The second consideration when creating a campaign is deciding when to trigger each of your messages. Depending on what you want to say, there are four primary ways you can trigger a campaign to your desired audience.
Timer: The time trigger determines when to display your campaign based on how long a visitor has been on your site. It could show immediately when a visitor lands, 10 seconds later, or longer.
Scroll percentage: This shows your campaign once a visitor has scrolled down a certain percentage of your page.
Exit intent: One of the most popular triggers, exit intent tracks your visitor's mouse movement. If the visitor appears to be leaving or "exiting" your site, you can use that as a trigger for your campaign.
Tabs: Tabs, or other visual calls to action, can be customized to fit in with your site layout, and when clicked, trigger your campaign to display.
So, how do you choose?
As with any marketing initiative, it’s important to put yourself in your visitors’ shoes. If you were checking out your own site, when would you be most likely to respond to receive an opt-in invitation and not be turned off by the ask? You need to find the right balance of not being too passive, but also not coming off like the aggressive car salesman who harasses you from the second you enter the showroom.
We find that the most effective marketers tend to run at least two campaigns at the same time to help find this balance. This usually means:
- A general welcome or a sign up campaign
- A similar message but for an exit intent campaign
This allows you to tailor your message to the scenario your visitor is in.
Once you invest in more advanced audience targeting techniques, you can take that tailored message to a whole new level. Here are a few basic scenarios to think about, but again, you know your audience best and should try a few things to see what is most effective.
Next, we'll talk about the different types of offers we've seen our customers use to help grow their business, and how to choose between them.