Our next section is on email capture architecture. We’re going to show nine different elements for capturing email on your website. The case study we’re using here is Yankees newengland.com. This is a website that executes, I guess, what we would call a hybrid strategy, where they dedicate a certain portion of their website under this Today tab for free. They SEO all of that content. They use it to attract traffic. People arrive on the website. They’re very aggressive about capturing that email traffic. And then the goal ultimately is to sell them on the premium portion of the website, which is the Yankee Magazine & Travel Library, where all this content is behind a meter paywall.
What we’re looking at here on the pie chart is how all of the different elements fare. We’re just going to take a quick look at each of these elements and know that we’ve got additional webinars planned and we’re going to go into a lot more detail, the different testing that you can do.
Let’s have a look at the number one element across I think every one of the websites that we measure, which is this desktop floater. The activity here is that somebody does a search in Google for where they’re prettiest beaches in New England or the best beaches in new England, they land on a website and they’re served a floater that’s contextual. If somebody is searching for beaches in New England, they’re obviously thinking about the summertime and they’re being offered this ultimate New England summer guide. It’s got an aligned offer and this desktop floater again, number one component across, I think, every single website that we measure.
Next element is on mobile. It’s a mobile specific element called a mobile floater on scroll. What happens here is somebody does a search on their phone, they find the newengland.com website, they start scrolling through the website and then this floater pops once they start scrolling. And this is in response to the idea that there are slightly different rules on mobile versus desktop for how you can capture email addresses. This is Google compliant component for capturing email and they get a good amount of their traffic from mobile. It’s important that they have these elements and that they’re constantly testing them.
Next one is also another mobile element. This is the Placemat. We call it a Placemat because it rests there on the bottom. Again, everything gets tested from the words here, to the words in the button and every element on every one of these components is testable.
Next, back to the desktop version we’ve got what we call embedded text ads. If somebody exes out of the floater and they continue to read the article, what they’re going to find throughout the article are these text ads that aim to capture the email address that they’ve ignored all the other elements that they’ve hit prior to this.
Next is the Paywall. I mentioned a few slides ago that a portion of this website is behind the Paywall. It’s their premium magazine archive and all of their special collections. And so this Paywall floater in and of itself does a decent job of collecting email addresses on their own. If somebody enters their email, clicks to get all access, even if they abandoned on the order page and decide that they aren’t ready to buy today, we’ve already captured their email address and we can add them into our free email publishing and marketing flow to hopefully convince them ultimately to convert up to being premium.
Next, we’ve got an exit floater. This is a relatively newer component here. This is the idea that when the system can sense that the person’s about to ex-out, either by going in the upper left or upper right-hand corner of the screen, they’re served this exit floater to offer one more chance to get access to a related freebie.
We also have a freebie widget on the right-hand column of most of our sites. This is a consistent element that just lists a handful of their most popular free guides so that somebody can access those pages through that freebie widget. And I’ve got these in the order of how they perform.
We’re nearing the bottom of the list here with the OFIE, Order Forms in Editorial. So same idea. These tend to sit at the top of the pages. If somebody exes out of that desktop entry folder for example, this is served underneath as a second chance, second opportunity to get them to convert.
And then lastly, on the order pages, the subscription order pages for Yankee, we have it set up where these are hosted on PCD, which is where they’re fulfilled. And we have it set up where the first set of data that we ask them for is just demographic data and their email address. And so if they click register or continue and they decide to abandon on the second portion of this, which is where we’re asking for the credit card, we have captured that email and now have permission to continue to communicate with them. That sums up all of the email capture components. And now we’re into our traffic drivers.