Pop-ups. Seen as the noisy, uninvited guests of the digital world by customers and a tool for list growth and revenue generation by ecommerce teams.
In the race for conversion, many ecommerce sites bombard visitors with pop-ups from the get-go, hoping sheer volume will lead to clicks and sales.
This “more is more” attitude often results in visitors reflexively closing pop-ups in irritation and possibly abandoning the site altogether.
Pop-ups can boost engagement and conversion rates when used effectively, but they often miss the mark.
Key Takeaways
Pop-up success relies on careful timing
- Data shows pop-ups are most useful at evaluation stages. Our LLM data shows that pop-ups in the sample were most effective during evaluation for the loyalty campaigns being run.
- Pop-ups shown too early get ignored. When triggered too early, such as during browsing stages, pop-ups we closed without action taken.
- Contextual nudges can maximise conversions. Nudges can significantly boost conversions when they’re used in conjunction with intent.
Let’s dive in.
The Pop-Up Pitfall
Ignoring Intent
Many ecommerce teams focus on showing pop-ups to a broad audience early in the customer’s journey.
This rush for conversions often leads to visitors automatically closing pop-ups without reading them.
Pop-ups should be paired with an understanding of customer intent, only displayed for segments of your audience that need the additional nudge.
To avoid the use of pointless pop-ups, we must provide them to visitors when they’re most receptive.
By leveraging intent data, we can pinpoint the exact stage and intent level where visitors are most likely to engage with a pop-up.
Loyalty Program Pop-Up
The Early Bird Gets... Ignored?
Analysing the data for a series of loyalty programs, we tracked the display of pop-ups offering points for spending more.
Despite the attractive offer, 98.5% of visitors ignored the pop-ups because it appeared too early—during the browsing stage.
However, when shown during the evaluating stage, visitors were 71% more likely to engage, highlighting the importance of timing and intent.
Though the number of visitors at the evaluation stage varies, analysing this data helps find the best triggers and timings for pop-ups.
These pop-ups are crucial in influencing the buying journey, so it’s essential to show them at the right moments to effectively engage visitors on the site.
The Role of Nudges
Conversion Optimisation
Nudges, like pop-ups, are key for guiding visitors toward buying by providing important information.
Visitors who see too many pop-ups too early can be overwhelmed and driven away. Instead, spreading personalised information throughout their journey can make a big difference.
Case in Point
Digging into the data, an experiment with nudges around product/service USPs based on intent levels saw conversion rate jump by 20% (US) & 44% (UK).
Aligning pop-ups and nudges with the visitors’ buying stage and intent boosted engagement and conversion rates.
Instead of showing pop-ups to all users right away, a more targeted strategy delivers better results.
Actionable Tips
Implementing an Intent-Based Pop-Up Strategy
- Analyse Intent: Use analytics tools to gauge your visitors’ intent level and buying stage when interacting with your pop-ups and nudges.
- Tailor Pop-Ups: Customise pop-ups to appear at the most appropriate journey stage, reflecting their intent.
- Test and Optimise: Continuously test and refine the timing and content of your pop-ups to maximise engagement.
Recommended Tools and Resources
- Google Analytics 4 (GA4): Track visitor behaviour and intent to refine your pop-up strategy.
- Google Tag Manager (GTM): Set up tracking for your current pop-ups and include intent data as parameters, allowing you to analyse the data in GA4.
Pop-ups can be a useful tool to leverage engagement and interception strategies.
When timed right and aligned with intent, they can enhance the buyer journey and boost conversions.
By respecting the buyer journey and offering value at the perfect moments, pop-ups can transition from a source of frustration into tools for success.
