After a number of posts on how popups help business websites convert more of their visitors, here’s a statement we’d like to put out there:
“Popups aren’t dead and we don’t see them going away anytime soon.”
While there are a lot of people in the industry who’d call them ‘annoying’ and blame them for ruining a visitor’s onsite experience, they are also often those who try to capture the visitor’s interest using multiple call-to-actions across their web page and what they lovingly call ‘engagement windows’.
Now ask yourself, isn’t that already pushy enough? Aren’t you already nudging your visitors to take an action?
Internet users often function differently. While some don’t require a nudge to convert or take an action, there are those who need to be put on the track to conversion. So just like the contextual call-to-action in the takeaway of your post, popups do work.
Now we are not going to say if you ‘follow’ a specific set of instructions, popups will guarantee high conversion rates. The truth is, popups perform differently based on the way business websites make use of them – since every site has a different goal to achieve.
For instance, for this eCommerce website promoting their newsletter is far more important than direct sales.
But for this one, offering a discount coupon straight off gets them more sales.
Similarly, on our blog we nudge visitors to subscribe to our newsletter before they exit the website.
But for a few posts that are based around our technology, we actually nudge them to engage with us for a personalized demo instead.
So, which of the popups do you think is performing the best?
Can’t say, right?
Because each of them follow the rules of – create a catchy headline, use an image, include a stand out CTA, time it right, etc.
To be honest, here’s an insight – each of the popups you see above easily have a 12-13% conversion rate on the websites they are used on.
What makes them work?
Here’s taking a look at the reasons why each of the popups we cited as examples work perfectly for their business websites:
1. Contextual in nature
The popups above don’t just follow the golden rules of crafting a high converting campaign, but are also highly contextual in nature. Here’s how:
- The first popup is used by the eCommerce website to retarget a visitor who is leaving from their home page or any other product page.
- The second popup is used by another eCommerce website to offer an incentive to a shopper who is abandoning his cart items and leaving from the checkout page.
- The third popup targets readers who are interested in the topics covered by the blog post and more likely to want to read more.
- The fourth popup is for those readers who are interested in knowing more about the technology that the business has to offer and what value it adds to them.
2. Complete personalization
Apart from being contextual in nature, the popups are highly personalized. They take into account what the visitor who is leaving without a conversion might be thinking of or looking for – what marketers refer to as the ‘pain points’.
The copy used on the popups puts forward those pain points and offers solutions accordingly, making the leaving visitor more likely to convert on it.
So how do you know what your popup should say?
- Dig into your visitor data to understand where they are dropping off.
- Take a look at their previous purchase triggers to understand what makes them engage with a business.
- Look into their ‘common searches’ to understand their pain points and offer a solution that is relevant to your business.
- Keep the copy crisp and simple to understand.
3. Individual personality
Each of the popups have a distinct personality. You won’t see any of them replicating any aspect from the other.
Because each website is designed differently and the popups are designed accordingly to match their style. This helps maintain a consistency in what the visitor ‘sees’ – reducing the feeling of being ‘bombarded’ and making it look more like a natural flow.
Personality generates interest. So ditch those standard popup templates for something that is as unique as your brand!
4. Offer value
Let’s be honest, if there is someone asking you to wait up for 5 more minutes after a long day at work, he’d better have something valuable to say. Similarly, if you’re holding a visitor any longer than he planned to, you better have something that adds value to him.
Each of the popups above ensure that apart from context and personalization, they actually have value to add to the visitor before asking him to convert – a discount coupon, a demo of the technology he is planning to use, etc.
The more your value proposition clicks with the visitor, the more likely he is to convert!
5. Contextual call-to-actions
If you notice, none of the popups have the general call-to-actions like ‘subscribe now’, ‘buy now’, ‘purchase now’, etc that you usually see on business websites using.
Each of the call-to-actions have a distinct characteristic to themselves and reinforce the value proposition on the popup. It further gives the visitor a direction to take after he is retargeted with the popup!
For instance, ‘yes, I want to schedule my demo’ is definitely better than a ‘contact us’ button.
6. Timed right
All the popups mentioned above are timed right to ensure that they don’t interrupt a visitor’s natural browsing experience. Because even the most subtle nudges can be considered ‘annoying’ by internet users.
Each of the campaigns you see above are triggered on exit intent of the visitor. In simpler words, the popup gets triggered only when a visitor is trying to switch tabs or is closing the tab your website is open on.
Here’s how it works:
As you see, the popup gets triggered when a visitor tries to leave from the checkout page of the eCommerce website. (Read case study here)
From analysing thousands of popups, creating and running popups on various industry business websites, we noticed that popups have a definitely minimum conversion rate of about 4%!
Ready to give them a try?
Get started with your free trial of Exit Bee today!