How can an exit-intent popup dramatically increase my conversion rate?
Tips 'n tricks about the web, digital trends, and online marketing
How can a popup dramatically increase conversion?
You've probably seen them while trying to leave a website. They appear just when you move your mouse towards the cross or when you are about to close a tab.
These popups are often seen as a last-ditch attempt to get the grab the visitor's attention and persuade them to yet to take action. But are they effective? Can they actually boost your website conversions?
In this blog, we dive deeper into the world of popups and look at how they can play a crucial role in increasing your conversion rate.
What is an exit-intent popup?
It is a form of on-site retargeting which appears when a visitor is about to leave the website. The system detects the user's mouse movement, usually when moving towards the top of the screen, and then triggers a popup. This popup can be a contain a message, an offer or a call-to-action to persuade the visitor to stay on the site or complete a particular action.
These popups are often used to reduce abandoned shopping carts, increase newsletter subscriptions, or promote special offers. It is a powerful marketing tool, because it capitalises on the psychological phenomenon of FOMO (fear of missing out), or the fear of getting something wrong.
The purpose of the popup
The main goal is simple: preventing a lost conversion.
Every website has to deal with visitors who leave without performing a desired action, be it buying a product, signing up for a newsletter, or filling out a form. It offers a last chance to hold the attention of these visitors.
The way a this popup is presented can vary greatly. Some popups offer discounts or special offers to encourage a purchase. Other questions visitors ask themselves subscribe to a newsletter in exchange for exclusive content, such as an e-book or a free guide.
There are also popups that simply try to get user feedback, which can provide valuable insights for website optimisation.
How is such a popup used effectively?
The key to an effective popup is relevance and timing. It is important that the message in the popup matches the user's behaviour and the point at which they are in the journey.
For example, if someone has viewed a product page without making a purchase, a popup with a limited discount may win them over. For someone reading a blog, a popup with an invitation to follow your newsletter may work better.
Here are some crucial elements to keep in mind:
- The timing of the popup: The right time to show a popup is just before the user leaves. This can be detected by tracking mouse movements or by looking at inactivity on the page.
- An attractive message: The message must attract attention and provide value. A simple "Stay a while!" is not enough. In contrast, an offer of, say, 10% discount on a product or a free e-book can give just that push to stay.
- Use visual elements: An attractive visual presentation can make all the difference. Make sure the popup is in line with your branding, but make it visually appealing enough to attract attention.
- No spammy look: People are sensitive to popups that are perceived as annoying or intrusive. Make sure your popup does not come across as intrusive and offers value to the user.
- Test and optimise: As with any marketing strategy, it is essential to test and optimise your popup. Try different messages, offers and designs to see what works best for your target audience.
What are the figures around additional conversions?
Research shows that popups increase conversion rates by 5 to 20 per cent increase, depending on the sector and supply. According to a study by OptinMonster a well-designed and strategically placed popup can provide an increase in conversions of average 10%. Another case study of Sleeknote showed that, thanks to a clever pop-up campaign, an online retailer could increase its abandoned shopping trolleys with 53% managed to reduce.
The success of a popup depends heavily on the target audience and the context in which it is deployed. Nevertheless, it is clear that they can be a powerful tool to convert visitors who are about to leave into paying customers or interested leads.
Conclusion
Exit popups have proven to be an effective means of retaining visitors and increasing conversion rates. They offer a last chance to provide value to the user and convince them to take an action they might otherwise have missed.
By carefully tailoring the timing, message and design to your target audience, you can make a significant impact on your conversion results with a well-placed popup.
Would you also like a popup on your website? Please get in touch, we are happy to help you!
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