You’ve got your sign-up forms running. Your email and SMS lists are growing. And you’ve set up your core Klaviyo remarketing campaigns.
But when your email and SMS messages land in your subscribers’ inboxes, you’re not getting the engagement you were hoping for.
The issue is this: your audience has grown and you now have multiple subscriber types. That means subscribers with lots of different interests, on different journeys, with different needs. It’s no longer a few subscribers with similar browsing preferences.
The solution? More user data to create better segmentation. Which means you can then send more targeted, relevant Klaviyo campaigns.
The advanced Klaviyo integration
With Yieldify’s advanced Klaviyo integration, you can send substantially more user behavior data to your Klaviyo list than with Klaviyo alone – and could increase your remarketing revenue by as much as 820%.
Save more subscriber data in your Klaviyo profiles
1. Capture custom events
With Klaviyo you’re already capturing a lot of data on your subscribers – demographic data such as their names, email addresses and phone numbers, as well as behavioral data such as emails opened, products added to basket or orders returned.
With Yieldify’s advanced Klaviyo integration you can go one step further: capture custom tracking events. With custom events, you get to capture the subscriber data that’s most valuable for your remarketing campaigns.
Track a subscriber’s behavior and pass events to their Klaviyo profile to trigger highly segmented Klaviyo flows
A custom event could pass data to a subscriber’s Klaviyo profile when they:
Hover over product photos on a category page. They’re probably in the consideration phase. If they exit, you can send a browse abandonment email with the products they hovered over.
Exit the page after browsing the page for e.g. more than 60 seconds. They’re most likely developing an interest in a product and would welcome an abandonment email to help them resume their journey.
Become inactive on the payments page. They might be hesitant about checking out. They could benefit from an email highlighting your Buy Now Pay Later options, payment encryption and data compliance.
Move to a different browser tab. They could be comparing prices on a competitor’s website. A discount email could persuade them to complete their purchase with you.
Select an option from a dropdown menu e.g. a travel destination. You can be pretty sure they’re considering traveling to that city. Add them to your city guide email sequence.
User exits after spending e.g. 60 seconds on a page and triggers your browse abandonment email
As long as the data is in your site or sits in your data layer, there are hundreds of custom events you can pass to your subscribers’ profiles with Yieldify’s Klaviyo integration.
The result? You’ll build up your subscribers’ Klaviyo profiles with the most important data and send your customers Klaviyo campaigns that feel like they were made just for them.
2. Capture how your subscribers interact with your Yieldify personalization campaigns
If you sign up for a full package with Yieldify, you’ll get access to the advanced Klaviyo integrationand to Yieldify’s complete range of personalization tests.
That means you’ll get all the benefits of Yieldify personalization, be able to track how your subscribers interact with those personalization tests and send them relevant, segmented emails.
When subscribers share their product interest by tapping one of multiple CTAs on an overlay, you can assume they’re interested in that category. You can then engage that audience with an email or SMS follow-up promoting products from that category.
When a user taps the “Best Sellers” CTA in your Yieldify overlay, send them a follow-up email with your Best Sellers
A high returns rate can be one of your biggest costs. When subscribers add several sizes of the same item to cart, you can automatically display a “Size Guide” campaign with Yieldify. You can then trigger a Klaviyo flow to send those users a customer service email with size advice.
A subscriber adds several sizes of the same item to cart, triggers a Yieldify campaign with a “Size Guide” video, then triggers a Klaviyo flow with size advice.
When you send more responsive messages, you’ll get happier, more loyal customers.
Drive as much as 820% more revenue with personalized remarketing flows
With the advanced Klaviyo integration, capturing the subscriber data that’s most valuable to your brand means you’ll segment your audiences even better, and better segmentation means you’ll send more relevant Klaviyo campaigns. In turn, more engaging messages drive increased revenue. You could lift your remarketing revenue by as much as 820% with more personalized messages.
Ecommerce marketers at brands like yours trust the advanced Klaviyo integration
How to get started with the advanced Klaviyo integration
To start driving more remarketing revenue with the advanced Klaviyo integration, speak to a member of the Yieldify sales team today.
Building an active and engaged email list should be a top priority of every website owner. But how do you do it? When it comes to email list building, there are several tools out there that can help you do this. We’ve analyzed the top 12 and how you can use them.
Never underestimate the power of building an engaged email list. This list will be the first to receive special offers, blog posts, webinar invitations, new product launches. They will be loyal fans, brand advocates and therefore highly likely to convert.
If you’re actively sending traffic to your website it could be argued that this is of little value if they aren’t transacting with you or at least giving you their contact information.
From pop-up customizers, to lead magnets and even marketing automation software, it’s never been easier to quickly build an email list.
You just need the right tools to do so. Here are our top picks:
With over 3.9 billion daily email users registered and 47% of marketers stating that email marketing is their most effective marketing channel, it’s obvious that email list building is now an essential requirement for any modern business.
In a study by DMA, they found that 91% of marketers rated email marketing as an important part of their marketing strategy.
By actively building your email list you’re building an audience that wants to find out more about you and stay up to date with your latest offers and news. These are essentially “warm” leads that have a much better chance of converting than a brand new click from a Paid Search ad.
When you build your email list you’ll be able to consistently find new leads, nurture prospects, and eventually convert visitors to customers.
While building an audience on Facebook or LinkedIn is a quick way to get in front of potential customers you’re essentially “renting” the audience. But by building your email list they are yours and can become one of your greatest fixed assets.
This is because email marketing is one of the best ways to nurture an engaged audience. This engagement is what boosts business revenue through increasing customer lifetime value.
Yieldify is a fully managed personalization platform that helps ecommerce businesses generate more revenue by engaging their customers with personalized experiences. Their lead generation functionality is a highly rated feature that will help you build your email and SMS lists.
Fully managed service
With a fully managed service, Yieldify’s service team will handle your list building strategy for you. You’ll get expert support from a dedicated account manager as well as a team of graphic designers, technical engineers and quality assurance specialists.
Together they’ll help map out your strategy, set up and monitor campaigns, and optimize performance.
“Even though we have a very complicated funnel, the entire Yieldify team – including product, design, and engineering – have worked with us to help increase conversions. Stellar team!”
Jennifer, G2 Verified User
Custom, on-brand forms
Yieldify’s graphic design team will create forms for you with custom copy and creative to match your brand guidelines – on mobile, desktop and tablet.
You can also add custom elements to your forms – including free text fields, radio buttons and dropdown menus – to capture visitor data such as gender, preferred products or clothing size.
Yieldify’s audience segmentation functionality lets you reach different customer groups by setting custom combinations of targeting and triggering rules. That way you can direct your list building campaigns to the right customers at the right time with the most tailored messaging.
Their targeting and triggering rules are comprehensive, including segmenting by new vs returning visitors; referral URL; session number and time on page.
A/B and A/B/n testing
Yieldify’s A/B and A/B/n testing engine lets you test up to 5 different list building forms against each other at the same time. That means you can settle on the best performing optin messaging, design, placement or incentive faster and drive the maximum number of sign-ups.
Integrations Yieldify integrates with all major email service providers (ESPs) and SMS providers so you can be sure your leads get saved in your database. They also have an advanced integration with Klaviyo – which you can read about here.
Pros of Yieldify
Count on expert service: Yieldify’s service team is second-to-none in the lead capture and personalization industry. Read their G2 reviews to see what their clients say
Capture 20% more leads: You can generate 20%+ more leads on average with their layered lead capture feature vs a standard lead capture approach
Run personalized campaigns: Improve your user experience and maximize sign-ups by using segmentation to adapt your optin forms to different stages in your customer journeys
Gather comprehensive data analytics: Gain deep insights into your customer behavior with Yieldify’s customer journey reports (called Sunburst charts) as well as their in-depth campaign reporting
No developers needed: With their easy-to-integrate tag and no-code campaigns, you can get your first list building tests live within 14 days – no developers required
Mailchimp is an all-in-one marketing platform that helps you grow your email lists with unlimited free sign-up forms.
Customization: The plugin allows you to create targeted landing pages, overlay popups, and embedded sign-up forms within your ecommerce platform – and automatically integrates the designs with the brand theme.
Personalization: All of Mailchimp’s user-created landing pages, popups, and sign-up forms are personalized to maximize conversions.
Segmentation: Users can be categorized into relevant campaigns based on their behavior.
Integrations: Mailchimp integrates withWooCommerce and many other ecommerce platforms.
Pros of Mailchimp
Highly versatile: Mailchimp’s list building tool is suitable for freelancers, startups, mobile apps, developers and ecommerce brands
Award-winning support: Mailchimp’s support team is available 24/7 to guide users through platform problems and queries
Free version: You can trial Mailchimp’s basic features with their cost-free plan
Cons of Mailchimp
Complicated interface: Mailchimp’s interface is not the most intuitive and can be difficult to navigate
Limited reporting: At its price point, Mailchimp’s reporting capabilities are lacking sophistication
Mailchimp’s pricing is tailored to the size of your contact list. Pricing for Mailchimp’s premium package starts at $299 per month. They also offer a free version with their most basic features.
Specifically designed for ecommerce, Klaviyo is an email service provider with a focus on marketing automation.
A/B testing: Optimize your optin forms by running tests to determine the most effective messaging, design and placement for your audience.
Segmentation: Groups users by their behavior, open rates, bounce rates and demographics such as age and location.
Adaptive forms: Set your forms to pop up in the middle of the browser window, sit at the side of the page or open via a small widget.
Social integrations: Seamlessly integrates with Facebook to maximize social media marketing.
Pros of Klaviyo
Shopify integration: Shopify customers report a seamless experience integrating with Klaviyo
Template library: Choose from 50+ ready-to-customize templates that have been optimized to build subscriber lists
Cons of Klaviyo
Customer service: Some clients have been disappointed by the speed and quality of communication from Klaviyo’s support team
Steep learning curve: Klaviyo’s self-service platform is relatively complicated and takes time to learn
Klaviyo’s pricing is tailored to the size of your contact list. Prices range between $35 and $1970 per month for Email and SMS packages, but you can trial Klaviyo for free if you have less than 150,000 contacts.
Hello Bar is a popup tool that creates exit-intent popups, timed popups, and floating signup bars to convert more visitors into leads.
Customization: Choose from hundreds of pre-built themes, or customize any element of the sign-up form to align with your brand. Hello Bar’s design assistant tool also matches colors, fonts and styling with your website’s design.
Targeting: Increase your email lists by targeting visitors based on their location, traffic source, time and more.
Tracking: Create custom reports with the data you need to measure performance effectively.
Pros of Hello Bar
Seamless integration: Hello Bar’s one-click installation requires no code. It easily integrates with WordPress, Shopify, Mailchimp and other platforms and tools
Variety of popups: Every Hello Bar plan gives customers access to five different types of popups
Cons of Hello Bar
Customer support: Hello Bar have a detailed knowledge base to answer customer queries, but there is no access to telephone support
Hello Bar packages range from $0 to $99 per month.
Self service (Enterprise package is fully managed)
4.3 out of 5
From $49 per month
Email & SMS
4.6 out of 5
From $99 per month
Self service (Enterprise package is fully managed)
Email & SMS
4.5 out of 5
$13.99 per month
4.2 out of 5
From $37 per month
Choose the Best Email List Building Tool for Your Business
The right list building tool for your business depends on your objectives, budget and bandwidth. If you need a fully-managed platform with market-leading features, Yieldify is a perfect solution to help you drive more email and SMS subscribers. Either way, I hope this blog has helped you find a tool that meets your requirements.
If you’d like a preview of how you can build your email and SMS lists with Yieldify’s fully-managed, all-in-one personalization platform, feel free to schedule a discovery call here. One of our advisors will be delighted to share more.
Email List Building Tool FAQs
What is a list building tool?
List building tools are software solutions that help ecommerce businesses drive more email and SMS subscribers into their databases. To increase long-term sales and revenue, list building tools primarily use pop ups to acquire contact information from website visitors. If you want to secure more email and SMS leads, speak to Yieldify’s sales team.
What are the top email list building strategies?
While there is no one-size-fits-all email list building strategy, it’s important to incentivize sign-ups using tried and tested techniques including:
– Discounts –Free gifts –Gated content
You should also make sure your sign-up forms are visually appealing, adapt to customer journeys and don’t interfere with the user experience.
Find out the key holiday marketing statistics from peak season 2020 and discover our top tips to beat the Q1 slump.
2020 was truly a year for change, especially when it came to the eCommerce sector.
With COVID-19 acting as a strong catalyst for growth, retailers witnessed website traffic and consumer demand reach unparalleled levels. This was amid a monumental shift in shopping behavior as the world’s population became locked down at home in a bid to control the coronavirus.
With this in mind, we felt it fair to assume that peak season was likely to be one for the record books. So, in October Yieldify commissioned a research study, gathering opinions from 400 eCommerce leaders and 2000 consumers* to predict what might happen in the coming holiday season.
In this blog post, we’ll explore how those predictions matched up to reality. Starting with the top 5 holiday marketing statistics and takeaways:
1. Despite an uptick in website traffic to eCommerce stores, conversions decreased by 2% year-on-year. Thus, underlining the crucial need to deploy conversion rate optimization tactics. (Data source: Yieldify)
2. Consumers continued new exploratory shopping habits. 58% of Cyber Weekend purchases were made by new visitors vs the 29% predicted, which presents a retention challenge to retailers post-holiday season. (Data source: Klaviyo)
3. Higher consideration was given to online purchases this year, averaging 6.3 online sessions vs 5 in 2019. With more touchpoints to contend with, customer journey mapping will be more relevant than ever. (Data source: Yieldify)
4. Discounts declined in value and popularity in 2020 with 5% fewer emails featuring discount-related subject lines and 30-39% discounts yielding the most consumer interest. Proving that marginal sacrifice, while effective, is not critical to success. (Data source: Yieldify & Klaviyo)
5. Finally, email marketing proved a crucial channel for Cyber Weekend. Over 165 million emails were sent on Black Friday alone, which were directly responsible for 537,000 orders placed. This adds emphasis to having an effective lead capture strategy all year round. (Data source: Klaviyo)
A season of higher clicks but lower conversions
In line with all expectations, consumers hit eCommerce websites hard over the holiday season and sales skyrocketed.
So yes, opportunities were rife to significantly increase revenue. But this placed retailers under intense pressure to make outstanding first impressions with their new audience or risk abandonment.
Overall, eCommerce websites saw a 2% decrease in conversions, suggesting that not every onsite customer journey was up to the task.
The holiday marketing tactics that did work
While it’s true that overall conversions decreased, there were a whole host of tactics that eCommerce retailers deployed successfully.
In fact, the results for 2020 further highlighted the importance of having the right marketing tactics and conversion rate optimization strategy working together. It’s clear that success simply cannot be guaranteed from sheer acquisition alone.
Back in October, our predictions showed that marketers placed high importance on email and website personalization to drive conversions. Now let’s take a deeper dive into how these tactics worked out for brands during the holiday season.
Over Cyber Weekend, email activity for eCommerce brands was off the charts. Record volumes of emails were sent to consumers and Black Friday proved the most popular. Klaviyo emails hit over 165 million inboxes in a single day.
And the result? Just short of 5 million orders were placed during October and November. All of which can be directly attributed to those emails sent.
Klaviyo’s client, Angel Jackets, echoed this sentiment. They saw great success from their ‘step into the New Year in Style’ email campaign.
“Email marketing worked out great for us. We use Klaviyo for email promotion. We sent a year-end email to our customers and mentioned – step into the New Year in Style. Not only the sales were good, but the click rate was also above expected.”
Top tip for Q1: Make money while you sleep by using marketing automation for welcome emails, abandoned cart reminders, and more. Then, hone your approach through A/B testing, experimenting with different content, subject lines, or timing of emails in a series.
One particularly effective way we saw retailers driving urgency and in-session conversions was utilizing countdown timers.
This worked because many holiday visitors were shopping with a date in mind and were mindful of delivery delays as a result of COVID. This made counting down to delivery deadlines an incredibly effective tactic to nudge procrastinating gifters to convert.
By targeting users that had an item in their basket with a campaign visual such as the above, conversions increased by 8.5% on average.
Top tip for Q1: Effective conversion rate optimization (CRO) depends on segmenting and targeting accurately. Use behavioral segmentation to combine dozens of attributes to effectively launch messages that move your user towards conversion.
Getting more juice from the squeeze of each customer interaction
Simply put, the post-purchase experience is arguably just as important as the initial conversion. This is the key opportunity for brands to capitalize on that initial success, encourage repeat purchases, and drive higher customer lifetime value (CLV).
While 42% of Cyber Weekend purchases were made by repeat buyers, a huge 58% were made by first-time visitors. This presents a challenge post-holiday season of turning those visitors into long-term loyal customers who, according to Barilliance, are:
65.2% more likely to add an item to cart than a first-time visitor;
73.7% more likely to convert than first-time visitors;
Projected to spend 16.2% more per transaction.
A tactic that we saw used successfully to do this was triggering campaign messaging on the confirmation screen as shown in the below example:
By targeting users at the very last point of the purchase journey, retailers could encourage repeat purchases while still in-session.
The ultimate goal here is to dissuade the customer from leaving your website for as long as possible by capturing their interest at the exact moment where you have the customer’s full attention.
On average, 4% of users converted a second time, while still in-session, when shown a variation of the above message.
But what about AOV?
When you consider that the average order value for eCommerce retailers decreased by $7 across the holiday season 2020 – a boost of 16.2% from returning visitors sounds particularly enticing.
And increasing AOV for both new and returning users can be as simple as featuring a progress bar.
Progress bars are a great way to help shoppers track their acquired offers, and encourage them to continue spending more to get more.
Brands that deployed this tiered tactic not only increased AOV but also saw uplifts in conversions. Thus, making it a perfect tactic to bring through to Q1 strategies.
Top tip for Q1: Lifetime value might center around what a customer does on your website, but making sure that they return is half the challenge. Use email Remarketing to send smart, behaviorally-determined cart abandonment emails to ensure that you’re always front of mind.
Have we witnessed the death of the discount?
Following on from the tactics that worked, next, let’s look at the effectiveness of the messaging used – specifically discounts.
In our peak season analysis, we predicted that approximately 30% fewer brands would be offering discounts.
And for those that did, the discount amount was projected to be less than in previous years. The most popular discount levels for 2020 came in at 11-20% and 21-30% off.
These assumptions were supported by a post-holiday analysis of the email subject lines sent through Klaviyo during peak season.
While discount messaging was still popular, 5% fewer discount-orientated emails were sent. Also, across October and November, the percentage of non-discount focused subject lines came in at 69.8% and 63.8% respectively.
But did this Scrooge-like take on discounts pay off?
According to our latest data insights, yes!
Looking at the average click-through rate and average incremental click sales uplift, it is clear that offering 30-39% was the sweet spot to hit. This was far less than the stereotypical 70-80% off headlines seen in previous years. In fact, interest steeply fell when retailers offered 40% off or more.
As we move into Q1, more and more brands are starting to move away from margin giveaways, and with consumer demand remaining strong for eCommerce it’s hardly a surprise.
But what other incentives can retailers use?
Ultimately the answer to this will vary from brand to brand and the challenge is to experiment until you find the one that works best for your audience.
In the below example of our client, female fashion retailer Petal & Pup, incentivize visitors to share their email address in exchange for email alerts of new arrivals.
With 100’s of new styles being added to the website every week and the nature of fast fashion, where items sell-out exceptionally quickly, this messaging is spot on for their audience.
In just three months, Petal & Pup achieved a 116% increase in leads captured per week. Thus, supercharging new customer acquisition to fuel future email engagement.
Another solution for avoiding margin sacrifice unless absolutely necessary is switching up the exact time at which discounts are being presented. For example, try running tests across different points of the customer journey such as upon exit intent or upon a certain number of sessions instead of upon entry. The results might just surprise you!
Top tip for Q1: Many eCommerce retailers deploy thresholds on their sites, encouraging users to spend a little more to unlock discounts or perks such as free delivery. The problem is that many users never see them. Use content personalization to bring these messages front-and-center at the ideal moment.
After reviewing our selection of holiday marketing statistics, the tried and tested solution to overcoming the Q1 slump is simple: Effective customer journey optimization that combines both website personalization and email marketing together with one clear goal – revenue.
With visitors spending more sessions on-site before converting, the number of touchpoints has risen. To succeed, you need to optimize these touchpoints to encourage conversions, shorten the purchase cycle, and secure the all-important next sale. Ideally, without the need for a discount.
As the world continues to change throughout 2021, one thing is certain and that is that further change is coming for eCommerce retailers. Ultimately, it will be the retailers that can react to evolving consumer trends the fastest, with proven marketing strategies such as those we referenced, that will see the best results.
Happy 2021 everyone!
* 3 online surveys were conducted with a panel of potential respondents. The recruitment periods were 8th July 2019 to 31st July 2019 and 31st July 2020 to 21st August 2020. A total of 400 respondents completed the first two surveys. 200 respondents residing in the UK and 200 respondents residing in the US. Only senior marketers or eCommerce directors at retailers with an eCommerce presence were eligible to take part and complete the survey. A total of 2000 respondents completed the third survey. 1000 respondents residing in the UK and 200 respondents residing in the US. All questions within the survey were verified to be MRS compliant by a marketing research company specializing in online and mobile polling.
Do you have a robust consumer-focused marketing model? What does your customer journey look like? Can you tell me about re-engagement paths?
Let’s set the jargon aside for a moment and think about jam instead. To make jam, you need fruit and a whole lot of sugar. You boil the sugar and the fruit together for a set amount of time, and then you pour the hot mixture through a funnel into sterilized jars, which you seal to secure your confection.
“I didn’t come here to learn to preserve raspberries!” I hear you, “How does this relate to eCommerce?”
The answer? It’s all in the funnel.
Your business is a Mason jar, and consumers are the jam. You need a sales funnel to bring them in, and we’re going to teach you how to create one.
In this article, we’ll learn about:
The buyer’s journey.
Typical barriers to purchase.
The four main stages of a sales funnel.
How to optimize each part of your marketing model.
By the time you reach a conclusion, you’ll be a pipeline marketing maven.
Let’s get started.
What Is an Ecommerce Sales Funnel?
Simply put, an eCommerce sales funnel is a visual representation of your customer journey. Consumers enter the top of the sales funnel and move down, stage by stage until they (hopefully) become repeat customers.
Some consumers slide through the funnel quickly, going from a lead to a fan in the blink of an eye — they see something they want; they buy that thing; they become a brand advocate. Other consumers navigate sales funnels like three-toed sloths, taking months or years to reach your checkout page.
So, which consumers do you target? The answer: both. If you craft your sales funnel carefully, it’ll act as an effective conduit for quick decision-makers and procrastinators.
Every business has a unique sales funnel — but basic pipeline anatomy stays the same across the board. If you sell low-cost items (for example beauty products, apparel, toys, or pet products), your sales funnel will probably be fairly short. Why? Because the cost won’t be such a barrier to purchase. Using the same logic, if you’re in the luxury market (high-end watches, expensive jewelry, cutting-edge tech, or vehicles), your sales funnel will likely be longer.
Do You Need a Sales Funnel for Your Online Store?
In short, yes — you absolutely need a sales funnel for your online store.
Winners keep score, and successful businesses invariably think about where their customers come from. A well-planned sales funnel can help you drive traffic to your site, improve your conversion ratio, build your customer base, and grow brand awareness.
You need data to build a funnel. Before you begin, think about where your leads usually come from. Do people interact with your company on social media? Can you capture consumers via Facebook or Twitter ads? If you figure out where your potential customers “live,” you can target them appropriately and usher them into the top of your pipeline.
4 Stages of an Ecommerce Sales Funnel
We mentioned the sales funnel structure earlier. Now we’ll look at four main funnel components, and then we’ll talk about tactics you can use for your funnel optimization.
1. Awareness stage.
Consumers in the awareness stage are brand new on the scene. They found out about your company via Google (this is where SEO tactics pay off), or a paid Facebook ad, or an influencer. Are you a legitimate company, or are you running a scam? Do you sell a product they might like? Do they have a problem you can fix? These folks don’t know yet.
You need to make a great first impression — and fast. You need to educate these folks about your business and favourably position your brand. Think of yourself as a gardener: this is the seed-planting phase of your marketing plan.
Tactics to try out:
Use social media: Social media sites aren’t particularly effective e-commerce sales platforms, but they’re fabulous places to find new leads. Sites like Facebook, Twitter, and Instagram offer two main marketing tools: paid ads and pages, or profiles. You can use both avenues to grow brand awareness and boost your business success.
In a recent survey by Blue Fountain Media, 90% of respondents said that social media helped them gain considerable exposure for their companies. Search engine rankings, brand reputation, inbound traffic, conversion rate, and brand loyalty all improved after social media marketing campaigns.
“Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.” – Erik Qualman.
Create ranking blog content:Starting a new blog is a fantastic organic marketing strategy. You don’t need a massive advertising budget to create high-quality content — you need to find your unique brand voice. Consumers regularly subscribe to blogs they find interesting, and they share posts they find relatable. If you produce good content and position yourself as a thought leader, you’ll naturally drive traffic to your eCommerce site.
Blog posts make great advertorials, too. In a nutshell, advertorials are advertisements disguised as editorial content. They read like journalistic articles and blend in with host sites — magazines, blogs, online newspapers — where they explain expensive or complicated products. Successful eCommerce companies often use affiliate blogs as advertorial hosts.
Create look-alike audiences for Facebook ads: When it comes to your marketing efforts, big data is your friend. Imagine marketing your product to 100,000 clones of your best current paying customer. Science fiction? Actually, no. Facebook Lookalike Audiences make it easy to find people whose characteristics match your existing consumer base.
You begin with a source audience — a custom group you create with page fan, pixel, or mobile app data. Facebook AI analyzes that source audience and then delivers your Facebook ad to a brand new similar audience. Hello, increased conversion rates.
2. Consideration stage.
By the time they reach this juncture, consumers know who you are and what you sell. They’ve identified a need — a “pain point” — and they’re looking for solutions. They begin to think about buying your product. They might decide to subscribe to the RSS feed on your blog or your newsletter. If you offer a paid content upgrade, you’ll see an uptick in interest at the consideration stage.
This is the mid-funnel phase. You have to work a little harder to get results — a call to action won’t cut it here — but you’re one step closer to checkout. You need to show these people customer testimonials, curated product descriptions, and other compelling content.
Tactics to try out:
Utilize social proof: What is social proof? It’s essentially peer pressure wrapped up in a tasteful bow. Tooting your own horn is one thing, but when real consumers praise your product, you gain genuine street cred. Trustpilot or Google reviews, on-site testimonials, and social media comments are all forms of social proof.
For best results, display as much positive social proof as you can on each product page. Respond to complaints and tackle customer service issues promptly to build a good reputation. The more successful you look, the more successful you’ll become.
“When people feel insecure about something, they look around for validation. Show them that other people trust you.” – Francisco Rosales.
Optimize product pages: Great product pages drive conversions. According to a recent study by eCommerce experience platform Salsify, consumers across the board expect to see at least six good-quality images and two videos per product. Use crisp, clear, professional-looking images, and make sure they’re optimized for online use so that they load quickly.
To bump up your SEO strategy, write unique product descriptions — and make them interesting and relatable. Begin sentences with action words; tell readers how your products will improve their lives.
If applicable, use drop-down lists and radio buttons to make customization intuitive. Make essential information (dimensions, shipping costs, etc) easy to find, and end with an enticing call to action (CTA
3. Purchase stage.
Consumers in purchase limbo want to buy — but they’re not 100% convinced they want to buy from you. Not yet, anyway.
Your job at this stage is to make the decision as easy as possible for them. You need to prove that you’re better than the competition: you offer better products, or better shipping options, or better aftercare, or better prices.
Try adding an exit-intent popup to your page. These clever little ads appear when consumers try to leave your site: offer a discount, free shipping, or a time-limited bundle proposal to give your average conversion rate a lift.
Tactics to try out:
Reduce checkout friction: Evaluate your checkout process. Is it frictionless? Are there nasty surprises lurking in the shadows? A 2019 survey by the Baymard Institute found that half of the customers abandoned their shopping carts because of unexpected shipping fees and other unplanned expenses. A further 21% left because they found the checkout process too long and complex.
Nix hidden postage costs, enable an easy-to-navigate payment gateway, and, if you can, offer a variety of alternative payment options — PayPal, Apple Pay, Klarna, and cryptocurrency. Encourage account creation at this stage, too. Eliminate as many form fields as possible, and only ask for essential information.
If website visitors don’t complete checkout, send them abandoned cart emails enhanced with coupon codes.
4. Retention stage.
Your sales funnel doesn’t end with a customer’s first purchase. Repeat customers are an invaluable part of eCommerce success — after all, it’s much cheaper and easier to retain a customer than to attract a new one. This vital, final part of the marketing pipeline keeps your consumer base coming back time and again.
Points-based loyalty programs, value-driven client accounts, subscriber-only special offers, and periodic customer retention email series all help maintain a healthy connection. If you run a larger company, consider using a customer relationship management (CRM) platform to nurture rapport.
“Loyal customers — they don’t just come back, they don’t simply recommend you: they insist that their friends do business with you.” – Chip Bell.
Tactics to try out:
Implement cross-sells and upsells: Don’t be afraid to use personalized email marketing to offer existing customers upsells, cross-sells, and add-ons. You can use your subscribers’ purchase histories to hone product recommendations, reach out, and ask for feedback. Many big-name brands send follow-up emails every 30 days — not too often, but not too infrequently, either.
Many popular SaaS eCommerce platforms support loyalty plugins. To get started, simply install the app, tailor your loyalty program, and promote it as much as possible. Many eCommerce retailers also create referral programs.
Best Practices For your eCommerce Sales Funnel
Let’s end this guide with a sales channel strategy best practice recap. Implementing these tips will help you maximize conversions on your site:
Make sure your navigation is easy to follow: Create easy-to-use menus that take customers where they want to go. Optimize your site search to help visitors find the products they’re looking for.
Make it easy to buy: Streamline your checkout, eradicate unexpected shipping expenses, and offer consumers multiple payment options (PayPal, Apple Pay, Klarna, and cards).
Remove hesitation: Erase as many barriers to purchase as possible. Offer free shipping and free returns, answer presale questions with a chatbot, and display security badges in a prominent location.
eCommerce Funnel FAQs
What is an eCommerce funnel?
Simply put, an eCommerce sales funnel is a visual representation of your customer journey. Consumers enter the top of the sales funnel and move down, stage by stage until they (hopefully) become repeat customers.
How do you create a sales funnel for eCommerce?
There are 4 main stages to an eCommerce sales funnel. Awareness, Consideration, Purchase & Retention. You need marketing activity specifically designed to fuel each stage of the funnel, and naturally, move people through each stage.
To create an effective sales funnel, you have to understand how each part of the buyer’s journey works — and why. A well-planned marketing pipeline can help you gain new leads, retain existing customers, and build brand awareness for a brighter future in ecommerce.
Business intelligence tools and analytics can help you understand which marketing tactics are the most successful for building a strong sales funnel.
With the demise of third party cookies looming over us, 1st party data collecting and building up your customer database has shot to the front of marketers minds.
When we analyze customer journeys on our e-commerce clients’ websites – be it fashion, beauty, travel or any other vertical – there is one common challenge we’re being asked to address: conversions.
Every online business is looking to increase conversions, thus increasing their revenue. However, it is important to note that conversions can be twofold: micro and macro.
A macro conversion typically equals a completed purchase transaction, whereas micro conversions encompass all activity that leads to that purchase, such as a CTA click, a video view, an e-book or whitepaper download, a checkout page visit, or a newsletter subscription.
Many businesses tend to throw themselves at optimizing for macro conversions without thinking that influencing top-of-funnel micro conversions will by proxy affect the final outcome, i.e. purchase.
That’s why this time we decided to unpick one of the most popular and most effective types of conversions – email capture – and share eight best practices for developing high-yield email capture campaigns.
When you capture email addresses, you help your business in a few key ways:
Find potential customers
You collect 1st party data by getting more subscribers
You’ll gain new customers than can drive more revenue
If you’re just starting out, or looking for ways to improve the way you capture email leads we’ve got just the guide for you. You’ll find 8 best practices we’ve learnt from running thousands of email capture strategies.
Email Capture FAQs
What is email capture?
Email capture is a marketing technique used to grow subscriber lists by asking website visitors to submit their email address in exchange for a value offering: a discount or promo code, access to exclusive content, etc.
How do I capture email leads?
There are a number of ways to capture email leads. You can hold giveaways, provide discounts for newsletter sign ups, embed a sign up form on key pages, and much more. Read on to find our best practices.
Why is email capture important?
Email capture is important as it allows you to build your customer base and 1st party data. This helps fuel your email marketing activity which is still one of the best digital marketing channels when it comes to ROI and engaging with customers.
Learn all about email capture best practices
1. Target the right people
When it comes to e-commerce lead generation, many online shop owners and managers are tempted to cast the net as wide as possible. They trigger email sign up forms right upon website entry hoping that more impressions will result in more conversions. That’s not always the case, unfortunately.
Think from a user’s perspective: in the digital realm, email address equals currency. It is valuable private data that users aren’t willing to share left and right. Prompting a lead capture form to new visitors who are not familiar with your brand yet is a bold and rather intrusive move that more often than not ends up in high engagement but low conversions.
ActiveCampaign quotes an experiment run by one Shopify customer who tested email capture right upon landing vs after two pages visited. The results showed that while you’re looking at much higher email capture rates on landing, conversion are actually higher for leads that engaged with the content.
It ultimately comes down to your business type and objective: whether you’re aiming to simply get more leads or get more leads that convert. If it’s the latter, you should look into more sophisticated targeting options.
At Yieldify, we offer a wide range of flexible targeting options that allow you to show your email capture forms based on user behavior, for example: spent more than 1 minute on your website; browsed more than one page or browsed a specific page; had more than three sessions, etc.
2. Trigger at the right time
While targeting segments your audience based on their behavior on your website, triggers help you further segment then based on their behavior on the page where an email capture form is present. At Yieldify, our triggers include:
On exit – On exit – your campaign will trigger exit intent pop ups when a user goes to leave
On timer – your campaign will trigger a pop up after the user has been on the page for a set time.
On scroll – your campaign will trigger when the element you specify is visible on the page.
On inactivity – your campaign will trigger when a defined period of inactivity has elapsed.
On click – your campaign will trigger when an element on the page is clicked.
On hover – your campaign will trigger when an element on the page is hovered upon.
Sol de Janeiro, a Brazilian body care brand, is a great example to illustrate how smart triggering can yield impressive email capture results. The company used two of Yieldify’s popular features – lead capture overlay and floating button – to maximize the impact of their campaign.
The message was set to trigger on exit to users who had not previously submitted their email and only shown to those who were in their first or second session. Visitors who submitted their email address would receive a 10% off coupon, auto-applied to their basket.
If they didn’t, they would then see a floating button in the corner of the screen, with the message reminding them of the offer. This unobtrusive format enabled users to submit their details later on in the journey.
The result? This layered email capture campaign has generated roughly 25k leads while the floating button reminder added another 6,300 leads with a submission rate of 9.35%.
3. Personalize where you can
So you’ve already chosen whom to target and when. In most cases, these conditions are already guaranteed to bring positive email capture results. However, there are always opportunities to take it a step further. That’s where personalization comes in.
Just like with targeting, there’s a variety of ways you can personalize your email capture campaign. Let’s look at a successful client case study that utilized this option!
Frank and Oak, a Canadian sustainable clothing company, has used advanced behavioral segmentation strategies in a lead capture campaign to personalize their creative towards men and women. This resulted in more than 30,000 leads captured and a soaring submit rate of over 14%.
Your email capture campaigns can be just as easily personalized based on geolocation to display copy in different languages. Or created to recognize user interest patterns and serve different creatives. For example, a travel website might personalize the email capture form based on destinations the visitor has browsed:
4. Limit your use of CTAs
Less really is more. Some think that using more calls-to-action increases the likelihood of lead capture – the exact opposite is often true.
Pulling visitors in too many different directions can overwhelm them, causing them to stall and take no action at all. Even worse, it could be an annoyance and result in many potential leads exiting your site quickly and without converting.
You might be surprised at how well just one or two optimized and strategically-placed CTAs or overlays can perform. Turnbull and Asser’s double overlay campaign, created with the Yieldify, is an excellent example of this. It generated more than 100 new leads for the company in just one month!
The first overlay was a subscription form for the company’s email newsletter. The second revealed a free shipping code that could only be seen once an email address had been submitted. It was simple but effective.
5. Be transparent about your intentions
The rules of engagement for asking for someone’s data have changed a lot recently with the introduction of GDPR – being clear about what you’re asking for and why is no longer just best practice, it’s the law.
What data you’re asking for: email address, name, birthday..?
What you’re going to do with it: send newsletters, share sale announcements..?
What’s in it for the customer: special discounts, early access, etc..?
In imitation of Rum21‘s Cyber Week campaign, use headers, bold lettering, and complementary visuals that don’t clash with or distract from the text. If appropriate, you can also use a timer or similar feature to create a sense of urgency that so often contributes to effective lead capture.
6. Keep your forms simple
Classic conversion rate optimization practices also apply to lead capture. Generally, the longer the form, the fewer submissions you’ll receive.
It’s, therefore, best to keep your forms as simple as possible. Remember that when it comes to lead capture, your target audience is high up in the funnel – they’re not at the stage of trust and engagement to give you their life’s story.
Ask for simple information now and you’ll be able to nurture that relationship to a stage when you can ask for more data later. In many cases, as UK card retailer Scribbler demonstrates, an email address is often sufficient to get your foot in the door:
7. Offer the right incentive
In the case of lead capture, incentivizing doesn’t have to mean offering discounts. Offering discounts such as 10% off a first order can be a great way to answer the question of “what’s in it for me?”, but if it’s not an option that your margins give you, there are other ways.
One option could be to promise early access to sales or to be the first in line to hear about new announcements – creating exclusivity can be just as powerful as a financial incentive if positioned clearly.
For example, if your user is reading a blog post they may be in the research phase, and not yet interested in purchasing.
To capture email addresses on a blog post you could offer a downloadable product guide, or simply ask to subscribe to stay up to date with the best content around the product they are looking at.
Another option is to offer an incentive related to the product they are looking at or researching. Below we can see an Example from Leatherhead who gives a way a free football in exchange for an email address. This could be a no brainer for potential customers.
If a customer is researching “how to choose yoga leggings” or “best [product for] you could run specific giveaways on the products there are researching. Depending on traffic and cost of course.
This sets you up to have a personal and meaningful conversation rather than purely transactional. Email capture strategies that take the customer journey into account are the ones that win in the long run.
8. Make sure your forms are mobile-friendly
The amount of browsing that happens on mobile is growing year by year – but it remains a much harder place to get your visitors to convert than on desktop. This goes not just for purchases, but for eCommerce lead generation, too.
Ironically, mobile is also where lead capture is the most important. Mobile visitors are more likely to be browsing on the fly and not in a position to commit to big decisions or purchases (hence a lower conversion rate) – this makes it all the more important to capture their details so that you can continue that conversation with them.
The problem is that on mobile, your visitors are literally all thumbs. Forms are much harder to complete when typing on a mobile, so in addition to the other principles listed above, you need to:
Have a well-tested and responsive site so that forms appear when and how they’re supposed to.
Keep data fields as minimal as possible.
Enable autofill if you can.
Why is email capture important?
Email marketing is one of the best channels for eCommerce websites when it comes to ROI and conversions. For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
Email subscribers are people who want to hear from you, they are interested in your products or services and have given you permission to contact them.
With the world of digital marketing moving towards privacy 1st party data is becoming more important than ever. The best way to get more of this? Email capture.
So, find the best email capture tools, figure out the way you wish to capture emails, segment your customer lists and launch your targeted email campaigns.
Email capture: In conclusion
Any marketer knows that good leads are worth their weight in gold and that they’re more expensive than ever to come by.
Asking for data is now a conversation as weighted and valuable as asking for money – and viewing it in a similar way to optimizing for purchases can actually be helpful to your lead strategy:
Target carefully. Asking the wrong person at the wrong time is offputting.
Deliver value in exchange for data – and be clear about what that is.
Make it easy. You wouldn’t want your customers to jump through hoops to spend money, so why make lead capture any harder?
At Yieldify, we’ve run thousands of lead capture campaigns for clients all over the world. If you’d like to see how our experience and tech can help you with your strategy, click here to get a free demo.