Pop-ups work well with ecommerce stores because promos, discounts, sale notices, and tons of rewards can be offered in plain view of customers. When done properly, a pop-up can increase interest, give unsure customers a reason to buy, and improve cart abandonment issues.

There are 3 main reasons why you should be implementing pop-ups all over your store:

  1. Collect leads – E-mail marketing remains the most effective online marketing today, even if social media marketing is quickly following suit. If you use pop-ups to collect e-mail addresses from potential customers, you can add them into lead-nurturing newsletter campaigns until they’re ready to buy.
  2. Inform about Promotions – Make your promotions visible to customers and you can encourage many of them to buy. It’s a great way to keep visitors who are leaving the store as well.
  3. Market research – Pop-ups can be used as surveys and for companies to learn more about their target market. Simple questions, such as demographic info or interests, work well with ecommerce sites.

Unfortunately, not all ecommerce stores create high-converting pop-ups. If you’re one of the many business owners who implement pop-ups, but don’t see any benefits from them, you’re probably doing it wrong. Here are five must-follow tips you should consider:

1. Make Uniquely-Designed, Head-Turning Pop-ups

It takes site visitors only several seconds to make an impression. Unfortunately for online store owners, majority of tech-savvy people are not fond of pop-ups. This is why you should spend time designing your pop-ups and aim to catch the attention of your visitors immediately.

The cool thing about modern pop-ups is that there are tons of options, design-wise. You can use photos, videos, text, and any other media and embed them into your pop-up.

Take inspiration from pop-ups made by popular brands. Research, learn, and keep up-to-date with design trends. You can always use these for your pop-ups.

2. Get Creative (Pop-Ups aren’t Just for Promos)

Gone are the days that pop-ups are used only for promotions. Marketing pop-ups still exist (with free shipping promos as the most effective), but pop-ups are so versatile that you can use it for various purposes.

For example, many big brands use pop-ups in letting customers join contests, announcing winners, hosting online events, and more. Your store can even use it simply just to inform – offer trivia that your audience might be interested, provide daily jokes, or any other creative content that would differentiate your brand from the rest.

3. Give Options

The problem with pop-ups of the past is that they can be too general. For example, a single pop-up gives away free lipstick to customers. But what happens to the rest of your customers who aren’t interested in lippies (even if they’re free)?

Today, you can solve this problem by giving your customers options. A pop-up can be used effectively in audience segmentation. Ask site visitors to choose from options such as “Boy or Girl,” “Buyer or Seller.”

You can even give customers several options to further understanding their buying behavior. Ask them stuff like “which products do you want us to give you as a freebie?” and list down categories of products. This trick is an efficient way of learning shopping habits of your target market.

4. Exit Pop-ups Are Great Too!

Don’t forget about exit pop-ups; they’re most effective in avoiding cart abandonment. You can also use exit pop-ups as quick-access navigation for visitors, allowing them to stay on the site longer than they intended.

Exit pop-ups serve as your last-effort attempt at persuading people to buy from your store. So if you’re creating one, make it stand out and provide an irresistible offer. You’d be surprised at the percentage of exit-bound visitors actually stay and buy at the last minute.

5. Test Continuously

Like everything else in online marketing, testing your pop-ups should be given attention. Remember that pop-ups can be used when a site visitor reaches a page, tries to leave a page, scrolls to a specific part of a page, or reaches a certain element within a page. Other scenarios can be used, but you get the point.

Each of these locations would perform differently. The only way to learn which converts the most is to test one kind of pop-up, study the results, rinse, and repeat. If the first one didn’t reach your conversion goals, go on to the next type, and so on, and so forth.

The Bottom Line

Only 0.25% of website visitors will directly make a purchase. The rest needs at least five touch-points before they actually buy. Pop-ups offer a great way for ecommerce stores to address these types of customers and increase your store’s chances of making a sale. Take these five tips to heart, implement them effectively and see how well the conversation rates of your pop-ups improve over time.

Last Updated: September 23, 2017

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