Create conversion-driving experiences directly on your site
Once someone is on your site, they’ve exhibited interest in you and could be considering making a purchase. An onsite form is a great way to capture them at this moment of engagement, and push them toward the finish line: a purchase.
This might look like promoting a sitewide sale, delivering a targeted coupon code, or encouraging site visitors not to abandon their cart. These communications can help you build a more engaged customer base, while driving more ROI for your business.
Encourage non-purchasers to convert with forms
Watch the video below to learn how you can create a form that specifically targets people who have visited your site, but haven’t yet subscribed to your marketing or made a purchase. We’ll walk through how you can craft this form to help encourage them to both subscribe, and make their very first purchase.
Encourage conversions with personalized announcements
Curate tailored messages that provide site visitors with just the incentive they need to make a purchase.
Provide incentives to non-purchasers
As we discussed in the video above, you can use forms to target specific site visitors who have never made a purchase from you. These people might need more buy-in before making this purchase, so really showcase the value of your brand here, while offering an enticing incentive.
For example, feature a customer testimonial or engaging user-generated content (UGC). You may also provide a slightly larger incentive that pushes them to make that very first purchase, like 20% off their first order.
Share VIP coupon codes
While running a loyalty program, you likely offer your VIPs exclusives and special discounts that keep them engaged and coming back for more.
Not only can you deliver these coupon codes via channels like email and SMS, but you can also embed them within a sign-up form. This way, site visitors are reminded of their special offer as soon as they return back to your site, and can easily copy it and apply it at checkout.
Prevent abandoned carts
Stop site visitors in their tracks when they’ve put items in your cart, but aren’t continuing to that final checkout. They’re still actively thinking about you, so this is a great moment in their journey to encourage them to convert with a form relevant to their shopping journey.
Use engaging, personal language reminding them of what could be theirs: “Don’t forget about your cart!” or “Your new product awaits!” You can then provide them with an incentive to go back: “Here’s 10% off you can use to snag your cart items.”
It’s important to note that you cannot include dynamic content within forms; thus, you cannot configure your form to show site visitors the actual products they’ve left in their cart. Use more generalized language about their cart contents to achieve this “abandoned cart” message feel.
Announce product drops or sales
Make sure site visitors know about exciting initiatives happening when they first come to your site.
Use a pop-up form to announce your sales or new product launches, highlighting the value front and center with high-resolution product images.
Win back lapsed customers
You may have past customers who have since unsubscribed from your marketing channels, meaning you can no longer reach them via email or SMS.
Targeting them with onsite winback forms is a great way to let them know you miss them if they ever return back to your site; try offering them an incentive they can use on their next purchase.
Consider pairing this with a social ad; first target them on socials and tell them to come back to your site for a code. Once someone clicks on the social ad, they’ll be brought to your site and will see your win back form with their incentive.
Enable settings to drive form submission
Let’s walk through some settings best practices that’ll help encourage site visitors to make a purchase.
Show your sign-up form to specific segments
In the examples outlined above, you’ll notice that many of these strategies are targeted to specific groups of people determined by criteria like past purchase history or engagement history.
You can create sign-up forms that are specifically targeted to Klaviyo lists and segments, so you can show messages to only those that would find your relevant message (e.g., VIP coupon codes shared to your VIPs only, or “we missed you” messages to your lapsing customers only).
You can also elect to exclude specific lists or segments from seeing a sign-up form.
To enable this:
- Head to the Forms editor and click on Targeting & behavior.
- Then, click the Targeting tab and click on the dropdown in the Visitors section.
- Choose Show to specific profiles in a list or segment.
- Use the checkboxes to determine whether you’re including or excluding those profiles from targeting.
- Select your list or segment.
Target forms based on cart contents
When you target your form based on the items in a site visitor’s cart, you can better target your conversion-driving messages and increase revenue.
You can toggle on any of the following options in the Targeting tab:
- Show based on total cart value
- Show based on number of items in cart
- Show based on product in cart
For people with carts of high value, you can target them with sign-up forms containing a bundled initiative or a percentage off their order to encourage them to check out with their entire cart.
You can also use forms as an onsite cross-sell opportunity. Using the Show based on product in cart toggle, you can configure a pop-up or flyout recommending another product they should pair with the one already in their cart.
Prompt forms to appear based on where someone is coming from
People may arrive on your site from one of many different places; you can choose to customize your sign-up form experience depending on where they came from.
This is just like our winback form example from the gallery. In that use case, you can target your sign-up form to only show to site visitors that clicked on your ad to arrive on your site. To do so, head to Targeting & behavior, click on the Targeting tab, and make sure the toggle for Show based on UTM parameters is on.
You can also customize who sees your form by site visitors’ physical locations. Head to Targeting & behavior, click on the Targeting tab, and navigate to the Location section. You can use the toggle to both include and exclude people from certain locations; this is pulled from the IP address of each site visitor.