Tips and Tricks
Unlock the potential of your hidden website visitors with actionable steps with your Untitled data.
Email Retargeting for Hot Leads
Use the Buyer Intent Model filter to segment your Hot and Warm website visitors into an Audience. Sync that Audience to your email provider, like Klaviyo or Mailchimp, and use the "added to list" trigger for a drip campaign that offers a discount to entice shopping and introduces website visitors to your brand. Research shows that, depending on your vertical and average order value, a discount of 15% is the level that will likely pique interest outside of holiday shopping in November and December, when discounts may need to increase as much as double to achieve conversion results.
A sample email flow that you may want to use with these leads is: Email 1 - as soon as the visitor is synced to your email system - "Here's your welcome discount!" 20-30% discount alongside a display of your products that click through to product pages. Wait a day Email 2 - "What is [Your Brand]?" - your story, value proposition, possibly an broad array of products so readers know what you offer (they may have only seen one item). Offer the original discount amount in this email. Wait 2 days Email 3 - "What our Customers Love" - best sellers, new releases, and/or customer testimonials. Discount code included. Wait 2 days Email 4 - "The [Your Brand] Difference" - this could include technical specifications, something unique, like made in USA, works with small business suppliers, meet the team, etc. Discount code included. Wait 2 days Email 5 - "Hear from our Biggest Fans" - testimonial heavy, ideally with each testimonial linking to a product in a different collection. Discount code included.
This sequence can be adjusted for your typical buyer persona or buyer journey, but it's a great way to introduce website visitors to your brand.
Further Reading:
Hypertarget visitors at the product page level
Using the Page Path filter when creating Audiences, you can build an Audience based on a single product page, like /collections/t-shirts/blue, and send customers very targeted messaging in Facebook, Google Ads, or via email, inviting them to revisit the site for the product they viewed.
Some caveats to this approach are that if you target many individual product pages, one website visitor could end up in many of them if they shopped many pages, resulting in a high frequency of ads for this visitor.
This approach also tends to work best when the number of products available is relatively small - fewer than 30 - for the sake of simplicity in setting up the marketing campaigns, and with traffic of greater than 3000 visitors to each product page if you plan to retarget the customers on Facebook and / or Google ads.
Further Reading:
Re-engage existing Shopify customers
If you run a Shopify store and sync your existing customer database to Untitled, you can build an Audience that only includes those customers. Then, you can trigger an email to them when they return to your website, turning your existing customers into even bigger fans and evangelists.
Further Reading:
Match your Untitled strategy to your existing marketing actions - and grow from there
Using the Untitled Platform provides a wealth of information to marketing teams, often increasing the number of addressable website visitors by 25X or more. With this flood of new potential, you may wonder "Where do I begin?". Here are some things to think about so that you make the most of your initial efforts.
What is your typical buyer journey?
Is it an impulsive, “I need it now” purchase, or is it a more considered, ‘shopped for’ item?
What is your typical buyer persona?
Do you have an obvious demographic, like gender, age range, geography, or job title?
How sophisticated is your marketing infrastructure? On a scale from “one monthly newsletter to everyone” to “unique drip campaign specific to each product”, where do you sit today?
Untitled can segment your Visitors very specifically, but if your marketing infrastructure is not ready for this tightly-specified data, that effort may be misplaced until your marketing funnel is set up for all the new data it will receive.
What is in your marketing playbook today? Is it Google Ads, Facebook, email, outbound sales?
Untitled can help create a “flywheel” between these different tools by turning your Facebook ads clickers into a specific email list, for example.
What is your site traffic? Untitled data can benefit most sites, but the best practices may look different at different scales.
Over-segmenting on a small site can result in more work than reward, for example a site with <1000 visitors per month that is segmenting the audience by >10 individual product pages.
Cross-pollinate your Audiences between marketing channels
Reaching customers across multiple advertising channels, like Facebook, Google search, and email, increases your chances of making a sale and establishing your brand. It also insures ad visibility in case a potential customer stops using Facebook or emails aren't delivered to the Primary inbox.
When building Audiences in Untitled, you can filter by 'Referrer URL' and use the values of 'facebook.com' for example to capture all of your visitors from Facebook into an Audience that you then import to Google Ads for search ads, or vice versa.
You can also filter by 'Visited URLs' that contain the automatic URL additions from each ad platform, creating an Audience in Untitled from each advertising click source. Then, you can use each source of traffic to target those visitors in new ad channels for more exposure. For example, you can use your email click visitors as a list to custom audience in Facebook.
Here are some advertising URL additions from common ad platforms. Paste any of these segments of text into the 'Visited URL' page path filter in Untitled to see web visitors who came from those ad platforms.
Text to filter 'Visited URL' by
Source of the website traffic
gclid
Google Ad Referrer
fbclid
Facebook Ad Referrer
li_fat_id
LinkedIn Ad Referrer
klaviyo_id or utm_source=Klaviyo
Klaviyo Email Link
mc_cid or mc_eid
Mailchimp Email Link
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