product Managers (like Moses, who writes stuff like this), who work directly with our Engineering team to scope, prioritize and deliver features such as our recent Campaign History Targeting release. They also continually look for new ways of doing things to keep us as market leaders in CJO.

Most of their job is talking to clients, engineers and our sales and services teams to collect as much feedback as possible about use cases. the role of the Product Manager is really to maintain that stream of feedback, summarize it and determine what deliveries will make the biggest impact, taking into account what’s feasible, where there are gaps in the market and how we can provide innovative solutions.

On the other side, there’s the Data team – they do two main things. Firstly, they answer client requests and prepare bespoke analysis and recommendations. Secondly, they work directly with Product to prioritize pieces of insight in order to productize them and make them available to other clients.

For example, we recently worked on custom insights. We’re always running campaigns on client sites and the biggest questions are usually about the kinds of interactions and responses they generate, such as how long it takes between interaction and email submit. We initially generated this insight bespoke from client to client, but the proximity of the Data team to Product meant that we were able to productize it and deliver it at scale.

It’s this kind of tight feedback loop that means that the two teams are actually much closer as functions than in other companies, ultimately meaning that our clients get much more value.

How has this interaction evolved in the last year?

It’s actually been evolving for much longer than that. Yieldify started in the affiliate space, running bespoke work for clients on a CPA basis. This all changed when we built the Yieldify Conversion Platform, which launched last year. This was Yieldify’s transition into a productized offering, meaning that the Product team became pivotal to delivering and optimizing at scale for all of our clients.

Where is it going to go in 2019?

2019 is going to be the year of Yieldify becoming even more tightly integrated with other parts of the e-commerce marketer’s stack. We already have a number of integrations built for the likes of Magento and dotmailer, but next year we’ll be looking at more marketing tools such as CRMs. The latter means that we’ll be able to leverage offline and historical data in real-time on the site, which is hugely powerful for targeting. 

In addition to that, you’ll see much more in terms of new formats and new triggers for campaigns. We added features such as scroll and inactivity triggering in the last few months, and we’ve got lots more exciting things in the pipeline to come. One of these is in-page campaigns, which allow us to deliver contextualized content with less intrusion, making the customer journey smoother.

How do you think these companies to what other companies in the space are doing? 

Other companies take a very ad hoc approach to dealing with clients, whereas we want to learn as much as possible about our whole client base and re-apply that knowledge universally. We surface industry-leading insights by vertical and have consultants for each one who can rely on benchmarking and the learnings from other campaigns to meet their challenges in different verticals. 

I’d add that what’s also different at Yieldify is the tightly-integrated Product and Services teams. This means that building campaigns takes much less time, allowing us to be more reactive as well as spend more time working on improving the overall user experience.

Why do you think our clients need the kind of data analytics support that we deliver?

I think there are two key things here.

Firstly, there’s time. A lot of our clients don’t have the time or resource to process the sheer volumes of data that they generate onsite. It can be intimidating to even deal with the tools to do so, but our team work so tightly with data that it’s easy for them to extract the valuable insights from these volumes.

Secondly, data’s only useful if it’s actionable. This comes back to time and resource again, and is another key reason for marketers to look to outside help. 

What do you think are the biggest misconceptions about data and analytics for marketing? 

The biggest is that more data means more value. Like we mentioned earlier, you have to ensure that you can analyse that data in order for it to be worth something. In addition to that, it’s worth pointing out that not all data is the right data – you have to be able to process and extract what’s valuable.

Secondly, I think it’s a common misconception that you can import a data-driven culture. It really has to come from the inside – and from the top, at that. A lot of companies think that new tools and services bring a data-driven culture with them, but what I’ve seen is that the most successful clients are the ones where the C-level understands and buys into the idea of data use across the whole company.

What advice would you give to someone who’s trying to create that kind of data-driven culture? 

The best thing to do is to start small – one key defined use case is better than trying to do everything at once.

For example, let’s take personalization: it’s good enough to start by differentiating your approach for new visitors and returning visitors. This way, you’ll have enough traffic to measure to statistical significance and prove your concept quicker than if you tried to do something too granular. 

How have you seen the appetite for analytics in marketing change over recent years?

It’s definitely increased, but the quality of requirements has increased too. It’s not just about making dashboards and reporting on key metrics anymore!

Instead, it’s about understanding the big questions like ‘who are our customers?’, ‘why do they visit our site?’ and ‘why do they leave?’. You can see this being reflected by the increasing number of UX-focused analytics platforms and tools on the market.

Where do you think it’s going to go next?

Real-time reactivity is really key. Marketers are trying to maintain a close eye on the performance of every stage of their funnel and react to shifts in it. Black Friday is a great example of this, where marketers were trying to understand behavior over a very short period of time in order to win against their competitors.

The other thing we’ll see is machine learning. We’ve seen this in Google Analytics and in some early out-of-the-box machine learning solutions, so it’s already started. The good news is that it doesn’t have to be that complicated – it can be as simple as predicting the users you ‘should’ have so that you can compare that number against what you actually get. The important thing is that you need to be able to react to those insights – machine learning can be an expensive mistake if you can’t.

Overall, I think we’re transitioning from viewing users as transactions to viewing them as long-term relationships. We saw this happen in brick-and-mortar many years ago and now that shift is happening in e-commerce as we view building relationships and delivering value as more and more important.

The ones who will win are the companies who can learn more about their customers than their competitors. This is why Amazon experiments all the time, like it’s done with introducing lots of different elements to its Prime service: being able to experiment fast and continually at low-cost is so important. This is why at Yieldify we focus on being able to work quickly and react to the promotional calendar as well as plan for the long-term. 

Quickfire questions

What do you like best about working at Yieldify?

The culture – even though it’s grown quickly, it has a start-up mindset with lots of opportunities for people who really want to do better and find new solutions to problems.

What’s your proudest achievement since joining?

Closing the feedback loop by building the data team to have a dual role between clients and products.

What was your biggest learning?

My ongoing learning is in the differences between markets (Yieldify has clients in over 10 countries).

Being French and having worked with French clients before, I’ve always seen that every market reacts differently to trends and technologies, but the nuances of this is what’s continually interesting.

It applies as much to marketing cultures as well as consumer behavior. For example, in the US, you have more of a builder culture which looks internally for solutions instead of leveraging partners. In Europe, we’re generally more comfortable with outsourcing. 

Want to know more about what Yieldify can do with your data? Apply for a free demo and we’ll tell you more about the analysis, benchmarking and strategies we can apply to your customer journey. 

Meet the Team: Lana Kropyvna, Head of Design

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In this series, we sit down with Yieldifiers across the business to find out more about what they do all day.

Next up: Lana Kropyvna, Head of Design

What’s your role at Yieldify?

I lead the Design team, which is made up of four fantastic designers in London and Portugal.

Together with our Client Services team, we develop customer journeys for a variety of brands – from Domino’s through to Megabus. These innovative user journey strategies help increase conversion rates and sales.

As a team we’re passionate about interaction, behavioral science and technology. We apply research and creative thinking to a human-centered approach, finding ways to improve user experiences via design and delivering intuitive digital experiences.

What did you do before you joined the team here?

I have over 8 years’ experience working on a wide variety of projects with a pretty eclectic collection of brands covering e-commerce, media and finance.

My previous role before joining Yieldify was with a digital design team in a start-up, creating branding and identity projects, web assets and email campaigns. I was heavily involved in developing brand guidelines and communicating them to the teams in EMEA, US, and UAE. This came in very handy when we were rebranding in Yieldify!

Tell us about the part the Design function plays at Yieldify

What we do within the Design team is to create the catalyst between the user’s needs and the technology. We do this by creating a seamless digital experience between the client’s brand and our technical solutions.

How do you think it’s different to what other companies like us do?

All campaigns for our global clients are designed internally by our team, the design of which is usually turned extremely quickly.

I would say we’re different from other companies in the space because of the level of experience that each designer has within the team. Almost everyone in the design team has passed a 3-year milestone at Yieldify – as such we’ve all learned the best practices and ways to apply them in order. It means that we can deliver incredibly quickly, which allows our teams to be reactive to new insights and trends and therefore get faster results for our clients. 

What do you think our clients value most about what you do?

From the feedback we get, I’d say they value our attention to detail and how we translate their brand guidelines into campaigns that integrate really well into their wider marketing. 

As a team, we make it our business to know the client’s brand inside-out, paying close attention to their trends and the message they’re communicating so that we can apply it in our design thinking. Any marketer will tell you just how critical and sensitive it can be to capture the nuances of individual brands at every touchpoint, so it’s so important to have an experienced who can get it right without dozens of iterations. 

How important is the role of design in e-commerce?

People buy with their eyes. If something doesn’t look good, users won’t be interested in it – end of story. There’s a furious competition online for everything, so good design is the key to a successful user journey.

Does the structure of an e-commerce site bring any particular design challenges?

Shopping online can be a frustrating experience bought on through many factors. The decision-making process, as well as the checkout flow,  needs to be clean, clear and straightforward. Every one of our design solutions has to be on-brand, stand out and give the user a seamless, enjoyable experience. 

What design trends have you seen emerging in e-commerce recently?

There are quite a few. Personalization is obviously key, but so are easier checkouts and payment solutions, seamless integration with mobile. What really unites all of these is delivering a more user-focused approach rather than just a technical solution to a problem.

What trends do you expect to see become more popular?

Digital experiences are evolving and becoming more deeply integrated in the physical world – we’re already starting to see a blurred line between the digital and physical, helping make shopping experiences richer.

Quickfire questions

What do you like best about working at Yieldify?

I love that I get to work with a variety of really great brands. Our work reaches large, diverse audiences and I feel that through what we do, we’re helping to influence the way people behave online.

What’s your proudest achievement since joining?

We recently went through a rebranding exercise where we repositioned Yieldify with a more confident visual identity. Working collaboratively with different teams and launching this to our clients was a very proud moment for both myself and everyone at Yieldify.

What was your biggest learning?

I’d say my biggest learning is that I can’t be everywhere at the same time! I’ve since learned to delegate tasks more, giving further responsibility to other team members and getting more time to focus on my tasks and do them well.

5 Ways Eurovision Can Increase Your E-Commerce Sales

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Eurovision 2019 will be the world’s biggest live music event of the year – here’s how to use it in your digital marketing to increase your sales

42 countries competing for the prize. Hundreds of millions of viewers watching around the world. High probability of at least one ironic metal band, several torchsongs and the over-use of dozens of wind machines. It’s Eurovision 2019.

Whatever you think of this festival of kitsch and soft politics, it’s one of the biggest TV events in the world. On May 18th, nearly 200 million TV viewers across the world (yes, even in the US) will be tuning in to watch the final – so what’s the opportunity for the e-commerce marketer to use it to boost sales?

Conchita Wurst goes low-key as Eurovision's 2014 winner
Conchita Wurst goes low-key as Eurovision’s 2014 winner

What’s the goal?

First things first, let’s unpack why you’re looking to get involved in this charivari of camp in the first place. There are 3 distinct kinds of opportunity here:

  1. Finding customers in new markets – since over 42 countries participate in the contest, audiences are drawn from Austria to Australia.
  2. Mass-market brand awareness – it’s a major event and it gets coverage, even if it’s not to everyone’s taste. You can see this in the kind of brand partner the contest is getting.
  3. Building a witty brand – if you have a tone-of-voice that fits a wry sense of humour or a target market rich on LGBTQ+ consumers, the brand association with Eurovision could be a great one for you to make.

Goal decided? Douze points for you – you can now direct your resources effectively among the below options.

Also, we’re going to assume you’re not an official sponsor of the event (skip to the end if you are). That’ll preclude you from doing a fair few things, so you’ll need to get a little creative. We’re about to go channel-by-channel to explore your opportunities, so grab your national flag and buckle up…

1. On social media

As one of the biggest events in the TV calendar, it’s unsurprising that Eurovision generates a Twitterstorm to match:

According to Brandwatch, there were 1,353,393 mentions of Eurovision online during the first day of the 2018 competition. And the crying-laughing emoji was the most popular Eurovision-associated emoji.

The approach to social media marketing around Eurovision is much the same as any other big event (except significantly more bizarre and with a marginally higher chance of seeing milkmaids appear).

If the goal you chose above was best aligned with the idea of showing off your brand’s charisma, uniqueness, nerve and talent, then this may well be the low-budget execution of your choice. But here’s what you need to consider:

  1. Make your commentary worthwhile. If you intend to live-tweet the event, know that everyone else is going to be doing it too. You therefore need to bring something better to the party than a tub of hummus and a few RTs. Be prepared with differentiated angles to stand out in a very, very crowded conversation.
  2. Be agile with content. Have your designers and content marketers on standby to be able to take advantage of opportunities in real-time – the Oreos Superbowl Blackout tweet is the shining example of what good content made fast can do.
  3. Listen to the hashtags. Remember that there are going to be multiple hashtags floating around – this year’s official hashtag is #DaretoDream – keep an eye out for the ones that your audience is more likely to be using.
  4. Pay attention to the pre-Eurovision tours and semi-finals. You’ll see every act and get a steer of who’ll be the highlights on the night so that you can prepare your best one-liners in advance and couple it with some pre-prepared content.
  5. Work the build-up. You don’t have to live-tweet the actual final in order to jump on the social media bandwagon – while the conversation pre-event might not have the speculative intensity of the Superbowl, there’s still opportunity to run competitions or pre-event predictions tied back to your brand.

2. On the website

Here’s a good one for those of you seeking to use Eurovision as a means to get more international traffic to your e-commerce site.

If you’ve run your campaigns to garner interest from international consumers, your site is going to need to be ready – and fast. Whipping up local versions of your site in time for May probably isn’t an option, so the best way to react to a spike in international interest is by using website personalization.

This gives you the opportunity to not only identify international traffic arriving on your website, but also offer them different messages to encourage them to continue and complete their online journeys.

A good example comes from French beauty brand Lancôme, who wanted to react to an uptick in visits from Chinese consumers. Using our flexible targeting capability, the brand was able to serve an overlay welcoming visitors using a Chinese language browser with a message that would resonate with them:

A simple execution, but effective and extremely quick – exactly the kind of thing you could use if you’re suddenly seeing a spike in visitors from FYR Macedonia. For more on catering to global e-commerce audiences check out our guide, How to win in global e-commerce.

If it’s less about international customers and more about broad-brush awareness, you could create a special Eurovision-themed homepage or highlight products that might appeal to fans.

However, not everyone turning up on your site is going to be interested in the weirder styling of Austrian popstars, so it may be worth thinking about personalizing your site. The easiest way to do this is with a tool that allows you to read the traffic source of your visitor, delivering Eurovision-themed content to visitors from Eurovision-related campaigns.

A number of our clients have used Yieldify to achieve this sort of experience. For example, recipe box company Simply Cook targeted Facebook traffic using our referral source targeting to deliver a message completely in line with that audience’s needs:

3. In your content

The principle is here is pretty similar to the considerations you’d make in your social media – if you’re going to do it, do it well. Content for content’s sake will easily be lost in a wave of other talking points (like this one):

Ukraine's legendary 2007 Eurovision Song Contest act
Ukraine’s legendary 2007 act (the country will be absent from this year’s contest)
Source: AFP

If you’re going for it, here are a few things to keep in mind:

  • Go back to your goal. This is where you should start thinking about the specific audience or tone-of-voice you want to strike with your content. This probably isn’t the time for your big international audience unless you’re keen to translate your content into 20+ languages.
  • Data stories work well. Got a story about a spike in Estonian food sales ahead of the final? Spin it – you can be certain that few others will.
  • Think multimedia. This audience is here for a TV competition – break out of the box of static and move to the interactive. Games and quizzes? Absolutely. Videos? The more glitter, the better. Assets that support some kind of drinking game? Yes please.

4. In PR

This is actually one of the easiest ways to generate quick-and-dirty interest off the back of the event, provided your story is strong enough.

In recent years, we’ve seen British bookmaker Ladbrokes garner plenty of earned media through a simple story that combined Eurovision with that other big Europe story: Brexit.

The survey story asked the public – amongst other things – whether they thought Britain should leave Eurovision altogether. The story picked up coverage across national media, promoting the bookmaker’s Eurovision odds:

Ladbrokes Eurovision PR campaign
Ladbrokes’ Eurovision PR campaign

If your goal is broad brand visibility, then this could be the strategy for you. Better still, integrate your content and social media activity into your PR strategy for a multi-channel approach that develops in the lead-up to the event.

5. On email

If you’re using a decent ESP or marketing automation tool, you can target email campaigns at customers who have visited your site before and either made a purchase or gotten close to one.

But is this right for a Eurovision strategy? Maybe. Email marketing can boost your Eurovision campaign activity if one of the following applies:

  • If you have a promotional offer related to the contest. Target this strategically on email and use the time-limited nature of the offer to generate FOMO in the way you would for any other special promotion.
  • If you’re running a competition. Similar principle to running a promo – it’s time-sensitive and can therefore be a good message to push through email.
  • If your ESP lets you segment effectively. If you know that Eurovision would go down like a lead balloon with some of your customers, you need to have this in play. If you have key Eurovision content pages, use email to retarget users who have engaged with them.

…and the winner is

You, hopefully (although our money is on The Netherlands for the actual show). Regardless of what budget and channels you have at your disposal to leverage Eurovision, just remember two things:

  1. What are you trying to achieve with this? If you don’t have a specific goal, you run the risk of not being targeted enough to get cut-through.
  2. What are you bringing to the table? This is one of the loudest, weirdest TV events in the world and it brings no shortage of content and stories – bring something worth it to the party or risk wasting your time.

Got through all of this and still don’t know what Eurovision is? We’re truly amazed you made it this far. We can’t promise that this will help, but we’ll leave you with this concise musical explanation:

Want even MORE Eurovision content? Take our quiz to find out whether your e-commerce website should be taking home a trophy (or disappearing into obscurity)

Introducing In-Page Personalization from Yieldify

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In-Page Personalization

Our biggest launch this year will revolutionize your personalization strategies

Personalization has always been kind of a drag. Most platforms take months to get up-and-running and then demand hours upon hours of skilled time in order to execute. In fact, 30% of marketers rate personalization among their most difficult executions (it’s up there with machine learning).

New In-Page Personalization from Yieldify – announced worldwide today – sets out to change all that. Here’s how.

What is In-Page Personalization?

In-Page Personalization is – put simply – the ability to add personalization to your website pages without having to touch their code.

The new In-Page functionality pairs with Yieldify’s appropriately-named On-Page Personalization, which includes overlays, banners, Notifications and much more. Where On-Page Personalization is intentionally more prominent, In-Page Personalization is designed to be more subtle. Using the two together forms the backbone of any effective Customer Journey Optimization strategy.

Here’s an example of how it could look on a mobile site:

In-Page Personalization example on retail mobile device

Not sure which bit we’re talking about? That’s exactly the idea. The In-Page Personalization element here is the ‘120 people…’ flag in blue – it has been added in a matter of minutes and will only appear on the site’s most popular products, even then only materializing after the user has dwelled for a few seconds. To your user, it all looks seamlessly like part of your site.

All of this is hosted on the Yieldify Conversion Platform, which gets up-and-running in less than two weeks – a fraction of the time than the multiple months that most personalization platforms demand.

Who is it for?

In-Page Personalization is made for any e-commerce team that wants a fast and easy way to personalize their website – that means it’s great for everyone from retail to financial services.

A great example of the product in action comes from NEST Fragrances, who have used In-Page Personalization to deliver social proof messaging as part of the fabric of their site:

In-Page Personalization displayed on the NEST Fragrances website

The work so far has already led to a 30% uplift in conversion rates:

“With In-Page Personalization, we’re now able to make our website content reactive to our users’ behavior in real-time. With limited resources and bandwidth, it would have been very difficult for us to deliver this on our own. Based on initial results, we’re excited to see where we can take it next.”

Brian Crowley, Director, E-commerce and Digital Marketing at NEST Fragrances

Here’s another example from the award-winning tour operator Leger Holidays, who used in-page personalization to show a message at a late stage in the booking funnel, encouraging users to continue on their journey:

According to our team, using this format on the Leger website meant this message could be anchored right alongside the relevant sections of the form, without interrupting the visitor journey. To date, the results have been impressive, with conversion rates up by +15.7% versus the control group.

And here’s another example from award winning OTA TravelUp.

TravelUp In-Page Personalization

Sticky campaigns allowed TravelUp to situate a ‘Fly Now Pay Later’ message seamlessly and in context across all devices – anchored to the ‘book now’ button on the booking page. This was initially shown to all visitors who reached the booking page, based on the hypothesis that this behavior demonstrated high intent and that conversion would, therefore, be likely. 

However, the results told a different story, and so TravelUp sought to learn from this. With the flexibility of the Yieldify Platform, the targeting for the campaign was quickly adjusted to include only new users, this time with the hypothesis that the ‘Fly Now Pay Later’ message would be more attractive to those visitors in research mode, who had perhaps not yet saved up to book their flights. With the adjusted targeting, TravelUp proved its hypothesis correct – new visitors in research mode were more likely to convert when shown this sticky campaign. The message drove a +5.24% uplift in conversions among this target group.

How does In-Page Personalization work?

It works in two very simple ways:

1.Sticky campaigns

These are creatives and messages that you can ‘stick’ to almost any element of your page. These will continue ‘sticking’ to that element, no matter where your user scrolls, making them appear completely seamless with the rest of your page content.

2. Embedded campaigns

Of course, not every page design allows that little piece of extra space that you might need for a Sticky campaign – this is where Embedded campaigns come in. These will add your message or creative directly into your page.

Both types of campaign look identical from a user perspective (in that they’ll have no idea this isn’t already a part of your website).

Why bother though?

Since launching this new functionality in beta, we’ve seen an overwhelming response from e-commerce companies across the world. Dozens of clients have told us that this offers an invaluable route out of time-consuming and complex personalization, making fast and agile personalization available to them for the first time:

“Changing elements of our website so that it can be properly personalized used to be one of our biggest challenges – it competed with other priorities and would take a considerable amount of time to get it live. Using Yieldify’s In-Page Personalization has been a game-changer: now it only takes minutes. It’s opened the door to a faster, more agile approach to ensuring our website performs at its best.”

David Gomez, Insurance Director at AllClear Travel

To prove just how easy it is, here’s a quick video that shows you how to put a campaign together:

Here’s where there’s another element that makes all of this pretty special: behavioral triggering. Where many personalization platforms will allow you to invest your time and resource into creating personalized pages depending on cohort segments, Yieldify allows you to take things to the next level by being able to change the appearance of that content depending on in-session behavior.

How do I get In-Page Personalization?

Both In-Page and On-Page Personalization form part of the Yieldify Conversion Platform. As an award-winning product, it specializes in its speed and ease-of-use – you’ll be able to get up-and-running within two weeks, with just a single tag to have your IT team integrate. We’ll take care of the rest.

To find out more, request a free demo.

As part of your demo, we’ll assess whether In-Page Personalization looks right for your website, and then use the time to walk you through our ideas for how it could achieve the best results.

How we took Yieldify’s branding to infinity and beyond

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In late 2018, we took a look at what we’d achieved as a business. Over 1,000 clients, an award-winning platform and 30 billion datapoints. We’d come a long way.

The problem was that the way we communicated ourselves was lagging a little bit behind. It was time for a refresh of our brand.

Starting the rebrand project

First things first, the message.

Over a year ago, Yieldify began talking about Customer Journey Optimization – we’re proud to be flying the flag for this exciting new practice. In writing extensively about it in that time, we’ve come to learn just how much it resonates with marketers in e-commerce and beyond.

For example, a report we published in late 2018 found that more than 70% of marketers understand the customer journey, but optimizing it still presents challenges. In 2019, we’re looking at a landscape where CJO rises further up through the agenda and starts to becoming an established practice for marketers.

Our challenge was to see whether we could push this further and bring CJO to the marketers who’d never heard of it. We wanted to do this by connecting it to another concept, one much more widely understood and recognised in the market: personalization.

To make CJO easier to understand, we decided to bring personalization directly into our messages. In a nutshell, we now described CJO as ‘personalization across the full customer journey’. In other words, if personalization is a tactic, CJO is a strategy that makes use of it from A-Z.

So in crystallizing our messaging in order to build a visual identity on top, we created a new tagline that would encapsulate this in a simple soundbite:

“customer journeys made personal”

With personalization and CJO now firmly knitted together, we had a solid verbal identity that orbited the idea of the journey. This spoke not just to the kinds of customer journeys that our clients’ customers would take, but the journeys that our teams take our clients on as we help them navigate the new challenges of e-commerce.

We knew that we were looking for amplification and enhancement rather than a complete revolution – our message was being taken to the next level, rather than changed.

Now we could start thinking about how we would translate this visually.

Creating a new logo

It’s arguably the most important piece of a brand identity – or it’s at least the one that everyone notices first. Our logo was over five years old and badly in need of updating for Yieldify’s new phase.

Once again, we started with the journey: we wanted our new logo and icon to convey the idea of progression and movement. The arrow element the formed part of our former logo had done this, but it needed a cleaner and more flexible execution.

We broke down what we were looking for into two constituent parts: an icon and a full logo. Following a few rounds of scoping, we’d arrived at what we were looking for:

The rationale was simple: the subtle arrow directions of the icon gave the journey-centric energy we wanted, creating a sense of movement and momentum. Building out into the rest of the logo, this offered us an important level of continuity while creating an outline that was bolder.

And the atom? We killed it. There are enough SaaS businesses out there with an atom for a logo so we just gave it a 21-gun salute and sent it off to the great icon graveyard in the sky.

Expanding the palette

Continuity being important, we didn’t want to change too much about our color palette. Instead, we wanted to expand our set of colors in order to give ourselves more flexibility as we diversified our marketing activities (and swag collection).

To that end, we added three new accent colors to our palette:

Building a universe

Then we came to what was arguably the most exciting part of the whole exercise: our new mascots and their world.

Before the big unveil, a little context. In recent years, the B2B marketing world has come to better understand that at the end of the day, we’re all still selling to humans. What that means is that the considerations around emotion, brand and engagement that were previously assumed to belong more squarely in the B2C camp have begun to be recognised as just as important for B2B.

For us, that meant that we wanted to build a creative landscape around Yieldify that was imaginative, playful and full of the kind of warmth and friendliness that we believe to be at the core of who we are as a business.

The development of this idea started with a new ambassador – a character that would embody our values, our ambitions and our attitude. After hundreds of Slack arguments over her name, Sky was born:

So, why a female astronaut to represent a marketing technology company? The answer goes back to our central message: journeys. Sky explores and charts new courses not just in this universe, but in others too. On top of that, she humanizes and personalizes the process and the experience the way we do as we work with our clients.

With Sky in place, the rest of our universe began to form around her. A colourful, multi-dimensional landscape of colours and iconography that provided us with a whole new playground of elements to translate across every Yieldify touchpoint. From the popsockets that adorn all of our phones to the 2019 e-commerce calendar that now features an LGBTQ+ alien, we built out a wide range of elements that mean every element of your interaction with Yieldify offers something new:

Yieldify calendar

Launching our new brand

As a business operating in four countries with clients in dozens more, we decided to phase our new brand and messaging rollout in order to make the transition more manageable. With Sky and friends appearing in new materials since the end of 2018, the launch has culminated in today’s launch of our brand new website. We’re all-new for 2019.

We look forward to hearing your thoughts and questions about our new branding. Check our events page to see where you can meet us in the coming year to see it all brought to life (and even take some of the new swag home with you).

Meet the Team: Jessica Fisher, EMEA Client Services Director

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In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day.

Next up: Jessica Fisher, EMEA Client Services Director

What’s your role at Yieldify?

I’m EMEA Client Services Director, which basically means I’m here to enable our account teams to deliver for our clients across retail, travel and financial services. I take an overarching view of client strategies to make sure that we’re continuously delivering value across the board. 

What did you do before you joined the team here?

I’ve always been based in financial services. I started out in fund management and then moved into marketing, working for Barclays for around five years. I then moved agency-side, where my clients were a number of big banks and financial institutions such as HSBC, Santander, American Express and Capital One. I’ve pretty much worked with most of the UK’s big banks at some point in my career!

All of these roles have covered engagement, customer experience and optimization. That breadth of background – from coding HTML emails to analysis and strategy – gives me a really clear picture of the end-to-end customer experience, which is extremely helpful in making sure that the kind of onsite experience we create at Yieldify is the right one.

How does the client services team work at Yieldify?

The team is split between client facing-account teams, technical services teams who build out and QA all campaigns and then our designers who make everything look beautiful.

The account teams are divided into industry verticals so that we can develop specific industry expertise, trends and benchmarks. Each account team is made up up of consultants, CSMs and Campaign Analysts, who all work together with support from our Data team to analyze everything we see from our clients campaigns and Google Analytics. These insights allow them to view trends and benchmarks, which they then employ to deliver insight, develop strategies and optimize existing campaigns.

What does a normal day look like for you?

….there isn’t one really! In general, my week is focussed on enabling the team to do what they need to do to ensure we’re continuously delivering value.

The weeks usually start the same: getting everything together for the coming week, looking back at the last week’s performance and prioritizing for the coming weeks and months. But as the week progresses, we usually get the odd curveball thrown in, but that’s the nature of being client-facing.

What happens when a new client comes on board? 

As a Services team, our role usually starts long before a new client has even signed the contract. We’re always working closely with our Sales team to transfer knowledge and insights so that potential clients are seeing the benefit of our collective experience from the very beginning of their conversation with us. We also get heavily involved in reviewing websites and proposals to help apply our benchmarks and experience at the coal-face.

We really pride ourselves on getting our clients up-and-running quickly – it’s one of the things that makes us very different to a lot of testing tools out there. While those types of software take weeks or even months to get going, we’re onsite and ready to go within three days. It just means that our clients can start getting results and see ROI so much quicker.

When a new client comes on board, we always start with a review of the overall customer journey in conjunction with what we know about the vertical. At this early stage, we don’t always immediately have all the client’s data to hand, but we always have a back catalogue of knowledge and those benchmarks and trends. Getting started with a new client strategy usually involves starting broad so we can get as much data and insight as possible, which means we can quickly optimize and start delivering value from an insight perspective as well as a revenue one.

It’s an interesting phase because we have a complex mix of clients: some are experts themselves and some are new to optimization, some have the support of analytics teams and fully tagged-up site and others are a one-man-band for all things marketing. That makes it really important to quickly get under the skin of how the client works and educate ourselves on what their needs are. We therefore spend a lot of time educating ourselves on the nuances of the client, their customers and their site.

During onboarding, we also see it as really important to share knowledge in the other direction. Clients will quickly get to know what we do, how we do it and ultimately how it can help them.

Financial services products are usually very considered purchases – can you break the customer journey in financial services for us?

Financial services products are very considered, but there are so many differences depending on the product that there’s really no one ‘journey’ to speak of. 

For example, someone looking to open a savings account is very different to someone looking for a credit card, a loan or a bank account – and lets not even get started on those looking for a mortgage!

All of these are also very different to someone looking at their credit score but having said that, they’re all interlinked and have similarities. For example, someone might be thinking that they want to apply for a mortgage next year, which mean they have a big lump of savings behind them. They might be asking themselves if they’re getting the most from these savings and whether their credit history in good order. If not, they might need to open a credit card to build up a better credit history. They end up looking at several financial products in the journey to a mortgage. 

The reason that the interrelated nature of products is so important is because the finance services industry tends to demonstrate more loyalty than other areas simply due to the complexities of changing and transferring products. It’s therefore always important to discuss how products enable others (wherever possible). For example, those opening savings accounts are usually saving for something, such as a mortgage. Does having a savings account give customer the option of the best mortgages rates? Value props like this are incredibly powerful and also support driving lifetime value

What these journeys all have in common is the importance of trust, reassurance and ease. These messages are key conversion-drivers across all financial products.

Your typical acquisition messages can be rate and enablement-led, but consumers are far more likely to trust affiliates and comparison sites than the banks and insurers themselves, so anything that speaks to getting the best rates through coming direct is always a winner. Reviews, user generated content and third-party reinforcement are perceived as the most trustworthy, so where possible bring these in…whilst remaining compliant!

Get our guide to optimizing the finance customer journey

Have you seen the impact of GDPR hit the marketing of Financial Services?

It’s been interesting to watch because by virtue of being so heavily regulated, the financial services industry has been far more used to the kind of GDPR restrictions than something like retail. Banks will never have completely lost their marketable base like some retailers, but what we may have seen is things like updates to preference centres.

In other verticals like retail or travel, it’s easy to offer incentives to encourage conversion – in finance, it’s usually not an option. What do you find works instead?

This is another area where the regulations around financial services mean we have to operate a little differently to something like retail. It’s not just in terms of how we offer incentives, it’s in the finer details. For example, as a bank you’re not usually allowed to highlight one of your available credit cards over the others, so the usual contextualization tactics of CRO aren’t an option.

I would definitely say it’s crucial to expose social proof through reviews, and employ user reinforcement to drive acquisition as mentioned earlier. That’s in addition to having core strategies centered around reassurance at varying touch points.

The difference with financial services compared to something like retail becomes apparent at the very start of that conversion journey. In finance, we’re much more likely to have standalone landing pages for each product that sit outside of the main site, forcing traffic through the funnel as quickly as possible. These are usually different for each price comparison site and sometimes have dynamic content too. It works in getting expensive traffic through into the funnel quickly. 

Breaking down the conversion funnel, I’d say that at the top you need to focus messages on speed and ease. This is to help set expectations on how long it takes to complete the journey, how many steps there are, how long it takes to get a response, security and how long it might take to access to funds. However, once you have someone in the funnel and more invested, your messages can shift to reinforcing benefits and the ‘reasons why’. 

How does the finance online journey intersect with offline touchpoints? Do you think the industry is doing a good job of connecting these journeys?

Banks and financial institutions are slowly changing here. 

The industry is definitely doing a better job than it was at optimizing the financial services customer journey, but I think the majority of more traditional players will remain behind the retail curve for a while longer yet. You can see progress in things like click-to-call options online, which allow users an easy way to ask questions and get answers quickly without interrupting their purchase journey. 

There is, however, a complete disparity between traditional financial brands and those challengers that have emerged over the last few years. For example, Monzo has gone from 50,000 users in September 2016 to more than 750,000 by February 2018 – that’s a 1,400% increase in very little time. They’ve been able to do this by starting from scratch and not being limited by old legacy systems which can make integrations nearly impossible or  just slow to deliver…when they’re lucky

There’s an interesting angle to think about here that’s not just about continuing journeys cross-channel, but actually making it possible to do more on each channel. The earlier days of digital financial services were full of frustration because you’d reach a certain stage in trying to complete an action online, only to find that you’d have to complete it in a branch or through the post. People want to be able to do everything quickly, which means being able to complete it through one channel rather than switch.

So progress is being made but there’s still a long way to go.

Customer lifetime value in finance is often a very different set-up to other industries – can you describe how? How does Yieldify help with this?

Lifetime value is another one of those things that really differs depending on the product. For example, lifetime value for mortgages can be in their hundreds, whereas bank accounts will be marginal in comparison.

Like we were discussing earlier, the value come through cross-sells, but there will always be some products that are stickier and more valuable than others. For example, bank accounts and mortgages you’ll rarely change – credit cards, loans and saving accounts have much less loyalty. Insurance is very interchangeable.

Quickfire questions

What do you like best about working at Yieldify?

The variety of what we do here, and how that helps me to develop and keep learning. We work with so many different clients across every vertical, all with their own marketing plans and seasonal peaks that we’re always working on something new and often something we’ve never done before.

What’s your proudest achievement since joining?

Seeing the progression of the product, of my team and the accounts we’re managing. Earlier this year, one of my team members managed to grow an account of his to one of our biggest accounts globally. It came from a lot of hard work and was a real team effort… and happy clients mean happy teams and a happy Jessica!

What was your biggest learning?

Always book the day off after the Christmas party.

Want to learn more about optimizing the finance customer journey? Check out our guide or watch the webinar (featuring Jess!) 

Announcing #Journey2019

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On Wednesday March 13th 2019, our conference returns to London for its second year. #Journey2019 launches today!

Following the incredible success of last year’s #Journey2018, we’re excited to bring our flagship event back to London for a second year.

This time, we’re graduating to one of London’s most iconic venues: The Barbican Centre. We’ll be taking over a number of rooms, including the famous Conservatory, bringing a little bit of summer into Q1:

What to expect

The event follows on from the success of Journey2018, which hosted over 200 marketers in London in March of last year at The Bike Shed Motorcycle Shop. Get a little flavour of what the event looked like in our showreel: 

This year, the event takes place over the course of the afternoon to make it even easier to fit into your busy schedule. Starting from lunchtime, we’ll be taking you through a whirlwind of panels, presentations, roundtables and much more, interspersed with great food and drink to make the networking that much easier.

#Journey2019 features speakers from John Lewis, Flight Centre and more – watch this space for announcements of more speakers and sessions as we go. The full agenda will be updated on the event’s website, along with information about tickets and logistics. 

Mostly importantly, the focus of #Journey2019 is to break with the normal ‘sit and take notes’ approach of most conferences. We’ve all been there – sitting through the 11th presentation of the day and slowly nodding off before spending an awkward coffee break on your phone rather than talking to people.

#Journey2019 is all about upending that approach. The whole day is designed so that you get to meet new people and learn from each other’s experiences as much as you learn from the insights of our amazing speakers. You’ll find activities and roundtables throughout the day so that you get to interact with other marketers in your space – don’t forget a healthy stack of business cards!

5 reasons to attend

  1. Retail and travel-specific sessions. Halfway through the day, we’ll spit the audience into two to join breakout sessions specific to either retail or travel – this way, you’ll not only get access to the most relevant insights and anecdotes from speakers in your sector, but meet more of your peers and learn from each other’s experiences.
  2. An incredible venue. When was the last time your conference venue featured pineapple plants and avocado trees? The Barbican Conservatory will feel like a welcome break in the middle a busy Q1 – and it might even feature some hidden treasures…
  3. Meet new people. Whether you attend with your team or come on your own, we’ll make sure that you’re meeting interesting new people to add to your network.
  4. No bull****. Our speakers will be bringing you actionable insights and real-life experiences, not theory copy-and-pasted from a TED Talk. Take stuff back to the office that you can start working on tomorrow.
  5. There is such thing as a free lunch. The Barbican’s restaurants are on hand to cater food and drink throughout the day, to ensure that you’re fully-fuelled for a day of learning and chatting.

How to attend

Tickets are available for sale now at the Early Bird price of £250. This includes access to the full day’s agenda as well as all food and drink for the day. Hurry – Early Bird rates are only available until January 31st, after which the price goes up to £350. Visit the event website for more details and to buy your tickets.

Yieldify customer? Get in touch with your Client Success Manager for special discounted rates.

Meet the Team: Mark Murray, Head of Travel

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In this new series, we’re sitting down with Yieldifiers across the business to find out more about what they do all day.

First up: Mark Murray, Head of Travel.

What’s your role at Yieldify?

I head up the Travel vertical at Yieldify, making sure that clients are receiving value through their campaigns and maturing with us to deliver more personalized experiences to their customers.

What did you do before you joined the team here?

A large part of my background has been in working with MVT platforms and consultancy companies. Similar to how we work at Yieldify, this was all about delivering enhanced customer experiences enriched by data, making sure that we target users at the right parts of their journey.

Tell us about the kinds of travel brands that Yieldify works with

We work with a wide range of travel brands across almost every aspect of the industry. 

From train companies like Virgin Trains, Stansted Express and Loco2, to holiday companies like Leger and GolfBreaks, to OTAs like Flight Centre, TravelUP and Student Universe

For Yieldify, travel is one of our most exciting areas of growth. We’ve onboarded dozens on new travel clients over the last year alone as there’s so much appetite in the industry for a solution that can help companies adapt to the challenges of a complex customer journey

They all seem pretty different – do you think these travel companies have anything in common?

Travel is quite a complicated industry: it’s not like retail where your purchases are smaller but more frequent.

When it comes to travel, users need time to think about their purchase – that’s the key challenge that I think most of the brands I’ve listed have in common. It’s about presenting the right message to the user at the right time, knowing whether they’re in research or purchasing mode.

What does Yieldify do for travel companies? 

When we work with travel brands, we’re all about being able to show targeted messages in the customer journey at the right time.

Critically, this doesn’t always involve trying to convert that user in-session. As we’ve just discussed, the customer journey in travel is long and complex, but actually pretty well-defined into key phases. We ensure that our activity is mapped to those different stages and the respective softer conversions that happen along the way.

For example, the goal for one stage could be capturing an email address when a user looks to exit. This means that we can communicate with them at another point in time, or provide trip information to help them decide where to go. It’s once we have that later stage of engagement that we can then run campaigns like urgency messaging or social proof to really push the user and convert.

What are the key trends that travel marketers have on their radar right now?

You can’t talk about travel without raising Brexit.

It’s a massive topic within the UK travel industry, and a lot of our clients are feeling the pressure by consumers not wanting to book until they know where the UK will stand within the EU. Airlines, in particular, are struggling, but on the flipside, we’re seeing that local UK companies are doing quite well with the staycation side.

Looking to 2019, I think we’ll see the first half of the year and maybe beyond focusing on Brexit. We might see some travel companies pushing users to take the opportunity to go abroad before any restrictions, but I think that when (or if!) the UK has an agreement in place, we’ll see a spike in holidays. So where January is usually the key month for bookings, I anticipate there being another spike later on in the year.

Another key trend is responsible tourism. 70% of people now believe that travel companies should ensure help local people and the local economy. I think this kind of sentiment has been reflected in trends such as the huge popularity of shows such as David Attenborough’s ‘Blue Planet II’. A focus for 2019 will be how to communicate CSR to users on site, through their journey and at destinations as it becomes more important.

Looking at the onsite experience, personalization and mobile are still the two primary focus areas for travel. Mobile, in particular, is an interesting challenge for travel: users don’t like spending thousands of dollars on their phone, but the hours they need to spend researching their major trip means that inevitably many of these will be on mobile. For the marketer, the question remains is how to translate research into purchase in a mobile environment. 

How have these trends evolved over the last couple of years?

In terms of personalization, travel is a little behind the retail sector, but it’s catching up fast. The next stage is being able to send information cross-device so you’re not treating the user as a brand new visitor.

Mobile has a focus on the research phase: 40% of users research flights and accommodation on their mobiles, however when it comes to bookings this falls to 21%. That number’s growing and I think in 2019 we’ll see this keep climbing. 

What do you expect to see next?

Artificial intelligence will become a huge influence on users. Data is getting bigger and bigger each day, but harnessing it effectively to serve the right experiences to users with the right content is becoming key. Ultimately, the only way to deliver 100% 1-2-1 personalization is through machine learning – it may be some way off for many, but I think we’ll see more trailblazers in 2019. 

Quickfire questions

What’s the best thing about working at Yieldify?

The people. Everyone is so friendly and willing to help, which makes it a great environment to work in and a place where we can really go above and beyond for our clients.

What’s been your biggest mistake?

[editor’s note: we pressed Mark on this for some time but he maintains he’s never made one]

What’s your proudest achievement since joining?

Believe it or not, not all of our campaigns work first time: we need to learn and adapt through optimization (that’s kind of the point). One of my proudest moments is taking a client through this journey where campaigns weren’t performing too well, conducting a deep review and analysis of their site and changing our approach with their campaigns. They are now flying high (pun intended) in terms of results and doing really well.

Want to see more about what the best travel companies are doing to make their customer journeys ready for 2019? Check out these stories from Megabus and Virgin Trains

 

https://try.yieldify.com/travel-journeys

The Fireflies 2018: The Winners!

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The Winners of the 2018 Fireflies have been announced

The eleven winners of our first annual awards program, The Fireflies, have been announced! These awards recognize excellence in customer journey optimization among our 500+ customer base across the world and we’re delighted to share with you the amazing work that earned this year’s winners their trophies. 

Overall achievement EMEA: Philips

In 2018, Philips sought to extend its work with Yieldify to personalize journeys across the full customer lifecycle. From growing its email database in the wake of GDPR to increasing customer acquisition, the broadened scope of its campaigns is reflected in impressive results.

Among the key campaigns of the year was the Speedpro Max competition. This competition mechanism meant that only 10 passwords would unlock free products; those who didn’t win were offered a 50% off discount, increasing engagement and conversions.

However, Philips’ activity wasn’t just about driving directly to conversion. This year, the company made use of Yieldify’s new Dynamic Social Proof feature on popular product pages to invoke a sense of FOMO and urgency to purchase. It also introduced new formats such as bottom bars to vary the experience across the customer journey.

The numbers are set to go beyond 2017’s impressive figures, where over 5000 new leads were generated as part of an aggregated 29% conversion rate uplift across all markets.

Overall achievement US: Midwest Sports

Over in the US, new client, Midwest Sports utilized and tested a variety of Yieldify’s targeting and triggering capabilities to gain a better understanding of when and where campaigns are most successful.

The success of the strategy has come from a commitment to detailed testing, driven both by data and behavioral observation, iterating on learnings as the year progressed and data aggregated.

One key example is in learning what kind of content resonated with visitors. Rather than simply defaulting to discounting, Midwest Sports took the approach to test Yieldify’s Dynamic Social Proof feature (showing the number of visitors engaging with a certain product) among other types of content to see what performed best. This strategy led to the development of product alerts and other content focusing on either a social recommendation or expert advice.

A second approach was in testing the timing of engagements – crucial for lead generation in particular, as asking for a visitor’s data at the optimum moment can make a major impact on the chances of conversion. Both mobile and tablet performance improved based on engaging with active users rather than waiting for users to show exit intent.

Best retail campaign: AVON

Avon’s Lip Tattoo Video Ad launched in October 2018, designed to increase engagement and drive conversions, leveraging high-quality brand content

Launched in the run-up to peak trading for Avon, this campaign made excellent use of video content to drive engagement with a key product. Users engaging with the product were shown an overlay where a YouTube embed of the product’s ad showed them a contextualized, lifestyle-driven view of the product: 

The use of a high-quality piece of brand content is particularly important in beauty, where the importance of brand is at its most critical. The initial results indicate an impressive uplift of 20.8%

Best travel campaign: Virgin Trains

Over the course of the relationship with Yieldify, Virgin Trains has sought to learn the right combination of personalized touch points throughout the Customer Journey to improve onsite engagement.

Yieldify partnered closely with Virgin Trains, its Product and Optimization teams and external partners such as Webcredible and Merkle to ensure that every consideration was in place to limit risk and maximize the customer experience.

According to the Virgin Trains team “the Yieldify tool has been really useful for us to message customers in a personalised way quickly. With the promise of extensions and in-page formats in the future, that unleashes an incredible amount of power that we didn’t have before”

2018 saw Virgin Trains work in even closer collaboration with Yieldify than ever before when the team began driving their own campaign creation through the Yieldify Conversion Platform. Over the course of the past few months they have self-built over 100 campaigns, and now see the tool as a crucial extension of their site, allowing them to deliver on their personalization goals.

Best finance campaign: Argos Pet Insurance

The Argos Pet Insurance campaign sought to prevent abandonment outside of the quote funnel through use of special offers. In the course of running the campaign, Argos and RSA were looking to learn how personalization at the start of the funnel would impact conversions later on, and also test how value propositions would move the visitor through the funnel.

The brand was faced with several challenges both inside and outside of the quote funnel. One of the key challenges was building trust for those new visitors looking to ensure their pet for the first time with Argos Pet Insurance.

Through testing, Yieldify and Argos identified that each step of the quote funnel required a different action to improve engagement and encouragement to the next step. This was tested using a variety of triggers and formats, from notifications to full-size overlays on quote abandonment.

In the course of running the campaign, Yieldify influenced the introduction of concepts that would later be built into the fabric of the website, such as “X amount of time left” to secure a quote. The learnings gathered could then be utilised across the rest of RSA group to help drive more personalised experiences and reduce funnel abandonment.

The journey of the Year: soak.com

While designed to help drive conversion, soak.com‘s journey had a second objective that was just as important: using the insight to understand how expensive PPC traffic responded to different messages.

The campaign was constructed to ask PPC traffic who were exiting from radiator category pages what they’d been looking for. The overlays included three calls-to-action: the option to shop by style, by room or by colour.

On the one hand, it helped ensure that traffic acquired at a high cost would not be easily lost. In this respect, the campaign continues to help drive conversion rate increase. On the other, it also helped the team at soak.com improve their understanding of their user experience and gauge the success of their PPC campaigns in driving users of high intent.

Best GDPR campaign: Thomas Cook Airlines

Thomas Cook Airlines and Condor were one of the first of Yieldify’s clients to prepare for GDPR’s May 2018 staging date by incorporating explicit opt-in into their Save My Booking functionality.

This campaign was designed to mitigate against booking abandonment by offering the user the option to save their booking for later. This had previously sent emails without explicit opt-in – a strategy that would no longer have been valid under GDPR.

The new campaign that incorporated opt-in was first trialled on Condor before being rolled out across Thomas Cook Airlines. It triggered on exit to offer the user the opportunity to save their booking by entering their email address and explicitly opting in to re-engagement.

This campaign succeeded in engaging customers who were at high risk of being lost from the booking funnel, putting them on a journey towards conversion when they would otherwise have been lost. The GDPR-friendly approach also surfaced key learnings: whilst send volumes were smaller, the open rates, click-through rates and conversion rates were significantly higher.

Best traffic-targeting campaign: Montblanc

With an increasing number of luxury brand consumers coming from markets in Asia, Montblanc needed to adapt quickly to the different nature of cross-border e-commerce.

This campaign was designed for the needs of consumers browsing from India. These shoppers have arrived at Montblanc’s site but would have been unable to purchase key items directly from the site – they would have need to go to a locally-based retailer. This campaign was designed to ensure that these highly-engaged visitors made it through to purchase without being lost along the way.

The overlay that triggered simply asked the question “Interested in buying this product?” and offered two CTAs: Continue Exploring and Shop Online, the latter leading to the local retailer to allow the visitor to purchase.

The campaign has run effectively for over four months to date.

Best AOV campaign: Skyn Iceland

Skyn ICELAND knows that the key to cross-selling successfully is to suggest value-added products that focus on the skincare needs of its visitors.

Working with Yieldify, the brand created a campaign that targeted visitors purchasing Hydro Cool Firming Eye Gels. Using flexible targeting they were shown an overlay that recommended a complementary product, the Brightening Eye Serum.

The campaign took the form of a notification that appeared at the bottom-right of the screen immediately when the user added Hydro Cool Firming Eye Gels to cart.

Skyn Iceland average order value onsite remarketing

Providing more education on why this product would help visitors achieve their skincare goals resulted in a +23.1% uplift in conversion rate and boosted order value by 14.94%.

Best Content campaign: Homair

The goal of this campaign was to leverage a promotional video for a new Homair campsite at Val D’Ussel that had opened a new swimming pool and waterpark.

The campaign targeted users who were browsing the Val D’Ussel page of the Homair website. The campaign would trigger after 15 seconds, appearing as a side tab on the left-hand side of the screen, extending on click to play the full video. 

Knowing the impact the video can make on conversion rates, this campaign made smart use of content in order to enhance the user experience. For example, the initial appearance of the video was discreet: it required a click to extend it and appeared without sound. This ensured that the visitor was given a clear option to engage but also that it didn’t disrupt the user journey if the user wasn’t interested.

The content of the video was also carefully chosen in order to ensure that it added value to the user experience. By delivering information and visuals of the new waterpark that weren’t yet widely present on the main website, it provided an experience that was useful as well as engaging.

Best lifetime value campaign: Maybelline

This campaign brought Maybelline’s major brand campaign to life on the website, leveraging it effectively to drive leads.

The Make It Happen campaign had been launched in 2015, leveraging the brand’s New York history and cultural resonance to appeal to a new generation of independent, free-thinking young female consumers. The huge investment in the campaign stretched across all forms of media, leveraging key brand ambassadors such as Jourdan Dunn and Gigi Hadid.

The massive brand appeal in this campaign meant that using it to its full potential with website visitors held a huge opportunity. In creating an area of the website specific to the campaign, Maybelline’s use of Yieldify brought the campaign’s potential to generate leads to the front and center – literally.  

To date, over 19,000 email addresses have been captured with an estimated lifetime value of $2.6M. This demonstrates the importance of the often-overlooked conversion goal of lead generation on e-commerce websites. While the pursuit of a sale often overrides softer conversions, the success and potential value of the Maybelline execution showed the immense value that can be found in the right lead generation CTA.

Congratulations to all the winners – see you next year!

The 5 best marketing automation tools for e-commerce

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Marketing automation tools can be a nightmare to choose between – here’s our guide to how to pick the best one for your e-commerce business

Marketing automation tools allow marketers to reach more prospective customers with less effort. While well-established as part of the B2B marketer’s stack, they’re a less common feature of B2C and e-commerce.

If you’re choosing a marketing automation tool for the first time, here’s what you need to know.

What’s a Marketing Automation Tool?

According to Marcus Taylor at VentureHarbour, “At a fundamental level, marketing automation is about optimization. From optimizing your staff’s time, to optimizing which customers your sales team focuses their effort on, the scope of marketing automation goes way beyond simply automating your marketing department’s repetitive tasks.”

In a nutshell, a marketing automation tool is a piece of software that allows you to automate a lot of the functions that marketers are used to doing manually: sending emails, scoring and nurturing leads, posting to social media – and much more. The definition is as long as the proverbial piece of string.

For a marketing or e-commerce business, marketing automation’s benefits include reduced staff costs, improved accountability, and more consistent marketing of creative – instead of repetitive – content.

There are three things that every marketing automation tool needs to have:

  • a database – you’re going to be triggering activities depending on what your contacts do, so you need all of that data captured and stored
  • a way to orchestrate actions – simply put, ‘workflows’. This is the core of what we mean by ‘automation’
  • a way to report – the point of the tool is to become more effective, so you’ll need to be able to see whether or not you’re getting it right

For an e-commerce marketer, the thing to remember is that many marketing automation tools aren’t well-built for what you’re trying to do. The likes of Marketo, for example, sit squarely in the B2B space. This is actually one of the key reasons it was recently acquired by Adobe, who seized on the opportunity to extend its reach into B2B markets. However, many marketing automation tools are realizing the potential new markets in e-commerce and developing their offerings accordingly, so watch this space.

How to Evaluate Marketing Automation Tools

Writing on CMSWire, Dom Nicastro says, “Marketers deploy strategies through their marketing automation systems in a number of ways.” These include specifying criteria, leveraging cookies, using forms for contact information, and mixing inbound and outbound strategies.

Before investing in marketing automation tools, you should know what you need automation to accomplish for your business. Do you want to track visitors? Send real-time sales alerts? Market upgrades to past buyers? Collect email addresses? Or store, segment, and select data to pinpoint the right messaging for the right customer?

It’s important to remember that not all automation is good automation. If a platform only moves certain tasks from hands to machines, it may not do enough. Alternatively, if a software provider assures you that it can automate everything, that’s an alarm bell.

Knowing what’s needed prior to purchasing a platform or software saves money, minimizes frustration and maximizes marketing benefits. At this point, your first step should be to make a list:

  1. Your goals in getting a new marketing automation tool
  2. The tool’s ‘must-have’ features
  3. What are you prepared to compromise on?

With your specifications in hand, you’re ready to start searching the marketplace. There are few good ways to see what your options might be:

  • Use a tag-monitoring plug-in such as BuiltWith to visit sites similar to yours to see which tools they’re using
  • Talk to the providers of other softwares in your stack and ask which platforms they integrate with – this can make adoption much easier
  • Visit review platforms such as G2Crowd and Capterra to check out which platforms have the best write-ups

When you’re ready to engage with a provider, Justin Gray at LeadMD recommends asking several questions such as:

  • Is there an associated community?
  • What will the ROI look like?
  • How does the functionality align with your goals?

Ready to start your search? To make things a little easier, we’ve searched the market and compiled a shortlist of some of the marketing automation tools we’d recommend taking a look at…

Dotmailer

Since 1999, this marketing automation platform has built its services around email, the number-one performing digital marketing tactic. More than 70,000 customers in 150-plus countries use Dotmailer to build automated email programs that follow the full length of a customer’s journey.

  • Pricing – Packages run from $150 per month to $600 per month with a 20% discount for nonprofits and charities.
  • Ease of use – Dotmailer is one of the simplest as well as most powerful platforms on the market. It’s a great place to start for growing businesses who are familiar with Email Service Providers like MailChimp and who now want to take the next step.
  • Features – Training, Campaign Management, Creative Studio, Strategic Services, and Custom Integrations. Integration with Yieldify.
  • Best for – Email marketing professionals who need an all-in-one package with powerful capacity in a drag-and-drop template

Oracle Bronto

Focused on high-growth e-commerce retailers all around the globe, Oracle Bronto provides email services that can integrate with all commerce platforms. Bronto also gives users the capacity to deliver responsive social and mobile media campaigns with an emphasis on cart abandonment recovery. The platform includes an array of powerful apps beyond core functionality.

  • Pricing – Free demo. Quote-based plan.
  • Ease of useRankings by 42 users at Capterra gave Bronto 4 out of 5 stars for ease of use.
  • Features – Drag-and-Drop Automation, Post-Purchase Campaigns, Cart Abandonment Reminders, VIP and Loyalty Programs, Precise Segmentation. Integration with Yieldify.
  • Best for – E-commerce retailers who need an ultra-powerful marketing automation platform with an intuitive interface

ActiveCampaign

ActiveCampaign’s pricing makes it an attractive option, with good value for money spanning across a number of features. Its feature set is more focused on acquisition than conversion, so marketers looking for landing pages will be disappointed.

  • Pricing – Starts from $17/month, rising depending on feature set and number of contacts
  • Ease of use – A simple platform with a wide variety of self-learning guides and courses makes this an ideal option for those happy to work their own way through it – more substantive services have to come from a partner agency
  • Features – Email Marketing, Site and Event Tracking, Contact and Lead Scoring, SMS Messaging
  • Best for – Smaller businesses looking for a good entry-level solution

HubSpot

One of the most-recognized names in marketing automation tools, HubSpot offers a full stack of sales, marketing, and CRM technology dedicated to business growth (we also use it here at Yieldify). Its products integrate online and social media marketing activities, including email, SEO, contacts, and analytics.

  • Pricing – Prices range from free to $2,400 a month.
  • Ease of use – Good, and improving regularly with recently-added features such as drag-and-drop email builders.
  • Features – Calls-to-Action, Progressive Profiling, A/B Testing Landing Pages, Segmentation, SEO Recommendations, Blog Analytics, Integrated Social Publishing
  • Best for – Marketers who need a powerful, all-in-one tool for segmentation, contact management, push-button social media control, and report creation. Hubspot’s weakness is that it’s not really build for e-commerce, but this is changing with features such as a native Shopify integration and ability to connect a custom store.

SharpSpring

SharpSpring concentrates on driving leads and converting them to sales through behavior-based email, blog building, dynamic landing pages, and social media.

  • Pricing – Onboarding costs $1,800. Monthly fees range from $450 to $875, and quote-based options are available.
  • Ease of use – SharpSpring provides onboarding, but the system is easy to learn and use. It integrates with more than 700 third-party tools.
  • Features – Behavioral Based Email Automation, Dynamic Forms, Lead Scoring, Robust Rules Engine, Dynamic Web Content, Daily VisitorID Email, Smart Emails, and Point-and-Click WYSIWYG Editor. Integrations with Shopify, BigCommerce and Magento.
  • Best for – Smaller retailers who need powerful analytics and highly customizable content

If you found this guide to marketing automation useful and website personalization is next on your list, then check out our rundown of the factors to consider when choosing a website personalization tool.

Product Update November 2018: improve the customer journey

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This month on the Yieldify Conversion Platform, we’re introducing new ways to improve customer journeys through new targeting options

Customer journey optimization is logical in theory, but it’s often harder than it looks to improve the customer journey. That’s why we’ve introduced three new features to make it a lot easier: Campaign History Targeting, Data Layer targeting and Page Depth targeting. These allow you to adapt your activity to multiple stages of the customer journey, without the need for a complex set-up.

Our bonus features for this month approach the customer journey from a different angle: time. Find out more about Time-of-Day and Day-of-Week targeting.

Campaign History Targeting

This is one of our most exciting targeting developments yet.

Campaign History targeting allows you to target campaigns based on whether a user has already seen another Yieldify campaign within a set time frame. This conditional logic allows you to construct end-to-end customer journeys with just a few clicks. 

According to our data, 21% of first-time purchases take place on a visitor’s 2nd session. You therefore can’t afford to provide a stale experience to your returning visitors. Using Campaign History Targeting, you can show visitors a promotion consistent with where they are in the journey to keep the experience relevant and improve the chances of a return purchase.

Data Layer Targeting

The second way to improve the customer journey is with data layer targeting. This allows you to target your activity based on elements present in the data layer, making it easier to deliver the next level of personalization. Here are just a few ways you could use it:

  • Target particular product items based on their SKU
  • Targeting travel searches based on the route combination
  • Target on a pre-defined or custom segment of users where the segment is specified in the data layer
  • Target on the type of a page (e.g. product page, category page, search results page) if it’s not specified in the URL

If your website set-up means you don’t have the opportunity to read much data from the page, then this is a game-changing piece of targeting. Talk to us to find out more.

Page Depth Targeting

The difference in engagement levels between someone who’s just landed on your website compared to a visitor 20 product pages in is clear. It’s for this reason that we’ve introduced Page Depth Targeting to the platform.

This feature allows you to improve the customer journey by targeting based on the number of pages that a user has visited in their session. This makes it easy to differentiate your message for someone who’s new to your site versus someone who’s in the middle of in-depth browsing. Combine it with other features to create personas for long-term targeting. 

Bonus features: Time-based Targeting

While our new features this month have focused on how to target the customer journey, we’ve also introduced some new options: these are all about time.

How you browse during your lunch break at your desk is different to how you browse when you’re on your mobile during the commute home. It, therefore, makes a lot of sense to differentiate your experiences throughout the day to reflect these different customer journeys.

Using Time-of-Day Targeting on the Yieldify Conversion Platform, you can easily set campaigns to target shoppers at certain times of the day.

This is exactly what soak.com did with a campaign that targeted lunchtime browsers (those landing on product pages between 12:30-14:00). It used Dynamic Social Proof to create a sense of FOMO (Fear of Missing Out) among mobile users who would otherwise have been casually browsing. The notification showed how many other users had browsed the product in the last day, indicating popularity:

With bathrooms being a high-consideration product with a long purchase cycle, this moved a high-funnel browser further down the path of purchase. As a result, the campaign generated an 11.2% conversion rate uplift in the target group.

In addition, you can use Day-of-Week Targeting to further improve the customer journey based on time-related behaviour. This allows you to only show campaigns on certain days of the week. You could, for example, use this to target different messages on the weekend to high-value shoppers vs. weekday evening window-shoppers.

Get on the platform

Not using the Yieldify Conversion Platform yet? Request a demo and we’ll show you how it can work for your site.

The complete guide to onsite remarketing

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Onsite remarketing is much more than pop-ups – this guide unpacks what it can do for your conversion rate optimization and more

The concept of onsite remarketing is not necessarily a new one, but it’s often misunderstood.

In this guide, we’ll unpack what it is and how to apply it to your marketing activity. At Yieldify, we’ve been doing onsite remarketing for 5 years and created over 200,000 campaigns – so we hope that you’ll be able to take our learnings with you!

What is Onsite Remarketing?

If ‘offsite’ remarketing is like waiting for someone to leave your store before trying to entice them back, onsite remarketing is roughly the equivalent of having a helpful sales associate engage them while they’re still in-store. 

Also known as behavioral targeting, onsite marketing involves creating a data-driven strategy to engage visitors while they’re on your website.

While many people consider onsite remarketing as consisting solely of exit intent pop-ups and lightboxes, the truth is that a strong onsite remarketing strategy is much more. It draws heavily on the principles of behavioral psychology in order to deliver an effective, agile way to engage your visitors that static UX simply can’t achieve.

By relying on a data-driven strategy designed to produce specific outcomes, it can have a major impact on your site’s performance while remaining unintrustive for your visitors.

So how does it work?

How to put together an onsite remarketing campaign

Before you start

The danger in onsite remarketing is to think that you put a pop-up on your site and then wait for the conversions to roll in. In reality, onsite remarketing is all about personalizing the customer journey – you’re creating experiences that adapt and shift to the individual user’s behavior.

To do that effectively, you need a strong strategy that’s grounded in analytics. Start with a clear goal (you’ll discover more about these later on in this article). Then, get a clear idea of what your customer journey looks like (get tips on that here) and start to put together your campaigns with an eye to the overall journey.

Then you can get started on building those campaigns. The first thing to understand about onsite remarketing is how it’s put together – each campaign has 4 simple components:

1. Who to target

This is arguably the most important part of the campaign: deciding who you’ll show it to. Target too broadly and you run the risk of showing irrelevant content, target too narrowly and you’ll take a long time to reach a significant result.

You’ll want to create a segment out of a number of carefully-chosen attributes. In this example below, we’ve used the Yieldify Conversion Platform to create a target segment of returning users on desktop or tablet devices who are currently on the checkout page with more than £40 in their cart:

onsite remarketing options on the Yieldify Conversion Platform

The options on the left-hand side of the image show that there are numerous other options from which to create a target segment, ranging from location to time of day.

2. When to trigger

Once you’ve decided who you want to show your campaign to, you need to decide what behavior they’ll need to exhibit in order for the campaign to trigger. Simply put, if targeting is deciding ‘who’, triggering is deciding ‘when’.

The most common options are exit intent, timer or scroll trigger. Used well, you’ll be engaging your target user at the perfect moment to elicit a lead or a conversion.

3. What to show

Once you’ve decided on the right person and the right time, it’s time to choose the right content.

Starting with static content, you can offers discounts, highlight promotions or even capture leads. At this point, many people assume that you need to offer a discount in order to keep your potential customer engaged – that’s not the case. While discounting can be great when offered to the right target customer, there are many more effective ways to encourage a conversion.

Check out this example from beauty brand Skyn Iceland. They A/B tested two creatives on abandoning visitors and found that the discounting message didn’t perform as well as one that simply highlighted the brand’s value proposition:

Skyn Iceland campaign

To take things to the next level, your content should get smarter. One of the best and most effective ways to do so is with Dynamic Social Proof, which shows your user how many other visitors have been engaging with the product that they’re looking at. This can create a powerful sense of urgency, helping drive your visitor further through the funnel. Here’s an example from shoe brand Kickers:

Dynamic Social Proof Kickers case study

Best practice here is also to A/B test your creative – a simple change in artwork or CTA messaging can make all the difference to your click-through and conversion rates.

4. How to show it

Finally, decide what the best format is for your content. As we’ve said before, onsite remarketing is much more than pop-ups. While these are an impactful way to engage your visitor, you have many others at your disposal.

For example, notifications can appear at the bottom of a screen to deliver a subtler message – or even two of them:

Double Notifications for onsite remarketing

Add banners to the mix and you have multiple ways of delivering your onsite remarketing.

Now you know how a campaign is constructed, let’s look at three of the key ways you can use them.

1. Cart Abandonment

Cart abandonment is still one of the biggest challenges facing an e-commerce marketer, with over two-thirds of shopping carts going abandoned. After all, creating the perfect checkout process is much easier said than done.

Here are some examples of how onsite remarketing can reinforce your brand and turn those apprehensive visitors into paying customers.

a) Use exit intent wisely

Exit intent technology is probably one of the best-known elements of onsite remarketing, and for good reason. It’s perfect for those ‘last ditch’ attempts at recovering a user who would otherwise be leaving your website.

b) Use social proof

If you look at the key reasons behind cart abandonment, there are two that stand out. Firstly, would-be customers are looking to see if they can get a cheaper price elsewhere. This can be very easily beaten by using some proof. This example from Omni Hotels is a very simple message that shows would-be price comparison shoppers a guarantee that this is the best possible price. It resulted in an impressive 39.5% conversion rate uplift:

Omni Hotels onsite remarketing for cart abandonment

Secondly, visitors sometimes think that they can simply return later when they’ve time to think about their purchase. Onsite remarketing’s answer to this problem is to create a sense of urgency. As we previously mentioned, Dynamic Social Proof is one of the key ways to do this – but it’s not the only way.

Like French holiday company Homair, you can use dynamic countdown timers to show that your offer is time-limited. This is a powerful way to drive urgency (in Homair’s case, increasing conversions by over 100%):

Homair onsite remarketing example using countdown timer

c) Be helpful 

One of the key reasons that carts get abandoned is because the purchase process is too complicated – this can result in confusion, frustration and giving up. Changing your checkout process is difficult, so onsite remarketing is a great way to quickly and easily make the process simpler for your customer.

Take this example from Virgin Trains. To avoid abandonment in the booking funnel, the team implemented an overlay campaign to show users that they were only a few steps away from having their ticket booked:

Virgin Trains booking abandonment onsite remarketing campaign

Other ways to be helpful include highlighting your call centers (if you have them). Click-to-call campaigns (which you can track with services like Infinity) are great for more considered purchases in finance and travel.

2. Increasing Order Value

Once you have a customer purchasing from your website, you have a golden opportunity to increase the value of that customer’s order. However, trying to increase average order value comes with a risk of distracting your shopper from getting to the checkout. Your approach needs to be well-targeted and strategic: this is where onsite remarketing comes in.

a) Use the cart 

When it comes to onsite remarketing, reading the cart value of your shopper is your best friend. Even better, reading exactly what’s in the cart.

By seeing what your customer has in the cart, you an offer relevant up-sells and cross-sells. For example, if a customer has added $40 worth of bedsheets to their cart, you might want to offer them some matching pillowcases.

This logic applies as much to who not to target. If your shopper has only added a few dollars’ worth of product to their account, they might not yet be done with their decision-making. Better to wait until they’re further invested before you try to push them a little further.

b) Limit choice 

Making it easy to add a new product to cart without getting distracted is key to effective up-sell and cross-sell. The best way to do so is to limit choices (avoiding analysis paralysis), making those choices completely relevant to what you know that customer to be engaged with.

For a great example, we go back to Skyn Iceland. One of the brand’s best-selling products is its Hydro Cool Firming Eye Gels, which has a complementary product in its Brightening Eye Serum. By targeting customers who had already added the gels to cart, Skyn Iceland was able to effectively upsell the Serum with little disruption to the journey:

Skyn Iceland average order value onsite remarketing

The campaign’s success drove nearly 15% extra average order value.

c) Stretch to an incentive 

While not every onsite remarketing campaign requires incentives in order to be effective, there’s a time and place for them. If you have an existing incentive on your site for shoppers who spend over a certain amount, onsite remarketing campaigns can be an effective way of leveraging them.

The below example from Hylete shows this in action. The clothing brand offered discounts to its customers depending on how many products they purchased: the more products, the bigger the discount. In this case, it used a progress bar that showed shoppers how far they’d qualified and what potential there was to gain bigger incentives. It led to a near 5% increase in average order value:

Hylete average order onsite remarketing campaign

You can learn much more about increasing average order value with our dedicated guide to upsell.

3. Lead Generation

In the wake of new privacy laws such as GDPR, many marketers are frantically trying to find new ways to replenish their email databases. Onsite remarketing is a major channel to do this. Yieldify data for 2018 shows just how much marketers have used it to increase their lead generation efforts:

Yieldify onsite remarketing lead generation 2018

So how do you do it? Here are a few things to keep in mind…

a) Wait 

Everyone has an experience of a pop-up appearing on-screen to ask you to sign-up mere second after landing. That’s liking asking someone for their phone number before you’ve even said ‘hello’.

Our experience tells us that it’s much more effective to allow your visitor to explore your site a little before asking them to hand over their valuable data.

b) Offer value 

It’s not uncommon to offer a discount in exchange for signing up for a newsletter – this can work well, as shown by High Street TV.

The brand used a Double Notification campaign, offering target visitors the opportunity to receive a 5% discount on their first order in exchange for submitting their email address. Once the user had submitted their email address, the second Notification appeared with a Dynamic Coupon code.

High Street TV lead generation onsite remarketing campaign

This strategy achieved the dual goals of the campaign: capture more leads ahead of GDPR’s staging date and encourage conversion on first orders. It outperformed industry benchmarks with respect to both: the campaign increased conversion rates by 8.6% and collected nearly 20,000 leads. 

You can learn much more about how to use your website to generate new leads in this in-depth guide to lead capture.

Conclusions

By virtue of its speed and agility, onsite remarketing is one of the easiest ways to quickly make your customer journey more relevant and effective. It’s also much more than that – it’s one of the few ways to reach in real-time to customer behavior. This makes it a powerful element of personalization that can turn a simple website into a high-achieving one almost overnight.

If you’re ready to start on your onsite remarketing journey, you can get a free Yieldify demo by applying here. We can help show you what other sites like yours have done and what you might be able to achieve with yours.