The decision to employ popups on your eCommerce website is not always simple. If you’re utilising popups, it’s possible that you’re not getting the most out of them. Using popups at the ideal time and in the right position, in any case, is an important aspect of improving your conversion rate.
That is why I am here to assist you. I’ll go over the benefits and drawbacks of using popups in multiple scenarios.
The five most convincing reasons to use popups
First, let’s take a look at several situations in which pop-ups are absolutely necessary.
Customer retention is low.
If your repeat visits are less than 30%, you’ll need to devise a strategy to get them back, regardless of your business type.
Owned platforms (such as email marketing) are excellent for returning visitors. Popups are the most powerful way to build an email list.
Read: Ways PopUps can improve your eCommerce customer segmentation
Being a Direct-to-Consumer (D2C) Brand
When creating your own brands and products, growing and nurturing an email list is vital. To be profitable, you must not only persuade your visitors to purchase from you, but you have to ensure that they shouldn’t buy from your competitors.
To be honest, this can consume plenty of time. It’s highly unlikely that every visitor will convert on the first session.
You should instead adopt a “lead nurturing” strategy. This entails getting to know your visitors’ likes and dislikes, staying in touch, and making personalised recommendations. To be able to do this in today’s privacy-conscious society, you’ll need to create your own channels.
Long purchase cycles
There are several touchpoints in the purchase cycle. It normally takes multiple engagements with your eCommerce store before a customer purchases.
You can examine how many encounters your shoppers go through on average before purchasing a product using Google Analytics. However, these data are often deceptive owing to attribution issues.
No matter how much time and effort you put into data collecting, you will never be able to track every single touchpoint (especially Word of Mouth or offline marketing).
Immediately after a sale, ask your shoppers, “where did you hear about us?” to get a better picture of the real attribution.
You’re in the business of supplying “vitamins.”
There are some items that people will buy regardless of the circumstances. These products are referred to as “medicine” by us since they are similar to medicine to your shoppers. You don’t need to build a stronger relationship or increase the urgency. Nevertheless, they’ll be purchasing. Popups aren’t necessary for this scenario.
If, on the other hand, your products are much more like “vitamins” that consumers don’t need to buy, but are just great to have, then employing popups to gradually create Fear of Missing Out (FOMO) is a good technique. This can instantly reduce cart abandonment and enhance conversion rates.
You need high-quality feedback.
Every eCommerce store will require direct feedback from its customers on occasion. You can (and should) utilize Google Analytics and other services to figure out what works and what doesn’t. However, these technologies frequently fail to provide the complete picture.
Popups are the most efficient way to get meaningful feedback.
Top five reasons to avoid using popups
Here are some situations in which popups should be avoided.
Your conversion rates are already high.
You generally don’t need to employ popups if you currently have exceptional conversion rates and don’t intend to provide any more incentives or urge shoppers to join your email list.
Industry regulation
Popups could potentially increase conversions in many situations, but industry regulations can stand in the way. It’s bad if you can’t employ popups, but we all have to abide by the regulations in the places where we conduct business.
Conclusion
Popups are a versatile tool that can greatly enhance your conversion rates, as we’ve shown in this article; but, they aren’t a one-size-fits-all remedy. Popups should be added to the areas of your funnel where you’re losing consumers, but not where you’re currently doing well.
