Let’s say you have a conversion rate of 4% in your store, pretty impressive. But wait, this still means 96 out of every 100 customers left your shop and weren’t ready to buy.
Of course, we want to do everything we can to help customers buy and not leave, but for a variety of reasons, some will just not be ready. Maybe they are considering solutions, maybe they need more detailed information, maybe they are just not in-market right now. In any event, these potential new customers represent a huge amount of value that often goes with zero consideration.
One of the most effective ways we’ve found to start creating relationships is the use of pop-ups.
We know they can be unpopular – after all, who likes an offer thrust on them when they’ve just landed on a website. However, with a properly thought through strategy, these can a powerful tool for engaging visitors and driving conversions in your store. For some of our clients it’s been game-changing – allowing them to build out e-mail lists 10 times faster and picking up enquiries that would otherwise have been lost.
Here’s our full process for how we do this.
1. Make a plan
Before you start designing your pop-up, it’s crucial to define its purpose. Are you aiming to collect email addresses, promote a special offer, announce a sale, or encourage social media follows? Each goal will influence the design, messaging, and timing of your pop-up. Consider all areas of your website. E.g. someone has looked at three blog posts – ask them to subscribe to your latest updates, someone is bouncing around product pages, ask if they need help with live chat. You get the idea – be purposeful and planned and you’ll be shocked at the hidden opportunities in your site.
If you are targeting collection of subscribers’ details, consider getting a phone number as well as email. SMS has an whopping open rate of 98%, compared to the best email campaigns at 30 – 40%.
Pro Tip: Focus on one primary goal per pop-up to avoid overwhelming your visitors with too many choices.
2. Be Creative
There are a huge range of tools available from providers like Optinmonster and Sleeknote. We helped on of our customers achieve a 978% increase in subscribers moving from a standard sign-up pop-up to a strategically placed gamified wheel which is much more compelling.
We’ve also found countdowns in pop-ups lead to a higher completion rate. Research the options and consider the best fit for you.
3. Design with Aesthetics in Mind
A visually appealing pop-up can make a significant difference in how it is perceived by your visitors. Here are some design tips:
- Keep it Simple: Avoid clutter. Use clean lines, ample white space, and a minimalist approach.
- Brand Consistency: Ensure that your pop-up aligns with your brand’s colour scheme, fonts, and overall style.
- High-Quality Images: If you use images, make sure they are high-resolution and relevant to the message.
- Readable Fonts: Choose fonts that are easy to read and size them appropriately for visibility.
Pro Tip: Tools like Canva or Figma can help you create professional-looking pop-ups with ease.
4. Craft Compelling Copy
Your pop-up message should be clear, concise, and compelling. Here are some tips to craft effective copy:
- Attention-Grabbing Headline: Use a strong, attention-grabbing headline that conveys the main benefit or action you want the visitor to take.
- Concise Body Text: Provide additional information in a brief, straightforward manner. Highlight the value proposition or urgency.
- Strong Call-to-Action (CTA): Use action-oriented language for your CTA buttons, such as “Subscribe Now,” “Get 20% Off,” or “Shop the Sale.”
Pro Tip: A/B test different headlines and CTAs to see what resonates best with your audience.
5. Timing and Triggers
When and how your pop-up appears can significantly impact its effectiveness. Here are some best practices:
- Exit-Intent Pop-Ups: These appear when a user is about to leave your site, providing a last chance to engage them.
- Scroll-Triggered Pop-Ups: Set pop-ups to appear after the visitor has scrolled a certain percentage of the page, indicating interest.
- Time-Delayed Pop-Ups: Display pop-ups after a visitor has spent a specific amount of time on your site to ensure they have had a chance to explore first.
Pro Tip: Avoid showing pop-ups immediately upon arrival, as this can be off-putting and may cause visitors to leave quickly.
6. Segmentation and Personalisation
Tailor your pop-ups to different segments of your audience to increase relevance and effectiveness. Here’s how:
- First-Time Visitors: Welcome them with a discount or special offer to encourage their first purchase.
- Returning Customers: Show loyalty rewards or suggest products based on their previous purchases.
- Cart Abandoners: Offer incentives like free shipping or a discount to complete their purchase.
Pro Tip: Use tools like Klaviyo or OptinMonster to segment your audience and deliver personalised pop-ups.
7. Mobile Optimisation
With a significant portion of e-commerce traffic coming from mobile devices, it’s essential to ensure your pop-ups are mobile-friendly. Here are some tips:
- Responsive Design: Ensure your pop-ups scale and function well on all device sizes.
- Non-Intrusive Placement: Make sure pop-ups do not cover the entire screen on mobile devices. Use banners or small overlays instead.
- Easy Dismissal: Provide a clear and easy way for users to close the pop-up.
Pro Tip: Test your pop-ups on various devices to ensure a seamless experience across all platforms.
8. Compliance and User Experience
Ensure your pop-ups comply with legal requirements and respect user experience:
GDPR Compliance: If you collect email addresses or personal data, make sure your pop-ups comply with GDPR regulations by including consent checkboxes and privacy policy links.
Pro Tip: Use tools like CookieYes that offer built-in compliance features and user experience optimisation options.
9. Measure and Optimise
Track the performance of your pop-ups and make data-driven decisions to optimise them. Key metrics to monitor include:
- Conversion Rate: The percentage of visitors who take the desired action.
- Click-Through Rate (CTR): The percentage of visitors who click on the pop-up.
- Bounce Rate: The percentage of visitors who leave your site after seeing the pop-up.
Pro Tip: Regularly review your analytics and conduct A/B testing to continually refine and improve your pop-up strategy.
Conclusion
Beautiful and effective pop-ups can significantly enhance the user experience and drive conversions in your store. By focusing on clear objectives, compelling design, strategic timing, and personalised messaging, you can create pop-ups that delight your visitors and boost your bottom line. Remember to continuously test and optimise your pop-ups to keep them relevant and engaging.
Implement these strategies and see your sales grow (and stop driving your customers nuts with horrible pop-ups!).