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How to get started with optimization for data capture
LEARNING PATH
The complete guide to customer data capture
What is data capture?
What is data capture?
The definition of data capture is in its name: it’s all about capturing (customer) data. But what does data collection mean for you? And why is an effective data capture strategy so important?
Collecting customer data is crucial if you want to personalize your business’s digital marketing channels. For example, if you capture a customer’s email, you may be able to send them triggered emails such as cart and browse abandonment emails. Capturing a customer’s details and preferences, such as age or favorite color can also help with product recommendations. The list of opportunities goes on.
How does data capture work?
How does data capture work?
Data capture technology is becoming increasingly sophisticated, and capturing data wasn’t always as advanced as it is today. In the past, data capture methods included annoying pop-ups that jumped at customers as soon as they opened the site. Nowadays, one of the best data capture methods businesses can use to capture data such as email addresses, includes onsite popovers.
Popovers as a method to capture data take place in the same tab the customer is browsing in, and thus don’t open in a new window. They can be triggered by customer behavior, such as when they show intent to exit. Another example is when customers return to your website after not finishing a booking or purchase, where the popover could give them the option to return to where they last left off. Customers can fill in the form on the popover, usually in return for an enticing incentive.
Another data capture technique is using a banner on your website which customers can click on and fill in.
Data capture benefits
Data capture benefits
There are many benefits to using data capture methods. These include:
- Increasing your BAU newsletter subscription rate
- Increasing conversion rates through abandonment messages
- Uplifting sales with other triggered messages such as price drop, replenishment and low stock messages
- Improving CX through more personalized messages
- Improving CX through personalization on-site
- Encouraging customer loyalty through incentives and loyalty programs
- Increasing AOV through improved product recommendations
Data capture best practices
Data capture best practices
Whatever your data capturing methods are, when capturing data, the most important thing is to make sure you are GDPR compliant.
Here are some best practices when it comes to data capture.
Keep it simple and relevant
Make sure that the data you are collecting is relevant data and useful to you. If you don’t need your customers’ favorite color, hair style and age, don’t ask. Customers are less likely to share information with you if they’re being asked too much, and may even become suspicious.
Also, try to keep the language as simple as possible within your data capture methods. Customers don’t want to be reading essays if they are sharing data with you. They want the process to be simple and efficient.
Be transparent and honest
If you are asking customers to share delicate data with you – or even just their email address – be clear about what you are going to use that data for. Show customers the policies and guidelines you are following to earn their trust.
Bonus points if you give them the option to only receive certain types of messaging, making their customer experience even more personalized.
Make sure it’s a two-sided relationship
Customers aren’t going to share their personal information with you if they don’t see the benefit in doing so. It’s crucial to be clear about what they will get out of their relationship with you and your business.
For example, you could set up a loyalty program where they can earn points for discounts when they buy from you whilst being logged in.
You could also offer free shipping on their first order, or even a discount.
Stick to your branding
When creating your popover or other data capture form, make sure your branding stays intact. Be wary of using stalker-ish or creepy language.
Keep customer data safe
Make sure you are safeguarding your customers’ data, keeping it safe from security breaches.
Data capture examples
Data capture examples
Below are some inspiring examples of popovers that capture data effectively.
Pet Drugs Online
Pet Drugs Online show a popover to collect data relevant to their products and the customer’s needs. By asking the customer if they have a puppy, the puppy’s breed and its name, the company can send tailored product recommendations and messaging via email as the puppy grows into an adult dog.
Source: petdrugsonline.co.uk
Van Der Hout
Van Der Hout, a jewelry brand based in Toronto, has seen a 12% increase in newsletter sign-ups and an increase in the use of newsletter discount codes since introducing onsite popovers.
In the example below, you can see why. There is a clear incentive that grabs the customers’ attention, and the branding is on point. The “Don’t miss out!” message increases feelings of FOMO, and there are clear terms and conditions that don’t take up too much space on the popover.
Source: vanderhoutjewelry.com
See Van Der Hout’s success story here: Van Der Hout Jewelry sees golden results with triggered emails and onsite personalization.
LSE Retail
LSE Retail, a retailer selling lamps, made use of a special popover themed for Black Friday on their Iconic Lights website. The black background fits the theme perfectly, with the glowing lamp fitting for the company itself. Their new customer sign ups increased by 75% over the two months they displayed this popover.
Source: iconiclights.co.uk
See LSE Retails’ success story here: LSE Retail makes their Iconic Lights website shine by switching on onsite personalization.
Awaze
In this example, Awaze displays a popover on their Cottages.com website that shows what the customer was looking at during their last browsing session. This works well for the company as customers aren’t likely to make impulse purchases when it comes to traveling, instead preferring to go through all their options and making a decision once they’re ready to book. With this popover, they can choose to jump back in where they left off and finish the booking, or they can click it away and try to find something else instead.
Source: cottages.com
See Awaze’s success story here: Awaze boost conversion rates for cottages.com and Hoseasons with abandonment emails.
Lloyds Pharmacy
Lloyds Pharmacy makes use of a non-intrusive banner at the top of their website, allowing customers to search for what they need and choose to share information at their own pace.
Source: lloydspharmacy.com
Data capture tools
Data capture tools
In order to be able to collect data, you will need a good data capture tool in place.
How Fresh Relevance can help
With Fresh Relevance’s data capture functionality, you can enhance your customers’ shopping experience while growing your subscriber base and recovering revenue with popovers tailored to different types of visitors and conversion goals.
Using Fresh Relevance, you can:
- Acquire new subscribers with email address capture forms
- Combat cart abandonment by encouraging shoppers to finalize their purchase
- Convert hesitant buyers by showing them relevant offers and promotions
- Collect shopper preferences and enhance your database of zero-party data with surveys
Learn more about our data capture functionality and read the article below to discover how to reduce cart abandonment rates with Fresh Relevance popovers.
Book a demo to find out how Fresh Relevance could help your business with data capture.
FAQs
What are the four types of customer data?
The four types of customer data are:
- Demographic data, including age, gender, and location.
- Behavioral data, such as purchase history and website interactions.
- Psychographic data, covering interests and preferences.
- Firmographic data, which pertains to business customers and includes industry and company size.
What is the difference between data entry and data capture?
Data entry involves manually inputting information into a system or database. Data capture automates the process of extracting data from various sources, including physical documents, emails, or forms, and then converting it into digital format for further use. Following data capture best practice can help marketers capture more data from existing and prospective customers.
What types of customer data are collected directly from a customer?
Customer data collected directly from a customer includes personal information like name, contact details, and demographic data such as age and location. Additionally, preferences, feedback, purchase history, and social proof such as reviews and ratings are obtained through direct interactions and surveys.