Data Capture

Craft exclusive experiences to encourage patronage

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What is a data capture form?

A data capture form (also known as lead capture, lead generation, or a pop-up) is designed to collect information about your customers. This basic information includes first name and email address. With SMS marketing becoming a standard for eCommerce brands, mobile number (and consent to send text messages) is another key field for data capture forms.

A data capture form is one of the most valuable and important steps in the customer journey. As the name suggests, this form is designed to capture customer information so that the customer can be added to your database and be sent marketing messages. Without a data capture form, visitors who browse your website may never return to make a purchase. By signing up to a data capture form, this gives your eCommerce business the chance to nurture new subscribers into making their first purchase (and additional purchases in the future).

REP.’s data capture services

Data capture is a vital step in the customer journey, so we craft advanced strategies to ensure no potential customers are overlooked. We want to protect your margins, so we strategically chose where discounts are introduced in the data capture series, and what these discounts should be.

We design one version of your data capture form for desktop users and another for mobile users, so designs are optimised for each device type. We do this so that customers are given the best onsite experience and are compelled to engage with the form.

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With well-timed forms that show to website visitors at key points in the consideration phase, our forms capture valuable customer data that can be used in all future marketing activities. We create a set of strategic targeting rules for each form to optimise conversion rates. With platforms such as Justuno, we can craft hyper-targeted, advanced rulesets for forms.

Our team looks after the full implementation of your data capture forms, from strategy and creative through to the build and post-live reporting. Our advanced strategies ensure more than just basic details are captured through your forms. Depending on your product offering, we can collect additional information about customers, such as the type of products they’re interested in, and how often they want to hear from you. This information can then be used in marketing automations and campaigns to personalise content. This ensures that customers are engaged with the content that they are receiving, and are less likely to unsubscribe. This benefits your email health score — i.e. better click rates, placed order rates, and lower unsubscribe rates.

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Building with Klaviyo

According to Klaviyo, the average conversion rate for data capture forms sits at around 2.3%. With Klaviyo forms, data capture forms can be both desktop and mobile responsive, or individual forms can be built for each device type. Form teasers are also a feature in Klaviyo, which is perfect for website visitors who accidentally close a form without engaging.

Frequently asked questions

Are pop-ups “bad”?

The first thing many of us think of when we hear the term “pop-up” is how annoying they are. This is because they’re not being done correctly. A strategic data capture form should be well-timed into the visitor’s browsing session so that the visitor wants to engage with the form. Data capture forms that pop up immediately when you land on a store’s homepage are unlikely to convert. When a new visitor is 3 seconds into their first-ever visit, they are highly unlikely to know whether they want to subscribe to that brand’s newsletter. They haven’t had the time to browse the site, discover what the brand is about, and if they are interested in their products. This is why we recommend an advanced approach to data capture, with well-timed messages. Engagement and conversion rates are likely to improve when the timing is right.

How many pop-ups should you have?

Many brands only have one pop-up. At REP., we like to have a minimum of three forms so that all bases can be covered. This includes an embedded form, a new customer form, and a form to show to those visitors who are displaying intent to exit your website.

What to include in a pop-up

The minimum information you should include in a pop-up is first name and email address. If you send SMS to customers, you should also request their mobile number. However, we don’t recommend making ‘mobile number’ a required field as this can deter customers from signing up all together. This is because at the first stage of the customer journey, customers aren’t as willing to provide their mobile number and consent to receive SMS. As they learn more about your brand and that relationship grows, they are more inclined to provide their SMS consent when they understand what the benefits of doing so would be. - Strategy document including flow chart and message outlines
- Email and SMS briefs (that can be given to your creative team to produce)
- Flow chart build in your ESP (e.g. Klaviyo)