Most of us think that popups are simply annoying and are most definitely going to put off our business website visitors the moment they get triggered.
But as we discussed in some of our previous posts, popups are not to be blamed for loss in conversions. It is the strategy behind them that makes or breaks the conversion rate of a website.
In simpler words, if you think popups suck, here’s the truth – no, your marketing and conversion optimization strategy does.
Think about it for a minute – if they were so annoying, why do they still exist? Should we have done away with them altogether by now?
The reason is, no matter what the industry has to say, popups do work.
Popups are the reason business websites are able to draw the fleeting attention of an internet user, and possibly convert them into its leads or customers. Be it by offering a lucrative incentive or simply a rock solid value proposition.
With popups having proven their potential over the years, the technology behind them has improved as well. Especially when we talk about exit intent popups that are designed to not interrupt a visitor’s natural on-site experience.
Since these popups are triggered only by the exit intent of a visitor, they are a lot less annoying than the tradition popups that seem to ‘bombard’ them with various propositions.
The aim of exit intent popups is to hold back a leaving visitor long enough to make them re-consider engaging with your business. This makes them 100 times more effective than entry popups!
For instance, we don’t keep pushing our blog readers to subscribe to our newsletter before they are done deciding how credible or informative our content pieces are. So we instead target them on their way out with a popup that promises to deliver only the best news of our industry.
But just because we target our readers on their way out, doesn’t mean we are guaranteed to get conversions. Conversions really do depend on a lot of variables like whether our content was good enough or not, our messaging on the popup was right or not, the load time was satisfactory or not and so much more.
So how do you ensure that the aspects that are in your hand are well optimized? Here are a few tips to optimize your exit intent popups for higher conversions:
1. Understand that your website visitors are different
The first and foremost thing you need to do for optimizing your popups, is to understand that each of your website visitors are different. They come different sources, expect different things from your website and may relate to different value propositions based on their pain points.
So recognise your visitor segments and create custom popup campaigns to target each. The more you’re able to follow ‘different strokes for different folks’, the higher will be your conversions.
2. Keep your popup copy easy and fast to consume
Exit intent popups are your second and last chance to convert a visitor. This means you need to not just grab his attention, but also make an impact that drives an action in just a few seconds. It needs to be crisp and absolutely clear.
So keep your popup copy minimal, fast and easy to understand. You don’t want to confuse an already leaving visitor!
3. Ensure you remain as contextual as possible
Continuing on the above 2 points, it is important that your messaging to an exiting visitor remains as contextual as possible. If you have dug deeper into your visitor data and understand your market segments, you will be able to create value propositions that each could actually ‘relate’ with.
Making an effort to create contextual campaigns is a form of personalization in marketing. The higher the level of personalization, the better are the conversion rates.
For instance, in one of our previous blog posts on exit intent, we actually decided to target the reader with a ‘get a personalized demo’ campaign instead of our usual ‘subscription campaign’. Why? Because it was relevant to the content piece and anyone reading it would find it more contextual than subscribing to a newsletter.
4. Make sure you are adding ‘value’ to the visitor and not your sales funnel
When creating a copy or the campaign concept for your exit intent popup, ensure that visitor engagement is of primary importance to you. Adding value to the visitor should be your first goal and not your sales funnel.
Approaching the visitor with a proposition that adds value to him first, makes him more likely to engage. If he feels like he is being ‘pushed’ towards a sale, you can be sure to lose him to absolutely any other competitor who seems non-intrusive to him!
5. Let your call-to-action be more directive
A lot of popups that are used by digital marketers and various business websites, make use of generalised call-to-actions. Think of how many times you have actually seen ‘buy now’, ‘subscribe now’ and more such CTA copies – we bet, at least a thousand times!
Let your call-to-actions serve as the final push to an exiting visitor. Make the copy complement the value proposition the popup is offering, to make it more contextual and directive in nature. It is like reinstating what value the visitor would get from engaging with your business.
6. Ensure your popups are optimized for mobile
Let’s face it, there is definitely a considerable section of your traffic that uses mobile devices to access your business website. Now mobile popup campaigns come with a few challenges – you can’t predict when a user is planning to exit your website and you definitely can’t randomly bombard him with a message.
So instead optimize your mobile popups using triggers like the time spent on your website, scroll point and other characteristics of a typical smartphone user. Pro tip – for once, observe the way you browse through on engage with websites on the phone!
Over to you
Exit intent popups are definitely a better way to retarget your website visitors with a better proposition, before they leave.
But make sure you have your campaigns well planned out – right from what you’re going to target a leaving visitor with and how you’re going to follow it up if the visitor converts.
Ready to convert more visitors from your website or need help planning your campaign right from scratch? Sign up for our free trial and we’ll get you started asap!