How to Optimize the Post-Sign Up Process

We spend so much time crafting the perfect opt-in strategy that many of us lose sight of how to cater to these new subscribers after they convert. Watch the video below or keep reading to learn more:

 

First, ask yourself these three questions to put the subscriber journey in context.

  1. Is this person still on your site?

  2. If they leave your site now, will they remember they just joined your list?

  3. If a day or two passes and they still haven’t purchased, can you remind them to do so?

Let’s unpack that a little.

For starters, many marketers like to use some sort of incentive to increase the likelihood of opt-in, such as a coupon code, or a download, or a free gift.

1. Is this person still on your site?

Remember that the moment someone submits the form, they’re still on your site. Don’t make them leave your site to check an email. Instead, keep them on the site and reveal the gift or coupon code in an after sign up “Thank you page.” Add the coupon code or download link directly into the thank you page design. Think of this as the instant gratification phase.

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Step 2. If they leave your site now, will they remember they just joined your list?

Delivering the thank you message while the subscriber is still on your site will increase the chances of a purchase before they leave. But if they do leave, you’ll want to be sure you have a great autoresponder set up.

This is a welcome email that sends immediately after they sign up. Similar to your thank you page, make sure you include the incentive you promised, an “on brand” message with your logo, and one call to action button linking them directly to your site.

Step 3. If a day or two passes and they still haven’t purchased, can you remind them to do so?

Finally, for those who did take the offer of a coupon code in exchange for signing up for your emails, you should definitely add a reminder email to anyone who has not used the offer. Set it to send 2-3 days after your welcome email.

People are busy, so even if they received your autoresponder and meant to get around to completing the purchase, chances are they didn’t. One final reminder notice while you’re still on their mind can double your redemption rate. In the reminder email, mention that their coupon code expires at a specific time to encourage a purchase in a last ditch effort to drive urgency.

How to Strategize Your Campaigns

Creating high-impact on-site campaigns is all about putting yourself in your customer’s shoes. Here's how to strategize your campaigns and take a look at the bigger picture:

 
 

You’re going to want to take a big step back for this exercise and think about some things like:

  • Where your primary sources of traffic come from

  • What devices they’re using

  • What segments of customers come to your site, and what they’re looking to buy

  • What kind of information they need to make a purchase

  • What products are the most popular for different types of customers

  • The average amount of money they spend when they do buy

The good news is that you can find a lot of this information in Google Analytics or another analytics tool very easily. Armed with this data, you’ll be able to more accurately pinpoint your customers as they move through your store the same way eye-catching signs work well for brick-and-mortar.

Let's go through use this data to our advantage and talk about how it works into our customer funnel.

The Top of the Funnel

For people who are brand new to your store, you want to make sure you give them the best first impression. You also want to take this opportunity to try and get their email address, if not a purchase.

  • Welcome campaign: Mobile, desktop, and my highest referral source (ex. Instagram)

  • Exit intent campaign: For anyone that didn’t see the welcome campaign, one last chance to give them an offer

  • Blog campaign: Offer tips or relevant information about your business in addition to your products, this gives you another chance to welcome your readers, who might be different than buyers, and then you can use their email address to get them to purchase some of my gear.

The Middle of the Funnel

If you already have someone’s email address, then you don’t necessarily need to include an email form in my campaigns. You can set targeting so that it’s unique to the repeat visitor whos comes to your site and has already given you their email address or made a purchase. This way they can see completely different messaging and offers.

  • No form campaign for flash sale 

  • No form campaign for repeat visitor offer of 10% off

The Bottom of the Funnel

Visitors who are browsing product and checkout pages are much more likely to buy than visitors on your homepage or blog.

  • Product-specific sale on a product page (ex. sneakers)

  • Cart saver below average amount in cart (average $50)

  • Cart saver above average amount in cart (average $50)

You can see how all of these campaigns work together to address different segments of your customers at different stages of the buying process. The important thing to remember is to use audience targeting to your advantage so that you can deliver a relevant, cohesive experience—not an annoying one.

Here is a link to a free downloadable guide in this post so you can dig deeper into the strategy in the comments.

 

How to Connect YouTube to Your On-Site Campaigns

If you’re building a brand and promoting your products online, chances are you’re investing in videos that entertain, inform, and engage your potential customers and posting them on YouTube. The platform is so popular that it’s even given birth to a whole generation of YouTube celebrities like Jenna Marbles, Dude Perfect, Dan TDM and Fine Bros.

YouTube’s popularity makes it an amazing place to be found by new people interested in what you do or sell. Every day people of all ages seek out videos on their desktop and mobile devices that you can reach to grow your total audience. In fact, here are a few statistics that show exactly how big a deal the platform really is:

  • 1,300,000,000 people currently use YouTube

  • YouTube gets over 30 million visitors and almost 5 billion video views per day

  • 300 hours of video are uploaded to YouTube every minute

  • In an average month, 8 out of 10 18-49 year-olds watch YouTube

  • YouTube overall—and even YouTube on mobile alone—reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

  • The number of hours people spend watching videos on YouTube is up 60% year-over-year

Going From YouTube Fans to Customers

As great as your following can be, at some point, you’ll want to push your YouTube fans to your website to get them on your email list and buying from your online store. 

But what’s the best way to greet them when they get there?  After all, these are people you already have a relationship with, not some random visitor to your website!

Using highly targeted pop ups makes it easy to welcome your YouTube fans to your store and increase the likelihood that they’ll make a purchase. That way they feel the love and have a consistent experience across the different platforms. Here are a few tips to get you started:

Target Visitors from YouTube Specifically

Using audience targeting, you can make sure that your focused pop up is only seen by folks coming right from YouTube. That way in your YouTube videos and links, you can still send people to your home page instead of some complicated URL.

To do this in Privy, just go into the audience targeting section in the Design step of building your campaign. Choose “referring URL contains” and type in YouTube. You’ll also want your campaign to launch as soon as someone arrives on your site so they are instantly engaged.

Create a Special Offer

Now that you’ve turned your fans to website visitors, you’ll want to give them a reason to buy. Creating a special discount or offer just for YouTube fans and including it in your sign up form gives people a reason to enter their information, which you can use in the future to promote new products, awesome videos, and special promotions. Go a step further by including the word YOUTUBE in your discount code so they know it’s just for them.

Make a Special Welcome Video

Your YouTube fans obviously like your videos. So keep 'em coming! Create a simple 30-second video message that welcomes them to your website and tells them about the exclusive offer they should sign up for and embed it in your welcome pop up. Make it direct and personal and thank your fans for coming to your store or website.

Make Some Cine-Magic

There you have it. Now you’ve given people a reason to visit your store from YouTube and targeted a message just for them. And if you’re investing in other social channels, you can follow the same process to create Instagram or Facebook centric welcome campaigns!

Next, we'll take a look at some of the tactical ways you can tie your campaigns across different channels together.

What Is On-site Conversion and Why Should You Care?

If you’re not familiar with the term “on-site conversion,” it may sound complicated. But it's actually an incredibly simple concept that revolves around a few questions:

  • How many people visited your website or online store?
  • How many of your visitors gave you their contact information?
  • How many made a purchase?

When you have those numbers, you’re just creating a ratio that helps you know how well your site or store is performing. Watch the video below or keep reading to learn how to calculate it:

 

Think about it this way. Imagine you own a store in a local shopping mall. On any given day, 100 people walk in to take a look around. Of those 100, two of them decide to make a purchase. You would have an in-store conversion rate of 2%.

Now think about that in the digital environment. If 100 people visit your website and two of them give you their contact information and/or make a purchase, you have an on-site conversion rate of 2% (and you’d actually be doing pretty well).

That’s because most of us are pretty bad at conversion. We spend a lot of time thinking about how to drive people to our stores or websites through different advertising channels, but we don’t spend nearly enough time focusing on how to interact with them once they get there.

Not sold yet? Let's illustrate it with some simple math. Let’s assume that every time someone makes a purchase from your site they spend $30. By improving your conversion rate, you can significantly impact your business without spending any more money to drive traffic to your site. 

Now that you know all about on-site conversion, it's time to focus on one type of on-site conversion critical to your long-term success: building an email list.