Remember in our previous post, having your website capable to make conversion is the most important function of your website. And when it comes to a winning conversion formula, it is actually all about the good call-to-action(CTA).
Website popup or pop over ads is one of them. In fact, the purpose of a popup is to provide a very strong call-to-action. This action might be an announcement or sale you want to the visitors to know about, but more often than not, it's to collect email addresses.
Think of it this way, your online store(website) is like a bucket of water with a lot of holes in it. You spend time and money to keep filling the bucket with water (visitors) but the majority falls out of the holes and are gone forever. Keeping people in the bucket and being able to bring back those that fall out is really important for a long term successful business.
1. Keeping people in the bucket
2. and being able to bring back those that fall out
are the keypoints of the marketing strategy we are discussing about.
By collecting email address of visitors, you get a second chance to bring them back and convert them to a customer with effective email marketing campaigns.
If you remember the diagrams we shared in the beginning of our journey to understand how we can sell online, having as much channels as you can is the most ideal way. And on top of that, the statistic has proved that:
Customer's email is actually their most personal online environment and getting permission to message them also means that it provides you with a level of distraction-free attention for your message that you just can't get on other channels.
Not all visitors like popups. Some people dislike them so much and will immediately exit any sites with a popup. Some popups, just heavily scripted and slow down the page load time and this become the reason visitors will give up and leave the website straight away. You must need to know the types of popus below, so you can give a fair experience to your visitors.
1. Timed-Based - This method will show your popup after a predetermined amount of time. Set it to 60 seconds or greater, as you know at that point you are showing it to someone thats been engaged with your site for a while and more committed.
2. Content-Based - Content-based popup will only show your popup on specified pages.
3. Scroll-Based - A scroll-based popup will show your popup when a user has scrolled a specific percentage of the way down your page. It is actually similar to the 1. timed method as you are only showing your popup to someone who has engaged with your page a specific amount.
4. Exit-Intent - An exit-intent popup only shows when a visitor is about to leave your site. Using cursor tracking, the popup app will determine when someone is about to click the back or close button on their browser and show your popup in a last ditch attempt to get an email address or offer a discount before the visitor leaves your site.
5. Pop-Out - Instead of popping up and blocking the visitors surfing experience, it pops out of the side of the browser but still allows the visitors to continue browsing.
1. Timing Can Be Everything - You can show your popup at different points. You can hit the visitor as soon as they come to your site, after a predetermined amount of time, when they for example after they done viewing a particular page, or as they are about to leave your site.
Showing a popup as soon as a visitor hits your site might provide you with more emails but it comes at the expense of being intrusive and possible annoying to some visitors. Emails you receive from this approach are actually less qualified because these people didn't have enough time to explore your site and truly determine if your brand and products are a good fit for their needs. This can possible lead to a poor email list with a lot of unsubscribes.
Choose The Right Message - Choosing the right message is critical. Just like creating any ad, your image should be eye catching and interesting and your copy should be straight to the point and provide a clear benefit along with a strong call-to-action. Many visitors are accustomed to closing popup boxes immediately, so you only have a second to get their attention and pique their interest.
Website popup is not limited only to collect email addresses. It can be changed periodically. Depend how creative you are in building the engagement, you can also have the various functions. Below are the examples of website popups :