Optimising Your Forms for Increased Conversions and GDPR
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The webinar discusses optimizing forms for better conversions while adhering to GDPR regulations. Key strategies include gaining customer permission through motivation, ease of action, and timely requests, emphasizing the importance of clear consent and transparency. Marketers are urged to consider the consumer experience and test different approaches to improve outcomes.
Optimising Your Forms for Increased Conversions and GDPR
- 1. Optimising your forms for increased conversions and GDPR By Kath Pay & Komal Helyer
- 2. Komal Helyer Marketing Director Pure360 Kath Pay Founder & CEO Holistic Email Marketing
- 3. This webinar will be available to re-watch on-demand immediately after the webinar has finished. If we have time at the end we will do a Q&A. You can ask questions at any time. We value your feedback and would appreciate your rating of the webinar as well as any comments at the end! Housekeeping
- 6. About us Marketing Automation Suite Powered by email A journey Taking clients on a journey of improvement Unique combination Best of breed tech and framework Industry-leading Maturity Model
- 7. Why is getting permission important? 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.) Source: Mailchimp February 2018
- 10. 3 Steps to Gaining Permission In the age of GDPR
- 11. Follow BJ Fogg’s Behaviour Model 1. Build up their motivation 2. Make it easy for them to act 3. Ask for the action at the right time
- 12. 1. Build up their motivation 3 Steps to Gaining Permission
- 13. Be visible 87% of brands put the signup BELOW the fold Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
- 15. Don’t assume Only 46% of subscribe forms listed clear benefits Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
- 17. 2. Make it easy to act 3 Steps to Gaining Permission
- 18. Don’t make them choose 15% of brands positioned social media links ABOVE the email signup Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
- 20. 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
- 22. Don’t make them think! What happens if I don’t consent? Do I receive the newsletter?
- 24. 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 www.behave.org
- 25. 3. Ask for the (right) action at the right time 3 Steps to Gaining Permission
- 26. Be persuasive 1 in 5 retailers uses “Submit” as the call to action Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
- 28. Be transparent
- 32. Among retailers that allowed account registration, only 36% had a clear and obvious registration button.
- 34. 38% of registration forms DON’T allow customers to register using the same email address that they had just signed up with.
- 36. Most account registration forms have 5 to 7 mandatory fields, while 59% of brands offered either no optional fields or just 1.
- 37. 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
- 38. 84% of registration forms had tickboxes asking for marketing permission.
- 40. However, 49% of tickboxes were pre-checked
- 42. After completing registration, 64% of registration forms take customers to their account page/preference settings
- 44. Only 43% of retailers sent an account registration confirmation email.
- 46. “The GDPR is raising the bar for consent. Marketers must explain more, be more transparent, but keep the language simple and concise. Under the GDPR consent can’t be bundled with any other agreement, can’t be a condition of a service and consent opt-in boxes can’t be pre-ticked.” Steve Henderson, Compliance Officer, Communicator GDPR Changes
- 47. No more…. • Pre-ticked check boxes • No opt-out marketing • Wrapping it up in your T’s & C’s • Confusing instructions
- 48. Way more… • Clear (and provable) consent • Persuasive copy • Transparency
- 50. “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” – Daniel Kahneman, Thinking Fast and Slow
- 51. 84% of registration forms had tickboxes asking for marketing permission BUT 49% of tickboxes were pre- checked Source: Preparing for GDPR: The State of Retail Email Subscribe Forms in 2018
- 52. 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.
- 54. If we’re not careful we could bring about a paradoxical situation GDPR was designed to help the consumer However, if we don’t think it through from the consumers perspective, we could inadvertently make the customer experience worse for them We need to stay focused on the consumer & test to determine what copy, process, number of forms, CTA’s etc. will reap the best results – for both them as well as us
- 55. Summary • Don’t blindly follow others • Think about the customer and their experience – GDPR is for them after all • Test for the best results – don’t leave it to chance Download the report: http://bit.ly/2GsSd8P
- 56. The Broadcaster The Segmenter The Recommender The Predictor Broadcast to as many people as possible Focus on lead generation, traffic, opens, clicks Small database Limited resources Sending relevant targeted campaigns to demographic segments Focus on increasing revenue and engagement Struggling with disparate systems and databases Sending frequent targeted campaigns, product recommendations and upselling Focus on building relationships and loyalty Increasing use of data Reliant on IT resources for data management Struggling to achieve a single customer view Sending based on lifecycle engagement and behavioural predictions Focus on retaining customers, increasing loyalty and generating scalable revenue Struggling to stay ahead of competition and perfect automation capabilities The Pure360 Maturity Model
- 57. Consulting / Training / Workshops www.holisticemail.com Strategic Consulting Lifecycle Marketing Audits Email Creative Reviews Customer Journey Optimisations ESP Vendor Selection List Growth Strategy Segmentation Strategy Email Marketing Strategy Lifecycle Marketing Automation 1st Purchase Programmes 2nd Purchase Programmes Abandonment Programmes Replenishment Programmes Win-Back Programmes DISCOVER DEVISE DEVELOP
- 58. With Manchester 08.30 – 11.30, 25th April etc Venues 11 Portland Street Manchester, M1 3HU London 08.30 – 11.30, 2nd May etc.venues 8 Fenchurch Pl London, EC3M 4PB holisticemail.com/in-person/holistic-live/holistic-live-together