How to position and optimize your e commerce forms for increased conversions

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Need more customers and subscribers for your eCommerce? We all know that the more people you have in your database, the more people you can convert – it’s simple math. But how can you achieve this? The secret is in ensuring your form is optimized for your subscriber/customer. Join Kissmetrics and Kath Pay, CEO of Holistic Email Marketing to discover the often overlooked but essential requirements for gaining increased conversions with your subscribe & data capture forms. You’re guaranteed to walk away with a bunch of ideas to try and test! In this very tactical webinar, we’ll discover: - The elements of a successful subscribe form - How copy can make or break your success - A bunch of insights from a new research report
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  • 1. How to position and optimize your eCommerce forms for increased conversions KATH PAY, HOLISTIC EMAIL MARKETING
  • 2. @Kissmetrics #Kisswebinar @thuelmadsen
  • 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Kath lives and breathes email marketing and is recognised as one of the UK’s leading Email Marketers. She devotes her time to developlng customer-centric ecommerce journeys using a holistic, multi-channel approach. KATH PAY CEO, Holistic Email Marketing @KathPay
  • 4. @holisticemail #Kisswebinar @kathpay
  • 5. • Subscribers order at least 25% more frequently than non-subscribers • Subscribers spend at least 6% more than non-subscribers • Active subscribers are 38% more likely to return for a follow-up purchase than non-subscribers • Inactive subscribers are 26% more likely to return than non-subscribers • Inactive subscribers are worth 32% of active subscribers (That’s a good reason for not scrubbing them from your database.) WHY IS GETTING PERMISSION IMPORTANT? #Kisswebinar Source: Mailchimp February 2018
  • 6. #Kisswebinar
  • 7. Subscribe Forms #Kisswebinar
  • 8. 3 Steps to Gaining Permission IN THE AGE OF GDPR #Kisswebinar
  • 9. FOLLOW BJ FOGG’S BEHAVIOUR MODEL #Kisswebinar 1.Build up their motivation 2.Make it easy for them to act 3.Ask for the action at the right time
  • 10. 1. Build up their motivation 3 Steps to Gaining Permission BJ FOGG’S BEHAVIOUR MODEL #Kisswebinar
  • 11. 87% of brands put the signup BELOW the fold. Be visible 1. BUILD UP THEIR MOTIVATIONS #KisswebinarSource: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 12. #Kisswebinar
  • 13. Only 46% of subscribe forms listed clear benefits Don’t assume #KisswebinarSource: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018 1. BUILD UP THEIR MOTIVATIONS
  • 14. #Kisswebinar
  • 15. 2. Make it easy to act 3 Steps to Gaining Permission BJ FOGG’S BEHAVIOUR MODEL #Kisswebinar
  • 16. Daniel Kahnaman Thinking Fast and Slow A general “law of least effort” applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action... Laziness is built deep into our nature “ #Kisswebinar
  • 17. MAKE IT EASY FOR THEM TO BUY
  • 18. SELF-IDENTIFY
  • 19. HMMM… THAT’S PRETTY EASY…
  • 20. Version A: Short statement above the “Continue” Call To Action button, outlining sign-up requirements Version B: No statement outlining sign-up requirements Winner! 15.61% uplift in checkouts at 97% confidence Source: www.behave.org
  • 21. Source: Contentverve CREDIBILITY, CLARITY, AND AUTHORITY
  • 22. 15% of brands positioned social media links ABOVE the email signup Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018 DON’T MAKE THEM CHOOSE
  • 23. #Kisswebinar
  • 24. VALUE EXCHANGE IS KEY 39% of retailers used only 1 mandatory field in the subscribe form, while 50% had no optional fields and 21% use progressive sign- up to gain permission and then gather more data in follow-up contacts Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 25. #Kisswebinar
  • 26. #Kisswebinar DON’T MAKE THEM THINK! What happens if I don’t consent? Do I receive the newsletter?
  • 27. #Kisswebinar
  • 28. DON’T TRY & CONFUSE THEM #Kisswebinar
  • 29. 3. Ask for the (right) action at the right time 3 STEPS TO GAINING PERMISSION #Kisswebinar
  • 30. 1 in 5 retailers uses “Submit” as the call to action Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018 BE PERSUASIVE #Kisswebinar
  • 31. #Kisswebinar
  • 32. BE TRANSPARENT #Kisswebinar
  • 33. USE ALL OPPORTUNITIES #Kisswebinar
  • 34. Account Registration Forms #Kisswebinar
  • 35. Among retailers that allowed account registration, only 36% had a clear and obvious registration button. ACCOUNT REGISTRATION FORMS #Kisswebinar Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 36. ACCOUNT REGISTRATION FORMS #Kisswebinar
  • 37. 38% of registration forms DON’T allow customers to register using the same email address that they had just signed up with. ACCOUNT REGISTRATION FORMS #Kisswebinar Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 38. Most account registration forms have 5 to 7 mandatory fields, while 59% of brands offered either no optional fields or just 1. ACCOUNT REGISTRATION FORMS #Kisswebinar Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 39. 0% 7% 11% 5% 18% 16% 18% 4% 13% 21% 18% 8% 5% 1% 0% 3% 0% 1% 0% 5% 10% 15% 20% 25% 1 2 3 4 5 6 7 8 9 Percentage Number of fields Number of fields used in Registration Forms Mandatory fields for registration forms Optional fields for registration forms Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 40. 84% of registration forms had tickboxes asking for marketing permission. ACCOUNT REGISTRATION FORMS #Kisswebinar Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 41. ACCOUNT REGISTRATION FORMS #Kisswebinar
  • 42. ACCOUNT REGISTRATION FORMS #Kisswebinar However, 49% of tickboxes were pre-checked Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 43. We are wired to go with the default option. So if the default is now an un-ticked checkbox – they’ll stick with this. The ‘do nothing choice’ So what’s the answer? Don’t provide a default so that the customer needs to make a choice. Give them a yes/no option.
  • 44. ACCOUNT REGISTRATION FORMS #Kisswebinar After completing registration, 64% of registration forms take customers to their account page/preference settings Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 45. #Kisswebinar
  • 46. ACCOUNT REGISTRATION FORMS #Kisswebinar Only 43% of retailers sent an account registration confirmation email. Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
  • 47. #Kisswebinar
  • 48. SUMMARY #Kisswebinar • Don’t blindly follow others & trends • Think about the customer and their experience – if you help them to achieve their objective, you’ll achieve yours • Test for the best results – don’t leave it to chance Download the report: http://bit.ly/2GsSd8P
  • 49. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? KATH PAY CEO, Holistic Email Marketing @KathPay kath@holisticemail.com
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