Multi-step campaigns

A multi-step campaign splits a pop-up or form into a sequence of screens instead of showing everything at once. The first screen might ask a simple question, such as "Want 10 per cent off your first order?" with a yes button. Only after clicking does the visitor see the email field. A later screen can thank them and show a code, ask for a phone number or point to a product. Justuno, OptinMonster and Privy are examples of tools that offer it.

A long form puts people off, while a single easy click does not. Starting with a small question tends to feel lighter, and once someone has said yes, they are more likely to carry on. Extra screens also let you collect more detail, such as interests or a phone number, without a heavy form at the start.

You need this if you want to ask more than one thing, offer a follow-up after sign-up or segment people by their answers. If you only want an email address, one screen is simpler and quicker.

The risk is friction. Every added screen loses some people, so more steps are not always better, and it is worth testing a single step against a multi-step version.

• How many steps are allowed, and can answers on one screen change what appears on the next.
• Is the data from every step saved, even if the visitor abandons halfway.
• Can the answers be passed to your email tool or CRM as separate fields or tags.
• Does it look and work well on a small phone screen.