6 Ways to Convert New Visitors to Email Subscribers

Many online merchants have experienced traffic surges due to the pandemic. Converting that new traffic to immediate purchases can be challenging. The next best option is enticing visitors to subscribe to your email communications.

In this post, I’ll offer tips for converting new visitors into email subscribers.

Converting Visitors to Subscribers

Find the source of current subscribers. Email subscribers come from dozens of sources. The first objective is to identify the top referring channels.

To do this, create a conversion goal in Google Analytics (Conversions > Goals) for your email sign-up or confirmation page. Check the sources of the most subscribers and the most purchases — they may be different.

Once you’ve identified the referring channels, look at the paths of those visitors on your site that led to the sign-up. Knowing those behaviors can help focus your optimization efforts.

Typical sources of new subscribers include:

  • Social media posts,
  • Articles and other free content,
  • Organic search traffic,
  • Paid search traffic,
  • Display ads,
  • Affiliate sites,
  • Contests or promotions.

Target the sources that produce the most subscribers.

Provide an incentive. Email subscribers are valuable. Thus offering an incentive can be worth the effort and expense. Strong incentives, in my experience, are:

  • Contests or giveaways,
  • Gift or cart starter,
  • Exclusive subscriber-only content,
  • Discounts and free shipping,
  • Rewards program.

Feedback and notifications. Requesting feedback such as surveys, product reviews, or quizzes can encourage sign-ups, as can notifications, as in:

  • Availability of out-of-stock items,
  • New product launches,
  • Nearby store openings,
  • Holiday shipping deadlines.

Increase sign-up locations. Adding more opportunities for a visitor to sign up will ultimately help conversions. Email sign up boxes should be easy to locate on every page of your site. Shoppers know to scroll to the bottom of a page to access info such as “about us,” shipping, and customer service. It’s a good place for an email sign-up, too.

Wayfair includes an email sign-up on the lower portion of each page.

Wayfair includes an email sign-up on the lower portion of each page.

Use pop-ups. Capturing email addresses via pop-ups is popular because it works. To maximize effectiveness, however, consider the following.


  • Do place pop-ups at the end of content or page exit.
  • Do present a clear call to action with creative imagery.
  • Do request feedback or engagement.
  • Do test! What works for one site may not work for others. Optimize sign-ups with non-stop testing.


  • Don’t throw a pop-up immediately when a visitor lands on a page.
  • Don’t take up the entire screen with the pop-up.
  • Don’t block device-controlled autofill as it streamlines the process for the user.
  • Don’t ask for too much information.

This example below, from Salt Strong, an online fishing club, is a pop-up that engages the visitor with a quiz before requesting an email address.

The pop-up for Salt Strong engages visitors with a quiz before requesting an email address. <em>Source: Optinmonster.</em>” width=”342″ height=”530″ srcset=” 342w,×300.jpg 194w,×232.jpg 150w,×500.jpg 323w” sizes=”(max-width: 342px) 100vw, 342px”></p>
<p id=The pop-up for Salt Strong engages visitors with a quiz before requesting an email address. Source: Optinmonster.

Find partners. Look for opportunities to partner with your affiliates, sites with complementary content or products, and co-registration options. Opt-Intelligence and AddShoppers, for example, can promote your email sign-up to a network of potential partners.


It’s important to grow email sign-ups. But the key is quality, relevant subscribers that will not unsubscribe. Check your analytics to understand the sources of unsubscribes. (An unsubscribe confirmation page can facilitate.)

A critical data point is comparing the subscribe and unsubscribe dates. If the dates are close, try to determine where the subscriber came from. He could be taking advantage of a lucrative offer — not long-term engagement.


How Coronavirus Has Shifted Consumer Preferences and How Marketers Should Adjust


New Walmart-Shopify Partnership Stirs E-Commerce Waters

A new e-commerce partnership could bring 1,200 Shopify small business sellers to the Walmart Marketplace this year. Walmart's top e-commerce priority for years was to build a marketplace customers would trust. The company has joined forces with Shopify, an all-in-one commerce platform used by more than 1 million businesses, to open the Walmart Marketplace to its sellers, said Jeff Clementz, vice president of Walmart Marketplace. “This integration will allow approved Shopify sellers to seamlessly list their items on,” he said.


3 Data Visualization Tools — Basic to Robust

Charts and maps can increase the effectiveness and expressiveness of data. Microsoft Excel in 1985 was the first of many visualization tools to help communicate data, such as big-picture executive-level reports and detailed weekly dashboards.

Many visualization tools have emerged since then. In this article, I will evaluate three of them — Excel, Tableau, and Datawrapper — based on (i) pricing, (ii) level of training needed, and (iii) ability to generate professional-level charts quickly.

To illustrate, I’ll create the same graph on each of the three tools based on a Statista data set, below.

Ecommerce Platforms
Global Market Share
(Source: Statista)
Market Share %
April 2020
WooCommerce 28.24
Squarespace Online Stores 17.69
Shopify 10.98
MonsterCommerce 5.99
WixStores 4.6
Magento 3.44
100sklepow 3.37
Weebly eCommerce 2.25
SAP Commerce Cloud 1.6
OpenCart 1.6

Microsoft Excel

Microsoft Excel is widely used for data visualization. Here is how I visualized the data after a bit of editing.

Microsoft Excel is widely used for data visualization. Its price, via Microsoft 365 Business, is affordable for most any business.

Microsoft Excel is widely used for data visualization. Its price, via Microsoft 365 Business, is affordable for most any business.

  • Pricing. Microsoft 365 Business is inexpensive compared to other tools. The price is $5 to $20 per user per month with an annual commitment. The $5 option includes Excel, Word, and PowerPoint. The higher-end versions also include Outlook, Publisher, and Access.
  • Level of training needed. Most office-type employees have at least a basic knowledge of Excel. They might not know how to create dashboards or an interactive visualization, but they are likely familiar with the process of generating charts.
  • Ability to quickly generate professional charts. The default Excel charts are outdated and tend to be cluttered, include redundant design elements and low-contrast colors, which are inaccessible for visually-impaired users. One can always customize and improve the design, however, but it requires more effort.


Tableau was founded in 2003. It quickly became a data-visualization leader and innovator. Tableau is the leading business intelligence software, with, reportedly, at 12.3 percent U.S. market share. Tableau’s software resides on a user’s computer.  There’s also a cloud-based version.

Here is the same Statista data in Tableau, visualized almost identically to the Excel version, above.

Tableau is the leading business intelligence software. The tool is robust and relatively easy to use.

Tableau is the leading business intelligence software. The tool is robust and relatively easy to use.

  • Pricing. Tableau offers three pricing options: (i) Viewer is $12 per user per month, (ii) Explorer is $35 per user per month, and (iii) Creator is $70 per user per month. Note that these prices include Tableau Desktop and Tableau Server. Desktop is the tool to build visualizations; Server is the cloud-based platform to publish and share those visualizations.
  • Level of training needed. Tableau is a drag-and-drop tool. It’s relatively easy to learn. Users can drag “dimensions” (qualitative values) and “measures” (numerical values) into the appropriate locations (for colors and shapes) and select a chart from a substantial built-in library. Tableau offers extensive, free online training.
  • Ability to quickly generate professional charts. Tableau has many more visualization features than Excel. For example, when the user drags a measure or dimension into the color mark, Tableau automatically recommends an overall color palette with appropriate contrasts. The chart templates are cleaner and better designed than Excel. Users can replicate an Excel chart in Tableau, as in my examples above. The difference is that Excel requires more time in editing and composing charts in terms of color, shape, position, and type.


Datawrapper is a cloud-based visualization tool with more features than Excel but not as many as Tableau. Here is the Datawrapper version of the Statista data.

Datawrapper is cloud-based. It has more features than Excel but not as many as Tableau.

Datawrapper is cloud-based. It has more features than Excel but not as many as Tableau.

  • Pricing. Datawrapper offers a free version that includes Datawrapper branding, such as in my example above. The Custom version, without the Datawrapper branding, is €499 per month. The price for the Enterprise version is not published; interested prospects must reach out to the company. The free version has limited design features and fewer chart types. The Custom version is more robust. The Enterprise version offers even more functionalities.
  • Level of training needed. I created the chart above in Datawrapper with no training. The process involved four steps, called “Upload Data,” “Check & Describe,” “Visualize,” and “Publish & Embed.” Datawrapper offers support via email. Among the three tools, Datawrapper was the most intuitive and required the least amount of training.
Creating charts in Datawrapper involves four steps: "Upload Data," "Check & Describe," "Visualize," and "Publish & Embed."

Creating charts in Datawrapper involves four steps: “Upload Data,” “Check & Describe,” “Visualize,” and “Publish & Embed.”

  • Ability to quickly generate professional charts. Like Tableau, Datawrapper incorporates compelling design and offers many chart and map options. All visualizations are highly customizable, although the free version is more limited than Custom and Enterprise.

WooCommerce Tech Stack: Grundéns’ Global Web Manager

Not your normal online store: a 100-year-old, $24 million-dollar brand shares their eCommerce tech stack. Unique, enterprise-level apps are just the start.

The post WooCommerce Tech Stack: Grundéns’ Global Web Manager appeared first on WooCommerce.


Launching A Niche Business with $500

Jason Wong, founder of Doe Lashes.

Jason Wong is a serial entrepreneur who loves to thoroughly research and challenge himself to launch quickly and efficiently. In this episode of Shopify Masters, we speak with Jason Wong on why he decided to launch Doe Lashes, the research he did to find customer pain points, and how he launched with around $500 and in a matter of few a days. 



Service is the New Battlefield of Marketing

The Times They Are a-Changin’

… sang Bob Dylan 57 years ago, in a time of uncertainty and change. In such trying times as we’ve seen in recent months, uncertainty thrives and business leaders have questions about how to navigate their organizations through these dire straits. Just about every business sees their digital transformation initiatives being greatly accelerated. Now is the time to ensure business continuity, react with agility, and pivot to the new normal.

In the last few months, business transformation has happened with unprecedented speed. However, we had already been in a transformational shift the last few years where the basic rules of competition have changed. In what Oracle calls “The Experience Economy”, companies increasingly compete on the quality of customer experiences, and less based on price, packaging and brand identity.

While experiences are a very visible, hands-on outcome, not much has been written about the building blocks that make it possible to deliver these experiences. The key to sustainable differentiated experiences in the experience economy is how well you as a business collect, manage and activate data.

Evermore data for personalization
Customer data takes many forms. Marketing, CRM, loyalty, back-office ERP, Assets and IoT, website behavioral data, geo location, different devices, 3rd party data, social, credit cards, point of sale systems, and on and on. Through consolidation and activation, we're getting to the point where unprecedented levels of customer intelligence are becoming available. This is super exciting because this enables the holy-grail of marketing: personalization at scale.

The more you know about your customer, the better you can serve them. Over decades, organizations have been growing the number of data points, but very few companies successfully manage and use it to offer personalized experiences. These businesses that do it well have been tremendously successful. McKinsey found that personalization can lift revenue by 5-15%, increasing your marketing efficiency by 10-30% and reducing acquisition costs by up to 50%!

How it Works

It’s actually simple, although perhaps not necessarily easy. When you combine a rich customer profile with 1000s of customer attributes – like Customer Life-time Value, Age, Channel Preferences, Gender, Brand affinity, and more – with real-time event triggers – clicks, add/drop shopping carts, likes, shares, downloads, etc. – one can craft personalized, timely messages to the customer.

The personalized message can then be orchestrated and distributed across all available channels, whether a personalized landing page, an email, a text message, a push notification or an ad on a webpage. Of course, you could do this manually with the right data, but that’s not really feasible on the scale of B2C with many millions of customers. This is where Oracle CX Unity comes into play.

Human Personalization

I want to focus this conversation on the question Who is better at delivering a personalized message to a human being than another human being? Personalization is something that needs to go beyond event-based marketing, mar-tech and ad-tech. It should include authentic human-to-human interactions that occur in customer service.

No matter how perfect your personalized marketing messages, it only takes one bad service experience to throw all that investment away.

Customer Service engagements are data-rich. Service typically involves a digital interaction generating rich behavioral data. This is often followed by human interaction, from which even more insight can be derived. Machines have their place, such as analyzing data sets and deriving insights. A human can bridge gaps in understanding that data just can’t provide. Think about how humans pick up subtle cues from language, tone and body language from a regular conversation.

Customer service is often the most intimate moment the business will ever have with the customer across the entire customer lifecycle. A conversation with a contact center agent is so much more personal than any email, push notification, or SMS will ever be. Human service offers a tremendous opportunity to personalize the experience with authenticity and persuasion.  Yet, many marketers still do not see service as part of their realm.

We at Oracle declare that now – right now – is the time to start seeing Customer Service as a prime distribution channel to deliver personalized marketing messages. If data is the life-blood of marketing, then service is the battle-field of personalized marketing.
How Can Customer Intelligence be Used for Personalized Service Experiences?

1. First, there’s service segmentation. ‘Segmentation’ may be more associated with marketing than to service, but think about it. Why do the overwhelming majority of organizations still treat their customers as “the customer” without consideration of the value that that customer brings?

Whether you’re a top 1% spender, or that notorious person who just loves contacting Customer Service 5 times a week, you are going through the same service processes and queues. It’s time to start segmenting your customers for customer service.

2. The second area is about responding to service signals. Just about everything we do as consumers generates data. As described above, these events are activated for marketing purposes, but customers emit just as many signals regarding service requirements as purchase intent signals. Think about a customer downloading a manual and browsing the same pages repeatedly. He is fruitlessly searching for answers on your help page. He isn’t using an app anymore. It is important to always be there where the customer needs you.

3. The third area is to drive more sales via service. The idea of transitioning the contact center from a cost-center to become a profit-center is decades old. Everyone likes the idea, but it’s difficult to do. We have now arrived at an inflection point where different technologies, economic shifts to digital business and other factors are creating the opportunity to pivot and use service as a revenue generating channel.

What this all now means is that by blending a 360˚ customer view with real-time behavioral data insights and digital personalization technologies with a seamlessly connected enterprise suite of CX applications  – nothing is blocking customer service agents to now become trusted sales associates. It’s as simple as that.

Service Segmentation, Responding to Service Signals and Driving Sales from Service are key components for success in a strategic shift to extend your marketing channels to include customer service. Where do you see most opportunities for Customer Intelligence in Service in your business?







How to Find the Right Dropshipping Products to Sell

Not sure how to find dropshipping product ideas to sell online? In this article, we cover the tactics & tools you can use to find the right ones for you.

The post How to Find the Right Dropshipping Products to Sell appeared first on A Better Lemonade Stand.


Get on Board: Pay-Over-Time Options are Transforming Ecommerce

One of the fastest growing trends in ecommerce today is paying over time in fixed monthly installments. It has disrupted the traditional credit industry to become a $1.8 trillion ecommerce opportunity in the United States. What online store wouldn’t want a share of that pie?

While the practice of paying over time may still be new for some Americans, it’s been popular in other countries for years. In Australia it accounts for 8-10% of all online sales. In Brazil, 54% of all purchases made online in 2017 were paid in installments, according to Ebanx. And in the UK, two-thirds of millennials buy with monthly payments when shopping online.

Many millennials do not have a credit card. This demographic came of age during the Great Recession, watching revolving credit card debt hurt their families’ finances during that time. 

Instead they’ve adopted mobile-first payment methods like pay-over-time financing that better fit their tolerance for debt and desire for convenience. With a provider like Affirm, for instance, shoppers see the entire cost of their purchase up front, with zero late fees or surprises. 

Younger consumers see these new payment options as necessary, said Gartner Senior Analyst Derek Stubbs in an interview with Vogue Business

Your ecommerce businesses can capitalize on this buying preference by offering customers a pay-over-time platform. If you’re still on the fence, the information below will give you more clarity about the opportunity for your business.

What is Pay-Over-Time?

The pay-over-time method is a modern, more convenient twist on an old practice. For years U.S. shoppers have had a “layaway” option in some department stores that works in a similar way. 

Shoppers pay for an item, like a sofa, via monthly installments over a set period, and afterward they own the item. This form of financing has helped make expensive items more affordable for many budget-conscious consumers.

How Does Pay-Over-Time Work?

Let’s use the example of a customer looking for a new flat-screen television that’s big enough to fit on her family room wall. She finds a TV she likes at an online store called Acme Electronics, priced at $800. The next steps take us through her journey and show how it works to buy with monthly payments.

1.The customer discovers the offer to finance the purchase.

A message near the TV’s price on the product display page invites her to consider monthly payments as a way to buy the TV. $800 is a little more than she wants to pay up front, so the pay-over-time option gets her attention — especially since it’s a 0% APR offer, meaning she won’t have interest charges if approved. The invitation message includes a link to apply for financing with a pay-over-time provider, such as Affirm.

2. She creates an account.

The customer clicks on the link and provides her name, phone number, date of birth, email address, and the last four digits of her Social Security number. The information is processed in seconds by the payment provider’s underwriting technology, and the customer is instantly notified about the approval decision right on the screen. The message includes the total amount she’s approved to spend, and this process does not affect her credit score.

3. She chooses to buy the item.

 At checkout the customer selects the pay-over-time option, choosing from among 3-, 6-, or 12-month repayment terms. A window pops up showing exactly what she will owe each month, including any interest. (In this case it’s an interest-free offer, but some transactions may include 10-30% APR. In some cases, a down payment may be involved, depending on credit approval. There is no annual fee.)

4. The ecommerce merchant is paid immediately.

The merchant is paid the full amount, minus the fee for the financing provider. Acme Electronics’s partnership with the pay-over-time provider frees the store from collecting customer installment payments. 

5. The customer pays the financing provider.

The customer makes regular monthly payments according to the schedule she agreed to. The financing provider, in the case of Affirm, does not charge any hidden or late fees, collecting only the total agreed to at the time of purchase.

In the end, the customer completes her payments by the due date and is happy she got the TV she wanted without having to stretch beyond her budget. The buying experience was simple and clear, and she’s likely to use this payment option again for her next big-ticket purchase. She may also recommend it to her friends. 

The gains for the online store, Acme Electronics, include a sale with a price tag that might not have been as high without the customer choosing to buy with monthly payments. The positive experience she had, and the knowledge that she can pay over time for her next electronics purchase, might also lead her to become a loyal Acme Electronics customer for years to come. 

The advantage of paying over time is the increase in value achieved for both the customer and the ecommerce business. Let’s dive deeper into how this payment method benefits online retailers.

Why is Pay-Over-Time Compelling for Customers?

Shoppers appreciate the flexibility of paying over time. It can help them spend responsibly without overextending, while still buying what they want or need today. 

1. It’s more budget-friendly for customers.

Waiting to save a lump sum of cash for the entire price of a new mattress or furniture item, for example, is not always practical for shoppers. Giving them a pay-over-time option can increase their spending power so they’re able to buy what they want or need and make monthly payments that fit more comfortably into their budgets.

2. Consumers favor brands that offer flexible payments.

With U.S. credit card debt at an all-time high, many shoppers appreciate being able to pay with an alternative to credit cards. In addition, 60% of shoppers think more favorably of brands that offer flexible payment methods. 

 6  Reasons to Bring a Pay-Over-Time Solution Into Your Store

Giving your shoppers more flexibility with payments can bring surprising benefits for your business. These are great ways to add value for both customers and your bottom line.

1. Reach new customers.

This high-value group of shoppers has embraced pay-over-time options as a simple, straightforward way to finance large purchases. And the estimated spending power for millennials and Gen Z is over $2.5 trillion, according to YPulse. That’s an opportunity you can’t afford to ignore.

2. A pay-over-time solution can increase your average order value.

This is powerful: At Affirm we’ve seen lifts up to 85% for average order value (AOV) among our merchant partners. Giving shoppers a fair and honest way to pay over time can lead them to a more informed decision to buy. Once they see what they can spend and exactly what they’ll owe — with no hidden fees and no surprises — shoppers can commit to adding more to their carts. 

3. You can reduce abandoned cart rates.

Paying over time removes price as a barrier for many of your customers. This can benefit your bottom line by reducing cart abandonment up to 11%, according to one study.

4. Reduce return rates.

When shoppers have the option to pay over time, they often make more deliberate purchases, which can lead to fewer returns. Some fashion retailers have seen return rates reduced up to 15% after offering Affirm as a payment method. 

5. Accepted internationally.

As mentioned earlier, paying over time is a popular payment option for ecommerce in many countries. Some economic projections indicate this method of payment is on track to double its market share by 2023

These advantages work for ecommerce businesses in a wide variety of industries, including fashion, travel, automotive, home & lifestyle, jewelry, outdoor gear, and more.

6.  Ease customers’ minds.

Let’s face it: handling personal finances can cause stress. Just think about the paragraphs of fine print that come with a credit card. Nearly 40% of consumers don’t know the interest rates on their credit cards because the average agreement is 5,000 words long — that’s more than twice the number of words in this blog post! 

And the complexities of deferred interest and hidden penalties — which often lurk in those long passages of legalese — can come back to bite you. That can lead to a debt spiral.

Your business can offer a pay-over-time solution, however, that’s easier to understand. Partner with a provider that puts customers at ease with up-front transparency into financing terms and repayment schedule. 

A simple, straightforward breakdown of monthly payments must be communicated at checkout without fine print “gotchas.” This kind of transparency is just what consumers expect from brands today, and it can facilitate healthier financial habits. 

Most importantly, the financing provider you choose should never prey on customers’ misfortunes by charging late fees, which can also push them into runaway debt. Affirm was founded over eight years ago with a commitment to never charge late fees.

Offer Pay-Over-Time Financing on Your Ecommerce Website

Several financial services companies, like Affirm, can partner with you to offer pay-over-time financing for your ecommerce business. As you consider giving customers the option to buy with monthly payments, these three questions can help you decide what’s best for your business.

Questions to consider: 

1. Does financing make sense for my business?

You’ll want to consider things like your average order value and inventory categories. If you have a low AOV, it may not be cost-effective to engage a pay-over-time platform. Your business may not be eligible to offer this kind of financing if you primarily sell groceries or alcohol, for example.

2. Is the solution compatible with my ecommerce platform?

Most of the companies that specialize in pay-over-time solutions have advanced technology that easily works with ecommerce platforms.

3. Are my customers interested and eligible?

As more ecommerce shoppers embrace paying over time, they may be asking if it’s available on your site. Also, the mix of credit profiles in your customer base may be a factor to consider. You’ll want to check on the underwriting process of any potential financing provider to make sure it will likely approve many of your customers who are interested in monthly payments.


Payment methods that allow consumers to pay over time are projected to be the fastest growing online payment preference over the next five years, according to financial technology leader FIS. This projection alone should drive plenty of FOMO among ecommerce companies that don’t offer this payment solution. 


New! More Oracle CX Customer Webinar Series for July 2020

In the era of the experience economy, customer service is a key success factor in building sustainable relationships, optimising time to value and facilitating the dialogue between the customer and the brand.

In times of change, this is more true than ever. Organisations are providing advice in challenging situations, guiding information search and facilitating important decisions for individual customers at the same time as they are adopting new ways of working in a dynamic business environment.

Oracle is collaborating with thousands of companies globally around service excellence and we are here to support with advice, inspiration and open dialogue.

Please join our CX Customer webinar series, focusing on today’s relevant topics and discuss the role and importance of customer service in an ever-changing world.

Join this webinar series to:

  • Hear about timely topics in the domain of service and customer experience
  • Discuss with service experts and other CX Service customers on best practices, challenges and solutions
  • Get advice on where to turn for support and answers to your questions

Click here to learn more and register for the webinars you want to attend.

Augmenting the Service Center with Conversational. How to leverage chatbots and other conversational interfaces to drive dialogue and value.

Date: 17 June, 2020
Start Time: 1:00 PM BST
Duration: 45 mins

Delivering Effective Advice through Personalized and Timely Solutions. How to enhance customer self-service and personalized, automated solutions to timely questions.

Date: 1 July, 2020
Start Time: 1:00 PM BST
Duration 45 mins: 45 mins

The Shift to a Digital Business Model. The role of service in the digital customer journey.
Date: 15 July, 2020
Start Time: 1:00 PM BST
Duration: 45 mins

Field Service in a World of Social Distance. The role of intelligent logistics, remote fixing and diagnostics, and predictive intelligence in a service model.
Date: 29 July, 2020
Start Time: 1:00 PM BST
Duration: 45 mins

Click to learn more!