Few things can be as annoying as an irrelevant or poorly planned pop-up. At the same time, pop-ups ar one of the most effective tools to increase conversion in your e-commerce. How can you use pop-ups to drive conversions while avoiding killing the user experience? We'll try to give you the answer in this article!
Personalizing pop-ups for your website
The golden rule when it comes to pop-ups is that the content should always be relevant. It doesn't matter how nicely designed or optimized your pop-up is, if the message is not relevant to the person who sees it. The content should help the visitor solve a problem or get an answer to a question. If that is the case, it will be perceived as helpful (or at least as an attempt to be helpful), rather than intrusive.
For example, if you know that the visitor who is clicking around your website is looking for a pair of new autumn shoes, it may be a good idea to show a pop-up that refers to the most sold boots right now. Another way to improve the user experience is by using a pop-up to navigate the visitor to some form of relevant content on your site. Perhaps you have an article in which you review autumn shoes - or a movie clip that tells you which jacket is best suited to different types of boots.
Triggering the right pop-up at the right time
It is also important that your pop-ups interact naturally with the rest of the site, have a smart location and are triggered at the right time - by the right person. The visitors who move around on your website have found it in different ways, with their own unique needs and goals. They are also interested in different products, services and topics, which means that the reactions to the content you present to them will differ from case to case.
In addition to the content, which we discussed above, it is also important to optimize the opportunity when your pop-ups are triggered. A customer who is on your site for the first time, may not appreciate directly meeting a pop-up that recommends different products. But for someone who has clicked around on your site on several occasions (looking for something specific) it may be more appropriate marketing. Therefore, it is important to plan when and how your pop-up should be triggered.
Don't forget your A/B tests!
To be sure of which pop-ups fulfill their purpose (helping the visitor) and which do more harm than good for your e-commerce, you can optimize your communication with A/B tests. With A/B tests you can boost your conversion significantly and at the same time create better UX for your visitors. You get the opportunity to see what content, which design and which triggers work - and which ones need improvement. Perhaps it turns out that you have superfluous pop-ups that do not perform as they should and need to be removed? With this information, it is much easier for you to create a pleasant experience for your future customers.
Redeal develops referral marketing solutions for the future of digital retail
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