Every day, lead generation is evolving. This is more apparent online than anywhere else.
Paid advertising is more expensive, and technology is improving to address public concerns about data privacy. This makes zero-party data even more important.
To get that data, however, you must make it worth their while and not put them on guard. A good lead magnet can help with this and other tasks.
This post will share seven ecommerce lead magnets that you can use to collect more information from your new visitors.
7 E-Commerce Lead Magnet Ideas That You Must Know
1. Get Discount
2. Loyalty Program
3. No Shipping Charge
7. Early Access to New Products
What is a Lead Magnet?
In exchange for an email address, a lead magnet is a freebie that you offer to new visitors. This is typically a whitepaper or PDF in B2B. However, in e-commerce (which I will explore below), a lead magnet could include anything from a discount to early access and everything in between.
1. Get Discount
One of the most common lead magnets in e-commerce is to offer a discount for new customers.
It’s simple. You offer a discount, usually between 5 and 10 percent, in exchange for your visitor’s email address.
Here are some options. ASOS offers students a combination of an email popup and a landing page.
After you click “Sign up”, the brand will redirect you to a landing site where you can enter additional details such as your name, email address, year of graduation, and many more.
ASOS will email you after you have entered your details. It will also send you links to its product pages for Men and Women.
An email popup can be used to offer a discount to the lead.
Mori asks visitors to send their email, but also asks them for self-segmentation based on whether they are pregnant, a parent or a gifter.
Mori can then send this data to its email provider (ESP), to send more personal email campaigns.
It might be tempting to believe that adding more steps will reduce conversions. This is especially true when visitors are directed to landing pages and multiple input fields. However, as our research has shown, this is not always true.
We looked at the data behind multistep popups. These popups collect visitor’s email in one step, and then more information (gender, interests), in the second. Popups with a second stage see staggering 76 percent of their users fill out more details.
A discount is a great way to collect more leads. Collect as much information as possible from the beginning. You will be a blessing to your future self for doing this.
2. Loyalty Program
One way to capture an email address is by offering a discount. It’s even more effective to offer a discount for joining your loyalty program.
To illustrate, let me give you two examples that I used two of the most popular online retailers.
Origins, a cosmetics company, wants its new customers to become subscribers. Origins offers discounts, but not a discount. It will offer a discount to those who sign up for its “Origin Rewards” program.
After you have entered your email, the brand will redirect you to a landing page where you can create a free account.
Origins emails you the discount code after you register an account. It also includes everything you’d expect in a well-written welcome mail
Tarte Cosmetics follows Origins’ lead but offers free credits in place of a discount.
Clicking through to Tarte’s “Sign up / Log in” page will remind you about the benefits of joining Team Tarte.
Offer a discount and a bonus for joining a loyalty program.
3. No Shipping Charge
You might offer discounts to existing subscribers, but reward them for returning to your store and buying something. If you don’t have loyalty programs, how can you encourage new customers to sign up?
Free shipping is a popular lead magnet in the beauty industry. Elf welcomes new customers to its “beautyverse” with free shipping.
Kate Spade is another brand offering free shipping, but with a twist on an old favourite.
The brand does not mention that it offers free shipping. Instead, they tell the reader that they are “qualified” and offer free returns.
You don’t have to offer free shipping if you are unable to afford it. Instead, consider any “stored” value that your business has–free returns or a gift guide. Reframe this as an incentive to subscribe.
Instagram is synonymous with giveaways. They’re just as effective, if not more so, when they are managed on your website because you have more control over who can enter.
Jysk Vin, a Danish wine merchant, is a well-known brand that offers giveaways on-site. I loved the giveaway that offered 36 bottles of wine.
The popup displayed a teaser that invited the visitor to click.
Barkbox is another brand that offers giveaways. Barkbox offers giveaways depending on the time you visit their site.
The brand was offering a free mini camera with a slide-in popup at the time of writing. However, this promotion was only valid while stocks last.
Barkbox asked me questions about my dog and his/her name after I clicked “Claim offer”.
It’s fascinating that the brand asked me for my email at half-way. They wanted to send me promotional emails.
Barkbox contacted me after I entered my email and offered me a monthly subscription with the possibility of double my first box. This is a great upsell, if you ask me.
I did not become a customer. It didn’t matter because Barkbox had already captured my email at the previous step. I also consented to receive future offers from them.
Giveaways don’t have to be about giving away tangible items, despite the examples. Seray’s blog post has more ideas for giveaways, including the Charlotte Tilbury one.
A quiz is one of the most popular lead magnets, partly because it captures and converts leads into buyers quickly. But, you must use them correctly.
Let me show you my favorite example. Care/of offers premium vitamins personalized for you at a low price. This is a key component of the company’s lead generation strategy.
Care/of’s homepage has a hello bar at its bottom inviting you to take a quiz. The copy states, “Feel great every day in 2021.” You can get a 50% discount on orders above $30 by adding it to your cart. “Take the quiz.
Care/of asks you a series questions to get to know you and your needs.
Care/of, similar to BarkBox, asks for your email halfway through, promising personalized recommendations. (The progress bar also appears for the first-time.
Care/of will recommend three products after you have completed the quiz. Then, Care/of will link to the respective product pages, where you can find out more and make a payment.
The best part is that you can always resume the quiz if you make a mistake. Simply return to the homepage and click “Continue Quiz.”
Quizzes work well as lead magnets, because they capitalize on the effort and time a visitor has already put in. If you are halfway through the quiz, you’re more likely than not to finish it. As a bonus, enter your email so that you don’t lose your progress.
You’re more likely trust a brand that offers a solution to your problem, in Care/of’s instance, which vitamins to take and why, and has also asked you for your input before tailoring its recommendations to your needs.
Offering a discount is one way to get more email addresses. A similar, but less common approach is to offer credit for future purchases.
Here are two different ways to offer credit. I recommend starting with the easiest approach if you choose this route.
Vinomofo, an Australian wine e-tailer, promises “good wines, real people, and epic deals without all the bowties or bs.”
The brand also offers $30 off your first order if you sign up for its email list.
Instead of collecting visitor’s details in one step, they send you to landing pages that reinforce their value proposition.
Vinomofo allows you to opt in through Facebook. You can also subscribe using the form below. To assist you with submitting your details, the brand provided some humorous help text.
To achieve the same result, you don’t need to go to Vinomofos extremes. A simple popup with multiple steps like the one below will capture what you need. (In our research, we found that popups that include a second step have a remarkable 76 percent of their subscribers providing more information.
Offering credit can be done in two ways. Wayfair sells furniture and other home goods through its e-commerce platform. Its approach to collecting leads is what makes it stand out from other e-commerce brands.
You might see a link to a card in the homepage welcome bar. Clicking this link will take you to the next page.
It offers $40 off your first qualifying order above $250. Further down, Wayfair encourages you to “Apply Now” to receive a variety of perks. These include a 5 percent reward or no interest financing, if you pay in full within 24 months.
This is not the right solution for every company. It might not work for your business (see Vinomofo’s example). If you have the financial resources, credit may be an option.
7. Early Access to New Products
I get it. Although you might be excited about the opportunity to get early access, it may not make you jump up and down like the incentives above. For two reasons, I included the following example.
Glow Recipe claims it is “cruelty-free and clean-powered skincare that helps bring out your inner glow.” It also includes a footer form to collect email addresses.
It asks for the visitor’s mobile number in addition to their email. It’s also testing a new offer in exchange for visitor’s email.
You can opt in by email to receive updates and exclusive deals. You can opt in by SMS to get early access to Glow Recipe’s newest product.
Glow Recipe is second because it collects mobile numbers in addition to email addresses.
While researching this post, I discovered that offering access to the latest products of a brand is not a new incentive. It’s often a throwaway line in the copy.
The difference that one letter can make is what is truly new. Or, rather, the admission or rejection of one letter. It is not “Products”. Product. As in singular. Unlocking one product is much more exciting, I don’t know what to think. It sounds to me like they are working on something huge. This makes me want more.
You don’t need to have access to new products to unlock early access. If you are able to offer first-dibs on any product that your market is interested and willing to pay a premium to be the first to get it, you can do so.
Most articles about e-commerce lead magnets fail to mention that you are not restricted to one idea. You can always replace an incentive that doesn’t work for you with another one, depending on the person you are targeting.
You can even test multiple offers simultaneously if you’re willing to go the extra mile. Shein offers a discount, free returns and buy now, pay tomorrow. (Once again, existing value within the business.
In this blog post, I have mentioned seven ideas. There are many others. But you will not know which one is best for you until you continue testing. When you are on the money, you will know. Or is it “in” the cash?
Sleeknote published 7 E-Commerce Lead magnet Ideas to Inspire Yours first.
By: Sam Thomas Davies
Title: 7 E-Commerce Lead Magnet Ideas to Inspire Your Own
Sourced From: sleeknote.com/blog/evergreen-lead-magnet
Published Date: Tue, 22 Feb 2022 04:19:15 +0000
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