Have you ever landed on a website that greets you with a pop-up? If you have then you might be familiar with the pain. Users hate getting interrupted and these pop-ups does exactly that. It can negatively impact the user experience and force users to abandon your website. That is why search engines like Google are penalizing websites that are using too many pop-ups by pushing them down its search rankings.
Unfortunately, businesses can not completely ditch these pop-ups as they increase their profit and revenue. Most marketers believe that these pop-ups drive sales and increase conversion rates so we cannot stop using them. The key to success is to implement these pop-ups in such a way that it does not disrupt the user experience. When implemented correctly, it can generate leads and boost your revenue without hampering the user experience of your website.
In this article, you will learn about seven golden rules to generate leads from pop-up campaigns.
1. Every Customer Is Different
Let me make one thing clear right away. When it comes to marketing, one size does not fit all. Every customer is different and so are their needs. You must take their varying needs into accounts when designing your digital marketing campaigns. For example, a new visitor can be lured with a promo code on first purchase, but that formula might not work for repeat customers.
To identify what each customer wants, you can take feedback from customers with a short survey or questionnaire inquiring them about their experience on your website. Ask them what changes they like to see. You need to take the proactive approach when designing pop-ups and anticipate what steps users will take next and how easy it will be for a user to avail that offer. All these considerations will go a long way in helping you design successful pop-up campaigns for your business.
2. Leverage Data to Send Personalized Messages
Is your website generating a lot of traffic but little to no conversion? Is your eCommerce store attracting a lot of visitors with only a handful of them completing a purchase? If yes, then it is time to critically analyze on site data and identify user behavior and patterns. This will allow you to identify the root cause of the problem.
Once you identify what is preventing your visitors from completing the purchase, you can fix it immediately. You can also ask them if they need any help. When you know what issues your visitors are facing, you can tailor your messaging and communication accordingly. Timing also plays an important role in success and failure of pop-up. Research has shown that pop-ups that appear as soon as the visitor lands on your website tend to get closed more often as compared to pop-ups that appear after a few seconds.
3. Carefully Think About Store Features
Instead of creating your eCommerce website first and asking how it looks and performs, you should analyze your buyer personas and their buyer’s journey and design store features accordingly. If your target audience includes both males and females, you can ask them about their genders to show relevant offers to them. If your target audience consists of elder people, you can make your website accessible and include features that make it easier for them to shop.
4. Create Irresistible Content for Pop-ups
Every digital marketing company understands that people love interactive content.. Instead of taking the traditional approach and using the traditional form where a user can leave their contact details, Tony Robbins went ahead and included a call to action with a link directing users to interactive content.
Brands like Pure Vida take things up a notch by using a spinning wheel on their pop which appears as soon as a visitor lands on their website. Users are asked to spin the wheel to win a promo code. Even if a user skips this wheel-based pop-up, they can avail a mystery offer. Creative pop-up implementation like these not only increases engagement but also encourages users to spend more time on their website. Approaches like these are far more tempting for customers than filling a traditional form.
5. Experiment with Different Formats
Pop-up comes in all shapes and sizes. You can ask users to enter their email address or all their complete contact details. Irrespective of which method you choose, the results might vary drastically. Ask yourself what goals do you want to achieve with your pop-up campaign? Do you want to grow your email list or want to get more information about your users so you can send them personalized offers? Experiment with different pop-up formats and choose a format that helps you achieve your goal. Some businesses use a countdown timer to inform users when an offer will expire and create urgency in the process.
6. Deliver Value Differently
Most businesses tend to offer discounts, coupon codes and other special offers. If you want your pop campaign to stand out from the crowd, you will have to think differently and come up with values to deliver value in ways no other brand is doing. Instead of offering a discount to every website visitor, Adidas is offering $20 off on the first $75 purchase.
7. Avoid Spamming
One of the biggest mistakes most businesses make is they try to force users into taking their desired action. Never spam your website visitors. Nobody likes to be bombarded with spam messages. Spam annoys users and might force them to unsubscribe from your email list or abandon your website. What’s even worse, they might even share their bad experience with others and prevent them from making a purchase from your website. This will create a negative perception about your brand that no business can tolerate.
Guest Author Bio: Aaron Starc is a strategist & writer at Branex. She is learning photography, and she likes to help people with whatever she can. She hopes to leave her mark on the digital landscape. She tweets at @ErinStarc87.