FUNDAMENTALS OF DIGITAL MARKETING: MODULE 4/26
Plan your online business strategy
From identifying your goals to knowing how to track your progress, this topic will show you how to put your best foot forward when creating a digital business strategy. Learn how to stand apart from the competition and how to impress customers at every point of their experience.
1. The benefits of an online strategy
An online business strategy can boost your chances of digital success, helping you to define clear goals and focus your online activity. In this lesson, we’ll explore:
how an online business can benefit from a business strategy
best practices when creating a business strategy
examples of common goals and popular strategies to achieve them.
Sam has recently decided to launch an online fitness coaching service. He has registered a domain name and set up a website, but is unsure of how to launch his business online in a way that will help him grow sustainably.
Help Sam create his own online business strategy, by selecting the correct steps he should take.
2. Taking a business online
When taking a business online, understanding how customers browse on the web is an important factor in ensuring your online efforts are rewarded. In this lesson, we will explore:
customer behaviours online, and how these overlap with offline behaviours
the “See, Think, Do, Care” framework, and how to use this to help understand the online customer journey
how to group your audiences using audience segmentation.
Omar owns a stall selling handmade cosmetics, and wants to launch an e-commerce site. He has lots of experience selling his products in person at markets, but is now hoping to reach more customers online.
Can you advise Omar on how to make both his online and offline business successful?
3. Understanding customer behaviour
Create the best possible online experience for customers by understanding how to make the most of the moments when they interact with a brand. In this lesson, we’ll explore:
what customer touchpoints are
how to map common online customer journeys
how to identify customer touchpoints that generate business goals.
Holly owns a dance studio. To improve sales of dance classes, she is reviewing how her marketing team could update the company’s online presence.
As part of the rebrand, the team listened to customer feedback and mapped customer journeys. They identified two things online customers generally struggled with: navigating the website and finding the business’s contact information.
Which of the brand’s touchpoints should Holly modify to help address her customer’s feedback?
4. How to stand out from the competition
Understanding the competition is a key component of your online strategy, enabling you to position a business correctly in the marketplace. In this lesson, we’ll explore:
how to identify what makes a business stand out in a busy marketplace
why Unique Selling Points (USPs) are important and how to construct them
online tools available to help you research the competition.
Bobbi owns a protein shake company, which has been trading for 3 years. Her products are stocked in a number of gyms, but the company has not seen much growth in recent months. Bobbi would now like to break into the online market to boost product sales.
Which of the following actions should Bobbi take to identify opportunities for online business growth?
5. Using goals to improve business performance
When marketing your business online, it’s important to use the data and metrics available to evaluate how your online activities are performing. In this lesson, we’ll explore:
why setting goals and KPIs is so important to online businesses
how to construct a KPI using the SMART framework
how to analyse data gathered to help improve online marketing efforts.
Ryan has written some KPIs to help his fitness centres achieve the business goal of “improving overall client satisfaction”.
Review these four KPIs. Which do you think fit the criteria of being specific, measurable, attainable, relevant and time-bound?
For something that literally “pops up” in your face, the value of popups—and the variety of ways they can be used to convert more visitors—is often overlooked.
And while we’re sure the word “popup” brings some lousy user experiences to mind, don’t let a few annoying apples spoil the bunch. Popups can actually enhance your visitors’ experience and be an incredibly effective marketing tool when used in a thoughtful, targeted way. They help you highlight relevant offers, products, or sales, build email lists, and recapture your visitors’ attention before they leave the page.
With a few best practices and some steal-worthy examples, this guide is here to help you design and launch high-performing popups that convert more of your visitors into sales, leads, and customers.
Why Use Popups?
The short answer: because they work.
Popups keep people on your page, remind them of what you have to offer, and collect data to nurture leads. Think of them as your marketing sidekick with the superpower of boosting conversions.
How popups worked for these brands:
Canvas Factory used a popup to bring in $1.1 million of revenue after struggling with high traffic that didn’t convert. They used tracking integrations to fine-tune their campaign.
Broomberg wanted to generate more leads on a tight advertising budget. They designed a popup that increased their leads by 72%. They did this without having to spend more money on paid search advertising.
Popup Design Pro Tips
The headline is the hero
80% of people who see a piece of content will only read the headline, and a good headline can boost traffic by up to 500%.
So be sure to make the benefit of your offer clear right in the headline. This makes it easy for someone considering clicking away to know exactly what they’re turning down. Your call to action (CTA) should also be simple enough that it fits in a headline anyway.
Be clear, relevant, and concise
Like all content, you want your popups to be clear and to the point. It’s not just about the relevance of your popup to your visitors. It’s also about the relevance of your popup to the page it appears on—and the experience that you’re guiding your visitor through. Make sure it complements the content on your page instead of competing with it.
Canvas Factory found this out when they discovered a certain popup’s conversion rate on blog posts was just 0.18% compared to 11% on product pages.
The difference came down to relevance. The offer was the same in both cases: a $10 discount on your first order for signing up for their email list. Their A/B testing confirmed the natural assumption that a discount popup will do better on a product page (where potential buyers hang out) than on a blog where visitors might just be looking for information.
Design with user experience in mind
Think of the whole visitor experience when you’re designing a popup. That’s how you achieve relevance. The best way to get them to take the journey from visitor to buyer is to consider what that path looks like for them. Then design with their perspective in mind.
If you’re promoting a product, for instance, share a discount code and get new customers to sign up with a lead gen (form) popup. If you’re having a sale, direct them to related sale items with a clickthrough popup. And if you’re sharing a piece of content, either send them to a related piece of content that nudges them closer to becoming a customer—or send them to a product that’s mentioned or is particularly relevant.
Include a strong call to action
A call to action does exactly what the name suggests: it asks readers to do something. The CTA is the focal point of a popup. It should stand out, and what it’s asking visitors to do should be obvious—even if a visitor looks it for a split second. You only get one CTA per popup; there can’t be two offers. What’s the one action you want people to take? That’s the CTA.
Sure, popups sometimes get a bad rap. But if you follow the above tips and avoid making the mistakes below, you can make sure yours fall on the right side of popup history.
The internet has a word for dissing people who don’t want your popup offer: confirmshaming. That’s when your opt-out option is something like, “No thanks, I like being broke and friendless,” or, “I don’t like saving money.” This snarky tactic might have been cute for the first company that used it, but now it’s so overplayed that there’s an entire Tumblr dedicated to examples of confirmshaming in action.
Besides coming off as, at best, annoying, and at worst, downright condescending, confirmshaming can completely distract from your offer.
The value of a popup is that it allows your customers to take immediate action on something that can help and benefit them. Nothing should distract from that—especially not your attitude. A visitor who’s not ready to buy today might be ready the next time they encounter your content, but not if their first encounter left them with a bad taste.
No exit option
Another issue we see too often is the popup that’s like an escape room. Clicking away from a popup should be simple and straightforward. The extra captive eyeballs you might gain by turning your ad into a click trap aren’t worth the resentment and frustration you’ll stir up. And the worst part could be that people you trap with this kind of popup strategy may have been trying to close it so they spend more time browsing your site. Talk about a self-own.
Do unto others
When in doubt, stick to the golden rule: how would you like to experience a popup, especially one you’re not interested in? Look at the nice example below. No attitude, no snottiness, just a simple “No, thank you.”
Learn from others
Marketing and advertising pros collect “swipe files” of work they like. They use these examples to learn from and as inspiration for their own work. You can do this, too. Start taking note of popups you see online and screenshot the ones that grab your attention in the right way.
When you’re designing a popup, you don’t have to reinvent the wheel. Study what works and make those elements your own by incorporating them into your design. If it catches your eye or gets you to click, the creator probably did something right.
A great thing about popups is that they can include all sorts of tracking technology that can give you insights into what’s working and what’s not—through insights like impressions, clicks, and conversion rates. Use that info to improve your offer and the design you use to present it.
That said, be deliberate when you’re testing. If you test a bunch of variables at once, you won’t know what’s working and what isn’t. Take testing one variable at a time. For example, testing the CTA and testing whether or not to have a popup triggered on exit are two different tests.
Target and Segment
Possibly the coolest thing about collecting data from your lead gen popups is that you can use it to create customer segments and Facebook “lookalike audiences” for social ad campaigns and other targeted advertising.
The popup and sticky bar builder allows you to trigger popups based on visitor behavior, like arriving at a page, exiting, or clicking a link. You can use advanced targeting features to talk to visitors based on their location or how they found your site (i.e., one popup for a visitor who followed a link in your newsletter and a different one for somebody who found you through social media).
Plus, dynamic text replacement (DTR) takes relevance to a whole other level by changing the text of your copy to match what customers are looking for based on data about their preferences.
14 Popup Design Examples to Inspire Yours
We gathered high-converting Unbounce customer popups and other examples from the world wide web to show that great popups come in all forms.
Unbounce Customer Popup Examples
National Sewing Circle
National Sewing Circle is an online platform for sewing instruction and ideas. They’re a subscription-based business that trades in information, community collaboration, and resources for avid sewers (or those who want to become one), making their popup especially clever.
With agency TN Marketing, they created an offer of a $40 sewing gift simply for signing up for their newsletter—which works as a lead nurturing strategy to eventually nudge subscribers toward signing up. Stating the dollar amount given in return for an email address makes the value crystal clear, allowing the newsletter to show the value of a full NSC membership over time. So far, this popup has converted 29% of traffic and over 70,000 visitors—and the circle continues to expand!
Regiondo is an activity booking software for facilitating, managing, and promoting ticket sales. Their software is robust in functionality and can be used by a range of people in a number of industries, making product information and education a key conversion driver.
This simple, no-frills popup to book a product demonstration gets visitors in the door and connected with a Regiondo team member while they may still be in the browsing or “evaluation” phase. It’s a great example of “well-designed” applying to functionality over flare—a clean, direct popup targeted to the businesses and professionals their services are for.
HiMama is a childcare app that streamlines childcare center management, parent communication, documentation, and administrative reporting. And streamlining is exactly what their popup does, too—effectively enough to convert 40% of multiple thousands of visitors. Yowza.
Because HiMama can be used for a variety of reasons, and by people in many different roles within the childcare industry, they’ve created a self-segmenting popup that helps them best tend to visitors enquiring about the platform. Contrasting colors, benefits-focused messaging, and straightforward calls to action lead visitors to individual SaaS landing pages targeted specifically to them. Kind of like a choose-your-own-adventure that ends with everybody happy.
Sulky is a high-quality thread and stabilizer company that ships all over the world. They have a huge inventory of products and know that people who land on their website are there for a reason—they’ve searched for thread suppliers, clicked on an ad, or were referred—and are ready to browse, if not already primed to buy.
Placing a 15% off coupon right on their homepage is a smart way to incentivize a purchase and show appreciation to visitors before they’ve even become customers. The popup’s imagery and messaging are fun, eye-catching, and even a bit silly—in a good way! It makes for a warm, friendly invitation that’s bang-on brand and nearly impossible to refuse.
Wealthify is a lead generation service for mortgage brokers and financial planners in Australia. They turned to growth marketing agency Webbuzz to help get them more leads for potential customers. To do this, they took a softer approach that’s paid off with a steady 19% conversion rate.
“It’s been so successful that we have used the ‘info pack’ popup on other client sites,” says Ben Carew, Webbuzz’s Director of SEO Service and Analytics.
By offering an information package to learn more about Wealthify, a bulleted rundown of what’s included, and a one-field entry to sign up, they’ve made it a no-brainer trade for a visitor’s email. The clever graphics, bolded information, and clear call to action don’t hurt either!
Energy Locals is an Australian energy retailer that provides clean, environmentally-friendly energy in an affordable way. Their service is location-specific and has a higher barrier to conversion than, say, buying a pair of pants, so they’ve given visitors a direct line to their 100%-local team should they have any questions or need more information.
Bright colors and minimal form fields make the popup easy to spot and easy to fill out. And the drop-down menu for when to call is a nice touch to let visitors feel in control, and know that their time is respected. At a 61% conversion rate, the proof is in the popup pudding.
Picks from Around the Web
Fun and to the point
Who doesn’t want $10? This popup cuts right to the chase and uses an upfront offer to attract customers. Meanwhile, the body copy manages to keep it light and fun.
Notice that this popup appears on a product page. It’s not coming up on the blog, where a visitor might have just been browsing for an article about hoodies. Instead, it’s right on a page where a customer can take advantage of the discount and buy the hoodie.
Empathy in action
This clickthrough popup gets so much right. It focuses on the visitor’s needs and perspective and highlights a limited-time offer (with a dash of FOMO). And it gives them the chance to postpone their purchase without missing out—a win/win. Someone who’s interested but not ready to buy is going to see this and feel understood. That’s very smart.
This popup also gets points for simplicity. Remember what we said about having a single-purpose CTA? That’s what they’ve done here. They’re not asking for your email address or anything else; you just click the button to set a reminder and they’ll see you when you come back to claim that deal (at which point, they can propose a different offer, like an email signup).
“Why did you leave me?”
This poor lil’ creature. This one is clear, creative, and very noticeable. Even if you bounced, you probably stopped for a second to figure out who or what that little guy is.
Notice even though the CTA isn’t on top—where you might expect to see the headline—it is the largest, hardest-to-miss text. CTA buttons are great because they put your CTA and your clickthrough function in one spot. No need for clutter or complication.
Is it mind-bendingly creative? No. But that’s okay.
This subtle, thoughtful popup does exactly what any good popup should do. It makes a clear offer that emphasizes what’s in it for you. They realize that you need a good reason to let them get in your inbox, and they’ve articulated three reasons in the body copy.
Notice how they’ve also given you two ways to leave the popup: the “X” in the top-right corner and some text at the bottom that says “close this popup.” Big points for respect and clarity.
Exclusive offers and best-kept secrets
Some words never get old: New. Free. Exclusive. Let your visitors in on a secret guide or grant them membership to an exclusive club. Just be sure that what you’re offering is genuinely valuable and appealing. If you’re not careful, the secret club angle can come off like a sleazy magic trick. But done right, it’s a great way to generate curiosity.
Call out objections
Sometimes it helps to address objections to your offer, especially in an exit popup. If your landing page has a high bounce rate, you may want to test popups addressing possible objections that are making them bounce. Not only will this lower your bounce rate, but it will help you better understand what customers think of your page and why they’re bouncing.
Did you know a popup doesn’t need to take up the whole screen or appear right in the middle of the screen?
A simple ‘pop under’ (we call ’em sticky bars) form like this one is like a gentle reminder to join a mailing list. This example appears on a product page, but a low-key popup off to the side or down at the bottom is ideally suited for a blog because something more in-your-face might interrupt someone in the middle of a sentence.
One way to be relevant is to just ask visitors what’s relevant to them. This example from a fitness site presents three choices that direct people to three tailored solutions (and organizes them into three customer segments).
The opt-in buttons are bright and attention-getting, so someone struggling with one of the three problems mentioned might see their issue before they read the question up top. This is an exit popup, so the person may be bouncing because they didn’t find content that was relevant to their specific fitness issue. This popup addresses that exact problem.
Hit the Ground Running with Popups
A well-designed popup can put your business on the fast track to more conversions, more leads, and more revenue. They’re one of the best ways to reach your customers directly and ask them to take action.
When you’re ready to include them in your marketing, try building popups in Unbounce with a free 14-day trial.
Nice job! You’re well on your way to transforming your brick-and-mortar shop into a thriving digital business. But you don’t just want to “get online”—you want to get your products or services in front of all the people who might want ’em. Like a kid who isn’t quite tall enough to ride the rollercoaster, you wanna grow fast.
Fortunately, there’s an advertising tool that lets you use the customer data you already have to find more high-converting prospects: Facebook lookalike audiences. Keep reading to learn what they are and how you can use them to ramp up your digital business.
What’s a Facebook Lookalike Audience?
A Facebook lookalike audience is a segment of users who share characteristics (like their age or hobbies) with people who’ve already engaged with you, meaning they’re much more likely to be interested in your business. It’s as simple as telling Facebook who’s already bought something from you or interacted with you positively. Facebook then identifies similar people and targets your ads at them, letting you reach a larger audience of probable buyers.
If you’re just getting started with digital marketing, lookalike audiences are a great way to use customer information that you’ve got (like an email list from a past promotion) to grow your online presence super quick. And if you’ve got details on what those customers have purchased or how they’ve previously engaged with you, you can create subset lookalike audiences to get even more precise in your targeting.
Sound like something you wanna try? Well, first things first. Let’s make sure you’ve got everything you need to start advertising on Facebook.
Getting Started with Facebook Ads
Lookalike audiences are a feature of Facebook Ads, so you’ve gotta have a Facebook account. (If you’ve held out this long, wow—kudos.) You’ll also need a Facebook page for your business linked to Facebook Business Manager. It’s all pretty straightforward, and Facebook’s got a handy resource center that explains how to get everything set up.
Once you’re in Facebook Business Manager, you’ll need to create an ad account for your business. You’ll be asked to assign administrative permissions to any other users, set up the payment method you’ll be using for your ads—that sorta thing.
After, make your way to Facebook Ads Manager, which will look something like this:
Okay, now on to the good stuff. You’re ready to use your customer list to advertise to lookalike audiences on Facebook.
Creating a Facebook Lookalike Audience
To create a Facebook lookalike audience, navigate to the Audiences section of Ads Manager. There, you’ll have the option to create one of three different audience types:
A custom audience targets people who’ve already interacted with your brand. This could be a list of website visitors, customer email addresses, or even people who’ve bought something from you in-person.
A lookalike audience is a group of users that Facebook has identified as being similar to one of your existing audiences, like a custom audience. This is what we’re gonna create.
A saved audience lets you manually set up targeting parameters based on things like gender, location, and interests. This is what you’d use if you wanted to display your ads to a very specific kind of person, or if you didn’t have existing audience data to work with.
In this post, we’re focusing on using your existing customer data to find more high-converting prospects. You could use a list of all your customers, repeat customers, ones that engaged with a particular promotion, or some other subset. (Of course, you’ll also want to ensure that you’re complying with GDPR and other online privacy regulations.)
First, Create a Custom Audience with Your Existing Customer Data
The first thing we need to do is upload our customer list to Facebook as a custom audience. You can do that by clicking “Create a Custom Audience” and selecting “Customer List” as your source.
Your customer list needs to have at least 100 people from the same country (though Facebook recommends using between 1,000 and 50,000). Ensure that your list includes one of Facebook’s main identifiers (like an email address or phone number), plus as many additional identifiers as you’ve got. Also, check that your list is formatted according to Facebook’s guidelines, or download and use their example template.
Upload your customer list, then follow the remaining steps to finish creating your custom audience.
Next, Use the Custom Audience to Create Your Lookalike
Now we’re going to use our custom audience to build a lookalike audience. In your (newly populated) Audience section, click “Create Audience” and select “Lookalike Audience.”
First, you’ll need to choose the lookalike source. Click the source field and choose the “Other Sources” tab, then select the custom audience you just created.
Next, choose the audience location. This is where you want Facebook to look for similar people. It’s done at a national level, but you’ll be able to layer on more precise geotargeting when you create your ads.
Finally, set the audience size. You can scale this option from 1% to 10%, with a lower number representing precise matches and a higher number extending the lookalike search more broadly. We’d stick to 1% at first to target the people most like your existing customers. You can always widen the range if you feel like you’re not getting enough hits.
And that’s it! You’ll be able to see your lookalike audience in the Audience section, and you can select it when you go to create a Facebook ad. (Though depending on the size of your lookalike audience, it could take a few hours for Facebook to fully process.)
Different Ways to Use Lookalike Audiences
In the example above, we created a lookalike audience using an existing customer list, but there are lots of other ways to use lookalikes. You could also:
Use a list of users who’ve engaged with you on Facebook or Instagram
Import data from a custom app and target people who’ve taken a particular action
That said, using a list of people who’ve bought something from you is likely to produce a more valuable lookalike audience. And if you assign values to individual customers in your list (like average order value or lifetime value), Facebook can even prioritize finding the people most like your highest-performing customers.
Examples of Lookalike Audiences in Action
Here are some examples of how our customers have used Facebook lookalike audiences and Unbounce landing pages to grow their online presence.
1. Love Child Organics
Love Child Organics is an all-natural baby food brand available at a bunch of Canadian retail chains. The (traditionally brick-and-mortar) company was interested in starting to sell their products online, so they turned to marketing agency Banan for help.
The first priority was to create an email list and establish a direct line of communication with probable ecommerce buyers. To do that, Love Child launched a gated coupon campaign targeting their followers on Facebook and Instagram. When someone clicked an ad to claim the coupon offer, they’d be sent to a landing page that asked for their email address.
Love Child’s campaign netted a ton of email addresses from people with clear purchase intent—but they weren’t done yet. Next, the brand used those collected emails to create a Facebook lookalike audience, allowing them to target the coupon ads at similar users.
In less than a year, Love Child used this technique to grow their email list from 2,000 to 16,000 subscribers. And since they were targeting higher-converting prospects, they also cut their cost-per-lead from $2.00 to $1.30.
Want the scoop on how Love Child Organics took their brick-and-mortar products online? Check out the full customer story and learn how to turn more of your social followers into valuable leads.
2. Fat Stone Farm
The elderberry merchants at Fat Stone Farm were using digital ads to get the word out about their line of organic products, but they weren’t having much luck with their targeting. Search volume for ‘elderberry’ isn’t high, and people don’t exactly gush about Sambacus nigra in their social media profiles.
Working with Webistry, Fat Stone Farm decided to start targeting Facebook users with adjacent interests: things like natural remedies and alternative medicine. They ran ads for weekly sweepstakes, giving people a chance to win some maple syrup or elderberry apple shots in exchange for their email address.
The beauty was that Fat Stone Farm could confidently say anyone who entered the sweepstakes was interested in the products, and Facebook lookalike audiences let them use that email list to find similar people.
Combined with their other targeting techniques, Fat Stone Farm increased their return on ad spend from 1.66X to upwards of 33.12X—not to mention dramatically reducing their cost-per-acquisition.
Turn More Followers Into Customers with Lookalike Audiences & Unbounce
Facebook lookalike audiences are a great way for you to find and target the people who’re most likely to want what you’re selling. It’s a way you can tell Facebook, “hey, more folks like these ones, please!” And by pairing your newfound audiences with high-converting landing pages built in Unbounce, you can get more conversions from your social ads and grow faster online.
A heatmap is an extremely valuable tool for anyone with a website.
Heatmaps are a visual representation of crucial website data. With just a simple image, you’ll be able to determine what’s working with your website and what needs improvement.
One of the best parts about using a heatmap is that you won’t have to wade through an overload of numbers or spend time trying to decipher complex spreadsheets. Heatmaps are simple. Every boss, client, or anyone, for that matter, can understand the results.
With heatmap reports, you’ll have a clear depiction of how visitors are interacting with your website.
After you determine where people are focusing the majority of their attention on your site, you can use that information to optimize conversions. Whether it’s removing distractions from a page that could be hindering your conversion rates or moving a CTA button, heatmaps improve CRO with data-driven visual reports.
Creating a heatmap is easy. In fact, you can create one online in less than 15 minutes—for free.
For those of you who have never done this before or just need some extra guidance, I’ll walk you through the step-by-step process for creating a heatmap.
Step #1 — Create a Crazy Egg Account
There are a handful of reputable heatmap tools on the web, but Crazy Egg will be your best option. This is especially true for those of you who want to create a heatmap for free.
More than 300,000 companies trust Crazy Egg for heatmap reports, including global brands like Dell, Yahoo, Etsy, Intuit Mint, Optimizely, and Twillo.
Every new Crazy Egg plan comes with a free 30-day trial. This is more than enough time to create as many heatmaps as you need and test the tool before you decide to commit.
After you create an account, you’ll be asked to choose a plan. The plans are based on monthly tracked pageviews, monthly recordings, and storage.
The entry-level plan starts at 30,000 pageviews, 100 recordings, and three months of storage. The top-tier option goes up to 500,000 pageviews, 5,000 recordings, and two years of storage. There’s even a custom plan for anyone who needs more than this.
Select whichever option aligns closest to your monthly site traffic.
Step #2 — Install the Tracking Script
After you’ve created an account, Crazy Egg will prompt you to install a tracking script on your website. This code will connect with Crazy Egg, allowing the tool to collect data from your site.
There are a few different ways to install the tracking script. Here’s what the screen will look like when you get to this stage:
These are the three ways to install your tracking code:
Do it yourself.
Have your developer (or someone else on your team) do it.
Integrate with a third-party app.
All three options are very straightforward. It all depends on your comfort level and technical knowledge. But even if you have no development experience, you could easily install this on your own. For those of you who are more comfortable sending it off to your developer, that’s fine.
I’ll give you a quick breakdown of each option so you can decide what’s best for you.
Install the Tracking Code Yourself
If you decide on the first option, you’ll be brought to a screen that looks like this:
Crazy Egg will automatically generate a tracking code. Simply copy the code and paste it into the <head> section of your website after your <meta> tags.
Here’s an example of what that tracking script will look like after it’s been installed on your website.
As you can see, I pasted this in the last line of the head section after the meta tags. If you know how to find and edit the HTML code on your site, this method is simple and straightforward.
Then go back to Crazy Egg and click “Check my installation” to verify that it’s been installed properly.
Have a Developer Install the Code
If you’re not comfortable doing this manually on your own, or you’d rather have your developer do it, you can send them a simple email with all of the instructions they need.
Just click on the second option, and fill out the following details:
This process will be straightforward for any developer. They’ll have the tracking script installed to your site in less than 60 seconds.
Integrate With a Third-Party App
Another simple way to install the tracking script on your website is by integrating with the CMS platform you’re using to manage your website.
Just select an app from the list to continue:
The instructions will vary slightly based on the platform for you’re using. Regardless of what you click, Crazy Egg will automatically show you the step-by-step instructions for a code-free installation.
For example, if you’re using WordPress, the instructions will walk you through adding the Crazy Egg plugin from your WordPress dashboard. Squarespace requires you to change some of your advanced settings. Shopify directs you to the app store. Wix sends you to its marketing integrations page.
No matter what platform you’re using, the app integration process should take a few minutes at most to set up. You won’t have to touch the HTML code of your site if you go this route.
Step #3 — Create a Snapshot
Once the tracking script has been installed, you’ll be ready to create your first snapshot. A snapshot gives you access to five different data reports—heatmap, scrollmap, confetti, overlay, and list.
For the purposes of this tutorial, we’ll focus on the heatmap report.
First, decide if you want to create one snapshot or multiple snapshots. Most people choose the latter of the two, but one is fine for now if it’s your first time and you’re still getting your feet wet.
For our purposes here today, I’ll go through the process of creating one snapshot, so you have a firm grasp of how to set this up.
Crazy Egg walks you through each step with easy to follow form fields. Start by entering the URL of the page you want to create a heatmap for. Then name the snapshot (homepage, pricing page, FAQ page, etc.) and choose your reason for creating it.
These are the reasons you have for creating a snapshot:
Launching a page for the first time
Redesigning an existing page
Establish a baseline for ongoing monitoring
Inspiration for new ideas
After you fill out these three quick form fields, determine which devices you want to create snapshots for. By default, you’ll get a snapshot for desktop, tablet, and mobile devices.
I recommend keeping this enabled. But if you toggle it off, you can track the snapshots and traffic for specific devices only.
Next, you’ll determine when you want the snapshot to start and end.
You can start it immediately or begin at a scheduled date and time. By default, the snapshot will end in 60 days from the start date or once the page gets 25,000 visits. But you can customize these settings to end the snapshot at a custom day and time or when the page reaches a specified number of visits.
There are other advanced settings you can customize as well. For example, you can change the sampling ratio. Instead of tracking every visit, you could track every one in five visits or one in ten visits. You can omit popups and set other custom URL tracking rules as well.
But for now, I’d recommend sticking with the default settings. There’s really no reason to mess around with this stuff right now, especially for your first snapshots.
Step #4 — Analyze Your Heatmap Data
The heatmap snapshots will provide you with valuable information related to your site’s design, copy, layout, and other factors that impact conversions.
Brighter areas of the visual report signify heat (hence the name). These are the most popular areas of the page. Darker areas of the screen are less popular. As certain areas of your page get more clicks, the colors on your heatmap will change.
Here’s an example of what a completed heatmap report looks like:
If you look at the top of the screen, you’ll see that it took 47 days to reach 25,000 visits on this page. By default, this will complete the test. But you can change those settings based on your needs, as I described earlier.
There were 30,855 clicks tracked on this page during that time. As you can see, the bright spots are the hottest.
This heatmap report is layered with the scrollmap feature. That’s what the bar on the left side of the report is displaying. To remove this, simply uncheck the “layer with scrollmap” box on the top left side of the screen.
I like to keep the scrollmap enabled when I’m viewing a heatmap report. These two visuals provide valuable information when they are used in parallel.
For example, you determine areas of the page where users are scrolling, but not clicking. This would be the perfect place to either add a new CTA or change the one that’s there and not working. You’ll be able to target different types of users based on their level of engagement. So the CTA for users who make it halfway down a page can be different from the CTA at the top of the page.
You can also adjust the contrast of the report with the slider bar on the top right side of the page.
If certain areas of your pages have fewer clicks than others, you can experiment by adding new links, CTAs, or titles to those areas to draw more attention and conversions.
For those of you who just created a new heatmap and you’re waiting for data to analyze, you can play around with Crazy Egg demo in the meantime.
It’s also worth noting that you don’t have to wait until a report has been completed to view it. You can always check those in real-time by navigating to the “Snapshots” menu of your Crazy Egg dashboard, which can be found on the left side of the screen.
Step #5 — Make Changes Based on the Heatmap Results
Technically, your heatmap has already been created by this point. But it’s important for you to understand what to do with the data.
One standout of Crazy Egg compared to other heatmap tools on the market is that it has A/B testing built-in. So you won’t have to use a third-party app or platform to experiment with changes.
You should always take advantage of the A/B testing tool whenever you’re making new changes to your website. The data from the A/B test will tell you if your changes actually made a difference.
As you can see from the example report above, the variant page had a 16.83% improvement from the control page.
Just make sure you’re only testing one variant at a time. Otherwise, you won’t know which change caused the results.
This will be an ongoing process. Even after you’ve run one heatmap for a single page, there’s always room for improvement. That’s why A/B tests are so helpful.
You’ll also want to continue running different heatmap reports for other areas of your website beyond the initial report. As your website scales, you’ll always have new pages to analyze.
If you’ve been following along in this guide, you should have your first heatmap created by now. It hasn’t cost you a penny, and you’ve been able to do it at 15 minutes, at most. Waiting for the results of the report will take some time, depending on your settings.
Now you can go back and repeat this process for other pages on your website. You can even experiment with the ability to create multiple snapshots simultaneously, as I explained back in step #3. If you weren’t following along, you can still sign up for a Crazy Egg free trial. Then use this guide as a reference to create your first heatmap.
This article was written by today’s Daily Eggspert.
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Have you always dreamed of being your own boss? Or maybe you like the idea of a side hustle that brings in extra income?
If this describes you, starting an online store can be a fast and painless way to help you earn money without feeling like you’re taking on a second job.
And the good news is that ecommerce is booming. Current data predicts ecommerce will grow to $4.2 billion in 2020, making up 16% of all retail sales.
So what’s holding you back? For some people, the idea of starting an online store is overwhelming. They’re intimidated by the technical jargon, and they get bogged down in details like domain registration and web design.
However, there is an easy way to get your online store up and running without learning code or becoming an IT wizard.
This is where Wix can help. With its pre-designed templates and user-friendly drag and drop features, Wix lets you get your online shop set up and selling faster than you thought possible. Here’s a step by step guide to help you get your Wix ecommerce store online today.
Step 1: Get a Wix Account
Your first step is to open a Wix account, which involves nothing more than visiting the Wix site and clicking “get started.” From there, Wix will prompt you to pick a username and password, just as you would for any other website.
If you have an existing Wix site, you can convert it into a Wix store. However, you’ll need to upgrade to a paid plan if you’re currently using a free Wix account. While personal Wix sites are free, Wix charges a monthly fee for ecommerce stores.
According to Wix, the Business Unlimited plan is its most popular option. This plan gets you additional storage and video hours compared to the Business Basic plan, and you also get a professional logo and social media logo files. For an extra $4 per month, it’s probably worth paying for the extra storage so you can add more products.
With all premium plans, you get some pretty powerful features. With your Wix store, you can track orders, accept payments, create promotions, take care of tax details, and manage shipping — all within the Wix ecommerce platform.
If you’re adding a store to your existing Wix website, you can set up your store by going to the Editor. From there, check out the left side of the Editor, where you should see an “add +” button. Select “store” and then click “add to site.” This should make a new button labeled “my stores” appear. This is what you want to click to start setting up your store.
If you don’t have an existing Wix site, the setup is even easier. Just purchase a premium plan and then move to Step 3: Choose a Template.
Choose from hundreds of templates and start building your unique store
Step 3: Choose a Template
If you’ve hesitated to start an ecommerce store because you worried about learning code or hiring an expensive web designer, don’t worry. This is where Wix has you covered. You can choose from hundreds of online store templates with your premium plan.
On the other hand, it’s important to choose a template that best suits your store. Besides the obvious, like picking a design that matches the product or products you sell, you should also pay attention to the layout and navigation.
When selecting a store template, keep the following in mind:
Are your products best displayed as static pictures? Or is it better to have videos so buyers can see how a product works?
Do you need a lot of gallery space so you can display the same product in several different patterns or colors? Some templates include this capability, while others don’t.
Is it easier to choose a template that gives you a lot of easy navigation features? Think about how customers will shop. Does the template make it easy for them to find products? This is especially important if you sell more than one category of goods, such as shirts and hats or men’s and women’s clothing. Find a template that allows you to divide items into different sections.
You should also browse through templates to find options that give you the ability to add product descriptions if you need them, as this is where you can enter keywords to help drive traffic to your store.
Also, pay attention to the homepage design. As the saying goes, you only get one chance to make a first impression. When someone visits your store, you want the homepage to prompt them to stay and look around a while.
Keep in mind that Wix store templates are customizable. This means you can change things like the font, colors, and even the placement of certain modules, which is where Wix’s drag and drop features come in. This way, you can make a template your own.
Step 4: Personalize Your Store
Wix gives you the ability to personalize your store, and — good news — you don’t need to know code to do it.
Once you’ve selected a template, you can use the Wix website builder to customize the template to fit your preferences. You can choose different colors, switch up backgrounds, add a personal logo, swap out fonts, and drag and drop various modules into different spots.
As you make changes, it’s a good idea to continuously refresh your preview pane so you can see how they look. You should also make sure your template and any design changes make an easy transition to mobile view.
40 percent of Black Friday sales took place on mobile devices
On Cyber Monday, $9.2 billion in retail sales were generated from mobile
54 percent of online retailer visits on Cyber Monday came from a mobile device
33 percent of Cyber Monday shoppers made purchases from a mobile device, which was a 40 percent increase from 2018
This is why you should ensure your ecommerce site is optimized for mobile. Check your template on both a desktop browser and your phone so you can see how it looks on both. With the Wix website builder, you can modify your desktop and mobile versions independently, which lets you make changes to one without affecting the other.
Step 5: Add Products
Now comes the fun part: stocking your store’s virtual shelves. You can do this in a few easy steps.
First, start by going to the “products” tab in the dashboard
Then click “new product”
Add a product image or video. You can also add a GIF
Once you’ve selected the image you want, click “upload media”
Select “add to page”
Once that’s done, you’ll also want to add a product description or product information so your customers have the info they need about the item. Here’s a quick way to make this happen.
Go to the “name” field and enter a name for your product
You can also add a “ribbon” to the product if you choose. For example, add a ribbon to indicate a clearance item or a new arrival
Go the the “price” field and enter the price
If the item is on sale, you can click “on sale” and then include a discount price so both the original price and the discounted price show up
Lastly, go to the “description” field and enter a description
Wix gives you 8,000 characters for each description, so take advantage of them. Generally, the more information you include, the better it is for your shoppers. Try to anticipate questions they might have. For example, if you’re selling T-shirts, include sizing information, washing instructions, and general fit information.
You can also use this section to have Wix keep track of your inventory. To do this, find the “inventory” toggle and make sure it’s set to “on.” You can enter an actual number or a SKU in this section.
Step 6: Create Collections
Many ecommerce stores sell a variety of different products. For example, a store might sell clothing for kids or women’s accessories. To make it easier for customers to shop for specific items, Wix lets you organize your offerings into “collections.”
You might wonder why you can’t just make one big store with all your products on a single page. While this might seem easier as far as setup goes, it can be a nightmare for your customers.
Think about the last time you shopped in a big box store. No matter which store you visit, the products are organized into sections. The toothbrushes are next to the toothpaste and the mouthwash, while automotive parts are by the tires and car batteries.
In other words, the store’s various products are grouped into “collections” to make shopping an easier and faster experience.
To add a product to a collection, complete the following steps:
Start at the dashboard
Click “store product”
Find the collection you want
Click “add products”
Choose the products you want to include in the collection
It’s that easy. You can add as many collections as you want, but it’s generally best to keep the number of collections to a minimum. Otherwise, they can overwhelm your customers.
For example, the big box store you visited probably groups all children’s clothing into one section rather than breaking it down into a socks collection, pants collection, and shirt collection. Instead, the collection includes all the clothing a child would wear.
Step 7: Choose Your Store Name
Maybe you already have a store name in mind. If so, congratulations. You’ve taken care of an important step that many people find challenging.
If you haven’t chosen a name, now is the time to pick something that makes your store stand out in a crowd. It’s not necessarily an easy task, and many people struggle with this step.
If you’re unsure about what to pick, start with brainstorming. Write down every idea that pops into your head, even if it seems silly at the time. Think about what you sell or the image you want to convey.
For example, is your store light and airy? Or is it high-end and sophisticated? What types of products do you sell? If you sell children’s clothing, you might want to go with something fun and colorful. On the other hand, stores that sell books might want to focus on something that evokes literary images or emotions.
To get ideas, check out existing stores that sell products similar to yours. If you’re a bookseller, look at independent bookstores online. What kinds of names do they have? Does the word “book” appear in their store name? If they’re in a niche market, such as mysteries and thrillers, does their store name indicate that?
Sometimes, a store name has nothing to do with the products the store sells. While this might be okay for a well-established company, such as Sony or Target, it might not work as well for your startup ecommerce store. You want to make it easy for people to connect your store’s name with the products you sell.
When you’ve found a name that works, don’t forget to update your store’s settings to show the new name. To find the settings, go to the “general” tab in the dashboard. From there, click “settings” and then click “store settings.”
Step 8: Set Up Payment Methods
So your store is set up and products are stocked. Now you want to include payment options so your customers can actually pay you for the products they buy.
Fortunately, Wix includes multiple payment capabilities. Generally, you want to make it as painless as possible for people to tender payment. Options like PayPal, Apple Pay, and Stripe make this hassle-free, and you can select any or all of these from the Wix dashboard.
These payment methods also include integrated security features that protect both you and your customers. When you run an ecommerce store, disputes are part of doing business. By choosing payment options that include encryption and in-house dispute resolution, you can ensure both sides of the transaction have access to support if you need it.
Step 9: Choose Shipping and Tax Settings
Once your customer makes a purchase, it’s on you to ensure their item reaches them safely and promptly. Keep in mind that online consumers have become accustomed to lightning fast shipping times, as well as free shipping. Big names like Amazon and Target routinely offer two-day shipping and free shipping.
Of course, this doesn’t mean you have to do the same. On the other hand, you risk losing customers if you have slow shipping times or expensive shipping rates.
You can set up your shipping rates and times inside your Wix dashboard, which gives you flexibility with respect to fees, discounts, flat rates, and free shipping. For example, you might need to charge more to ship overseas or outside the lower 48 states. With Wix, you can set up different shipping rules for various destinations.
You can also select which carriers you want to use, whether it’s the U.S. Postal Service or a carrier like FedEx or UPS.
You’ll also want to pay careful attention to the tax rules for your location and possibly the locations of your customers. While there is no national sales tax in the U.S., 48 states and the District of Columbia collect sales tax on retail sales. Wix recommends checking with an accountant before adding your store’s tax settings. When you’re ready, you might need to set up sales tax manually for each state in your settings.
Step 10: Link Your Domain
With a Wix premium plan, you can link your store to your own domain. For example, if you have your own website, you can easily link your Wix store to your existing site and then add a “shop” tab to your website’s main menu. You can even do this if your domain is hosted elsewhere.
To link your store to your domain, start by doing the following:
From your Wix account, go to the “domains” page
Select “connect a domain you already own”
Choose the store you want to connect and click “next”
Type your domain name and click “next”
From here, you’ll need to visit the site where your domain is hosted. For example, this might be GoDaddy or Bluehost. Once you’re logged into your account, follow the directions to update your domain’s name server settings. You might need to contact your hosting site’s support team to get specific instructions for changing these settings.
Once you’ve changed the settings, return to your Wix account’s domain page and click “verify connection” to make sure everything linked correctly.
Step 11: Review Your Online Store
Before you launch your new store into the world, you want to make sure it’s functioning properly and that all of your links are working.
It may seem tedious, but take time to check each and every product. Make sure the images are showing up and that every link is active. Do a test run by making a small purchase to ensure payments are processing correctly.
You should also consider having a friend visit your store and provide a critique. Ask them to point out anything that’s confusing or difficult to navigate. Now is your chance to update your settings and make changes before you advertise.
Step 12: Connect Analytics
If you have an existing website, you might already be familiar with analytics, such as Google Analytics. These are tools that let you see what kind of traffic your site is getting, including where it’s from in the world and how long visitors stay on certain pages.
With Wix, you can do the same thing with your store. Analytics are particularly important for ecommerce, as they give you insight into things like how product pages are performing, where most of your customers come from, how long they stay on a page, and how many clicks convert to sales. You can also track how many customers add items to a cart without making a purchase.
Getting Your First Sale
The whole point of an online store is to generate sales. Nothing is more exciting than launching your store and seeing those first sales come through. Understandably, you want to make this happen right away.
Unless you’re very lucky, however, you probably won’t generate much traffic without advertising. There are more than 20 million ecommerce sites in the world. To stand out, you need to let people know you’re there.
On the other hand, you might not have a marketing budget if you’re just starting out. This is where you can tap into free marketing opportunities to spread the word about your store.
For this, social media can be a great resource. Social media sites like Facebook, Twitter, and Instagram are free to join, and you can start marketing your business right away.
For ecommerce, Instagram’s platform is already set up to showcase products. While it got its start as a site for sharing personal photos, millions of brands have paired with influencers to sell products. If you don’t have the funds to partner with influencers, you can showcase images of your products and include links to your store in your bio by using free resources like Tap Bio.
Also, don’t be afraid to think outside the social box a bit. For example, sites like Reddit have built-in communities in just about every niche imaginable. This is how the founder of beard care products company Beardbrand got free tips and feedback about his new business. By posting in the Reddit Entrepreneur subreddit, he generated interest in his shop and connected with other entrepreneurs willing to spread the word about his business.
Finally, don’t be afraid to take advantage of other free advertising opportunities, including classified ads. Sites like Facebook Marketplace and Craigslist may seem a little old school, but they can be a great place to reach customers without spending a dime.
At the end of the day, creativity and hard work can help you get that first sale. From there, customer reviews and word of mouth can continue to drive traffic to your store.
This article was written by today’s Daily Eggspert.
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The financial burdens of COVID-19 have put many SMBs in search of affordable ways to market their business. The good news is that more people are spending time online than ever before, and there are plenty of simple ways to reach your customers digitally without spending a dime.
Here, I’m sharing 11 free strategies to expand your reach on four popular online platforms:
Reaching your audience on Google
One quick note before we begin this section: As of writing this post, Google My Business profile editing capabilities are varying from day to day as Google suppresses and adds features in response to COVID-19. If you get stuck on any of the below suggestions, skip them and be on the lookout for capabilities to return.
1. Update your Google My Business profile
Your Google My Business profile is the free listing that appears for your business on both Google Maps and Google Local Search results. Due to special hours, physical closings, and limited travel, consumers are performing even more “near me” and “open now” searches on Google during COVID-19. They’re also searching for specific criteria such as delivery and online payment options. That being said, you should make the following updates to your profile to continue reaching your audience on Google:
Verify your hours (or mark your business as temporarily closed).
Modify your description (a.k.a. “From the business”) to include relevant COVID-19 offerings.
Have a category selected, as this will allow you to indicate industry-specific attributes, such as curbside pickup, drive-through and delivery for restaurants.
Create posts (more on this next).
Note: Google is using blanket labels right now such as “hours and services may differ,” but you can still set your business up for success for when they lift this label.
2. Create Google posts
Just like with social media platforms, you can publish posts to your Google My Business listing for free. But unlike social media platforms where users are leisurely scrolling, consumers on Google are actively seeking. GMB posts enable you to get your updates and special offers in front of consumers who are ready to engage, making this is a great way to reach and retain customers during COVID-19.
This salon is temporarily closed, yet its online store is reaching a vast Google Maps audience through this GMB post.
And with GMB’s new COVID-19 post type, you can be even more effective at reaching your audience at the right time. This is a great alternative to the Q&A section (“Is your business open during COVID-19?”), which is temporarily not appearing on profiles.
3. Write relevant blog posts
The internet is saturated right now with COVID-19 content, but that doesn’t mean you can’t still strive to show up on the first page of a Google search. The trick is to target long-tail keywords highly specific to your niche. For example, a chiropractor could write a blog post “At-home Lower Back Exercises” or “Avoid Neck Pain While in Quarantine.” This content costs nothing to create other than your time, which you might have more of at this point, anyway.
The very first results for “prevent neck pain during quarantine” is none other than a small PT business in Cambridge, MA.
You could even tie in your geographic area for more effective targeting, like with a list titled “Best Places to Walk Your Dog in Bethesda.” These coronavirus-relevant pages will garner traffic in and of themselves right now, but they’ll also boost your overall website SEO for the long term.
Reaching Your Audience on Facebook during COVID-19
More people are watching live videos right now than ever before. In fact, Facebook Live viewers have increased by up to 50%. There are many obvious uses for this free Facebook marketing feature, such as answering COVID-19 customer questions, providing relevant advice, or leading a quarantine workout. But remember also that Facebook Live videos can be saved. With viewership at an all-time high, this is a good time to run live sessions on your traditional and evergreen topics, which you can repurpose down the line once the coronavirus has passed.
This non-coronavirus-related DIY tutorial is helpful now but can also be repurposed later on down the line.
If you’re open and delivering, it’s a good idea to add some extra delight to your deliveries. It’s an even better idea to add some mystery to the mix. As with the Facebook example below, you could run a giveaway where all orders placed within a particular time frame qualify for a free treat—and one lucky winner gets a gift card. Not only can this encourage more audience engagement, but it will boost their spirits, as well.
6. Check in with your community
There’s a plethora of COVID-19 posts on social media, but that doesn’t mean you need to come up with an earth-shattering post to stand out to your audience. A simple, heart-felt post with no intention other than to wish your community well can go a long way. After all, genuinity is authenticity.
Reaching your audience on Instagram during COVID-19
Instagram is great for storytelling, and everyone has their own unique COVID-19 stories to share. Here’s how to reach your audience for free on Instagram during COVID-19.
7. Use COVID-19 hashtags
Hashtags are a free and yet powerful way to expand your social media visibility.There are, of course, many trending COVID-19 hashtags circulating around. But broad Instagram hashtags like #COVID19 aren’t going to give you much visibility. The key is to use location and industry modifiers. For example:
Instead of #COVID19, try something like #covidfashion #covidpetsafety or #covidhomeschooling.
Instead of #wereinthistogether, try something like #portlandstrong.
Some other ideas for COVID-19 hashtags you can use or modify for your business are:
Of course, if you’re just looking to sprinkle in some friendly and uplifting hashtags, that’s fine too! Try COVID-19 hashtags like #wereinthistogether, #wellgetthroughthis, #allinthistogether, #thenewnormal, #alonetogether, #stayhome, #saferathome, and #sixfeetapart.
8. Write COVID-friendly captions
There are a number of purposes your COVID-19 Instagram posts can serve. Here are some writing guidelines for Instagram captions to appropriately reach your Instagram audience:
When boosting morale: Keep captions light and not too specific; everyone is experiencing it differently.
When offering health and safety tips: Check captions for accuracy.
When providing updates: Keep captions concise with essentials only.
When promoting pivoted offerings: Include words like “curbside pickup”or “still available.”
Twitter takes on the conversational nature of Facebook but the quicker consumption pace of Instagram. Here are three free ways to obtain visibility and resonate with your audience during COVID-19.
9. Repurpose reviews
Part of Roger Smith Hotel’s Twitter strategy is that of taking quotes from positive customer reviews and creating tweets out of them. They have continued this tactic throughout COVID-19, and I must say, it works. The tweets don’t ask you to leave a review or book a stay, but the positive words and attractive images do leave you feeling pretty good.
Create tweets out of your most uplifting customer feedback as a way to reach followers during COVID-19.
10. Take up #supportsmallbusiness offers
There are plenty of consumers on Twitter right now who are offering to promote local businesses in their area. Run a hashtag search like #shoplocal, #supportsmallbusiness, #shoplocal[yourcity] or #smallbusiness and see if you find any offers.
11. Support other local businesses during COVID-19
In the example below, Connected Kent offers to share five different local businesses for every one tweet about their services. Why not try this strategy for your business? It’s a great way to reach new audiences on Twitter while also helping out other local businesses struggling during COVID-19—all for free.