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1、2wunderkind.coThe Power of AcquisitionIn todays rapidly evolving digital landscape,the ability to acquire and leverage first-party data has become a critical differentiator for brands and marketers.First-party data information collected directly from an individual offers unparalleled accuracy,contro

2、l,and insights on your customers and prospects alike,while driving more personalized and effective marketing strategies.Collecting emails and mobile numbers,with consent,allows you to activate a number of marketing channels at scale.This includes email and SMS,which can be hyper-personalized and rea

3、ch consumers at a fraction of the cost of paid media.Furthermore,those channels are preferred by consumers for receiving offers and content from brands,as many studies have shown.First-party data is also the key to helping identity resolution partners,like Wunderkind,help recognize known contacts th

4、at appear as anonymous traffic on websites.Did you know that up to 90%of a brands traffic is unknown to them on any given visit?How about the fact that less than 5%of consumers will transact in a given site visit?Understanding who is on your site,along with what theyve browsed,clicked or added to a

5、cart,is the first step to getting them back to buy.Many email service providers(ESPs)can recognize a portion of your traffic and fire off an email offer for events like an abandoned cart,but identity resolution partners are in the business of recognizing a much larger percentage of anonymous traffic

6、.Doubling Down onFirst-Party Data AcquisitionThey also collect behavioral data on an individual across thousands of websites to optimize owned channels messages that convert.In fact,Wunderkind has identified up to 10 x more consumers and messaging opportunities from web visits than some of the large

7、st ESPs.This ability unlocks that critical first-party data to drive more revenue.But how do you collect first-party data at scale in the first place?With both top-of-funnel marketing and PPC ads driving traffic,you need to harness and convert as many site visitors as possible to a marketing opt-in

8、in order to activate the aforementioned opportunities.Many brands start with basic one-size-fits all pop-ups asking for emails or mobile numbers,but the execution may not bring the results they were hoping for.There has to be a better way,right?This is where Wunderkind steps in,offering a comprehens

9、ive solution to empower marketers in the acquisition stage of first-party data.This paper aims to highlight the tactics and implementation suggestions that have been honed by our patented technology along with nearly 14 years of experience.Make no mistake,all acquisition tactics and technologies muc

10、h like identity resolution partners are not created equal.Lets explore.3wunderkind.coThe Power of AcquisitionIncreasing List GrowthWunderkinds technology is optimized to drive significant list growth,enabling brands to expand their databases.By capturing both email addresses and phone numbers,Wunder

11、kind helps brands build robust,multi-channel communication strategies that can betailored to individual customer preferences.Optimized Value ExchangeWunderkind allows your brand to determine which offers or incentives are right for your target audience.This means business rules can be applied to kee

12、p discounts within expected ranges,or offering loyalty points,highlighting promotions and social proof and other valueto secure that opt-in.Plus,we offer multiple high-converting display formats suchas banners,overlays,and tabs as optionsfor activation.The acquisition stage of first-party data is cr

13、ucial,as it lays the foundation for all subsequent marketing activities.Wunderkinds technology provides significant value by harnessing your web traffic and converting a high percentage to an opted-in contact over basic pop-up tools at this stage by:Wunderkinds platform is designed to seamlessly int

14、egrate with marketers and brands existing digital ecosystems,enabling the efficient capture of first-party data through sophisticated website campaigns.These campaigns are not only highly effective but are also fully compliant with evolving privacy laws and regulations,ensuring that brands can grow

15、their data assets responsibly.Intelligent SegmentationIntelligently determine who actually sees an opt-in campaign.Wunderkind starts with specific attributes such as prospect/customer status,device,traffic source,and more.From there,we layer on real time variables,which may only be true during part

16、of a session,such as cart quantity,cart value,and more.For example,we can get as granular as showing a campaign only to returning users,on desktop devices,who are on the checkout page with more than$50 in their cart.Behavioral TriggersAfter determining an audience,we decide when to display or trigge

17、r the experience.With our advanced behavioral technology,we can activate campaigns based on stackable actions we observe in real time(e.g.,exit intent,scroll,or click).For example,a user must be on a product page,be active for at least 30 seconds,and show exit intent.Wunderkinds Approach to First-Pa

18、rty Data AcquisitionGrowing Your List and Offering the Right IncentivesWunderkind makes it easy to grow your email and phone number list by capturing valuable data from website visitors.Its not just about the numbers though its about offering the right incentive to get people to sign up.Whether its

19、a discount,loyalty points,or a promotion,you can tailor your offers to what works best for your audience.4wunderkind.coThe Power of AcquisitionEnhancing Customer ExperienceWith Wunderkind,data acquisition is not just about volume its about quality.The platforms ability to deliver personalized,contex

20、tually relevant messages ensures that users are more likely to engage and share their information.This enhances the overall customer experience,leading to higher satisfaction and long-term loyalty.Suppression via Identity GraphOne of the most annoying experiences for your customers is being asked to

21、 join a mailing list after theyve already converted.Many ESPs and third party niche acquisition tools dont recognize a returning visitor when theyve cleared first-party cookies,or are visiting with a new device.The Wunderkind Identity Network is in the business of matching multiple devices to person

22、al profiles,so when an opted-in member does return without a cookie or on a new device its likely well recognize that and suppress another ask to opt-in.Ensuring Compliance and TrustIn an era of increasing data privacy concerns,Wunderkinds compliance with regulations such as GDPR,CCPA,and TCPA is a

23、significant advantage.By ensuring that all data capture activities are fully compliant,Wunderkind helps brands build trust with their customers,reducing the risk of legal issues and reputational damage.Wunderkinds Approach to First-Party Data AcquisitionSmarter Targeting and Perfect TimingWunderkind

24、s technology helps you show the right message to the right people at just the right moment.It looks at things like whether someone is a new or returning visitor,what page theyre on,and even their cart total,so you can create super-specific campaigns.Add in smart triggers like exit intent or scrollin

25、g,and youve got a recipe for personalized,timely messages that lead to more sign-ups and better customer experiences.5wunderkind.coThe Power of AcquisitionWunderkind builds products for marketers who are goaled on generating revenue.Wunderkind provides one-to-one customer experiences at unprecedente

26、d scale through channels that you own.Turn One-to-One Messages into a Top Revenue ChannelDrive Significant List Growthof total digital revenue,last click across email and text messagingYour current capture ratesWunderkind is a top performance marketing channelWunderkind powers one-to-one messages ac

27、ross email and text at scale not otherwise possible.We combine top technology and best-in-class strategy to produce consistent,directly-attributable results for our clients.We create an unmatched customer experienceNearly 1,000 leading brands and retailers such as Kurt Geiger,True Botanicals,Harley-

28、Davidson,and Sonos trust Wunderkind to grow their lists and recognize users better than ever before,allowing them to deliver more high converting,one-to-one messages on websites,through emails,and texts.“Wunderkinds technology allows usto grow our database,recognize more shoppers onsite,and deploy h

29、igh-converting behavioral messages at an unprecedented rateall with minimal resources and time invested on our end.Their performance was well worththe investment.”Jay Nigrelli,EVP of Direct To ConsumerPerry Ellis“%WATCH:Kurt Geiger Doubles Acquisition Rates,Uses First-Party Data to OptimizeTheir Ful

30、l-Funnel MarketingThe Wunderkind Difference 6wunderkind.coThe Power of Acquisition1.Getting Started:What is a Wunderkind Acquisition Website Campaign?Page 06-07Understand the foundation of each website list growth campaign:segmentation,behavioral triggers,and deployments.2.Reach the Right Audience w

31、ith Advanced Segmentation Pages 08-11Wunderkinds robust segmentation engine allows marketers to deliver the right messagesto the right cohort,all consolidated into Visitor Profiles.3.Trigger Personalized Captures Based on Real Time User BehaviorPages 12-14Engagement and disengagement triggers set th

32、e stage for how marketers should thinkabout how real time behavior should influence messaging.4.Capture Emails and Numbers with High-Performing DeploymentsPages 15-21Explore our most popular and most custom deployments that match any brandsneeds and goals.5.Test and Measure to Optimize Campaign Perf

33、ormancePages 22-25Both proprietary and third-party analytics tools are integral to everythingWunderkind does.Learn about how we test,measure and optimize performance.6.Legal and Compliance Pages 26-31Wunderkind has robust approaches to privacy,permissioning,and accessibilitylaws,industry regulatory

34、bodies,and Google policies.Table of Contents7wunderkind.coThe Power of AcquisitionGetting Started:What is a Wunderkind Acquisition Website CampaignWunderkinds website campaigns are all about permissioning.They allow you to capture prospect emails and phone numbers on your website,based on real time

35、actions and behaviors users take.When creating campaigns in the Wunderkind platform,we provide flexible setup and design options to ensure they reach the right audience,at the right time.Each campaign setup has four critical components:SegmentationThis is who sees the campaign.Wunderkind starts with

36、 specific attributes such as prospect/customer status,device,traffic source,and more.From there,we layer on real time variables,which may only be true during part of a session,such as cart quantity,cart value,and more.For example,we can get as granular as showing a campaign only to returning users,o

37、n desktop devices,who are on the checkout page with more than$50 in their cart.Behavioral TriggersAfter determining an audience,we decide when to display-or trigger-the experience.With our advanced behavioral technology,we can activate campaigns based on stackable actions we observe in real time(e.g

38、.,exit intent,scroll,or click).For example,a user must be on a product page,be active for at least 30 seconds,and show exit intent.ChannelWunderkind works across both text messaging and email permissioning and integrates directly with your ESP.A website campaign can be dedicated to a single channel,

39、or can drive sign-up to two lists.Onsite DeploymentsFinally,determine the best content and deployment format for your campaign.You can offer discounts,highlight promotions,or demonstrate social proof to encourage sign ups.Plus,we offer multiple,high-converting display formats such as banners,overlay

40、s,and tabs for you to choose from.8wunderkind.coThe Power of AcquisitionGrowing Multiple Channels at OnceWith the explosion of text message marketing in recent years,many marketers have a new opportunity to grow a new owned channel by expanding text message permissioning on their website.But knowing

41、 howto do both effectively can be difficult,and trying to make informed decisions with multiple vendors puts a unnecessary burden on internal teams.Furthermore,you want to ensure that both emails and mobile numbers are collected and stored in a single database in order to seamlessly deliver amazing

42、crosschannel experiences,including suppressing messages when needed and prioritizing the channel a given customer prefers.After experimenting with text messaging point solutions,many marketers choose to work with Wunderkind to manage list growth holistically.This is because,ultimately,one partner ac

43、ross channels maximizes performance,experience,and returns.Getting StartedMost AggressiveDouble email and phone numbers capture on entrancePrioritize one channel,and make the other secondary Give users channel choice between email and textReserve text messaging for customers,capture emails from pros

44、pectsMost ConservativeBetter PerformanceWunderkind aims to scale revenue across channels,finding the right balance between email and text messaging to maximize performance,holistically.Better User ExperienceWith Wunderkinds identification technology,you can better control who you ask to opt-in,the n

45、umber of experiences a user sees,and which channel they see.Better ReturnsFocusing on the right audience for each channel also drives channel efficiency.Text messages are inherently more expensive than email.Growing your list with users who are destined to churn is a sure-fire way to hurt your retur

46、ns.Determining The Right Cross-Channel Strategy for Your BusinessWith more flexibility across channels,marketers can devise the capture strategy thats right for their business,or better yet,test into the one that works best for them.The first question is to determine how aggressive your business wan

47、ts to be with text messaging.If you see this channel playing a significant role in your customer communications in the near-term,Wunderkind can test more aggressive strategies.If youre still experimenting,you can focus instead on incremental captures.Ultimately theres no right answer across the boar

48、d.Instead,Wunderkind can find whats right for your business and your customers.9wunderkind.coThe Power of AcquisitionReach the Right Audience With Our Advanced Segmentation EngineWunderkinds advanced segmentation engine displays different onsite experiences to the right individuals.Within the Wunder

49、kind platform,we can create highly-targeted segments(or as we like to call them Behavioral Profiles),based on user behaviors,device,location,and traffic source,and more.This level of customization allows for unmatched flexibility in how marketers grow their lists and prioritize channels on their web

50、site.Visitor ProfileVisitor Profile criteria allows you to target campaigns by a visitors geographic location,browser type,device resolution/orientation,date and times,and other visitor characteristics,as demonstrated in the following examples.Target only US visitorsTarget visitors who arrive at you

51、r site Monday through Friday between 9AM and 5PM Present a different deployment experience based on the users mobile orientation(i.e.,landscape or portrait)Show location-specific offers(i.e.,visitors in Florida see offers for bathing suits,not coats)Segment TypeDescriptionGeo CohortTarget users base

52、d on their IP country,state,city,or zip codeBrowser/OSTarget users based on their web browser/OSScreen ResolutionTarget users based on how wide or tall their screen is in pixelsScreen OrientationTarget users on their device screen orientation(i.e.,Portrait or Landscape)Date RangeAllows a campaign to

53、 run during a specific date rangeDay PartingAllows a campaign to run on specific daysTime PartingAllows a campaign to run during a specific time range10wunderkind.coThe Power of AcquisitionVisit BehaviorVisitor Behavior considers qualities about a visitor,such as where that visitor has been and what

54、 the visitor has been doing onsite,and uses that information to determine campaign eligibility,such as:Display campaigns only to users on the homepage or cart pageSuppress campaigns for users on a FAQ or legal page Segment TypeDescriptionCurrent Page URLBased on the current page URL structure Landin

55、g Page URLBased on the current visitors landing page URL structureHome Page URLBased on whether that visitor is currently on the website homepageURL This VisitThe visitor has been on a page with a certain URL structureURL At AnytimeThe visitor has ever been on a page with a certain URL structurePage

56、viewsNumber of pages have the visitor has browsed during their current visitSegment TypeDescriptionPrevious CustomerTarget previously converted usersSubmitted EmailTarget users who have previously submitted their email Submitted PhoneTarget users who have previously submitted their phone numberVisit

57、or TypeTarget users who have previously visited the site(i.e.,new v.returning)Historical BehaviorHistorical Behavior tracks and analyzes a users activity data.Wunderkind can refine campaigns so that targeting is based on prior behavior patterns not just“one-off”interactions or purchases.Upon enterin

58、g your site,we look at visitor behaviors such as:If a visitor has previously made a purchase If they have submitted their email address or phone number in a prior campaign If they are a returning or new visitorReach the Right Audience With Advanced Segmentation Engine11wunderkind.coThe Power of Acqu

59、isitionSegment TypeDescriptionDesktopTarget desktop users or choose to excludePhoneTarget users of specific mobile devices,such as iPhone or AndroidTabletsTarget tablet users or choose to excludeMobile Browser Target users of specific mobile web browsers,such as ChromeDeviceMore and more shoppers ar

60、e browsing across multiple devices.Leverage Wunderkinds device segmentation to create campaigns specific for desktop,phone,tablet,and mobile users.Traffic SourceWunderkind can create campaigns targeted for visitors who land on your site from a specific traffic source,such as search engines,ads,influ

61、encers,or social channels.Want to make the most of your external marketing campaigns?See where your users are coming from by configuring referral segments.Behavioral AttributeDescriptionLanding Page ReferrerTrack when a user lands on a landing page directly from a 3rd party(e.g.,Facebook ads)Current

62、 Page ReferrerTrack when a user lands on a landing page(same example as above),but looks at the current URL the user is on,and determines if the user clicked through a referral link to get to that specific pageAnytime ReferrerTrack if the visitor has ever been on a referrer page or URLClicked throug

63、h Google Mobile OrganicTrack if the visitor clicked to your site via Google mobile organic searchReach the Right Audience With Advanced Segmentation Engine12wunderkind.coThe Power of AcquisitionReal Time VariablesWith real time behavior,we consider elements relative to the page the user is on right

64、now.With our real time variables technology,you can improve the customers experience while they are on your site.For example,users who have taken high-intent actions like adding items to cart and need dedicated messaging to drive conversion.Wunderkind can even serve different messages based on cart

65、value or quantity,for an added layer of personalization.Our team works with you to define real time targeting based on elements of your site,but some common variables are listed below.Behavioral AttributeDescriptionLogged InTarget whether the user is currently logged inEver Logged InTarget whether t

66、he user has ever been logged inCart Quantity The quantity,or number of separate items,added to the cartCart ValueThe total value of items added to the cart(usually the subtotal)Product Name/PriceThe name or price of an item(typically triggered on the product page)In StockBased on whether or not an i

67、tem is in stockSubmitted OnsiteBased on whether a user has ever submitted their email onsiteBehavioral AttributeDescriptionProgressionBased on interactions(impression,click,submit,close)with other Wunderkind experiencesCompanion ExperienceLets one experience inherit the criteria of another.This make

68、s it so one campaign will not be eligible unless the other is as well.Behavioral SequenceTrigger campaigns based on interactions with other campaigns.This includes interactions like impression,click,submit,close,or inheritance.For example,Campaign As goal is email capture,and Campaign Bs is phone nu

69、mber capture.Campaign B will only appear after the user enters their email.Meanwhile,Campaign C might have a different message if the user closed the email capture instead of submitting.Reach the Right Audience With Advanced Segmentation Engine13wunderkind.coThe Power of AcquisitionTrigger Personali

70、zed Captures Based on Real-Time User BehaviorAdvanced behavioral triggers are crucial for a robust permissioning program,especially when a brand or retailer aims to both capture emails and drive text messaging permissioning.Wunderkinds behavioral technology ensures your list growth campaigns deploy

71、at the right moment for each individual user.Entrance or Page LoadPresenting a capture on entrance is one of the most popular ways to grow your list.For new visitors to your site,its a great opportunity to get your message across right away.Wunderkind recommends triggering this campaign with an over

72、lay to maximize engagement.Scroll GestureGive your consumers a little extra breathing room and allow them to fully digest a page before delivering a CTA.Scroll Gesture activates the campaign when the visitor has viewed a certain percentage of the page(i.e.,10%from the bottom of the page),letting you

73、r content do the work before asking them to proceed down the purchase funnel.Highlight Text When a user highlights a product name on your website,theyre probably going to copy/paste it into Google to find a better price.Wunderkind uses this behavior to trigger relevant messaging and help save the sa

74、le.HoverA hover is both a proactive action to explore the web page further,and also one of indecision.When a user hovers on a specific element,it could be to view other options,expand information or seek guidance.Use this moment to guide that customer journey and further improve their onsite experie

75、nce.When any behavioral trigger is met,the campaign activates and an impression event occurs.Unlike other capture technologies,we capture email addresses and phone numbers at multiple points,not just entrance and conversion,meaning Wunderkind adds more prospects in your mix in a more a native way.At

76、 the highest level,triggers can be broken down between Engagement Triggers and Disengagement Triggers.Engagement TriggersEngagement triggers are based on positive actions.We leverage these signals as chances to help capture an email or phone number from a user who is signaling intent and move them f

77、urther down funnel.Combine Triggers to Maximize Your Reach You can stack Wunderkinds triggers to help reach your target shoppers,reduce cart abandonments,and grow your list.14wunderkind.coThe Power of AcquisitionEngagement Triggers(Continued)InterstitialDisplays a campaign after a user has visited a

78、 specific number of pages.For example,new visitors from certain traffic sources might be more likely to spend more time on your site.For this particular audience,you might suppress the campaign until theyve visited at least two or three pages.Input/Dropdown Change We can get as granular as triggerin

79、g a campaign when a user makes a simple text or dropdown change on your website.For example,trigger a campaign after a user selects their product size to compel the visitor to click the add to cart button.Finished TypingBeing able to precisely detect when a visitor has finished typing in an input fi

80、eld means Wunderkind can trigger experiences at exactly the right moment for optimal performance and user experience.For example,if you want to push visitors to check a checkbox to opt-in to your newsletter,you want to do it when the visitor has finished typing in the email field above the checkbox.

81、TimedSometimes it doesnt make sense to go straight in with a form the second a visitor hits your website.If this strategy is right for you,we recommend triggering the campaign after the user has been on the page for a set amount of time.Improve their customer experience by allowing them the time to

82、familiarize themselves with your brand.Active time While a Timed trigger can fire an experience after,say 10 seconds on a page,for every user,Active Time allows you to put a minimum or maximum time spent on your site.When paired with another trigger,this can help ensure experiences dont fire too soo

83、n.Waypoint Targeting Similar to Scroll Gesture,Waypoint Targeting triggers a campaign once a visitor has scrolled past a certain element on your site,signifying a positive engagement and a green light to present the capture experience.Click OnTriggering campaigns when a visitor clicks on a specified

84、 element on the page is another opportunity for engagement.Whether its a click to watch a video,view a product or open a menu,this presents a great time to ask for their email or number.Trigger Personalized Captures Based on Real Time User BehaviorExample:use Click On to fire a new CTA when a Prospe

85、ct selects a size.15wunderkind.coThe Power of AcquisitionDisengagement TriggersDisengagement is a critical opportunity to refocus a users attention.By looking for the right signals,you can identify when a user has lost interest and use that moment to deliver an impact value proposition.Exit-IntentPr

86、esenting a campaign when a user signals an intention to exit is a great way to boost visitor retention.As soon as the user moves to close or exit the browser tab,a campaign triggers.Considering this type of user is likely at the end of their customer journey,a call to action such as“enter your email

87、 now to receive X%discount”can be particularly effective for conversion and encouraging users to come back at a later time.Mobile Exit IntentWunderkind can detect the device that the user is currently using(iOS or Android)and load the corresponding Exit Intent Trigger.For example,if the user is on i

88、OS,then the iOS Exit Intent is used.If the user is on Android,then the Android Exit Intent is activated when a user tries to exit(e.g.,if the user starts typing in the URL bar or scrolls up quickly).InactivityIf you trigger a campaign after a defined period of inactivity(e.g.,no mouse movement for 3

89、0 seconds),you grab another chance to capture that users attention.Whether they have left their device unattended or simply switched to another tab,that user is still on your site.Deploy an eye-catching campaign creative or incentive and it will be the first thing they see upon their return.Reactivi

90、tyUse Reactivity to trigger a campaign after a user reenages with your site after a period of inactivity.For example,the user switches tabs,and then re-engages on your website.Tab UnfocusConsumers are frequency switching between browser tabs.Grab their attention and bring them back to site by activa

91、ting a campaign that dynamically populates a new page title for your sites inactive browser tab.RewindWorried about what happens when a visitor cant find what theyre looking for?Use a rewind trigger to activate a campaign when the back browser is clicked.Through the Wunderkind platform,you can targe

92、t this capture to activate on a specific landing page or any page on your site.Trigger Personalized Captures Based on Real Time User BehaviorDid you know?Exit intent technology,including the detection of exit behavior of an internet user,was invented and patented by Wunderkinds CEO and Co-Founder,Ry

93、an Urban,in 2012.16wunderkind.coThe Power of AcquisitionGrow Your Lists with High-Performing,On-Brand Website DeploymentsThe most effective way to infuse your list with high quality leads is through an email or phone number capture deployment on your website.Wunderkinds onsite deployments are design

94、ed to do just that.Optimized for both performance and user experience,all deployments are extremely flexible and fully customized to align with your brands look and feel.From spin-to-wins,banners,to overlays we make sure every lead capture form speaks directly to the consumer and ensures the chances

95、 of completion are the highest possible.Ultimately,Wunderkinds deployments are entirely flexible.Our tools allow us to build anything on top of or directly within a page.Its helpful to think about the by first understanding the standard deployment types.This basically pertains to where the campaign

96、is anchored,be it the top or bottom of the page,or within it.From there,you can explore our deployment customizations to get a sense of how we bring these basic concepts to life so they can meet a variety of goals.17wunderkind.coThe Power of AcquisitionDeployment TypesWe offer the following deployme

97、nt tools to fit all your campaign needs.Capture Emails with High-Performing,On-Brand Onsite DeploymentsOverlayOverlays appear in the very center of the screen.They can cover the entire page or part of it,with flexible opacity around it.Overlays are a high-impact option for entrance or exit email/num

98、ber capture,cart recovery campaigns,traffic targeting and more.Top BarA simple,noticeable bar that stays at the top of the screen and scrolls with the page so that it remains within a users sight all the time.Designed to grab users attention and increase conversion.Bottom BarWhile top bars are great

99、 for messaging,mobile bottom bars are great for tapping,since theyre so close to your thumb.Drive click and sign-up with persistent,non-intrusive experiences.Inline ZoneInline zone is a static deployment that lives directly in the page.Its a great way to get visitors to engage who are deeper into th

100、e funnel,but werent quite ready to submit on entrance.Strategically place an inline signup in a category or cart page to capture your users attention and increase the chances of conversion.18wunderkind.coThe Power of AcquisitionDeployment Types(continued)Capture Emails with High-Performing,On-Brand

101、Onsite DeploymentsCorner Tabs and Side TabsThese expandable units are designed to be less intrusive to the overall user experience.These experiences remain on your site until your visitors decide its the right time to submit-clicking or tapping to expose submission fields.AnnotationAnnotations are a

102、nchored to specific site elements to draw attention and encourage a behavior.For example,use annotations to compel the visitor to click the add to cart button by inserting the most relevant product value propositions and urgency.19wunderkind.coThe Power of AcquisitionDeployment Customizations,Contin

103、uedProduct RetargetingRetarget users in session with the products they viewed to encourage conversion.Wunderkind can dynamically in product names and product imagery to customize any list growth or on-site experience,while also generating additional intent around products users previously engaged wi

104、th.Same-Session,Dynamic Coupon CodesStatic coupon codes proliferating around the web hurt your margins and train your customers to hunt for a discount.Wunderkind ensures only the right audience sees a coupon,with single use codes that wont end up on Affiliate sites.TimersDrive urgency in any experie

105、nce with a countdown clock.These can be set to a specific time,like the end of a sale period,or a window based on activation,like 30 minutes after the user submits.Capture Emails with High-Performing,On-Brand Onsite DeploymentsProduct Retargeting dynamically pulls in the products the user viewedDyna

106、mic TextWunderkinds dynamic text feature offers a more granular way to personalize your campaign content.We offer a few different ways to customize your content with dynamic text tags,including location data,date and time,and timer countdowns,which you can use to increase the urgency for the visitor

107、 and encourage a conversion.You can also auto-populate content with custom variables,like cart value or coupon codes.Dynamic Calculations Contextualize savings in real time to drive users to convert.For example,an$80 cart thats eligible for a 20%new visitor campaign,could trigger messaging that lets

108、 the user know that they can save“$16 dollars off their order.”20wunderkind.coThe Power of AcquisitionDeployment Customizations,ContinuedLiquid VariablesEasily maintain consistency across your campaigns.Liquid variables allow Wunderkind campaigns to be easily updated with one edit.Globally update yo

109、ur offer,copy,imagery and more across dozens of emails and on-site campaigns with one simple edit.Campaign AnimationsWe support 19 animation deployment types to meet any brands needs and allow for the right visual animation at each moment,such as slide from the top bottom or side,fading in or out,hi

110、nging-down,or zooming-in.CSS AlignmentWunderkinds design and engineering teams can align deployments to your unique brand specifications or visual preference.Dynamic Calculationbased on cart valueDynamic Coupon CodeCapture Emails with High-Performing,On-Brand Onsite DeploymentsFrequency Caps and Act

111、ivation LimitsYou can control how often an experience is shown,what prevents it from being shown,and how users can close the experience.Activation Delay:Delay the campaign from showing for a specified amount of time.Max per Pageview:Limit the amount of times a campaign can activate on the current pa

112、geview.Max per Activation Window:Specify an activation window interval and determine how often a campaign can trigger during the interval(e.g.,10 times per hour).Max Activation Overall:Specify how many times a campaign can fire for the visitor.Close Options:Enable auto close,close buttons,and post-c

113、lose targeting per campaign.21wunderkind.coThe Power of AcquisitionDeployment Customizations:Custom Gamification Gamification overlays,like a Wheel Spinner,Choose Your Offer,Slots,Mystery Offer and Scratch-Off,enhance user engagement.Wunderkind offers these gamification elements out-of-the-box,plus

114、has a dedicated,experienced design team to create custom gamifications,based on your brand.The foundation is a gaming element element were all familiar with,which adds fun and excitement to what would be a simple prospect discount.From there,we can customize the game itself to incorporate not just b

115、randed design,but brand elements,like a shoe retailer that asks users to match three heels to win.Spinning WheelThe user spins the wheel to determine their offer.This is the most common gamified eCap experience available.Our design team can create full or half wheel(which we always recommend on mobi

116、le).Choose Your OfferUser given choice of 3 different options to determine their offer,all hidden behind.The user excited to see whats behind Door Number 1.SlotsThe mechanics of a slot machine are simple and visual-you match and you win.Mystery OfferObscure the offer to drive engagement with the mod

117、al and prime a user to submit their email address.Scratch-OffIntrigue users and drive them to convert with this surprise scratch-off overlay.Capture Emails with High-Performing,On-Brand Onsite Deployments22wunderkind.coThe Power of AcquisitionManaging Multiple Website VendorsEvery retail and eCommer

118、ce leader is well-versed in competing priorities.One website is expected to do and sell many different things for many different people,all at once.This can especially cause problems when using different tools on top of your eCommerce platform.Wunderkind is well-versed in the intricacies of multiple

119、 triggered experiences.Weve worked across thousands of websites and with numerous vendors to ensure the best experience for users.Wunderkind handles multiple vendors in three primary ways z-indexes,suppressions and calls,and swim lanes.Using a Z-Index,Wunderkind can determine whether an experience s

120、hould be on top of or underneath something else on the website,creating layers within a website.With a little bit of coordination between vendors,suppressions and calls allow Wunderkind to create more defined rules as to which experience should fire when.And lastly,with clear swim lanes,we simply al

121、ign straight-forward strategies on which pages different vendors fire experiences on.Here are some common scenarios we see:Chat BotsBy adjusting the Z-Index,Wunderkind overlays typically fire above all chat bots to focus the user,instead of having a chat bot bubble on top of an email capture.We gene

122、rally recommend that most clients limit a chatbot to a key part of a user journey,or at least simply page-view 2+,as most new users dont immediately need support.Refer-a-Friend SolutionsThese widgets typically offer a discount when another friend purchases.Wunderkind recommends that clients serve th

123、ese to existing customers.Your prospects wont want to evangelize you,and plus,you dont want to encourage them to wait to purchase.These work great on a checkout page,where you can offer a customer an opportunity for a future discount.Wunderkind can also call or suppress them to ensure the audience i

124、s limited on the rest of the site.Cookie Permissioning OverlaysWunderkind can either fire campaigns on-top of a Cookie Permissioning overlay by adjusting the Z-index,or integrate with it to fire after a user accepts.Capture Emails with High-Performing,On-Brand Onsite Deployments23wunderkind.coThe Po

125、wer of AcquisitionTest and Measure to Optimize Campaign PerformanceWhenever a marketer launches a new experience on their website,they need visibility into how its impacting their conversion rates.At Wunderkind,we provide best-in-class testing capabilities for list growth so our clients can confiden

126、tly test new ways to grow their lists.For each campaign we run,we can conduct either an A/B or Multivariate Test.Easily adjust the amount of traffic that sees your campaignWunderkind provides campaign exposure options,which means we can configure what percentage of traffic can see each variation,bas

127、ed on your preferences.Larger control groups allow us to accelerate our learning by obtaining a large sample more quickly,while smaller controls allow us to maximize our impact.In an A/B Test we create two variations of a campaign(version A and version B)that we run against one another.In a Multivar

128、iate Test we create multiple variations to run against one another,like A/B/C test or A/B/C/D tests.As tests run,we measure how visitors respond to the different variations based not only on the submit rates of each campaign,but on their overall revenue performance.Positive experiences deliver posit

129、ive performance lift.Your users like them better,so they engage more,and ultimately convert more.Variation A-No TimerVariation B-Timer24wunderkind.coThe Power of AcquisitionUnderstanding Control GroupsIndependent Controls Make Wunderkind Testing UniqueMost marketers know that they should use some so

130、rt of testing solution when deploying anything on their site.The problem is that for the list growth solutions that actually do provide testing capabilities,they fail to measure against a benchmark thats where Wunderkind comes in.For each campaign,we run test variations and independent control group

131、s to determine the variation winner and to ensure that our campaigns provide a positive conversion rate lift.The control groups represent a percentage of users that are not exposed to the test campaigns(i.e.,they receive the“non-Wunderkind”experience)as a source of truth to show the actual lift Wund

132、erkind campaigns provide.Our Control Groups Highlight What Works As Much As What Doesnt We always want to have a positive impact,but some tests may not return the results were looking for.At Wunderkind,we use these learnings to improve our optimization and performance strategy meaning we dont just r

133、un campaigns for the sake of running them.Our objective is to derive valuable insights on consumer behavior,so when it does come time to optimize and analyze results,you can feel confident in our deployment experiences,even as your site and visitors change.Not All Tests Are Created EqualWhen youve c

134、aptured millions of emails across thousands of websites,you learn a thing or two about whats worth testing.Wunderkinds strategy playbooks and experienced Customer Success team can guide you to run productive tests that have the potential to meaningfully move the needle,and help you avoid the fluff t

135、hat just wastes time.The question isnt“should I do A or B?”its“should I do A,B,or nothing at all?”At Wunderkind,establishing independent control groups is essential for measuring uplift generated by any Wunderkind campaign.Our goal is to guarantee that were making a true,tangible impact on your over

136、all site performance.Test and Measure to Optimize Campaign Performance25wunderkind.coThe Power of AcquisitionCampaign Data and AnalysisWunderkind provides insights to help you run smarter and data-driven campaigns.Get extensive onsite coverage,sales,engagement,conversion,and best practice data for f

137、ull performance visibility.Plus,youll have access to the following campaign-level and variation-level data.Campaign-Level DataMetricDescriptionActual Conversions Lift We take the difference between the conversions attributed to the Wunderkind variations and the number that would have been generated

138、if that traffic had seen the control.Actual Conversion Rate Lift Shows the increase in conversion rate(versus the control)for traffic exposed to all Wunderkind variations of the experience.Actual Conversion Revenue Lift Measures the amount of incremental revenue a behavioral experience provided.It i

139、s measured by taking the total revenue attributed to all Wunderkind variations in the experience and subtracting the amount that would have been generated if those variations had not run(if all traffic for the experience had seen the control).Rate Lifts The percentage increase or decrease from one r

140、ate to another.This allows you to see the relative impact of our behavioral experience versus the control,though you can change this baseline for rate lift calculations via the filters in the Wunderkind dashboard.Conversion Rate,Submit Rate,and Click Rate Calculated by dividing the count by the numb

141、er of unique impressions for the campaign.Eligibility The share of eligible visits out of total website visits during the period.Visits are similar to“sessions”in Google Analytics,and end when there is 30 minutes of inactivity.Eligible Visits Specific visits that meet the segmentation criteria,such

142、as engagement level,site area,traffic source,or device type.Optimized Conversions Lift An estimate of the incremental conversions that would have been generated if the best performing variation had been used for all impressions in the experience.Optimized Conversion Rate Lift Shows the potential con

143、version rate lift if only the best performing variation had been used.Optimized Conversion Revenue Lift Measures the amount of incremental revenue that could have been achieved if all impressions,including the control portion,had used the variation with the highest conversion rate.It is measured by

144、estimating the total revenue if all traffic had seen the best performing variation and subtracts the revenue that would have been generated if all traffic had seen the control.Test and Measure to Optimize Campaign Performance26wunderkind.coThe Power of AcquisitionVariation-Level DataMetricDescriptio

145、nAverage Order Value(AOV)Revenue divided by conversions.Differences in AOV may suggest that the variation had an impact on product mix,upsell attach rates,or discount usage.Clicks Instances where a link was clicked in the experience,other than to close/dismiss it.Conversion Rate,Submit Rate,and Clic

146、k Rate Calculated by dividing the count by the number of unique impressions for that variation.Conversions Purchases attributed to the variation or control.For websites with multiple conversion goals(registration,free trial,etc.),you can view the impact on a different goal by adjusting the Conversio

147、n Goal setting.Impressions The total number of times an experience is activated.This is the same for both a variation and a control,although in the case of a control,the visitor will see nothing.RevenueThe total value of conversions attributed to a variation.Revenue per Unique Impression The value o

148、f conversions divided by the number of unique impressions for a given variation.This takes into account both conversion rate and AOV,and is a useful metric for comparing the value a variation drives relative to the control or other variations.Unique Impressions Measure the number of visits during wh

149、ich an experience is activated.A top bar displayed on 10 pages will result in 10 overall impressions but only 1 unique impression.This metric is a useful way to understand the number of visits that were exposed to a specific behavioral experience.Unique Impression Rate The share of visitors that act

150、ivate the experience they were eligible to see,calculated as unique impressions divided by eligible visits.Test and Measure to Optimize Campaign PerformanceThird-Party Analytics Integration Wunderkind connects to your Google Analytics or other analytics instance so you can easily view your onsite ca

151、mpaigns conversions and revenue attribution,directly within GA.By default,we pass impression,click and submission events of each campaign experience so your internal team can further measure the impact of Wunderkind campaigns.Marketers can also use these events to optimize campaign performance.For e

152、xample,we may find that a normal submit rate for entrance email capture is 10%,but for Facebook paid traffic,its only 4%.We can use these insights to improve the experience for Facebook visitors by optimizing how we target them(e.g.,we can set up a campaign that speaks specifically to Facebook users

153、,or that uses different messaging and/or incentive).27wunderkind.coThe Power of AcquisitionLegal and Policy ComplianceWunderkind takes consumer privacy very seriously and follows the most rigorous industry standards to ensure the highest data privacy and security.We are committed to meeting and main

154、taining campaign compliance with local legislation,such as GDPR,CCPA,CAN-SPAM,CASL,and TCPA&CTIA.Additionally,were compliant with the following data,accessibility,and Google standards.Built-in and White Glove Web Accessibility Compliance Wunderkind is committed to web accessibility.We believe in the

155、 uniqueness of each individual,and that the internet should be usable by all people,regardless of circumstance or ability.We have integrated accessibility into our process when developing products,designs,and campaigns,not so we can check a box on accessibility,but so that we can continue to make in

156、clusiveness a core part of who we are and what we build.Any vendor claiming to be fully-ADA compliant doesnt fully understand the nuance of how Title III of the groundbreaking civil rights law applies to the online space.WCAG 2.0,or Web Content Accessibility Guidelines,are the principles that set th

157、e standard for online accessibility.Our ongoing accessibility efforts work toward conforming to their guidance in the evolving online space.Wunderkinds onsite experiences are coded in HTML5 and supplemented with ARIA when needed.Like our emails,they are built to be accessed by a variety of devices a

158、nd assistive technologies,including screen readers.In addition to the training and expertise of our in-house staff,Wunderkind works with Perkins Access,a division of Perkins School for the Blind,to continually enhance the accessibility and usability of our product.Perkins Access provides ongoing acc

159、essibility support,including inclusive design reviews,WCAG audits,expert standards guidance and remediation support.Designed for ReadabilityAlternative text applied to logo and image elementsAccessible labels applied to interactive elements(e.g.,form field)Text and graphical objects have contrast ra

160、tios greater than 4.5 to 1 with surrounding elements and background colorsLegible font families and sizesLinks are visually identifiable(e.g.,underlined,bolded,italicized,etc)All caps applied in CSS(instead of HTML file)28wunderkind.coThe Power of AcquisitionWeb Accessibility,ContinuedNavigationBefo

161、re campaign impression:campaigns are hidden from screen readers and not navigable by keyboardOn impression,campaigns become visible to screen readers and navigable by keyboard.Site content behind overlay is hidden from screen readers and unreachable by keyboard.Highly visible focus indicator impleme

162、nted on all actionable components(e.g.links,buttons,etc.)Tabbing settings for overlays:Focus is programmatically moved on each stepTabbing the last focusable element in a step loops back to the first focusable element of the stepTabbing in reverse on the first focusable element moves focus to the la

163、st focusable element of that stepIn addition to close buttons with accessible names,users can dismiss an overlay with EscapeOn campaign close focus is returned to the element that triggered launch.If no element was previously focused,the focus is set to the element.Input AssistanceForm field labels

164、are properly associated with their corresponding inputsError messages are programmatically associated with their corresponding field so that assistive technology users are informed,and do not rely solely on visual presentation.Focus is moved to the first input with an error.CompatibilityCorrect and

165、complete markup language is used(ex:no duplicate ids,etc.)The order of content in the source code matches the visual presentation of content on the pageModal dialogs follow the modal dialog design pattern as defined by WAI-ARIAClose(X)buttons are given accessible labels that describe purpose(close d

166、ialog)Legal and Policy ComplianceAccessibility is a constant practice To be successful,it must exist across all functions of a company.It evolves with culture and technology as we all work together to build a more equitable world.29wunderkind.coThe Power of AcquisitionPermissioning Compliance Across

167、 Regional LawsGDPR,CCPA,CAN-SPAM&CASLWunderkind is fully-compliant with all regional privacy and email marketing laws.We have both a robust in-house team of legal experts on international privacy laws as well outside counsel that has been with us for the last decade for the roll-out of landmark laws

168、 like GDPR and CCPA.In addition to restrictions and guidelines on how data needs to be managed and used,each law has also specific guidelines on how permissioning needs to be handled on your website.Said in another way,how can you make sure that every email you capture is legal and usable,based on t

169、he region it was captured in?Wunderkind list growth has productized solutions and compliance settings to help global retailers maximize their one-to-one marketing in a compliant way.As a way to explain these different laws,lets take a look at an email capture experience and how it would have to be v

170、ersioned in the US,Canada,and the EU to highlight the regional requirements.In the U.S.a double opt-in isnt required,though most marketers add a disclaimerIn Canada,opt-in creatives need to include an explicit statement confirming the opt-in.In the EU,creatives must also include an explicit statemen

171、t confirming their opt-in and link to a privacy policy.Legal and Policy Compliance Yes,add me to the Wunderkind email list.I agree to the use of my email to receive emails by Wunderkind.See Privacy Policy.30wunderkind.coThe Power of AcquisitionTCPA&CTIA Text Messaging ComplianceThere are two acronym

172、s marketers should be aware of for mobile messaging:TCPA,(the Telephone Consumer Protection Act),which is the law that regulates marketing from auto-dialers as well as the CTIA(the Cellular Telecommunications and Internet Association),which is a regulatory body that can shut down a retailers shortco

173、de for not complying with its guidelines.Wunderkind works with its internal legal team and external counsel on an ongoing basis to ensure that all of these compliance elements are simple for our clients and up-to-date,so you can focus instead on running a high-performing text message marketing progr

174、am.The TCPA and CTIA have different requirements,and most marketers arent familiar with the differences.The below breaks down that this U.S.law and the industry body both require:TCPA RequirementsThe foundation of the TCPA is permissioning,and it requires the following:“Prior express written consent

175、”must be obtained before sending mass marketing text messages.The consent notice must be“clear and conspicuous”and needs to be“apparent to the reasonable consumer,separate and distinguishable from the advertising copy or other disclosures.”It should inform users of the following:The name of the busi

176、ness How to opt-outThat the program delivers automated messagesThat signing up is a not condition of purchaseMarketers must honor any request to unsubscribe“within the shortest reasonable time from the date of such request.”Additional CTIA RequirementsThe CTIA has its own requirements for the sign u

177、p call-to-action:Link to a Privacy PolicyLink to Terms and Conditions Message frequency disclosureSTOP to stop receiving text messaging“Message and data rates may apply”disclosureDisclosure that the brand intends to send cart remindersCTIA also states that marketers must immediately trigger an opt-i

178、n message,must contain the following informationThe program(brand)nameVerifies the Consumers enrollment Customer care contact informationOpt-out instructionsA disclosure on message frequency“message and data rates may apply”disclosureLegal and Policy Compliance31wunderkind.coThe Power of Acquisition

179、Disclaimer Text*By signing up for texts,you agree to receive automated recurring marketing SMS messages(including cart reminders)from BRAND and accept the Terms and Conditions and Privacy policy.Consent not a condition of purchase.Msg frequency varies.Msg&data rates may apply.Text STOP to unsubscrib

180、e.Wunderkind places the disclosure above the CTA to make it as clear and conspicuous as possible,per our recommended compliance best practices.TCPA&CTIA Text Messaging Compliance(Continued)When a user signs up for text message marketing through a Wunderkind-powered experience on a mobile device,it a

181、utomatically launches the users messaging app with a pre-populated text that they send to opt-in.Wunderkind addresses TCPA and CTIA compliance in 1)the call-to-action we power on the website,2)the pre-populated message the user sends,and 3)the confirmation message they receive,ensuring any disclosur

182、es are“clear and conspicuous”throughout.Clear,conspicuous disclosureRequired confirmation textStep Two,Opt-in MessagesPre-Populated Text the User Sends:Hit Send to sign-up for automated,recurring BRAND mktg texts(like cart reminders)to this number,per terms.Confirmation Text:BRAND:Youre in!Message&d

183、ata rates may apply.Reply HELP for help,STOP to cancel.Msg frequency varies.Clear,conspicuous disclosureTs&Cs and Privacy LinksClear Opt-in CTAClear Exit MessagingStep One,CTALegal and Policy Compliance32wunderkind.coThe Power of AcquisitionCompliance with Google PoliciesThese rules and guidelines m

184、ay not have been written by any government body.Violating them wont subject you to a lawsuit,but they may subject your business to penalties in your search rankings,which could be just scary for many marketers.Wunderkind has worked to ensure compliance with every rule that could impact a retail site

185、.Google Organic Traffic TargetingGoogle believes that when a user clicks through a mobile or desktop organic search result,they should be able to easily read the sites content without any obstacles.Specifically,if more than 40%of the content is obscured by something like an email capture,your search

186、 ranking could suffer.Wunderkind adheres to this policy by segmenting out organic search traffic and delivering an alternate,compliant experience.Google Shopping AdsGoogle also insists that when a user clicks through a Google Shopping ad(formally known as a Product Listing Ad,or a PLA),they should l

187、and on that items product page and that products image should be clearly visible.This means that you cannot show an overlay on entrance to users clicking through these ads.Wunderkind suppresses these overlays to ensure your sites Google search rankings dont suffer.Google Core Web VitalsWeb Vitals is

188、 an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web.Each of the Core Web Vitals represents a distinct facet of the user experience,is measurable,and reflects the real-world experience of a user-centric outcome.W

189、underkind is aligned with the purpose of these metrics and is committed to providing a first-class user experience.We monitor these scores on our clients websites,and our product team conducted a thorough review of our product suite in preparation for the upcoming launch of these metrics.Legal and P

190、olicy ComplianceDont Let Your List Growth Efforts Hurt Your SEOMost list growth technologies ignore Google policies,or dont even know about them.Wunderkind actively educates its clients about best-in-class solutions to ensure one marketing effort doesnt hurt another.Wunderkind is the leading AI-driv

191、en performance marketing solution that collects consent-based,first-party data and identifies anonymous traffic for brands in order to scale hyper personalized one-to-one messages.Brands lean on the Wunderkind Identity Network,a proprietary database recognizing 9 billion devices,1 billion consumers

192、and observes 2 trillion digital transactions per year,to trigger the most impactful offers to their target audience at the right moment and in the right channel.This proprietary data is accessed by Wunderkinds Autonomous Marketing Platform,an AI engine which integrates seamlessly into a brands exist

193、ing ESP to boost performance across email,text and advertising channels.Wunderkind is the only performance solution that guarantees a lift in revenue for its clients and delivers over$5 billion in directly attributable revenue annually for brands across a number of industries,often ranking as a top 3 revenue channel in clients own analytics platforms.Brands such as Harley-Davidson,Perry Ellis and Shoe Carnival partner with Wunderkind to drive top-line revenue through its guaranteed results