A Step-by-Step Walkthrough of a Complete B2C Marketing Campaign
A pioneer in online shopping, Clearly Eyewear first launched their website in 2000 selling contact lenses. They are now the largest seller of prescription eyeglasses online and one of the largest contact lens retailers in North America. The last time they released financial data (before being purchased by Essilor International in 2014 for $430 million) was 2013, when they were making almost 60 million per year.
So I think it's safe to say that, when it comes to online marketing, they may know what they're doing.
This article will break down Clearly's B2C sales funnel - a single marketing campaign which started when I clicked on a display ad while reading an article. I'll break each step down into bite-sized pieces and show you how you can replicate all of Clearly's touchpoints for your own B2C marketing strategy.
Let's get rolling!
Touchpoint #1: A display advertisement
The first touchpoint of most successful marketing campaigns is an advertisement. In this case a simple banner ad promoting Clearly's 2 for 1 site-wide promotion on glasses.
The ad looked like this:
What makes this a successful banner ad:
- A Value Proposition headline, detailing how you'll get value from clicking.
- An action-based subheadline, telling people what to do to.
- A great font choice, with serif headline and san-serif subheadline (a combination recommended by designers)
- A smiling model, who's not too model-y. Your products will always be more appealing to prospective customers if they're modelled than if they stand alone. And if you can find a model who makes your products appealing without alienating people, all the better.
- A high contrast button with actionable text ("Shop Glasses")
- Your brand name, increasing brand recognition (if no one clicks) and increasing conversion rates (if the ad viewer knows you and already trusts you)
So I clicked on it.
By the way, almost everything you see in this walkthrough is possible with Wishpond's marketing campaign software. Click here to talk to a representative or start a 14-day free trial and see what we've got going on.
Touchpoint #2: Welcome Popup
Before I even saw the ad's landing page or Clearly's website, I saw a welcome mat, prompting me to sign up in order to receive an exclusive discount code.
Here's what that welcome mat looked like:
I subscribed and received my subscriber-specific discount code, giving me a discount on my final purchase, alongside the 2 for 1 promotion which (if I wasn't a content marketer who was just experimenting) would have been the reason I clicked on the ad.
I'm only a couple moments into my shopping experience with Clearly and they've already given me value, twice. This has framed the way I'm experiencing their site - giving me a really positive first glance.
I then got a buzz on my phone: Clearly's auto-responder email welcoming me to their subscription list:
Why this email is great:
- Simplicity: Large font, and not a lot of it. Focuses on the message of "thank you"
- Nav Bar: Makes it easy for me to navigate from their email to their website
- Linked Image: The whole image there is a link to their website, where my discount code is already saved to my experience.
- The Message: "We'll keep you informed - never overwhelmed - with email-exclusive offers, style updates, and promotions. You can unsubscribe at any time." Honestly if you're in B2C, I'd just copy this subscriber messaging and move on with your life. It's top-knotch.
I headed back to Clearly's website and perused their men's section in order to decide on the pair of glasses I liked the look of best…
Touchpoint #3: Sales Page
I chose the glasses on the far right below. Take a good look, as I'd like you to be able to recognize them down the line…
I selected them and was sent to Clearly's sales page:
Why this sales page is great:
- Like any good ecommerce sales page, the product is front, center, high-res and large. The price is also apparent.
- The checkout button is very visible and high-contrast from the black and white of the page itself.
- The most important information is, essentially, bullet-pointed, rather than in a paragraph. Prospective customers want to know that these glasses are... "Progressive eligible." "Sunglasses eligible." "Plastic." And with "spring hinges."
- The description of the glasses is specific but not overwhelming in detail. It breaks down exactly how they're styled and how they'll fit on what kind of face
- The value-add messaging (Includes Standard Air lenses, shipping and returns) is in a contrasting color to ensure the visitor doesn't miss it.
The call-to-action for this page is "Add Lenses," which tells me exactly what I'm going to be doing on the next page...
Touchpoint #4: Customer Profile Generation
This touchpoint is where Clearly steps up their game a little bit, and I'll have to explain in detail what's happening, because not every customer would notice it all…
Firstly, Clearly asks me for my prescription (nothing odd about that):
I enter it and, to see if Clearly is as good as I thought they were, closed the tab.
When I returned a couple minutes later to the same URL, Clearly had saved my prescription details:
How are they doing this?
In Clearly's backend, within their leads database tool, I'll be listed as a visitor, with my own profile and a track record of my behavior on their site.
Entering my prescription details on Clearly is the same as any form entry. I'm providing them with lead information (information which will help them convert me and retain me as a customer down the line).
My prescription will be populating on my lead profile even as I fill it out within their form. If I leave and come back, the unique cookie attached to my browser shows Clearly exactly who I am. Only if I open an incognito window or move to another computer will they lose me.
How I fill out their prescription form determines what kind of page I see when I click "Next:"
This action (filling in my prescription/providing Clearly with lead information) will likely have segmented me into a "Multifocal Lenses" List within their email marketing tool. This enables them to follow up with me with far more specific sales information than they would otherwise be able to.
Now I've come to the "Add to Cart" screen. Clearly shows me exactly what I'm looking to purchase:
I click that oh-so-valuable "Add to Cart" button and head to checkout.
Touchpoint #5: Checkout
Your checkout page should be no less optimized than the rest of your ecommerce sales funnel. This sale is nowhere near completed…
Here's what I see when I click "Add to Cart:"
Why this checkout page is great:
- Firstly, it's super clean. There's no unnecessary information here whatsoever.
- Nav bar is gone. This is best practice for all conversion-optimized pages. You need to remove as many unnecessary links as possible.
- The "expand" option for my purchase details means that, if I want to see them, I can, but they're not visible and overwhelming as soon as I get to the screen.
- The trust elements ("Our Promise") address my primary purchasing concerns: "Will there be additional costs I don't expect?" No, we have free shipping. "What if I don't like it?" We have free returns. "What if I'm unhappy in general?" We have a great support team. Here's their number.
- The "Start Checkout" button is high-contrast and easy to see.
It was at this point that I left. I abandoned my cart and went to get a coffee.
Touchpoint #6: Abandoned Cart Email
I left because A) I don't actually wear glasses and B) I wanted to see if Clearly had an abandoned cart strategy. Turns out they do.
I subscribed to get my discount as soon as I arrived on their website, giving Clearly my email address.
This enabled them to send me an Abandoned Cart email:
Abandoned Cart emails are triggered with email automation: when someone views a checkout page but not a thank you page, your marketing automation systems knows that person "bounced."
Here's what it looks like in Wishpond's marketing automation builder:
Step 1: Select "Abandoned Cart Workflow:"
Step 2: Add your checkout and thank you page in the spots prompted:
Step 3: Add your delay and the email you'd like to send:
It's as simple as that.
Let's justify the abandoned cart email…
That same SalesCycle report states that 44.1% of all cart abandonment emails are opened, 11.6% of all cart abandonment emails are clicked and 29.9% of clicks lead to a recovered purchase back on site.
You'll make the cost of your time back in no time.
Touchpoint #7: Facebook Retargeting Ad
I was going to wrap this article at the abandoned cart email, but, during my lunch break, I popped onto Facebook for a second and saw my chosen glasses staring at me from a sidebar ad:
So this is a retargeting ad. If you're not familiar with retargeting, let me give you a quick breakdown of how it works…
Why this retargeting Facebook Ad is great:
- It's a sidebar ad, which is cheaper. Clearly is able to get away with this because A) I've been on their website already today, so I'm very conscious of their logo and brand name and B) I recognize the glasses I chose.
- Even more value. Clearly addresses the most likely reason that I abandoned my shopping cart (price) by giving me 10% off and free shipping as well as another discount code.
- It features my exact chosen product. This is a huge bonus, though I recognize it's a bit of a more more complicated task than your team may want to tackle.
Even though I don't actually wear glasses, the abandoned cart email and retargeting ad, alongside my great experience on the Clearly website, made me consider buying. Just because of how impressed I was with their B2C marketing funnel.
- A great display ad shown to your target audience
- A welcome overlay or popup delivering value and generating contact info
- An optimized sales page, focusing on your product's benefits and look
- Contact info generation, enabling you to more effectively frame your funnel, no matter if they buy or not
- An optimized checkout page with no unnecessary distractions
- An abandoned cart email, delivering more value and driving people back to checkout
- An abandoned cart retargeting ad, delivering more value and driving people back to checkout
90% of the strategies in this B2C marketing campaign example are possible for your business, no matter what stage you're at. The only two you might struggle with are the progressive lead profiling (the prescription stuff up there) and featuring a prospective customer's product in their retargeting ad. But both of those can be simplified.
Everything else is doable by you, right now. These strategies ensure your sales funnel is optimized and, once set up, will increase the money you make every month. It's as simple as that.
Wishpond can help. Our sales page templates, popups, email marketing and lead segmentation tools are designed to make setting up this type of campaign easy and possible for all businesses. Book a time to talk, and we'll take it from there!
And if you have any questions about the strategies you see in this article, don't hesitate to let me know in the comment section below!