Adding customized appearance settings, and setting up Co-Branded Sign Up is just the beginning for Grow. If you are running a travel site, below we will cover the best practices to make sure you're getting the most out of Grow!
- Not a travel site? Check out our other Best Practice guides!
Subscribe
Swap out all existing subscribe forms with Grow Subscribe forms to make sure you're obtaining reader consent to collect first-party data. There are several Subscribe form types to fit your desired set up:
- Link Share
- Most Valuable Content Subscribe
- Spotlight Subscribe
- Pop Up Subscribe (It's Google-friendly; read more here!)
- Subscribe Manual Placement
- Click to Subscribe
Make sure your Subscribe forms are as specific as possible. Use the description to let subscribers know what kind of content to expect and how often and establish a personal connection with your readers.
If your content is long, adjust your Subscribe Form Density to Multi Form. This allows Grow to place multiple Spotlight Subscribe forms throughout your content, increasing the odds readers will see them and subscribe to your mailing list!
- Pro tip: Feature a Link Share form with your Form Density Settings to encourage your readers to save longer posts to read later. This can grow your mailing list and encourage return traffic.
If your site covers different travel destinations and budgets, you can create category specific Subscribe forms, and then add them easily to the category's posts using Category Targeting.
- Pro tip: Set up multiple newsletters and deliver your readers the content they're most interested in. You can use your Email Service Provider Integration to tell Grow which newsletter to send for each individual Subscribe form!
Use Subscribe Redirect to redirect subscribers from the Subscribe form to a thank you page, lead magnet download, purchase page, etc.!
Enable Subscribe Action Pack. These are additional opportunities for readers to subscribe appear when readers interact with Grow's widgets, like when they bookmark your posts for later, and can help you build your superfan audience more quickly.
Recommended Content
Enable What’s Next on Mobile. Since most of your readers are on mobile devices, this increases the chances of them clicking through to a second or third post!
Enable Inline Recommended Content. While your readers scroll through your site, your inline recommended content widget will be placed at the bottom of your post to encourage scroll on your site and keep reading.
Enable Header Carousel on Desktop. Based on reader behavior, travel content encourages scrolling back up through posts since these sites tend to have lists of destinations or activities. Enabling the Header Carousel will allow readers to go back to check on one or to compare and lead to more pageviews as the carousel comes into view.
Exclusive Content
Exclusive Content should be used for content such as packing lists, itineraries, hiking map trails, etc.
Place Exclusive Content widgets directly below your post's Most Valuable Content. Making sure you place Exclusive Content where the most readers can see it should lead to the best conversion rate.
Exclusive Content is amazing for encouraging your readers to log in and make a Grow account while simultaneously subscribing to your content. Your readers will also subscribe and consent to being served personalized ads to access the download after scrolling through your full post and your display ads.
You can read more about how to best use Exclusive Content on your site here!
Grow Links
Using the Links Toolkit allows you to generate Email Connect links for support Email Service Provider newsletters and Grow Links to share on social media networks and anywhere else you're linking (or non-supported ESP emails).
These links let Grow identify users who land on your site, serving them personalized ads and increasing their value.
More identified users = more revenue in your pocket!
Let's Recap!
- Customize Grow to fit your brand.
- Make your Subscribe forms as specific as possible.
- Use Multi Form Density if your content is on the longer side.
- Enable Subscribe Action Pack.
- Enable the Recipe Card Save button and Print Pass if you use recipe/how-to cards.
- Enable What's Next on Mobile, Inline, and Header Carousel Recommended Content.
- Use Exclusive Content for supplement materials, like PDF downloads of your resources.
- Use Grow Links (via the Links Toolkit) to share Grow Links anywhere you're linking to your site.