Episode 2 – Holiday Hero Training 2018
Episode 2: You’re Going to Be Too Busy
Time is still on your side… for now. Run through a full pre-holiday campaign set up, reinforce channel marketing efforts, and jumpstart your A/B testing with ideas that will save you time. Robbie will walk you through a full step-by-step setup of:
• Shipping deadline notifications
• Creating welcome screens
• Courtesy bars with timers
• Crafting a high-converting mobile promo
Jenna: All righty. We should be live. Welcome, everybody, to episode two of Justuno’s Holiday Heroes training series. My name is Jenna Ochoa. And I head up partner marketing here at Justuno. I want to give a few minutes for people to join in. It looks like we’ve got some folks joining in. And as an extra bonus, we’re trying to stream live on Facebook today. So it might look a little funky. Give us some grace, because it’s our first time. So we’ll see how that goes. But thanks for joining in, everybody. I’d love to know where you’re joining us from today. So if you’d like– I know for those of you that joined episode one, you’ve probably already told me, but I’d love to know again. So if you guys could share up in the chat where you’re joining us from today. If we have any international visitors, that’s awesome, because I realize it’s a different time where you are. So thanks for making time. But yeah. Just let us know where you are today. And if you were with us for episode one, you already know our host, Robbie, our trainer. But Robbie, why don’t you go ahead and tell us a little bit about yourself and what you do here at Justuno.
Robbie: Okay. Thanks, Jenna, for the intro. And I can’t say enough about how Jenna helps organize these webinars and makes my life easy, so I can present to you guys and hopefully make your guys’ lives a little easier too. So my name is Robbie. I run our customer success here at Justuno. A lot of you probably know me throughout the years of working together. And if you’ve been with Justuno a while, you know that we’ve been doing this for a long time. And we are getting to the point where we want to really get our message out to the masses about the holidays and really getting ahead of it. And an interesting note that Jenna touched on about our international audience is now more than ever, Black Friday, and Cyber Monday, the holidays, international online sales are growing more rapidly and there’s more interest abroad for Black Friday and Cyber Monday deals. So really glad to have people in the international audience here. And those that can’t make it, obviously, we’re going to send out a recorded version too.
Jenna: Yes. So it looks like we do have some international people. Thanks, guys, for joining. And thanks, Robbie, for that intro. So let’s go ahead and go through a couple of logistical things. I’m also going to launch a poll. So I did this last episode as well. But I’m going to launch a different poll this time, so we can understand a little bit more about you guys. So just want to know what you guys do at your company. A lot of you might wear all the hats, so by all means, if you do, select that option. And then just curious what ESP or email service provider or CRM you’re using. Okay, so a few details. Runtime, we’re going to try to keep it around 40 minutes. I’m super excited for today’s episode, because Robbie is going to get super hands on and going to do some live builds with you guys. We’re going try and keep the time down, so that we have enough time to go through those builds together. During the presentation, go ahead and use the chat to ask us questions or the Q&A function. We have a whole slew of people manning the Q&A today. So Miranda, who is a panelist– here you can see on Zoom– she’ll be helping me on the Zoom side, on the webinar side. And then we have a team of people on Facebook, our marketing team and some technical people that will be answering your questions. So if you see somebody, Olivia, or Catherine, or Cara, those are Justuno employees, and they will be giving you some advice. We will have Q&A at the end. So as usual, you can ask your questions during. I will note them down and then we can address them at the end. Or if you guys come up with some on the fly, Robbie and I will hang around to address those. And as usual, if you’re experiencing any difficulties, just hit me up in the chat. Be like, hey, I can’t hear. Something is off. And we’ll try to get it fixed for you.
Jenna: So with all of those boring details, Robbie, I will end this poll. And we can see– I’ll share it with everybody, so you guys can see who else is in the presentation. And it looks like we have a lot of people that wear all the hats. So I feel you guys with that one. We have a lot of people who do everything at their company. So thanks for joining today guys, because you will learn a lot. So Robbie, go ahead. And let’s let you get into it.
Robbie: All right. Thanks. I’m glad to see that a lot of you guys wear all hats too, because this training really is– a lot of bigger companies have a game plan that they’re putting together, kind of a process that they go through. But a lot of you guys that do wear all the hats, you feel like you can never catch up to what your competition is doing during the holidays. And that is a big aim of this. And this is also for the bigger companies that maybe want to try something different. We want to combine those things too. So like Jenna said, we’re going to a lot more hands on. And before we do that, I want to give you guys a little bit more context. I literally just threw this slide in a few minutes ago, because I feel that we’ve been talking about it, but not visualizing, really, what the timeline should be this year. We’ve gathered a lot of data. There’s been a lot of research done to support this timeline. And I believe that this is honestly going to make everybody’s lives easier. So really what that is is from now until halfway through October, you are gathering your strategy. Like what we talked about in the last episode with your sales game plan, your design assets. You’re building a framework and you’re creating a schedule of the campaigns that are going to run, how they’re going to run. Are they going to play nice with the carousel hero image banners that you guys are posting up on your home pages come those days like on the Cyber 5. So that is now through October 15th. That’s the planning strategy stage. The 15th through the 7th. This testing, testing, testing. This is your testing for the highest performing lead capture promotions, so that right around the beginning of November, you have your best foot forward to build your email list.
Robbie: And you’re also having the option of teasing these Black Friday and Cyber-5 deals and building and scheduling the campaigns for Black Friday. So you’re doing multiple things in that phase. And you’ll also notice that I’m putting BF/C5. I’ve noticed in the past few years that this is really not just about two days. And all the evidence that I’ve seen this time around is supported that it’s not even just about Cyber 5 or anything. But I want to include all those days, because I’ve noticed a lot of you tend to run your Cyber Monday promotions throughout that whole week after. So I don’t want to be exclusive to that. So the 15th through the 7th is a testing phase. The 7th through the 23rd is really when you’re feeding that subscriber list. Your email channel for 99% of you is your highest-converting channel. So that’s why you’re going to hear, not just me, but everybody talk about how important it is to build your lists in the month of November leading up to Black Friday. And then at that time, you’re also doing some planning ahead. You’re also finalizing your Black Friday and Cyber-5 campaigns. You’re scheduling them. You might even be maybe putting them live early for people. Beyond the Cyber-5 stretch, it’s all about December. It’s still conversion focused. You may choose to reintroduce some lead capture just to keep those lists active. But what is really going to be important during these times are shipping deadline notifications, letting people know how late they can order with you and really kind of pushing those back as far as you can. So then you can focus on that week before Christmas. And really all the data just suggests that there’s a huge honey pot in December, especially a week before Christmas, that Amazon and other big box retailers generally clean up on.
Robbie: And so we want to make those– we want to make you aware of those. And we’ll be getting into those a lot on the fourth episode. And this is how our episodes are laid out at this point too. So it’s going to be based on that. And it all kind of makes sense. And we’ll be trying to help you guys get some more sales back from Amazon and the other big box retailers that you may or may not sell on already. But you undoubtedly want that sale on your site. So. So like I said, we’re going to be getting– before we go into this quick recap, I actually just want to talk about how– I want to emphasize that everything we went through in last week’s episode is going to inform how we approach this and the remaining sessions and really how you utilize– just to win the season, so to speak. So those of you that have ever joined any of our core training sessions will find some parallels to the things that we’re going to build today. But I do want to stress that this episode is all about what you’re going to do pre Black Friday and Cyber Monday, which to be perfectly honest, isn’t going to be a complete departure from what you may do year round. But what we’re going be doing is some fine-tuning to make sure you’re priming your audience for the goodies that you’re going to have for them to look forward to and really kind of make sure your lead capture is there. So what you’re looking at here is just a recap of some relevant industry-wide metrics that really validate the strategy that we’re pushing. And I’m just going to breeze through these for those of you that were with us last week and even those that weren’t. So 40% of shoppers begin research as early as October. Boom. That just lets you know, start testing early and often and building those lists. Email traffic drove over 27% of online sales last year. And that number is continuing to grow. So more validation for email as a high-converting channel. 58 days of at least a billion in online sales, which is up from 53 in 2016.
Robbie: In the only three days– so that’s a 61-day stretch total between November and December. And the only three days last year that did not have a billion in online sales were Christmas Day, Christmas Eve, and the day before Christmas Eve. So really, the money is spread out throughout that whole 61 days and really evenly too. So almost half spent on mobile. We’re really going to get a lot of validation on our mobile strategy here, our mobile-first strategy. And November 1st to the 23rd saw 17.9% year-over-year growth in sales from 2000– that was actually supposed to be 2016. Typo. So there’s a lot of year-over-year growth, right, with sales in November. So there’s a huge market to be had there. And that’s why we’re saying, tease those Black Friday offers, continue to offer your current lead capture incentive while you’re working with these multiple facets of how you can engage your website traffic and especially the new visitor traffic, which makes up probably the majority of traffic for all of you out there, I would venture a guess. So recapping the homework from last week. This of course segues into the action items that we wanted you to take away from last week, which, Jenna, I believe you said you were going to be on top of.
Jenna: Yes, yes, yes.
Robbie: Did you crack the whip on anybody or no?
Jenna: Yeah. I’m trying to crack the whip on you guys. And be aware, I do remember names. So once you guys interact with me, I remember you. But I would like to launch a poll, so I can see– you guys can respond as to what you actually have done. So I didn’t get any, of course, email responses from anyone. But just curious to see what you guys have been doing. It looks like we have already had some people answer, “None. I’m a bad student.” So you are not in my good graces. But I will share this with you, Robbie, in a few moments. If you want to go ahead and recap what action items were.
Robbie: And our account management team will be all over you guys too, because we want– this is a symbiotic thing. If we can get you guys going early on this, then that helps our team– that relieves some of our team as well. So we have mutual interests there.
Jenna: And we do have some people chiming in that they’ve done some stuff. So I’ll give you guys a couple more minutes. But Robbie, if you want to run through those points.
Robbie: Yeah, yeah. No problem. But what I want to focus on is really on two of these action items. And it is your sales game plan and your A/B tests, which we’re going to– which we’re going to build out today. So it’s really going be the focus. And by the end of the training, we will have built the following. So take an analysis, putting into action, and completing your pre-Black Friday setup. So we are going to build out a new visitor lead capture that teases early access to your Black Friday and Cyber Monday deals plus 10% off your current discount that you’re giving for lead capture. So the idea there is teasing the Black Friday deals and also not taking away the current offer that converts probably in the ballpark of like 20 to 25 percent of the people that engage with that offer. Next, we’re going to duplicate that offer. And we’re just going to– we’re just going to build a version of that that has early access to Black Friday and Cyber Monday and no real offer. And so this will serve a couple purposes and certainly be a litmus test for how much your audience cares about getting those discounts that you guys offer. And I’m going to look at this poll in two seconds, but I want to get through this real quick. And an option here– what I think is going be great in terms of the biggest A/B test that we’re going to build today is, if you guys are open to it, we’re going to A/B test this variant against– oops. We’re going to A/B test this variant against this variant. And then also against your current lead capture promotion. So if you’re running a spin to win or you’re running something that’s a little more season agnostic, we want to run a multivariate test and we want to see– let’s see which one works the best which one speaks to your audience the best.
Robbie: So then we’re going to do– we’re going to mirror that for mobile versions and variations. And we’re going to make a couple– we’re going to specifically run through some design and targeting little tweaks to optimize that UX for your mobile audience, which if you remember from last time, Addressy noted that that was the number– they polled thousands of shoppers online, who all cited mobile UX as the number one reason for abandoning their mobile cart. So everybody always talks about how can we get the mobile conversion rate higher. And that seems to be an olive branch that I found from Addressy’s website that we’re going to work on today. So we’re going to have a couple simple things that go a long way. And so we’re also going to build a banner to be shown to people who click through an email. Lot of you guys may already be running this. We are going to use an example, but I’m hoping that for those of you that aren’t running this– you’re thinking about running this for the holiday season, you can just adapt it to your campaigns, email, Facebook, other channel click through. And then hopefully, we will get a chance– also, I want to build a courtesy banner with you guys. And this is really just something that shows after someone engages with your lead capture promotions. And it’s a courtesy. It says, hey, here’s your coupon code. This is something that really works really well to press urgency. Especially when you do things like add a countdown timer to that to say, hey, you have 20 minutes to use this code before it expires. And of course, in Justuno, you can decide if it actually will expire the promo or not. And then we’re going to end off with some A/B tests that won’t waste your time. These are things that we’ve seen work throughout the market over time. And what I personally worked with clients to help optimize their campaigns. And there’s some ideas that you can add into your grab bag of tricks to see if you can optimize your lead capture campaigns further.
Robbie: So a caveat to the courtesy banner real quick is that this is really– I guess it can’t really be used in an A/B test, if you’re running different lead capture promotions that it’s associated to. Reason being is that our targeting rules really require that both the control and the variation have the same rules. And if you’re running a courtesy bar to two different promotions, for many reasons, you don’t have the same rules. And so we’ll get into that more later. But it basically comes down to providing you the most reliable data possible, because it’s hard to compare two different audiences. So we get into that a little bit later. So I want to jump right in. I’m moving kind of quick through this stuff, because there’s a lot to do. And while we will not design these promotions all together– I think that would be a gigantic waste of time– I am going to run you through the basics of building these out, and show you some tips and tricks in the design canvas, and hopefully get you guys– hopefully get you guys to a level where you feel comfortable and give you access to the themes that you guys need. So early access plus 10% off, we obviously want to use this to incentivize people to get on your lists, while also discouraging them– not discouraging them from making a purchase today. Early access only with what I would call a non offer is for those of you that– there’s a lot of you out there that don’t offer discounts with your lead capture. It’s more like a, hey, stay up to date with the latest and greatest, which is awesome. And I think if the segment of you guys that do only run those, if you run that against an early access teaser, I would be hard pressed to find less than double the engagement rates. Because you’re actually adding value to someone who is going to be deciding whether they’re going to give you their email or not. And that is going to add more value. Right?
Robbie: So and then we’re obviously going to test these things against your current lead capture promotion with the idea in mind of finding out what works best for your audience. Again, we can’t tell you for sure that any of these variations will work better than the other for your audience. We’re suggesting these tests so that you can see what works best for you guys. So with that said, let’s get hands on. Let’s get into the weeds here. I’m moving off script. I’m going totally off the cuff with this. So–
Robbie: Yeah. I’m looking forward to you guys’ questions on this and everything.
Jenna: Yeah. Let’s keep it interactive, guys. So if Robbie is talking about something that you don’t quite understand, by all means, just ping us a question and we can interrupt him.
Robbie: So we’re in my own Justuno test account– is where I spend a lot of time noodling around on different promotions. And you can see, if I have a live site, I have my cart abandoner live, and maybe my current lead capture live. Maybe I’ve got a banner going. And I have all these– I have all these Black Friday, Cyber Monday promotions that are currently in build mode, which is– again, this is where I’m hoping that you guys will be within the next week or two or now– is you got these promotions in here or in– we’re in kind of build and experiment mode in the canvas. One thing I want to make note of too is that we are going to have these themes available based on what we build today. There was a practice– we only launch updates to our live site on Wednesdays. So you can expect to see more themes on Wednesdays and subsequent Wednesdays the closer we get to the holidays. And everything that we’re going to build today, next week, and the week after will be available in our theme section. And I’m going show you guys where that is right now. So this is our promotion wizard. And let’s go check out some stuff that I built off of recently. So we’re going to select a desktop motion. We’re going to do center screen. I’m going to keep it really simple for this one. So center screen, we’ll do a lead capture. And if you want to, when you guys are building these out, you can go for the three-screen variation. If you want to see how– if you want to include that in your test to see how that plays with audiences. We’ve certainly seen some improvements with people using the three-step approach. And what I want to do just to show you guys where to find these– we have all these seasonal categories including Black Friday and Cyber Monday. A few more themes. And like I said, this will all be populated more as we get closer to the crunch time area.
Robbie: So what I did when I built it out is I selected this theme. And you guys, feel free to follow along. If you’re in your own Justuno accounts, add these. Let’s do this stuff together. So. And then when I select my rules, I’m going to just select new visitor, because that’s going to be the closest pre-built rule to what I am going to end up building. And then I’m going to actually– I typically skip and go straight to the design canvas, which you guys can do now. And I will meet you there. I’m going to go to the one– my fancy one that I already have. It’s not super fancy. So going into this, I want to just touch on some highlights here. I want to talk about how the copy that I’ve put in here, I’ve kept it pretty simple, because– big and simple, because early access to Black Friday and 10% of today’s order doesn’t really get more concise and clear than that. I have a nice darker email field that I’ve designed, that’s kind of grayed out, but you know it’s there. The font when you enter your email in there is white, so it doesn’t really throw people off very much. And so it gives a little point of contrast to the CTA too. The CTA I’ve put here is “Get on the list.” Really utilizing those more possessive CTAs. We’re going to get into that with the A/B test. But use those. Try to avoid things like submit, join us, join, go, things like that. Those are submissive; they’re not possessive. Right? So those are not typically going to work as well as, activate my code, get on the list. Something else that I thought of was “Be the first.” So you guys can all change that stuff with just an experiment to your heart’s content. Another kind of overlooked note that I see a lot is I [inaudible] a couple of tests with people, especially companies like Frankies Bikinis, where we were testing an X button like what you see right here versus what I call the cheeky opt-out text.
Robbie: I wanted to put this in here because really letting people know like, hey, if you don’t get on the early-access list, then you’re going to be getting there with everybody else when the deals start, which you may not have the product availability that you’re looking for. You may not have that early access and you may not get the deal on the size and the color that you’ve already been looking at, right? So a little guilt there, but I’m not losing any sleep over it. So, “I’ll shop with the mass– no thanks, I’ll shop with the masses.” Something like that, I’d be curious to see how that tests. And then moving to our post-engagement screen. Really, just another note on the copy is, hey, you’ve been added to the list. You’re confirmed. And here’s your coupon code. Big X button here. I just wanted to try something else out there. And so really, that is a simple promotion in that regard. And you guys might be noticing these green lines that you may or may not have seen before. These are our rulers and guides. And they work the same way they do in Photoshop. And I wanted to point these out, because these are really– I hardly ever see anybody use them. But I find them so useful for things like when I have my fields and I want to align the CTA with the coupon code on the on the next page. I find them enormously helpful. And so I wanted to show those off to you guys. Another thing you can do is in my background layer, I have my width set here and my height. So you can automatically change those to fit any constraints that you guys are looking to do. Another note is you can go the full-screen route. We’ve seen a positive lift in engagement rates when people run full-screen lead capture, kind of a mock landing page. So you can either add any of your photography or imagery here, or assets.
Robbie: Or what a lot of people like to do is they’ll reduce the opaqueness, so you can kind of see the site in the background. And maybe they’ll just go a little– I like that salmon color that we had going here. So you can experiment with that further. You can also do things like I’ve seen evo do before, where they actually gate a page, which means you click this. And this makes it so clicking on this outside area will not actually close the promo. And guess what? If you remove the close buttons and only have the closed buttons on the last page, then you can actually gate some of your pages. If you have a helpful guide, a gift guide page, for example, and you want to gate that gift guide page and you want to direct people there and maybe that’s a high converting landing page for you, gate that page with a lead capture promotion. There’s another idea to help you guys build those lists through the holidays. So.
Jenna: That’s a really good tip too, Robbie. Sorry to interrupt. But for those people who ask if Justuno has a landing page builder, we don’t. But that is sort of like an interim replacement depending on what kind of functionality you’re looking for. You can just gate something using the exact method that Robbie just said.
Robbie: I would actually argue that it’s a better experience than landing pages, because you’re not directing anybody off the page that they landed on, if it wasn’t already a landing page. I feel like I just said the word landing pages too many times.
Jenna: Yeah. Plus it’s an extra– usually landing page builders are an additional subscription. Like you have to pay X dollars per month. So anyways, you could consolidate into one solution.
Robbie: Think of Justuno landing pages as an overlay page. So it lays over the page and you can put in whatever form or assets that you want to. And you can even target the firing of that page from a button on your– an embedded button on your site. So something to consider. Went a little off topic there. But there’s a lot of fun stuff you can do. Some more notes on the email fields. So a lot of you have our form integrations connected. I’m just going to show you guys what we have right now. So we have all the big guys. We have the MailChimps. We have Constant Contact, HubSpot, Bronto, Klaviyo, iContact, Responses, Sailthru. Everybody. Most of the major players, we have form integrations for. And what this allows you to do, if you don’t know this already, is this allows– is an API connection to your list and your ESP. And when you select a list in Justuno that you want your emails to go to, it’ll actually pull the form in from that list– that’s associated with that list. So let’s say for purposes of this discussion, that my list that I pulled from has two fields. And one is email and the other is source. So we’re going to add that in. And what I’m going to do is I’m just going to obviously make the email filled required. And I’m going to make this other field hidden, right? And I have a lot of options here. Let’s just say, I want to do early access subscriber and I want to tag this user going in as an early-access subscriber. And now you know you can search this– you can find a view of these people in your ESP and send them an email, segment them out, and say, here. You get your Black Friday deals three hours earlier than everybody else. Go crazy. Boom. You’ve just gotten a jump on Black Friday.
Robbie: So you can put that hidden field in. Instead of a static value, you can auto populate a dynamic value, which we provide here. And there’s other options too. There’s more hard-coded options, if you want to customize it further. But the first URL that your visitor landed on. So where did they– what channel did they come from? Were they using a UTM parameter? What’s the promotion name that they’re engaging with? What’s the coupon code, so I can populate it into the welcome series email? There’s endless use cases. And I encourage you guys to definitely look into those and utilize those, especially for holidays. So what I have actually set up when I was setting up this promo is I have email and a hidden field for source. And it says early-access subscribers. So anybody that engages with this, they’re going to show up as a new subscriber in my ESP with a custom property of early-access subscriber. And you can actually map that property to– if you actually load in a field of a property that already exists in your ESP, then that’ll work as well. So going back to our post-engagement screen, I want to just point out some cool new stuff that we have now that I’ve got all of your guys’ attention. Our coupon code feature, it has been expanded on for Shopify and BigCommerce customers. You can of course use FRESH10 or whatever multi-use coupon code that you’re using. You can drop in a virtually unlimited number of unique coupon codes. Our test, we’ve run up to like 500,000 unique codes at a time. Or for Shopify, and BigCommerce, or custom plugin if you want to go that route, you can actually fetch coupon codes from your own system. So this is pretty great if you just want to automate the coupon code process. And we just launched this recently. So something cool to check out. So I’m just going to go with my multi-use code for my early-access folks. We’re going to hit save on here. I’m satisfied at this point with the way this promo looks.
Robbie: And we’re going to go into the rules. And this is going to be pretty– some of you might be running Klaviyo, or Bronto, or something like that where you can actually target the cookie of a previous subscriber and you can exclude them from seeing this. But most people will actually just end up targeting– so they’ll say, I’m going to show it on a specific page once per session until they’ve engaged with this promotion. This is a null and void condition in this sense. But after they’ve seen it three times ever, we’ll stop showing it to them. You can either select to only show this to new visitors or you can show it to all visitors who fall under these criteria. And of course, we’ll want to not show this. We’ll want to exclude people that are actually clicking through from an email, because they’re already on your list. And you can narrow this down by campaign, if you choose to. But generally, if you click this, this is going to look for a– it’s going to look for a utm_medium = email, and it’ll exclude those people from the landing URL. And if you have something more custom, then just drop it in here. So we’re also going to delay this about 20, 25 seconds. I want some more high-value subscribers for this promotion, since I’m going to be marketing to them and possibly giving them early access to my Black Friday, Cyber Monday deals. So I’m going to push this back about 25 seconds. And there’s a couple of options here. You can push it back 25 seconds. You can say, show it to them when they’re scrolling. You can say, if they’re a returning visitor that’s never engaged. There’s a few different options for that. But you want to make sure that these are more higher-engaged or higher-intent-to-buy audiences that you’re giving this early access to, right? So boom, I’m satisfied with this rule. I’m going to actually go ahead and go back to the design canvas. I’ll show you guys this. I’m going to schedule this promo. And actually, I take that back. I’m not going to, because we haven’t found a winner yet. Once I find a winner in my test, that’s when I’m going to schedule it.
Robbie: So we’ve gotten our lead capture plus 10% off. And when you guys go to duplicate these, which is what I recommend doing, this is going to duplicate everything over. And unless you’re using a custom HTML form for your form fields, in which case, you’ll want to drop that in again. But everything else will be the exact same including the targeting rule, so it’ll save you guys– it’ll actually save you guys work on this. And so what we’re going to do is basically duplicate this. And we’re going to change the name. We’re going to say no offer. Desktop. And I’ll just remove this copy one real quick. So it’s going to be on desktop and tablets. It’s going to locked. We duplicate. I’ve already done this one time before, so I don’t actually need this one. I just wanted to show you guys the process. And this is so– we have the exact same promotion that I’ve just done a couple of different color things with. Made the CTA black. I changed up the copy here. Copy is, I feel, overlooked sometimes. You have a no offer here, so what you say to the person and how you sell them in about two and a half seconds is going to determine how many people sign up for this. So I wrote in here, “Unlock early access to our Black Friday deals. Sign up below for an exclusive invite to shop our biggest sale of the year.” Now, if that doesn’t sound– if that doesn’t sound important, then you can experiment with different things. But I thought that sounded like, whoa, this is a big deal that I get on this list. So I’m going to engage or I’m going to shop with the masses. And the only difference we’ve done here is I’ve included this close button CTA. This is just a close button. And you add a close button like this. Close button. Looks like that. You can actually expand it out.
Robbie: This X is just text. So you could say, “Continue shopping.” Spell it right. So, “Continue shopping.” So that’s what we did with this CTA layer right here. It’s just super easy promo, because you don’t include a coupon code or anything like that. Added you to that early access list. Look out for an email from us soon. And if you decide to– if you decide when you’re going to give the early access, I would recommend putting a date in here or some kind of more specific time. I was just trying to keep it a little bit more on the vague side. So we have our list here. Since I’m not using a custom HTML form, it’s already integrated. My rules are already the same. And this looks good to me. So I’m done with– now, I’m done with my no offer and my early access plus 10% off. And what I have left to do now and what I want to show you guys is we’re going to go ahead and we’re going to set up this A/B test. So let’s set up this A/B test between my current lead capture offer, which is down here, number 10. I’m just going put it up here for organization’s sake. We’re going to test these three promos against each other. Now, what I’m going to want to do is I’m going to want to have a look at my current rules. So show tab, I’m going go ahead and get rid of that, because I don’t want to use that on desktop. Let’s take a look at the rules here. So these are almost the same. So it’s not like I’m really risking the audience in this test. I’m just going move this out to 25 seconds like we have for the other ones. Everything here and after shown three times. This is all exactly the same. So great. So a lot of easy work for me. Save it. And now let’s go into our A/B tests. And this is the point where this is– you’re getting into extra credit here. So we’re going set up a new A/B test, but we’re going to schedule it a little far out. So we’re going to say, current versus no offer versus early access plus 10% off.
Robbie: It’s going be a desktop test. And when I start it– when do I want to start it? When was that magical date that I was talking about? Oh yeah. I’m going to start it on Monday the 15th. That might be about the earliest that you want to start testing. And we’re going to go ahead and start this test at 9:00 AM. And then I’m going to run this test– I’m actually going to run this test till the 31st. And I’m going to utilize– and I’m going to end it on the– actually, no, let’s make sure it’s on a Monday. Because I want to end it on the same– I want to keep things nice and even. Same Monday at 9:00 AM that we’re ending this test. And–
Jenna: Hey, Robbie. And I just want to point out here, I know that it says it there under the date and time in parentheses. But all of these times are in Pacific Time Zone, correct?
Robbie: Right. That’s where our servers are located.
Jenna: Yeah. Okay. So just to point that out for people.
Robbie: Yeah. So good point, Jenna. This is going to be in Pacific Time. So just keep that in mind. So what we have here is I have my baseline. I’m going to select my baseline. And I have my side wheel spin to win pre-built. And we have our pre-built– let’s see, our desktop no offer. So I want to select this. This is a multivariate test, guys. You’re running a 34 to 33 and 33 percent of the audiences. If you guys have a lot of traffic, if we’ve got some [pro?] one millions in here above or 500ks, you can also include a control group that sees nothing. Or if you want to keep a control group that is maybe only– you want to only test– you want to test 50% of the audience total, right? So 50% of the group will see nothing. The other 25 see– well, this would be– we’d have to change this, I guess, to do the proper math. And that would be roughly 18% each. So in this case, I wouldn’t– in most cases, I wouldn’t really recommend including a control group. If you’re running a multivariate test, just run the three variations on each other. You’ll get more actionable data. So we’re going to– we have this scheduled out. Boom. It says scheduled right here. And that is all I have to worry about. Now, for my desktop lead capture, we’re done with that. We have scheduled A/B tests for these. We’ve really kind of knocked this out. We still have our current spin to win running for our test. And so because of that, we’re still going to be collecting emails right now. But we’re just preparing ourselves for this early-access test that we’re going to run. So with that being said, let’s go ahead and move back to our presentation here and move into the mobile side. So let’s see. Catch up with my notes here.
Robbie: Now we’re going to duplicate these all to mobile. And it takes a little time to do this, some of you may know. But we want to scale down the designs and focus on the tweaks that are going to make a difference in your UX and hopefully reduce that cart abandonment rate for that audience. And I have to say– go ahead, Jenna.
Jenna: Yeah. I was just going to call out. We had a specific question about mobile from Arlene in the chat. And she was just asking about creating different promotions between desktop and mobile. So Arlene, pay attention to this section, because this is what you were asking. And Robbie is going to show you exactly how to do it right now.
Robbie: Right. Okay. So yeah. So with mobile, I have to say that it’s easier in Justuno to build these things in desktop and/or mobile first. Choose one or the other first and duplicate it to the other device segment. Because honestly, you’re going to spend a lot more time trying to totally redesign– you may need to throw in a different background image, because of the different aspect ratios, and pixel sizes, and everything. But we found that it is much easier to retain those assets and just scale them down or up than it is to try and build the other mobile campaign from scratch. So that’s just a caveat there. So duplicating to mobile. I don’t want you guys to think that we’re going spend a bunch of time scaling everything down in mobile. Because I’ve already got this right here. I’ve already got our early access deals right here. And this is going to actually be our– this is going be our no offer. But I have what it looks like. When you actually duplicate this to mobile, it’s going to look like this. You’re going to see a full-sized promotion, right? You’re looking at this like, whoa, that’s kind of a lot to take in. And so what I typically do first is I’ll just go to the sizes here. Width, we’re going to do something like– I think it’s like 315 is ideal, right? And then 425 is I believe the one I was building. So here we go. So we have these. Everything shifts over to the right. So we just grab all these layers at one time. Boom. Center them like this. So now these are centered. They’re aligned horizontally. And now, at this point, then we start doing a lot of our scale down. And again, I’m not going to spend too much time doing this stuff. But–
Jenna: Yeah. And while you’re doing this, Robbie, I just want to go ahead and reiterate for those of you who haven’t heard our spiel on this already. And they’re like, okay, cool. I can duplicate mobile. But then I have to resize everything. What’s the deal? Well, the point in doing that– and apologies, again, if you’ve already heard this– but we really want you to exercise your marketing brain when you are building mobile promos. And what does that mean? Well, when you’re on desktop, you have a lot more viewer real estate to deal with. So when you’re looking at a mobile promo, you need to really consider what you can chop down, what you can pare down. You want to put the most important text there. You want to make the button clickable, so it’s large enough. So you might have some unnecessary fluff or you might need to reword what you’re saying in fewer words to make it more concise and fit. But that’s the reason that we actually force you to do this in the user experience, because it will force you to hopefully build a higher converting offer.
Robbie: Yeah. And it goes without saying too that as a company and as a brand, we are constantly looking to expand on this and we want to make it easier, if we can. And so we’re constantly working on that. So when we duplicate these to mobile, really the UX things that we’re talking about and what Jenna was touching on is clear, concise opt-in text and clear and concise opt-out text. You want to make it easy to opt in or opt out on mobile. And also don’t forget this. Don’t forget the back page. And so I would prefer not to spend too much time on scaling this stuff down. So let’s go ahead and move into the rules section. And I’m going to show you guys a finished product of this. So don’t worry. This is not the last you’ll see of this design. But moving into the rules. See. Let’s go into the one that I already created. An idea that I had for this is we have, obviously, our new visitor rule that we’re going to show. And we recommend showing it on the second page load. Your lead capture mobile promotions on the second page load. And that has a lot to do with Google’s updated mobile policies on ads and interstitials. It has to do with the Better Ads coalition and something that we are not even certain that we are folded into. But just to play it safe, we recommend people do this. And it just happens to be that we– after we’ve recommended this to people and found out about this, we’ve seen higher engagement rates on these mobile promos because of that. Because the people you’re showing them to make it to the second page– make to the second page, they have a higher intent to buy. So they’re just naturally more engaged users, right?
Robbie: So second page load. Once per session. Not going to show it again, if they’ve closed it already. And after engagement, stop showing after engagement this promotion. Or maybe after shown twice. Again, not going to show to email click throughs. And I’m only going to delay it 10 seconds, because it’s on the second page load. So we’re going to let the page load fully, and we’re going to let them search around for a few seconds, and then we’re going to show them this. And we’re going to see how they feel about that. So that is going to provide you with the optimal UX. There is, of course, the option to show an email banner. An email lead capture banner on any page that you want on mobile or desktop. But historically, we’ve seen that those have really bad engagement rates compared to actually showing a full pop-up on mobile instead. So that’s why you won’t hear me talking a lot about lead capture banners, whether it’s holidays or otherwise. So what I did instead of a banner or something like that was I created a tab rule. So going back to our design canvas here is our nice finished mocked-up promo. Here’s my tab right here. It says, “Black Friday 2018.” People are going to– the first time you show that on your mobile site, people are going to be interested to find out what that is. You’re going to get a lot of impressions on this tab click. So we’re going to want to make sure it shows. And if you’re not seeing this in your design canvas, go to tab settings. It might say, “No.” So show preview tab. It’s going to say, “Yes.” So this just shows it in the design canvas. And you can mess around with different– if you want to put it on the right. So you put on the right. That goes full page. You can center it like that. I just decided to go bottom, because I feel like people will kind of take note of that. So I save this. I’m going to go to my tab rule. And so here’s my tab. I’m going to only show that tab, if they’ve seen the promo, but not engaged with it, right?
Robbie: So here we go. This is an advanced rule page for those of you that haven’t seen this. Show tab on every page. If they have seen the promo this visit and they have not ever engaged with this pop-up. You may also decide to go in and say, they’ve never engaged with any promotion. Has never engaged with any pop-up. Right here. Or maybe that they haven’t seen a specific pop-up this visit. Maybe they were on your desktop site. You don’t want to show them your plus 10% off on desktop. So make sure they haven’t seen that. And make sure that you can only offer it in America perhaps. Because maybe you have a lot of international people or you want to make sure they’re located in either the United States or Australia. I’d say, that’s a pretty common scenario that I see. So we have all these rules set up and this is, again, more examples of ways you guys can show and exclude certain audiences. And I certainly encourage you guys to very much take a look at these advanced rule categories, because there’s so much to see. Cart and total rules. Has this person ever placed an order before? Does this person intend to exit your mobile site with the back button or are they idling on the cart page? What’s their local date and time? Are you running a flash sale? What URL did they land on? Things like that. These can really provide a huge boost in the amount of segmentation that we provide. So this is just my tab rule. So this is what I’m going to stick with for now. And this is our design down version. I like the way this looks. I have my two step here promotion. Let’s see. Okay. So my test is in white. Test@justuno.com. Early access to our Black Friday deals. Sign up below to get on the list.
Robbie: I’m also keeping my text in my copy very concise here. Because like Jenna pointed out, you don’t have much real estate on mobile. You just don’t, right? And I want to save that real estate for these real-easy-to-see CTAs. Either opt in or opt out. I want to make things really clear. Also, you might have people still using iPhone 4s. Possibly. I don’t know, but maybe. Or at least iPhone 5s. And you want to make sure that it’s easy for people to select your email field, so they can enter their email, or select the CTA, or select the opt out. So I’m going to save most of this real estate for that and just make sure that this is legible and concise. So I have my email here. And a fun little thing that I put in that I’ve– I’ve actually never experimented with before, but I added three CTAs in here. So you’re on the list. Thanks. Great. Nobody cares about the copy after that in terms of like– they understand that they’re on the list. So what are some other things that we can show them? And what have we seen in the market before? We’ve seen it on websites like SurfStitch, J.Crew, Banana Republic, all the big e-retailers. You’ve seen they’re directing you to shop new arrivals, or shops sale, or shop men’s, or shop women’s. Or they can just close this out, if they were on a particular page that they wanted to stay on. So these are just double CTA layers. Let’s go back to the design canvas real quick. Let me just show you guys what this is all about. We’re going to go to our post-engagement tab. And we have two CTAs here. This is just a close– again– a close button layer. But this one will shop our sale and we’ll drop in our sale URL here, or our new arrivals URL here, or whatever you guys want to direct people to. You can even use these CTAs to open a different promo, right? You can open any mobile promo that you want with these mobile CTAs. You can automatically add an item to the cart, which we’ll get into with your December– in episode three and four.
Robbie: We’re going to get into those gift basketing and bundling with the CTA layers. So for all intents and purposes, this mobile promo is done. We’ve integrated it. We have my standard– I have my year-round, season-agnostic promo here. Boom. Yes. Okay, save 10%. So we have that test. And then we have our no offer test as well, which I’m going to set up my next A/B test for the same exact way we set up our desktop one. So I will save you guys the time and I won’t run through that again. But hopefully, guys will remember how to set up those A/B tests. And you can do the same A/B tests with your mobile that you can with your desktop. And you never know, you might have a mobile audience that prefers that early access and the desktop audience prefers to spin to win. That is, again, why we want you guys to test. So that concludes the the mobile section. And so what we’re talking about here is lead capture variations and mobile variations to find out what works best on your guys’ site. And we’ve gone through some passive engagement opportunities like running your tab on mobile. We’re talking about a different copy that you can use to really drive the point home that, hey, this is our most important sale of the year. Right? So with that said, let’s talk a little bit about click through banners. And here’s a really nice example from Pura Vida. Something that they really excel at. One of the many things that they very much excel at is being able to provide– target people clicking through from an email and providing that coupon code. Boom. Right there on the page when the person gets there. And just reinforcing that marketing message. So these are also beneficial. I just want to talk through a couple of the benefits here.
Robbie: This is really about how you’re connecting your channels. Again, we’ll go back to last episode and talk about how there’s a $44 ROI, on average, for every $1 spent on email marketing. That is major value that you’ve always known. But I guess, I think a lot of people didn’t really know how to put it in numbers. And so that is, again, reinforcing that value. CTRs are on the rise. Click-through rates on the rise. And not just email. Facebook reported 3% increases, on average, in CTRs just last year. Instagram is becoming huge for that. And sorry, just had to take a sip of my coffee here. Versatility in the banners. Running our CTAs, our coupon codes, our timers. Everything that you can do in our banners allows you to present a more dynamic experience. You can present a unique coupon code. You can have a CTA that auto adds an item to the cart. You can have a CTA that takes people to the product page that they were just looking at or just opens a promo. And obviously, our timers press the urgency, which we’ll get into in a second. And one final note I want to put– I want to talk about with banners that you build in Justuno versus having them hard coded, or run through your Shopify template, or something like that, for instance, is there’s more communication across our campaigns. Our banners know when your users have seen a pop-up, or what pop-up they’ve seen, what pop-up they’ve engaged with, how many times they’ve been on the site, where they’re coming from. We have all this advanced segmentation that is– it’s all the advanced segmentation you’re used to and that you guys love for our pop-ups also applies to our banners, and allows you to not hard code them, and it allows them all to communicate with each other.
Robbie: So that’s why we– I’ve personally seen an increase in people not only using our pop-ups for lead capture and using our banners, but doing things like embedding their Justuno campaigns into the footer of their website just to keep all of the email subscriptions, and all of the reinforced click through banners, everything– keep it all in the same platform, and talking to one another, and organized in that sense. So really kind of a fun– kind of a fun way to look at using our banners versus what you see in your template. Those are undoubtedly very easy to use, I find. But hard coding isn’t. So. So let’s go ahead and let’s jump in here to my banners here. I’ve got this banner. Just really kind of threw together the design here. And I am using this right now as a call out to people who click through from my welcome series email. So with our welcome series, we have our coupon code that is– it makes it easier if you’re using a multi-use code versus a unique code. But if you’re using a unique code, then you can always drop that into the URL like UTM term, if you’re using those in your tracking URLs. And we can pull that from the URL and populate it here. That’s what Pura Vida does. And so really, the messaging here is, hey, we know you came from the welcome email. Your welcome code expires soon. We don’t have a lot space to write on here. So here’s the coupon code and here’s how much time you have to use it. This is a classic example of using email click through banners and really how it applies to your different channels. Again, what I said earlier was, we hope that you guys will just adapt these to whatever your campaigns are.
Robbie: But whatever your campaigns are, you’re probably including a welcome series or something like that or you’re probably trying to press some urgency on the sale. So it’s going to be done in the targeting rules largely. So one thing I want to do before we leave the design canvas for this email click through is I want to show you guys where to find our timers and our other fun plugins. So timers can be found here. You click this, and it’ll drop in a timer layer. And we have multiple options. This is our spin to win in case you want to add it to any of your existing lead capture promos. We have all manner of advanced plugins that we offer. Here’s a lot of animations. And then we offer things like Google and Facebook sign-up registration buttons or custom plugin– if you guys want to run any custom plugins, or iFrames, weather, age verification, things like that. So a lot of fun stuff to do there. You find that, you drop it in here. Boom. We have our timer. We can run through all these different themes. And then we can decide if, like I said earlier, if this promo is going to actually expire when it’s close. When this countdown timer expires, do you want to keep showing this? I would argue, yes, but some people maybe are feeling very explicit about that stuff. So they’ll select this. I’m going to leave it off for now. So we have, obviously, all of our color options here. And I think that the– I think that your countdown timers are going to be a major part of your on-site marketing experience this year. Because you’re going to be counting down– you count down how long they have to use the welcome series timer. You count down the days until Black Friday and Cyber Monday. You count down the days until Cyber Monday is over. And then you count down the days till someone gets told someone can’t order an item past the shipping deadline anymore.
Robbie: So they are going to be an integral part of the strategy this year, if you haven’t already been using them. And we have more themes and everything more than ever to support that. So this looks good to me. Now, I want to target this to my email subscribers and specifically my welcome series. So let’s go to our rules. I have showing email on every page unless it’s been closed, of course. And then I’m going to drop in my– I only want to show it from email. But specifically, my UTM campaign, BF2018.
Jenna: Hey, Robbie. I wanted to call somebody from chat too that’s been asking about the UTM codes. I was going to save it for Q&A. But now, I was going to say, Tom, you’ve been asking questions about this. How can you show and exclude from email? So Robbie, can you please also show us an exclude situation after you show us this part?
Robbie: Sure, sure. Of course. So this would be the include. So show from sources. So this is how you would include only that audience and then to go– let’s just go ahead and uncheck. You would uncheck all that. And then if you want to exclude them, don’t show from sources. And then you can either from email in general or from a specific UTM campaign, if that helps answer your question. So hopefully, that helps to answer your question, Tom. In this case, since it’s a banner– since it’s not a lead capture promotion, we’re going to– and it specifically geared towards that channel– people clicking through an email, then I’m going to go ahead and include them. But if it was a lead capture promotion, you’re absolutely right. You got the right instincts. I would exclude email. And then I’m not going to include a delay here. There’s no integration that needs to happen. These are really very easy things to set up. And you can do things like just go on another note on the design here. I have it here set to show at the top. Very easy to just, boom, show it at the bottom. This is something you’ll see a lot on like West Elm, and Pottery Barn, and more, I would say, elegant websites. They tend to put banners at the bottom of the page. So I like to recommend that too. Also, it seems like you can have more real estate with your banners when you place them at the bottom. Whereas when you put it at the top, you’re probably going to end up pushing down the nav bar. And there’s any number of CSS things that can that can happen there. So, of course, we have a great support team. And our account management team can help you with solutions, if you do run into those issues. But this should work for the majority of you. Okay. So it’s 12:00 right now. It’s been an hour. Jenna, what do you think? Do you think I have time to run through this courtesy bar real quick?
Jenna: If you can make it in like five minutes, I’m going to permit this.
Robbie: Okay. All right. So courtesy bar. Same idea. Just to make this short, because I also want to run through the A/B test. I won’t waste your time. Let’s use this same banner that we were just using. And let’s just say that it’s a courtesy bar for a lead capture promotion instead of what we just set it up for, which was email capture. So I’m going to put this into the advanced rules. And I’m going to say– I’m going to take out all of these things except for, yeah, if they haven’t closed this visit. That’s going to be a constant. And we’re going get rid of this URL rule. All we’re going to do is we’re going to say, has engaged with a specific pop-up this visit. Has engaged with this specific pop-up this visit. And I’m going to choose my Black Friday, Cyber Monday lead capture plus 10%, because that’s the one we’re going for. So she’ll pop up on every page, if they have engaged with the BFCM pop-up this visit and they have not closed it. That’s literally all you have to do. And you can include all those things like the timer and everything. So that is all you have to do for the courtesy bar. It reinforces the promo. They just engage with it. It keeps the coupon in front of them and lets them know they have a certain amount of time to use it. So with given how much time we’ve been doing this, I want to just run you guys through some last-minute A/B test that will not waste your time. So lead capture campaigns. Different offers that generate more submissions, even a no offer. Check. We already did that. Two-step versus three-step promotion, which we’ve covered. All your models and product imagery. You may be surprised at what performs better than the other. And then all the usual suspects. We talked about CTA copy, full screen versus center screen. Just don’t waste your time with things like CTA color or, I don’t know, any number of things that are not going to give you bigger improvements than what you’re looking– you’re really looking for these larger improvements on what the control promo is.
Robbie: So don’t waste your time on things that are giving you a 1 to 2 percent lift or 1 to 2 percent non-improvement, right? So as far as mobile goes, test button size, concise and legible copy. Check. We did that. And this is less about the testing and more just about the kind of overall method. Go full screen on second page as opposed to running a banner. So kind of hurried through that last part, but putting it all together. What did we do today to build a bigger high-value audience? We created these two offers that you’re going to test against your current lead capture. We created these mobile versions and variations that also will be tested against your current lead capture offer. Two types of click through banners to reinforce your marketing message. Specifically, email click through and then the courtesy bar. And you can create a different one for Facebook click throughs, if you feel that that is valuable to you. And then we covered some A/B tests that will not waste your time. So with that said, thank you guys for joining us. Opening up for questions now. I know we are to answer a couple. But thank you guys for sticking through this whole presentation. And I hope you guys will join us for the next two. Next one is next Tuesday. And then one is Tuesday after that.
Jenna: Yeah, awesome. Thanks Robbie. This was super intense. And you did a lot of build. So I hope you guys were able to follow along. If not we’re recording it, so I’ll send it out in an email tomorrow. It will also go up on our YouTube channel, so don’t worry about that. You will be able to easily find it. If not, you can always email me, and I will shoot you the link right away. So before we take some Q&A, we have had quite a few questions. And a lot of them were answered in chat. But before we take the Q&A, Robbie, I just want to direct folks who might be non-users of Justuno– how they can actually sign up. So if you guys just head over to our website, Justuno.com, you can click the free trial button. But if you are on Shopify, or Shopify Plus, BigCommerce, WooCommerce, anywhere that has an app store, I would suggest to go the App Store route. So you can check us out that way. Now if you guys are an agency and you would like to speak to someone about becoming an agency partner, you can book a meeting with Marley– if you are a new agency. And I’m going to drop her link in the chat here. So you can book a meet with Marley. Now if you are an existing agency partner and you are attending our training, thank you so much for attending. We love it when you guys learn more about our tool. And you know who Matt is. So Matt is your agency rep. I’m going to drop his link also in the chat. If you have any questions over stuff that was discussed today, just book a quick meeting with Mat,. and he’ll walk you through it. Cool. So that’s all I wanted to do. Let’s go ahead and look at the Q&A. We have lots of good questions. So I’m going start off with Robert. Robert, thanks for attending. He was also in episode one and asked a lot of good questions. And he asked a couple of good ones here. But Robert I’m going to start off with your first one.
Jenna: So Robbie, Robert wants to know, “What if I want an object to be dynamic? To keep it simple, let’s say, today the text will say, 10% off. The next day depending on the value passed from Shopify, it will be 25% off. Like if the subscriber purchased from the 10% off, the next visit, the text will be 20, just for a simple example. Question is basically dynamic value for objects.”
Robbie: Yeah. Oh, Miranda is going to answer this question live. That’s what it looks like the answer is. Miranda, do you want to take a stab at it?
Jenna:9 Sorry, I don’t know–
Robbie: I can.
Jenna: Oh, go ahead.
Jenna: Cool. So Robert, I hope that helps answer your question. And Robbie, sorry. If it says answer it like– if it says answer live from either myself or Miranda, we’re just checking it off. So. But ultimately, it’s going to go to you probably.
Robbie: Okay. [inaudible].
Jenna: No problem. Okay. Cool. Next question is coming up from Tom. And Tommy already answered this question, but I wanted to ask Robbie, if he could actually go through it visually. And Robbie, you already did. But basically, just showing from email or excluding from email. Robbie already touched on that and showed you guys in the editor. But the other point I wanted to call out about Tom’s question was about the source. So Tom wanted to know if he could just use– if you don’t have a UTM campaign, if you could just use some keywords? And so Miranda answered, “Yes, you can. Just use the keyword.” I don’t know if there needs to be any more expansion on that. He was wondering, “Will from all sources all overwrite anything I put in the don’t show area?”
Robbie: No. So yeah. Thanks for pointing that out. It can get a little confusing there with all selected. But you can, as you might have seen, you can actually unselect the all from the including multiple sources. So I would recommend unchecking that, if you want to– if you do not want to show it to all. But you can select in the show from all sources category, you can select all. And then do not show from these sources, you can select one of the those, such as email, and it will work the same.
Jenna: So Tom, I hope that answers your question. And for those of you who might have been wondering, I hope that also provides or sheds a little light on that. Let us know. Okay. Next question. Jeremy was wondering, “Why are you stop– why do you stop showing the promotion after X amount of views?” And for a little bit of context, Robbie, Jeremy was asking that when you were doing the mobile setup with the tab and everything. So he’s just wondering, why do you stop showing a promo after a certain amount of views?
Robbie: Purely a UX play. If someone’s going to– if someone views a promotion three times and you already have a rule set that says stop showing this promotion once the person’s engaged with it, like they’ve already submitted their email, then you don’t want to keep showing it. That person is not going to engage with your promo after seeing it three times. And especially, as far as mobile is concerned and kind of the idea of how do we optimize the mobile UX for conversions, right? That’s the total end goal– is to get conversions out of people. If they’re going to keep coming back to your site, but they’re not going to engage with your promo pop-ups, they’re still probably going to buy. And you’re still probably going to get their email. So we kind of make sense to just stop– just not bother them anymore or interrupt the experience any more with the pop-up. And I would say that on mobile, after they’ve seen it twice, I would stop it at twice on mobile. Desktop, three times is a little bit more– for whatever reason, desktop is a little bit more bearable for people to have those. But mobile is a very sensitive shopping experience. And so that’s why.
Jenna: Cool. Okay, Jeremy. I hope that answers your question. Let us know in the chat, if it did not. All righty. Next question is from Robert. Another really good question. He says, “Can I also create a pop-up where it shows the item a user has left in his or her cart the last time they visited an offer– or the last time they visited, then offer a discount? More like an abandoned cart pop-up, but showing the item that they left in the cart.”
Robbie: Yeah, Robert. That’s brilliant, man. And that’s exactly what– we’ve actually helped Pura Vida set that up. So let’s see. Let’s say, I’m on Shopify, right? Here’s my click through banner. And let’s say, this is only going to show to people that have actually put something in their cart recently. So we can just take all this stuff out, except for obviously the has not closed it this visit. They always get lost. There we go. Show pop up, if they have not closed it this visit. And then go to cart. And especially because, Robert, you’re on Shopify, these are all just plug and play like out-of-the-box rules. So we can say, cart totals this visit or cart totals in the last seven days. Boom. The amount is greater than zero. Or if you want to target someone with a specific item in their cart, you can say, okay, so this is for someone who’s got greater than zero or even, let’s add this again, our totals on seven days is less than $200, let’s just say. You were asking about a specific item added to the cart. So like item added to the cart. You would drop this in. You’d say item number, name, quantity. You have these options to target a person with that specific item. So usually when I see people use these, it’s the best seller. But you can use any number– you can use any number of these. And what we have setup for Pura Vida is actually their past cart total is greater than zero. So that would be something like what we would recommend setting up for our Shopify clients.
Jenna: Cool. And I just got a note here from Kelsey, who is also on our team saying that plugins for that are coming soon. So Robert, keep your eyes peeled on your email. I hope that helps. Okay. Next question comes from Arlene. She is wondering, “If you have two things to test, how does the machine put them on the screen?” So I’m assuming that Arlene is just wondering how our A/B testing works?
Robbie: Right. So she means two things as in, I think, like you’re testing two variations, right? Like an A and a B?
Jenna: That’s how I am interpreting it. Arlene, if it’s different than that, let us know in the chat. But the way I read the question is, if you have one offer and then another offer, how does Justuno decide who sees what?
Robbie: Yeah, yeah. Okay. So thanks, Arlene. Yeah. So technologically, I don’t know what happens really under the hood. But back when, you noticed, when we had set up that A/B test, you can edit the percentage of traffic that sees– you can put different weights to different variants or to the control. We have a lot of people ask us, big clients might come on and they say, hey, we’re not really certain– we’re not really certain we want to show a pop-up in this scenario. So we’re going to test a holdout audience. And so the holdout audience will be 75% of the traffic and only 25% of the traffic will actually see this variant or that variant and another one. So the way we display it– and this also goes back to why you have to have the same targeting rules for each variant in the promotion or each variant being tested– is we segment that audience and we say, okay, here is the audience being tested. And here is the number of variants that we have. And just for us presumption sake they’re all– sorry– follow-up to your question. Sorry. Shopify. Oh that’s Robert. Sorry. So Arlene, back to your question. So we have the same audience. Let’s say that audience is 1,000 people and we have two variants that we’re going to test. Because it’s the same targeting rule, our system can say, okay, fire it here. Now, fire it here. Fire it here. And it basically trades back and forth between people that fill out the same criteria. Meaning that they’re in the same audience. Hopefully that answers your question.
Jenna: Yeah, let us know in the chat, Arlene. I think it did. She actually chimed in on the Q&A piece. But I hope that answers your question. Okay. Let’s see here. We did have a follow-up question about the Shopify piece, Robbie, that you just went into from Robert. He wants to know, “Item number equals product ID item name equals product title, just for clarification.” It seems that Kelsey has also chimed in saying that the name should be the title. Number should be the product ID.
Robbie: Yeah. So yeah.
Jenna: Is that correct?
Robbie: That’s correct.
Jenna: Okay. Cool. Robert, I hope that clarifies for you. You can always contact us after it did. Arlene says, “Thanks, Robbie, for explaining that.” Answered her question. Great. We have one last question from Dinah. It might be Dinah. I apologize, if I’m pronouncing that incorrectly. She says, “Hi. I have created a collection for just Black Friday, Cyber Monday. Not available on site now. Can I add the URL so that potential clients can start shopping immediately?”
Robbie: Oh yeah. That’s a great idea. I don’t think a lot of people will actually go to that length that you went to. Perhaps they will, but it depends on who you want and how badly you want everybody to start exploring that page. And you can schedule out those promos anytime you want to to start showing to audiences. But you’re going to use our CTA layer. Let’s go back to this. Let’s just say, you’re going to show this in a banner, right? You’re going to just show a banner that says like, hey, shop our Black Friday collection. And then we’re going to set the timer. I’ll set this timer now to say, set a date when the timer ends. And I’m going to set this timer to end on– let’s do this for Black Friday. So here we go. Black Friday. Counts down to midnight. Boom. So we have 58 days. We’re going to remove the coupon code. Because generally, Black Friday and Cyber Monday too– we’ll get into this next week. But generally, I find that’s easier to just say no coupon code needed, right? Let’s get rid of this too. So we have a nice– I love this font. I love using this font. So let’s see here. Let’s say, early access to Black Friday collection. To our Friday collection. And we’ll extend this out. I’m actually going to make this a fair bit smaller. I’m going to make this timer a little bit smaller too. Because I want to leave some real estate for the button that we’re going to give. Basically, you’re going to add a CTA. Maybe right here.
Robbie: And just go and add our CTA layer. Boom. Call to action. Design this however you see fit. Shop now. Shop now probably. Something like that. Let’s do this kind of consistent theme. These are all Google fonts by the way. And let’s go out and do something fun with this background color. Let’s make it red. A little bit more Christmasy. Shop now. And so once we have the CTA layer clicked, check it out. Drop in that URL right there. And you can even do something like– something we’ve seen that’s more popularized recently and that we’ll be going into further for Black Friday and Cyber Monday is your URL can contain and add-to-cart action. So this person clicks here and that adds an item to their cart. And that’s not exactly what you’re looking to do, but it’s a pretty neat function that we’ve been seeing. But you’re basically going to just drop that URL for that Black Friday collection here. And then to go even further, if you’re trying to only show this to a certain number of people or– you need to find a way to track those people, right? So you would most likely send out an email to your subscribers saying, hey, I want you guys to see my Black Friday offerings early. And so let’s go ahead and say, first URL they came to, if they click through that email, it’s going to say utm_campaign=548213_early_BF or something like that. Maybe that’s your UTM campaign. And so that banner is only going to show to people that landed on that special URL that contains your early access URL. Does that help answer your question?
Jenna: I hope, Dinah, Dinah, if you are still here, that helps answer your question. Let us know in the chat if it did. We’ve had a couple more come in. And Robbie, I totally forgot one of our very first questions from Steve. So Steve, sorry. I’m going to ask this question right now. But Steve wants to know, “If we have a current promotion and want to test out the no coupon teaser, would that be good or should we have the two pop-ups with the code and then no code to test against the current promo?”
Robbie: Remind me again. So the current promo does or does not have a discount?
Jenna: “If we have a current promotion and want to test out the no coupon teaser, would that be good? Or should we have the two pop-ups with the code and no code to test against the current promo?”
Robbie: Okay. So this is interesting. I would say, it depends on the size of your website, the amount of traffic that you’re getting. If you guys are– if you guys are comfortably sitting above 100k in sessions a month maybe– if you’re above that, test the three variations. If you’re below that, maybe just test the two. If you test three variations on a promotion, then you might not get enough engagements or impressions to really tell you anything consistent, right? And you’re going to have to run that test for a lot longer. So to answer your question, look your traffic. If it’s under 100k, test the two. Test the early access, no offer teaser against your current promotion. But the idea of adding the incentive to the Black Friday teaser is you’re starting to let people know that they can get on an early-access list. They’re part of an exclusive bunch. And they can also buy today with your current promotion, if you are offering that. If your current promotion does not currently have a discount tied to it, then don’t worry about it. Just run the teaser with no offer against your current promotion.
Jenna: Cool. Okay I hope that helps, Steve. He says, “Gotcha. Makes sense. Thanks.” You are very welcome. All righty. We’ve had a couple more questions. I’m going to do this one, because it’s going to kill two with one stone. So Lana and Michael both want to know, how can you add an item to cart with the CTA?
Robbie: Okay. So just like I was pointing out in that last example, you get your– generally, Shopify, BigCommerce, the big cart platforms will allow you to– they’ll give you a way to have an add to cart URL. And so that add to cart URL, you just drop right here. And we have a support document on it too. Contact your account manager, and we’ll send it over to you. But you drop in the add to cart URL right here.
Jenna: Cool. Okay. I hope that answers your questions. Michael says, “Okay. Thanks. Very helpful. Appreciate the guidance.” No problem, Steve. We will see you next Tuesday. You can thank Robbie. All right. And then Helene, it looks like your– or Helene, your question was answered via chat about– sorry, viewing something on a specific URL. Having a promotion appearing only when visitors are on a certain page. So we dropped that link there for you in the chat. Lana says, “I thought you meant we could add an SKU to cart. Is that possible?”
Robbie: Adding a SKU. It’s hard to say just with giving the different cart platforms and what their back ends dictate. But usually that add to cart URL, I think, contains the SKU.
Jenna: So Lana, why don’t you go ahead and try it out? If you have other questions, you can get in touch with your account manager. And we can help you troubleshoot–
Robbie: Why don’t we go ahead– so Jenna. So why don’t I just go ahead real quick and auto add– I’m going to drop in this support doc real quick.
Robbie: [inaudible] click. This is the Shopify document, Shopify-related document. We are going have a BigCommerce one coming out soon. So here’s that doc. Lana, try and follow that doc and see as far as you can get. And then contact our support or your account manager to help you further, if you’re not on Shopify or it’s not really making any sense to you.
Jenna: Cool. All righty, guys. Lana says, “Thank you.” You are most welcome. So Robbie, I want to go ahead and wrap it up. I know we’ve been going for a very long time. I want to be respectful of everybody’s time. So guys, thanks so much for joining today. It was a good episode. And we’re going to do more of the same in next Tuesday’s episode. So make sure you keep your eyes on your email. I know there was a little bit of confusion in the time this time around. So apologies for that. But just always follow the email reminders that you get. And we’ll send that out an hour before. Everybody says, thank you so much. Thanks. You’re welcome. Peter says, “Thanks, everyone. It’s awesome.” So all that. Kudos to Robbie, your trainer. And he will be back next Tuesday. So we’ll see–
Robbie: Thank you.
Jenna: –you guys then.
Robbie: Thank you.
Jenna: All right. Thanks, everybody.