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With third-party cookies set for a full “crumble” at the end of this year, it’s more important than ever for ecommerce brands to think about new and reliable ways to gather visitor data. One tried and true method is collecting zero-party data, which is information that consumers willingly and proactively share with businesses often through their websites. Some common examples of zero-party data include email addresses, phone numbers, birthdates, and communication preferences.
Unlike first-party data, which is typically collected through interactions with a company's website, social media accounts, email campaigns, or mobile app, shoppers provide zero-party to brands with explicit consent.
To help you get started with zero-party data, we’ve compiled a list of three ways to collect it using your ecommerce website. Check them out below!
Product Recommendation Quizzes
Product recommendation quizzes are tools used by ecommerce brands to help customers find products that match their preferences and needs.
Although the primary goal of product recommendation quizzes is to provide personalized product suggestions based on visitors’ responses, they can also be used to collect tons of valuable zero-party data.
When creating your product recommendation quiz, think about what kinds of details you’d like to know about your site visitors and how you’d like to apply that information. Would you like their first names, email addresses, and birthdates? What about their favorite colors, love language, or even kids’ names? With a thoughtful product recommendation quiz, you can gather the zero-party data necessary to elevate your customer experience (CX) and drive conversions.
Cosmetics brand, Il Makiage offers visitors a comprehensive quiz to help them identify which of the brand’s foundation shades is right for them. As in the screenshot below, Il Makiage asks visitors questions that will not only help the brand provide a product recommendation instantly, but also continue to tailor the CX to address visitors’ needs and pain points down the line.
Loyalty Program Sign-up
Another great way to entice website visitors to provide zero-party data is by offering them perks, promotions, or gifts through a loyalty program. If website visitors know that they are likely to receive cost-saving benefits or insider perks from your loyalty program, they’ll be more willing to hand over valuable information like their names, email addresses, and more. Plus, having a solid loyalty program can help you maintain a steady stream of repeat buyers which can boost your customer lifetime value (CLTV).
When building the sign-up form for your loyalty program, be thoughtful about what information you ask for. You don’t want to make the form so long that visitors give up before they press submit!
In the below screenshot, you can take a look at the sign-up form for Sephora’s Beauty Insider Program. In the form, they ask visitors for their names, email addresses, phone numbers, and birthdays in exchange for access to loyalty perks and free shipping.
Modals
Modals are webpage components that appear in front of and disable all other content on the page and are a common spot ecommerce brands tend to ask for visitors’ information. Oftentimes brands will use modals to inform visitors about first-time buyer discounts or seasonal sales that can only be accessed by providing an email address or phone number.
In the example below skincare brand, Supergoop greets visitors with a modal prompting shoppers to enter their email address in exchange for a 10% discount.
We hope these three zero-party data collection strategies give you the guidance you need as you prepare for the end of third-party cookies.
