Set up your forms to collect custom properties
It is well established that personalized messages work. Think about messages you’ve received from some of your favorite brands that really hit the mark. The content they sent you was likely relevant and personalized, which probably improved your impression of the brand and maybe gave you that final nudge to purchase a product you’d been eyeing on their site.
One key to personalized messaging is having zero-party data. Zero-party data refers to information that someone gives you about themselves; for example, their name and their favorite color. In an ideal world, you’d have tons of data about your customers that you can use to make sure each and every touchpoint with your brand is personalized.
So, how do you collect data from your customers? And what kinds of data should you collect?
Watch the video below to learn how to configure your forms to collect custom properties that are stored in Klaviyo profiles.
Collect customer data that moves the needle
Enrich your forms by asking site visitors for information about themselves, equipping you with the data you need to send personalized and relevant content that makes an impact.
Birthday gift sign-ups
Birthdays are the perfect moment for a surprise treat, an extra incentive, or even just a message of well wishes!
A personalized birthday message can go a long way with building subscriber relationships. But first, you need to collect subscribers’ birthdays so you can store this data in their profiles and use it later.
Consider a targeted pop-up form to existing Klaviyo profiles asking them to submit their birthday information to receive your birthday incentive. Emphasize your incentive, so your subscribers are encouraged to provide their information.
To create a birthday sign-up form, you can access some pre-built template options in the Forms library by searching for Birthday, or you can build your own from scratch. When building your own, make sure to drag in the Date input field block, and configure a birthday profile property to streamline this data.
Product preferences survey
The more you know about which products a customer is interested in, the better you can focus your marketing and drive purchases.
Set up a sign-up form that asks for product preferences. Use language that emphasizes that submitting this information will help your brand surface products and opportunities that are most relevant to them, ultimately saving your customers time and effort.
You can use any of the following blocks to configure your survey to your liking: radio button, multi checkbox, or dropdown.
You may consider targeting this form to your existing profiles; or you can add a survey question as an additional step in your standard email and SMS consent collection forms.
Ask for feedback
Use sign-up forms as an opportunity to better understand your customers’ sentiment about your brand, and even spot opportunities for better optimizing your site.
Create a flyout form that prompts subscribers to let you know how they’re feeling about your site, or to rate their experience with your brand.
Consider using buttons to configure your sentiment survey. For those who rate their experience positively, you can route them to the success message of your form. For those who rate their experience negatively, you can set the button action to an external URL, like a surveying tool, to ask them for more information and feedback.
Enable settings to drive form submission
Let’s walk through some settings best practices that’ll help encourage site visitors to provide more zero-party information via your sign-up form.
Utilize the multi-step form to avoid overwhelm
It’s best practice to not have more than 1 input field on any given form screen. Luckily, multi-step forms allow you to add and customize additional form pages so you can collect the data you want without presenting a busy and overwhelming form to site visitors.
However, do keep in mind that many form steps could lead to drop-off. Balance getting the information you need with creating a quick and easy experience for site visitors.
Adopt the “micro-yes” strategy
The concept of the “micro-yes” is to gently lead a site visitor to engage with your form with a quick and easy question to gauge interest in filling out the rest of your form.
For example, let’s say your form is asking site visitors to select their product preferences. Before you get right into the survey, you might make the first step of your form ask: “Do you want more personalized messages from us?” You can then configure two buttons for “Yes” or “No”, with subscribers who selected “Yes” continuing to the next step and subscribers who selected “No” closing out the form.
Another great use case for utilizing the micro-yes is when you’re asking site visitors for something in exchange for an incentive. In the first step of your form, you might ask: “Do you want a 10% discount?” If they click “Yes”, they’re brought to the next page where they learn what they have to submit to unlock the discount.
Prompt forms to appear on specific pages of your site
Want to get even more granular with where you prompt site visitors for more information? You can configure a form to show up only once someone lands on a specific page within your website.
For example, let’s say you’re a business that sells kitchen appliances. You have a page within your website dedicated to menu inspiration, with links to inspiring recipes made easy with your products. You may choose to target a form asking site visitors about their cooking preferences to appear once they hit this page; they’re interested in browsing ideas and getting inspired, so they may be more willing to answer some questions in return for receiving messages with curated recommendations, just for them.
In the forms editor, click on Targeting & behavior and then navigate to the Targeting tab. Scroll to the URL section, and toggle on Only show on certain URLs. You can then add the URLs for your specific site pages here.
Fuel your next communications with this data
Now that you’ve collected some more zero-party data about your customers through your sign-up forms, it’s time to start using it! Here are some ideas of ways you can make use of this information:
- Set up a birthday flow
- Add product blocks to your campaigns that show relevant product types of interest
- Create segments based off of product interest, and target relevant sales and product drops