We’ve recently made some exciting updates to our software, focusing on automations and the integration of forms with your Customer Relationship Management (CRM) system. This update enhances both the user experience and your workflow efficiency.
Here’s a brief overview of the update:
Setting up automations in the campaign editor: Improved workflow for automation settings right within the campaign designer. This means a quicker setup, fewer mistakes, and no need to switch between different views.
New automations UI: The automation interface has been redesigned for better usability. It now separates automations triggered by browser behavior from those initiated by forms and campaigns.
Streamlined focus: By default, inactive automations are hidden, and thumbnails are introduced for easier identification of campaigns linked to specific automations.
Upcoming features: Expect new standard actions for notifications (via email or Slack) when forms or surveys are submitted, and a simplified process for CRM form connections.
Previously, connecting forms to your CRM was a bit of a hassle. Different CRMs required different setups which made the process confusing and not very user-friendly.
Ensuring all form submissions was sent to your CRM with all the profile data you need often meant leaving the campaign editor and having to switch to a new view, the automation editor. This switch was more than a minor inconvenience—it interrupted your workflow, creativity, and focus. The automations interface itself was cluttered and lacked consistency in its design.
Now, we’re turning things around. The ability to handle typical forms and automations directly within the campaign designer speeds up the setup process, reduces errors, and keeps you focused and productive. We’ve also tidied up the automation view, clearly differentiating between automations triggered by browser actions, like visiting a page or abandoning a cart, and those tied to your campaigns and forms. This organization, along with hiding inactive automations and adding thumbnails, makes it easier to navigate and manage your marketing efforts.
But that’s not all. Responding to user feedback, we’re introducing standard actions for notifications and a standard configuration for connecting forms to your CRM. These updates aim to streamline your workflow and ensure you’re notified promptly when someone engages with your forms or surveys. Plus, the upcoming standard configuration feature will save you time by eliminating the need to set up each form individually.
Sneak peek of coming improvements
We’re not stopping here. We’re already gearing up to introduce more features that will improve how you work with onsite marketing. Here’s a sneak peek at a few things that are coming your way pretty soon:
Revenue and attribution metrics (in development)
The revenue and attribution metrics will make it possible to track how your campaigns perform in terms of revenue contribution.
The Centra integration will connect directly to your Centra installation and extend the capabilities of Triggerbee. In the initial release you will be able to use Triggerbee’s campaigns to register new members, and automatically log revenue and total sales for each customer.
We have released a new block in the campaign editor which lets you use HTML, CSS, and Javascript to build advanced content.
You can also attach javascript to your campaign that listens to the common events fired by the campaign script API.
Weather targeting (in development)
We are working on letting you create targeted onsite campaigns based on your shoppers’ location and the forecasted weather conditions in that location.
Welcome to the forefront of marketing trends in 2024!
We’ll unravel the importance of staying up-to-date with trends, from their inception to widespread adoption, highlighting the everlasting flux and the necessity to adapt as our only constant.
From general trends shaping the industry to laser-focused examples, we’ll guide you through the dynamic marketing world.
Elevating AI Practices
It’s no secret that marketers worldwide use AI for various purposes, from content creation to data analysis. Recent surveys suggest this trend will stay strong in 2024.
Revolutionising Content Creation
AI-powered content creation tools like Chat GPT and Google’s Gemini are transforming how marketers generate engaging content.
Chat GPT uses advanced language models to generate human-like text based on user prompts. Similarly, Gemini (previously Bard) utilises machine learning algorithms to analyse existing content and generate relevant suggestions for new articles or blog posts.
The rivalry between the two titans continues, and choosing which to use is challenging. Currently, Chat GPT is dominating over the leading competitor, but Google might have an ace up its sleeve, as you will see later in this article.
Either way, both tools enable marketers to automate the content creation, saving time and resources while maintaining a consistent brand voice.
For instance, an e-commerce company can use Chat GPT to generate product descriptions, blog posts or landing page CTAs, while Gemini can help brainstorm new content ideas based on trending topics in their industry.
Although creating high-quality content at scale seems incredibly tempting, adding a human touch is necessary. A significant amount of editing is still required regardless of the tool you’re using, and the need for fact-checking cannot be emphasised enough.
Additional AI Applications in Marketing
Marketers also use AI algorithms to segment customers into distinct groups based on preferences, demographics, and behaviour, enabling a targeted approach.
Moreover, AI-powered analytics tools can analyse large datasets to predict customer behaviour and market trends, guiding strategic decision-making.
In 2024, the prevalence of AI-powered marketing tools is set to soar, with innovations such as chatbots, voice search optimisation, and predictive analytics leading the charge.
These advanced technologies will enhance customer engagement and insights and revolutionise how marketers automate repetitive tasks and streamline operations.
The emergence of AI tools, such as AI-generated presentations, is revolutionizing the way marketers create and deliver content. AI presentation makers, for instance, can automatically generate visually appealing presentations based on specified data inputs and content goals.
This innovation not only streamlines the creation process, making it more efficient, but also allows marketers to reallocate precious time to higher-value marketing activities. Moreover, it enables a new level of personalization and impact in communication strategies, offering tailored content that resonates more effectively with target audiences.
With AI automation offered by tools like Zapier, marketers can unlock new levels of efficiency and effectiveness in their campaigns, driving more significant ROI and business growth in an increasingly competitive environment.
Physical Marketing Strategies
The fusion of physical and digital experiences is emerging as a trend, with QR codes as a cornerstone.
Bridging a Gap Between the Two WorldsWith QR Codes
It’s no wonder QR codes are gaining prominence and playing an essential role in physical marketing. You can make a QR code for billboards and banners, flyers, posters and brochures, not to mention product packaging or labels and stickers like Pepsi does.
A simple yet brilliant example is a plain pull handle saying – “Sorry, we’re closed. Scan to shop online” – seamlessly guiding potential customers from the physical space to the online realm.
By integrating QR codes with platforms like Triggerbee you can create interactive experiences for customers in physical spaces as well.
A QR code placed strategically in a tech store can prompt visitors to scan and receive your personalized campaigns offering your products, discounts, or loyalty rewards directly on their mobile devices.
This interactive approach enhances customer engagement and provides valuable data insights for you to optimize your marketing strategy.
By adding the link into a QR code, and subsequently embedding it onto flyers significantly enhances the ease with which these campaigns can be distributed. This seamless integration of digital convenience into physical marketing materials not only captures attention but also facilitates immediate engagement, significantly increasing the likelihood of gaining new buyers with minimal effort.
Thanks to their nature, QR codes are a great way to pique curiosity and drive brand interactions. But there’s more than meets the eye here, as the best things happen behind the scenes.
They allow you to measure user engagement through relevant metrics such as time on page, clicks, page views, and bounce rate. And with platforms like Trigerbee, you can further personalize the user experience based on real-time data collected from these interactions.
Future Trends in Physical Marketing
Exploring the convergence of emerging technologies, we must mention the transformative potential of Augmented Reality (AR) and Virtual Reality (VR) alongside the growing significance of Voice Search and AI Assistants in modern marketing strategies.
Augmented Reality enriches real-world encounters by overlaying digital data and offering customers virtual product experiences, such as visualising furniture placement or trying on virtual clothing. Similarly, Virtual Reality immerses customers in digital environments, creating memorable brand interactions.
Moreover, Voice Search and AI Assistants are gaining popularity, requiring businesses to optimise content for voice queries and leverage AI assistants for personalised recommendations and assistance.
As consumers increasingly use voice-activated devices like Siri and Alexa, optimising content for natural language queries becomes essential for enhancing brand visibility and accessibility in the phygital landscape.
Current Social Media Dynamics
Social media marketing is very much alive, although how marketers approach it has changed.
Redefined Approach to Social Media Marketing
In 2024, brands are shifting their focus towards platforms that align with their specific objectives rather than indiscriminately dispersing their efforts across all channels.
The simple reason is the recognition that not all social media platforms effectively reach target audiences. By studying their target audience with Google Analytics, marketers can glean valuable insights from their top competitors and discern which platforms resonate most with their demographic.
For instance, fashion and lifestyle industries may succeed on visually oriented platforms like Instagram and Pinterest. At the same time, tech companies may prioritise platforms like LinkedIn to engage with a more professional audience. Keep in mind that SEO and Google Analytics go hand in hand when ranking your business on any platform.
An essential component in this refined approach is leveraging Google My Business. By optimizing their GMB profiles, businesses can significantly enhance their local SEO and visibility on Google searches and maps, which is crucial for attracting local clientele.
Automation tools are pivotal in streamlining GMB posts, enabling marketers to schedule posts or share content across multiple GMB locations with a single click.
By leveraging automation strategically, businesses can maintain a consistent presence on social media while maximising efficiency and effectiveness. The goal is to optimise social media strategies to achieve marketing goals faster with precision and impact.
The Power of Short-form Video Content
Short-form videos have emerged as a powerful tool for capturing audience attention and driving engagement on platforms like TikTok and Instagram Reels.
These bite-sized snippets of content offer a dynamic and immersive experience that resonates deeply with today’s fast-paced consumers. And the statistics underscore the undeniable impact of short-form videos on consumer behaviour and purchasing decisions.
According to recent research conducted by M&C Saatchi Performance, a staggering 92% of users report either making a purchase inspired by the content they’ve encountered on TikTok or expressing willingness to do so.
Every e-commerce retailer must pay attention to such compelling data, highlighting businesses’ need to incorporate short-form video content into their marketing strategies.
The allure of short-form videos lies in their ability to deliver information quickly and succinctly, catering to the shrinking attention spans of modern audiences. With attention-grabbing visuals, catchy soundtracks, and concise storytelling, these videos captivate viewers within seconds.
User-generated Content Takes Central Place
User-generated content (UGC) from forums and community sites has emerged as a potent force, commanding attention and driving significant traffic to these platforms.
The Rise of Reddit Relevance
The exponential growth of domains like Reddit underscores the undeniable influence of user-generated content. The organic traffic surged from 188 million to 566 million monthly visitors over the last six months alone based on our findings on Ahrefs.
The seismic shift has not gone unnoticed by tech giants like Google, which recently announced real-time access to Reddit content through its Gemini platform.
This groundbreaking move signifies a paradigm shift in leveraging user-generated content, with Google harnessing Reddit data to train its AI models and potentially revolutionising content ranking in search results.
However, the impact extends beyond Reddit, encompassing many forums and community sites, each contributing to the proliferation of UGC-driven traffic.
Significant Link-building Potential
Simply put, when people speak positively about a brand on high-quality, respected community sites, Google uses this as a signal to determine an overall ranking ability. There lies the opportunity for businesses to diversify their link profile and increase brand awareness.
It is worth mentioning that forums and community sites are known for having a bad reputation due to a sea of low-quality link-building services in the marketing world. Cutting corners, many providers would go from choosing low-quality domains to placing the links with no context or keywords incorporated.
Selecting the right marketing agency is paramount in capitalising on the potential of UGC-driven strategies. From building trust through the client onboarding process to transparency in reporting and communication, there has to be a deep understanding of the brand and its audience.
Additionally, the strategy and execution must be built around SEO principles combined with experience. The primary ranking rules based on high-quality content that brings value still apply.
Yet, a significant abuse of the earlier-mentioned AI content creation tools is striking. For example, you will see posts on Quora copy-pasted straight from Chat GPT: “As a machine learning model, I don’t have personal preferences or financial resources.”
However, the forums cannot be dismissed anymore, as the number of organic visitors on many of these domains continues to grow rapidly. The best among them are highly moderated; if you appear out of nowhere, placing a link won’t work.
Those who spotted the potential ahead and predicted this trend have a leg up, as building a system and developing a data-driven approach takes time. For example, Growth Partners Media, a link-building agency, has been offering Herd Links service for a couple of years. The service facilitates natural brand mentions and link-building on reputable domains like Reddit and Quora.
Charting Success in 2024
Staying abreast of evolving marketing trends is imperative for businesses striving for success.
From leveraging AI tools to embracing user-generated content, the ability to adapt and innovate ensures sustained relevance and competitiveness. The synergy between traditional and digital strategies and a deep understanding of emerging technologies pave the way for industry leadership.
By remaining agile and proactive in adopting new trends and technologies, businesses can thrive amidst constant change. Adaptability emerges as the cornerstone of success, enabling companies to seize opportunities, captivate audiences, and achieve sustainable growth.
About the author
Sam Klaas is a seasoned marketer and content creator with a background in B2B SAAS and product marketing. He specializes in creating growth-focused content for high-growth startups and is passionate about using the power of language to inspire action.
Challenge
Geggamoja offers a wide range of children’s clothing, and just like any other store with physical products, the stock can vary. To make sure visitors don’t miss out on products coming back in stock, they’ve implemented the useful out-of-stock notification feature. But, why should the customers and visitors you recognize have to fill out the form with their email address? They don’t. Not if you do it like Geggamoja.
How they did it
To reduce friction and create an even smoother experience for identified visitors, Geggamoja used Triggerbee’s embedded campaign template with two variants, one for identified visitors, and another for unidentified. Through data and behavioral segmentation, they’re able to match the right variant with the right person and personalize their product page.
If you’re unidentified, you will see a message for an out-of-stock product to “Monitor product” and in the next step be asked for an email address for future communication.
However, if you are identified, it’s a single-click button that registers your interest without any extra effort of filling out a form.
This dynamic personalization using the onsite marketing platform Triggerbee helps Geggamoja improve the customer experience, keeping the content dynamic and relevant based on identification and ultimately reducing friction.
What is it?
A/B testing, also known as split testing, is a method where two versions of a webpage, ad, email, or onsite campaign are compared against eachother to see which one performs better. By showing version A to one group of users and version B to another, you can collect data based on user interaction and determine which version achieves your desired outcome more effectively.
There are two ways to run A/B tests; Client-side and Server-side.
Test type
What is it?
Pro’s
Con’s
Client-side testing
Client-side testing involves changes being made on the user’s browser. This is often quicker to implement and allows for testing visual elements like headlines, visual hierarchy, images, and offers. Ideal for testing content that is not immediately visible, but triggered based on an action since the changes of the test is applied after the page has loaded
Easy to set up, great for testing visual changes like imagery, visual hierarchy in copy, CTA texts, and offers.
Less suitable for testing deep functionality, testing visual sections of your website that should be immediately visible when the visitor lands on a page
Server-side testing
Server-side testing involves changes being made on the server before the page loads in the user’s browser. This method is more flexible and can test deeper functionality, but it requires more technical resources to implement.
More flexible, can test deep functionality, doesn’t affect page load time.
Requires more technical resources, longer setup time
Key features and components
There are hundreds of A/B-testing softwares to choose from. In some cases, A/B testing is a feature within a larger platform (i.e. Onsite marketing tools like Triggerbee or marketing automation software like Rule, Klaviyo, Voyado) because you only need to test one or two parameters. Depending on what you want to test, and how you want your test to behave, there are a lot of key features and components. However, here are the foundational features that you need in an A/B testing software:
Fast test setup: The ability to quickly launch new tests is important. Tools that allow for easy setup without extensive coding or development resources can significantly speed up the testing process.
Test duration: Determining the correct duration for a test ensures that you collect enough data to make an informed decision without running the test longer than necessary.
Test metrics: Important metrics in A/B testing include conversion rates, click-through rates, revenue per session, repeat purchase rate and other indicators of user engagement or satisfaction.
Integrations: Ability to seamlessly integrate with other marketing tools and platforms.
URL split: Splitting traffic between different URLs to test major changes.
Targeting: Tailoring tests to specific segments of your audience.
Good statistical models for analyzing results: Ensuring that the results of your tests are reliable and statistically significant.
Visual editor: Allowing marketers to create and modify tests without needing to code.
Multivariate testing: Testing multiple variables at once to see how they interact with each other.
Example tools
Triggerbee: Ideal for A/B testing onsite campaigns, surveys, promotions, and forms for email signups, membership registrations, and promotional campaigns. Its fast setup of tests, integrations, and focus on simplicity makes it a powerful tool for onsite marketing optimization.
Optimizely: Known for its robust A/B testing capabilities, including extensive targeting options, a strong statistical model, and multivariate testing.
VWO (Visual Website Optimizer): Offers a visual editor for easy test setup, along with advanced features like URL split testing and integrations with other marketing tools.
A/B Tasty: Focuses on ease of use with a visual editor and client-side testing, along with features for targeting and integration.
By leveraging these tools, businesses can refine their online presence, optimize user experiences, and ultimately achieve better conversion rates and higher customer satisfaction. A/B testing remains a cornerstone of digital marketing strategies, allowing for data-driven decisions that can significantly impact a company’s bottom line.
What is above the fold?
“Above the Fold” refers to the part of a webpage that’s visible without scrolling. The concept of “Above the Fold” originates from the early days of print journalism. Newspapers were often displayed folded in half on newsstands, with only the top half visible to people passing by. To sell magazines, they had to print the most compelling content in this visible area to grab attention. Translated to the digital realm, “Above the Fold” refers to the part of a webpage visible without scrolling. While screen sizes and resolutions vary, the foundational principle remains: the first view should capture and hold your visitor attention.
Why it’s important
Immediate engagement: Your visitors spend 2-3 seconds to decide whether a site has what they’re looking for. A well-designed above-the-fold area will help them spend time browsing your site.
Conversions: The above-the-fold area often contains the most direct calls to action, such as “Buy Now,” “Sign Up,” or “Learn More”. Just by having a CTA in your above the fold area is critical for converting visitors into customers or leads.
Clarity and direction: By clearly stating who you are, what you offer, and what you want the visitor to do next, you remove uncertainty and guide visitors to the next step.
Key Features and Components
Headline: This is your main message. Your hook. Make it concise, clear, and compelling, directly addressing the needs or interests of your target audience. For an e-commerce site, highlight current deals, product benefits, or unique selling propositions.
Visual: A standout image or video can make a huge difference. For product pages, ensure the main product image is high-quality and engaging. Consider using a carousel of images to showcase the product from different angles. For homepages, use visuals that embody your brand or highlight your best-selling products.
Call to Action (CTA): Your CTA should be impossible to miss and easy to understand. Use action-oriented language like “Buy Now,” “Learn More,” or “Sign Up.” Ensure the button stands out through contrasting colors or design elements.
Navigation: Simple and intuitive navigation is key. Your menu should guide visitors effortlessly to major areas of your site like product categories, about pages, or contact information. Consider including a search bar in the above-the-fold area for larger sites.
Page speed: Page load time directly impacts visitor retention. Optimize images, minify CSS and JavaScript, and leverage browser caching to keep your above-the-fold content loading instantly. Aim for < 2 seconds.
The importance of the above-the-fold content can vary depending on the type of visitor. For first-time visitors, it’s about making a strong first impression. However, for returning visitors, personalizing this space area can significantly enhance their experience and encourage loyalty.
Here’s how Amazon personalizes their above-the-fold section:
Optional features in the above the fold
Personalization: For e-commerce sites, showing recently viewed products, personalized recommendations, or exclusive deals based on previous interactions can make a huge difference. This not only makes the customer experience more relevant but also shows that you remember them and who they are.
Content freshness: Regularly updating above-the-fold content makes your website feel “alive”. For returning visitors, new content signals that there’s always something new to discover which drives repeat visits and engagement.
Behavior data: Use behavior segmentation to display different versions of your above the fold section to different visitors. Analyze metrics like click-through rates, conversion rates, and bounce rates to compare how the different versions perform, and get insight into what works best for different segments of your audience.
While the concept of “Above the Fold” is rooted in print media tradition, its digital application remains highly relevant. It’s mostly about grabbing attention, but also making that attention count through immediate engagement. By thoughtfully designing your above-the-fold section of your webpage, you can improve the user experience and your site’s overall performance
What is Click-Through Rate (CTR)?
Click-Through Rate (in short: CTR) is an important metric in digital marketing that measures the effectiveness of marketing campaigns, onsite campaigns and email marketing campaigns. It represents the ratio of users who click on a link to the number of total users who view a page, email, or ad. CTR helps you gauge how well your content captures attention and encourages viewers to take your desired action, such as visiting your website or landing page. High CTRs indicate content engaging content and effective targeting.
How to calculate Click-Through Rate
Calculating CTR is straightforward. You divide the number of clicks a link receives by the number of times the link was shown (impressions), then multiply the result by 100 to get a percentage. The formula looks like this:
CTR = (Number of Clicks / Impressions) × 100%
For instance, if your ad was shown 1,000 times and received 50 clicks, your CTR would be 5%.
Benchmarking – What is a good Click-Through Rate (CTR)?
A “good” CTR varies widely by industry, the platform being used, and the type of content displayed. For instance, an average CTR for Google AdWords across all industries is about 2%, but this can be higher for search ads and lower for display ads. Email marketing campaigns, on the other hand, might see an average CTR around 2-5%. And onsite marketing campaigns can see a CTR between 2-25% depending on the targeting and offer. Instead of comparing your CTR against universal standard, think about which type of campaign you are running, who you’re targeting, and the offer itself. For example, an onsite campaign with a birthday message targeted to people who have a birthday that same week can receive a CTR upwards of 50 – 70%, but a general message prompting visitors to “Learn more” about why your delivery times are a little longer than usual might only receive a 0.5-1% CTR.
However, here are some guidelines related to different content types:
Type
“Good” CTR
“Bad” CTR
Promotion
> 15%
< 10%
General information
> 2%
< 2%
Ad
> 2%
< 1%
Announcement
> 10%
< 5%
Tips to Improve Click-Through Rate (CTR)
Improving your CTR involves several strategies focusing on optimization and personalization:
Write better copy: Use action-oriented language and curiosity gaps in your ads or emails to intrigue and motivate your audience.
Improve targeting: Refine your targeting to reach the most relevant audience who is more likely to be interested in your offer.
Visual contrast: Ensure your content is visually appealing and stands out from the environment it’s shown in.
Test different angles: Use A/B testing to test different visual hierarchies and promotion angles. Test percentage discounts (i.e. “20% off”) vs absolute discounts (i.e. “Get $10 off”)
Use Urgency and Scarcity: Countdown timers and product stock notifications can increase the motivation to click for your target audience
Tools for Tracking Click-Through Rate (CTR)
Many tools can help you track and optimize your CTR, each offering different features tailored to specific marketing needs.
Triggerbee: Offers insights into how users interact with your website and content, allowing for targeted campaigns and improvements to drive higher CTRs. Triggerbee’s analytics tools make it easy to track CTR’s for your onsite campaigns along with conversion rates and more.
Google search console: Provides comprehensive data on your search performance and lets you track CTR for different keywords and search terms your website ranks for.
Marketing automation tools: Almost all marketing automation tools, like Rule, Klaviyo, Mailchimp and Voyado offers detailed reports on opens, clicks, and conversions to help you analyze your performance and make tweaks for improvement.
Ad platforms: CTR is one of the most important metrics when you’re running ads. Whether you’re using the Meta ads, Google ads, or TikTok’s ad platform you’ll be able to measure the performance of your ad campaigns.
By focusing on targeted content, engaging design, and continuous optimization, you will be able to significantly improve your CTR.
What is Onsite Marketing?
Onsite marketing refers to the activities and strategies that marketers use to engage, convert and monetize their existing website traffic. Here are some examples of onsite marketing activities:
E-commerce quizzes
Loyalty program sign up offers
Product page countdowns
New customer offers
“Welcome back” messages
Cart abandonment popup offers
Login nudges
Onsite marketing activities are often temporary and dynamic, meaning certain content is only shown to certain visitors who meet certain criteria. For example, a cart abandonment popup might only be triggered for visitors who have a cart value above €100. Review requests will only be shown to recent customers who return to the website, and login nudges will only be displayed to registered members. This is done by leveraging first-party data and zero-party data.
The competitive landscape has changed drastically since 2020. And running the same playbook that worked 5 years ago is not enough if you want to build a lasting brand. In the current market situation, you win by using data better than your competition.
Most successful e-commerce brands today are built on on marketing engines that premier huge discounts and broadly targeted marketing.
Here’s the old playbook for building an e-commerce brand:
Build a brand on social media
Use huge micro influencers to build trust and get “authentic” UGC
Run some ads (social, search, retargeting.)
Spend 95% of your marketing budget on acquisition
Run occasionalfrequent sales and promotions
Send 3-5 email promotions each week to your entire list to recoup acquisition costs
Run more ads announcing products are “finally” back in stock
Run more (time limited) promotions
Send more emails
When growth has plateaued in your initial market, expand and repeat.
It’s just not the most effective way to approach growth in 2024, 2025 and beyond because the activities are almost exclusively focused on external engagement.
Acquiring traffic is rarely an issue. Converting and monetizing that traffic however, is harder.
Onsite Marketing vs Traditional Online Marketing
While onsite marketing seeks to personalize the user experience on the website, traditional online marketing often spreads efforts thinly across multiple channels with broad, generic messaging. Traditional methods might capture a small fraction of the market but miss the chance to deeply engage more specific segments directly on the website. This generalized approach tends to condition customers to respond only to discounts, trapping businesses in a cycle of constant acquisition with low and unpredictable retention rates. Onsite marketing, by contrast, focuses on creating value for each visitor, leading to higher engagement, conversion, and loyalty without relying on constant discounts.
Key Features and Components of Onsite Marketing
Personalization: Crafting content and offers to meet the unique needs and preferences of each visitor. Behavioral targeting: Using real-time data on user behavior and preferences to deliver more relevant experiences. Omnichannel integrations: Seamlessly connecting with users across all channels for a unified brand experience.
Data-Driven Insights: Employing analytics to continuously refine and improve the engagement strategy based on user feedback and behaviors.
Onsite Marketing Software and Tools
Triggerbee: Triggerbee’s onsite marketing platform lets you build and publish targeted promotions, forms, surveys, and referral campaigns on your website – all in one tool. It’s the only software with both individual-level tracking and a campaign editor that lets you use CRM data from Klaviyo, Mailchimp, Emarsys, Rule, and Voyado to target your messages to individual customers.
Wisepops: An onsite marketing platform that lets you publish popups and notifications on your website to capture emails, and engage visitors with a custom notification feed.
Onsite marketing redefines how businesses interact with their website visitors. By focusing on personalized, data-driven engagement, companies can escape the acquisition loop and build a base of loyal customers.
What is first-party data?
First-party data refers to the information that companies collect from their own sources without intermediaries. This includes data from website visits, app usage, social media interactions, and direct customer feedback. It’s unique to each business and provides deep insights into customer behavior and preferences.
Advertising (mainly remarketing in this context), behavioral segmentation and personalization are three pillars of your customer experience strategy enabled by first-party data.
Here are some concrete examples of first-party data:
Web activity: Clicks, page views, time on site, frequency of visits, etc.
Email: Opened emails, clicks, unsubscribes, etc.
Social media: Likes, comments, interactions with your business page, etc.
Web analytics: heatmaps, session recordings, landing pages, exit pages, etc.
You can combine first-party data with zero-party data to get a detailed customer profile that unifies the most actionable and valuable customer data across devices and channels. Most companies have a similar basic set of technologies that collect data about their customers and audience, consisting of a CRM, an ESP (newsletter tool), a web analytics service, and perhaps a customer case management service.
The problem is that all the data collected by each tool is isolated. This makes it difficult to use the data across channels.
With a customer profile, all data is collected in a single place which allows you to use it without having to import and export data from different systems.
Here is an example of a customer profile which contains first-party customer data:
It also enables you to display personalized offers for specific users and audiences directly on your website, deliver synchronized messages across all channels, and much more.
Differences between first-party data and zero-party data
The main difference between first-party data and zero-party data is that first-party data is indirectly collected from your audience’s behaviours and interactions with your digital channels. Clicks, visited pages, actions, etc. Zero-party data is information that customers willingly provide to improve their own experiences. First-party data can offer insights based on actions, but may require interpretation. Zero-party data, however, directly reflects customer intentions and preferences without needing to guess.
How to collect first-party data
Collecting first-party data involves tracking user interactions across your digital platforms. This can be done through analytics tools, marketing automation platforms, and feedback forms. It’s important to ensure privacy compliance and transparency about data collection practices. Engaging content and trusted relationships encourage customers to interact more with your brand, providing richer data.
How first-party data is used in marketing
First-party data is used in behavioral segmentation, to personalize marketing efforts, improve product offerings, and improve customer experiences. By understanding the patterns and behaviours of your customers, you can tailor your communications, recommend products, and create more effective marketing campaigns. It’s a foundation for building customer loyalty and driving business growth.
Example tools collecting first-party data
Various tools and platforms can help businesses collect and analyze first-party data.
Triggerbee – Triggerbee is an onsite marketing platform that automatically collects first-party data from individual visitors. Triggerbee enables you to deeply understand your audience and publish personalized customer experiences on your website.
Google Analytics – This tool is indispensable for tracking website traffic, user behavior, and conversions. It offers a deep dive into how users interact with your digital presence.
Klaviyo – Specializing in email marketing and automation, Klaviyo helps businesses leverage their first-party data to create targeted, high-conversion email campaigns. It’s particularly favored for its e-commerce integration capabilities.
HubSpot – Known for its inbound marketing, sales, and service software, HubSpot assists in attracting visitors, converting leads, and nurturing customer relationships with its robust CRM and analytics features.
What is Zero-Party Data?
Zero-party data is all the data that your target audience intentionally shares with you to tailor their experience. It can be anything from communication preferences (frequency, channel), how they want to be recognized, to their favorite brands. The biggest difference between zero-party data and (almost) all other data is that the sharing is active, meaning your audience know they are sharing the data, and they do it for their own sake.
Zero-party data removes the guesswork from analyses and provides you with information directly from the source.
Here is a customer profile which contains zero-party data from a customer:
Differences between zero, first, and third-party data
Zero party data comes directly from your customers and is information about their preferences (ex. “These are my favorite brands”), interests (ex. “Hiking”) , and other types of self-submitted information (ex. “My birthday is Jan 1st”). First-party data comes from interactions with your company’s own website, app, or other digital tools. First-party data is also known as behavioral data. Third-party data, on the other hand, is bought or gotten from outside sources that don’t directly interact with the customer. Zero-party data stands out because it’s given freely by the customer, making it more direct and reliable for understanding what they really want.
How to collect Zero-Party Data
Gathering zero-party data can be done through forms, popups, quizzes, and direct questions in a way that feels natural and helpful to the customer. It’s key to explain why sharing this information is good for them, like getting more personalized promotions, services or offers. Making sure they know how their data will be used builds trust and encourages them to share.
How to use Zero-party data in marketing
Using zero-party data means taking what customers tell you and using it to improve your customer experience. This could be through behavioral segmentation, website personalization, tailored product recommendations, or offers that match their interests. It’s all about responding to their needs and preferences to make your brand more relevant and attractive to them.
Example tools collecting zero-party data
Many tools can help collect zero-party data, and Triggerbee is a standout example. Our onsite marketing solution uses forms, popups, and quizzes to gather information directly from customers. This helps your brand understand your audience better and deliver more personalized content and offers. By actively engaging customers and asking for their input, Triggerbee helps companies make the most of zero-party data.
Product pages are where first impressions are made and sales are won. While some brands stick to the basics with simple images and descriptions, others go all out with interactive features that transform browsing into an experience. Whichever path you choose, know that in the current market situation you win by using your data better than your competition.
Effective product pages convey your value proposition, make it clear to potential customers not just what the product looks like, but also what it feels like to own it. Your product page should turn interest into desire, leveraging everything from high-quality images, videos and detailed descriptions to reviews and personalization to convince visitors they need what you offer.
If you’d like to take your onsite marketing game up a notch, you can generate unique coupon codes and embed them on your product page to further enhance the experience.
I’d like to walk you through some of my favorite product page examples and highlight what makes them exceptional. The aim is to inspire you to borrow these ideas for your next product page design.
One of the BIGGEST problems with online shopping is finding the right size. Pictures often show clothes on a model who doesn’t match your actual size, but looks freakin’ awesome.
This can make it hard to know how a piece will look once you put it on.
Alo tackles this issue head-on. They let you pick a model who shares your size.
This smart move has several upsides:
First, it boosts confidence in buying. You see how the clothes fit on a body like yours. No more guesswork about the look or fit.
Second, it cuts down on returns. If you give your customers the tools they need to better understand the size and fit before buying, they’re less likely to get it wrong.
Third, using different models respects diversity. It shows that fashion is for everyone, no matter their size.
Alo’s approach to showcasing their products with models of varying sizes not only improves customer experience but also makes business sense by reducing returns, improving the customer experience.
Zalando’s product pages serve as a great example of how to use personalization well. After you’ve bought an item, they ask you to rate the fit and they will keep that in mind for your future visits.
Next time you’re browsing, they suggest sizes and pre-fill the sizes you’ve rated as “fits good” if it’s available. It’s a game-changer because it makes shopping feel like it’s tailored just for you.
This method saves time. You don’t have to enter your size every time. Also, it lowers the chance of getting the wrong size. That’s a big plus since it means fewer returns for them and less hassle for you.
Plus, their outfit generator is smart. It looks at what you view and buy, then creates full looks for you automatically. It’s like product recommendations on steroids. This personalized touch can make you feel seen, understood, and catered to.
Zalando’s approach to personalization makes the entire customer journey smoother and more intuitive than most other brands out there.
KICKS, Sweden’s leading beauty retailer, boasts an extensive membership club surpassing 2 million. With a vibrant community of over 100,000 members actively sharing their skincare routines and product favorites, KICKS has become more than a store—it’s a destination for beauty enthusiasts.
Their product page is a prime example of how to use customer data to improve the experience. It ticks every box, from offering smart recommendations—showing what others have paired with the product—to unique selling points (USPs) that vary whether you’re a logged-in member or an anonymous website visitor. They also have instructional videos which adds a layer of engagement, guiding customers on how to get the best out of their purchases.
What truly sets KICKS apart is their innovative use of community-driven data.
Beauty Talks, their in-house forum, is not just a place for discussion but also a creative space where members can curate beauty kits. Each beauty kit is a collection of products intended for specific skincare goals, like a three-item set for a complete routine. These kits aren’t just user favorites; they’re a form of crowdsourced product recommendations, adding authenticity and community validation right on the product pages.
This strategy enhances the shopping experience while also promoting their community.
Most online stores have product recommendations on their product pages that show you what others liked or bought.
This can be helpful, but it misses a key point. If it doesn’t fit, it’s not right for you. What matters most when shopping for clothes? Size. It’s the deal-breaker.
Nordstrom gets this. Their recommendations start with size.
Change the size on a product page, and the recommendations update in real time. They adapt to show clothes that match the new size you’re looking at. This is clever because it keeps the options relevant and personal to you.
Pay attention to the product recommendations on the right side of the screen.
This real-time updating is crucial. It means you’re always seeing what’s available in your size, right when you’re looking. No more disappointment from finding the perfect style, only to see it’s not in your size.
They go further, too. Stylists make videos with tips on wearing and styling items.
It’s an approach that shows Nordstrom understands shopping for clothes is as much about fit as it is about fashion.
Videos bring products to life in ways static images can’t match. They capture the nuance and motion, offering a richer experience. Kizik’s innovative use of picture-in-picture video on their product page exemplifies this beautifully.
While customers examine a static image of the shoe, a video plays simultaneously, showing the shoes in action. This dual perspective can significantly impact shopper engagement and conversion rates.
Firstly, product videos demonstrates the product in a realistic setting, offering insights into fit, flexibility, and function. It lets you see how their shoes flex with movement or how easy they are to put on. This level of detail often answers questions before they’re even asked, reducing uncertainty and propelling the shopper towards making a purchase.
Secondly, picture-in-picture technology keeps the customer on the product page. There’s no navigating away to watch a video; the experience is seamless. This convenience keeps the customer focused and can lead to a higher rate of conversion. They’re not just imagining how the shoes might look while walking; they’re witnessing it, creating a stronger, more immediate connection.
One of the biggest concerns amongst consumers globally is whether a product will fit them or not. Size can make or break an online shopping experience. If your customers don’t understand size charts or measurements it will leads to returns, exchanges, and frustrated customers.
Cider addresses this issue head-on by offering localized sizing options on their product page.
Whether you’re accustomed to EU, US, or other sizing standards, they’ve got you covered. This tailored approach enhances clarity for Cider’s customers, showing them exactly what they’ll get. No more conversion charts or guesswork.
This customization is key to boosting conversion rates. The size is one of the most important aspects of any fashion brand, so your customers are more likely to buy if they easily understand the size.
Think about the last time you got a new thing. Even if it’s as simple as a hair clip, there’s always that moment of hesitation: Does this work like I think it should work?
If you’re selling products where the use isn’t obvious at the mention of the name… You. Need. VIDEO!
Lelet republishes select TikTok clips on their product pages to show how their product works, and how it looks when you put it on.
In my opinion, it’s a smart choice for repurposing your most popular content but also for subtly showing your website visitors what type of content you’re posting on social media.
Once you click on a video, Lelet show you the ‘how-to’ in a way pictures alone never could. Just make sure that you’re tailoring the length and format of your video to fit the preferences of your audience.
For example, Nordstrom likely has an older audience than Lelet. That’s why Nordstrom uses a slow-paced video featuring a personal stylist talking. Lelet on the other hand reposts their TikTok videos that are fast-paced, more visually appealing, and looks like a live shopping videos with the products being linked at the bottom.
LastObject is a Danish brand that manufactures reusable household items like ear swabs, make up pads, and laundry bags.
The product marketing challenge here is positioning an improved version of an already known product (like ear swabs) as the superior option. To do this, you need to focus on convincing the end-user and giving them all the information they need in order to make an informed decision.
First off, LastObject’s product pages follows all the new best practices for eCommerce product pages.
They are leading with visual appeal, they are using a lot of gifs and videos to show how to use their product, and they have a balanced ratio between features and benefits.
As you scroll down the page, LastObject is making it clear that these cotton swabs are not your average cotton swabs. They have sections that cover:
Why it’s better than a regular cotton swab
How it’s manufactured
How to use it
The environmental aspects of production
Media outlets that have featured their reusable swabs
Comparisons against the usage of regular cotton swabs
Frequently asked questions
The page is clearly organized and contains all the necessary sections they need in order to convince a conscious shopper into a believer.
Dossier was founded out of a desire to make premium fragrances accessible to everyone. Their concept is to make perfumes inspired by the most famous (and expensive) ones and sell them for a cheaper price.
While it’s easy to see why they’ve managed to reach the level of success they are at now, the challenge with products like perfumes is how to sell a scent digitally.
First off, Dossier makes sure to tell you which perfume their scents are inspired by, in case you have owned the original perfume before or know how it smells. But what I really love is that they show pictures of the notes used in their scebts. This helps you “visualize” the smell better than a regular description.
Amazon is one of the most visited shopping sites in the world. They don’t have the prettiest product page design, but hey, they work. Amazons product pages are complete with detailed information, informative titles, recommendations and reviews.
But Amazon’s product pages did not end up on this list because of their descriptions and reviews. We added them to this list because of how personalized their product pages are.
There are two personalized areas on the product page that I want to highlight:
The first one at the top shows a notification that you’ve previously bought this product, and the date of which you purchased it. This is awesome because in a store like Amazon that has millions of products, it can be hard to know exactly which product you bought if you ever need to send a link to a friend, or look it up for some other reason.
The second highlight is less important, but your address is displayed right above the buy button. At first glance it might seem like an unimportant detail, but it increases your confidence in Amazon’s delivery estimate and it decreases any doubts that you might have that the product will be delivered to the wrong address. Most product pages leave a lot of questions that you won’t be answered until you’ve reached the checkout. Amazon makes sure to eliminate all the questions that might pop into your head as you navigate through their products.
Dr. Squatch has carved a niche in the personal care market with a rugged charm that’s hard to miss. This American brand, established in 2013, is all about natural hygiene products designed for men. They started out selling bar soaps, but they soon expanded to offering a range of items like deodorants, skin care, and hair care.
Dr. Squatch’s product pages are standing out for several reasons.
The visual layout is straightforward which makes it super simple for shoppers to find what they need. Instead of using dropdown menus or input fields for quantity and product variations they use clickable buttons. This isn’t just about looks; it’s about making the shopping experience smooth and hassle-free.
The description of the soap’s scent is detailed and inviting, suggesting the fresh experience you’ll get when using the product. That’s smart because it helps you visualize the scent.
They also include a video on the page. Videos can capture attention in ways text just can’t. Plus, they’re great for explaining stuff about the product that might take too long to read.
In all, Dr. Squatch’s approach is effective because it’s clean, direct, and engaging, which is exactly what you want.
