Here at Kevy, we talk to a lot of e-commerce marketers, and to our surprise, many of them do not use popup offers on their e-commerce store. Their reasons vary. Maybe they don’t know how well popup offers convert, they haven’t found the right tool that gives them precise control over the popup experience, or they just think popups suck.
For the typical store, not using popups is a mistake, as explained by this blog post by our good partners Shopify. Not using popups is a mistake for one simple reason – popups work – the conversion rate can be up to 1,375% higher than other channels. Fortunately, not using popups is a mistake that is easily fixable.
We are all familiar with popups and the stigma often associated with them. Seemingly since the founding of the internet, people have been abusing popup ads to inundate the innocent browsing public with a bunch of information, advertising and click bait that we simply don’t want. However, used properly, popups can be a vital tool for the store to deliver the right message at the right time, in a non-invasive and mutually appreciated manner.
Design, Design, Design
So what is the most effective and tasteful strategy for using popup offers? First of all, effective popups look visually appealing. Here is an example popup offer built in our platform – you don’t need to be a designer to build beautiful popups in Kevy.
The above popup illustrates the most important use of popup offers – to convert anonymous visitors to known customers. The vast majority of traffic to your e-commerce store will be anonymous visitors, who visit a few pages and then leave without making a purchase. Maybe they liked your store, wanted to come back, but just never got around to it. Maybe not. In most cases, you’ll never know. But if you convert that visitor into a known email address, then you can contact them in the future with emails or other offers based on what products they viewed, or other behavior.
It’s All About Timing
The second part of effective popup usage involves timing. Immediately displaying a popup to all visitors is too invasive, and will deter a lot of visitors from exploring your store. However, a popup displayed only after 4 or 5 different page views, and perhaps 10 seconds after landing on the fifth page, will be much more acceptable to your visitors. Now it is only being shown to visitors that have demonstrated an interest in your site, and taken the time to learn about what you are selling. Furthermore, a popup should only be shown once per browsing session. The visitor doesn’t need to see the same offer 3 page views later.
Set Yourself Apart with Personalization
The final part of effective popup usage is personalization. The more you can personalize the popup to appeal to the individual, the better. For example, Kevy’s tracking and segmentation tools allow you to display a region specific popup based upon the location of the visitor. Or you can display a popup based on the visitor’s onsite behavior, such as products viewed, or perhaps their past purchase history. Personalization is key. You want to get to know your customers, and you want your customers to feel like you are getting to know them.
There you have the basics of proper pop up usage. At Kevy, we offer a number of more advanced options, such as different offers to display on different URLs, rules based segmentation so that only certain segments of your customer base see certain popup offers, and the ability to adjust things like how many seconds before a popup is displayed or how many different browsing sessions the same user will see a popup. Our consultative live support can provide advice tailored to your e-commerce store, and help you setup an extremely effective arsenal of popup offers. But whether you use Kevy or not, do yourself a favor and utilize popup offers in your store.