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

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

39. 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

40. 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

41. 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

42. ACCOUNT REGISTRATION FORMS
#Kisswebinar

43. ACCOUNT REGISTRATION FORMS
#Kisswebinar
However, 49% of tickboxes
were pre-checked
Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018

45. 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.

47. 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

48. #Kisswebinar

49. 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

50. #Kisswebinar

51. 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

52. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
KATH PAY
CEO, Holistic Email Marketing
@KathPay
kath@holisticemail.com