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Actionable Optimisation

Actionable Optimisation #47 – Using Powerful Pop-ups to Personalise Your Marketing Communications

 April 27, 2021

By  Will

Engage Your Customers Better and Enhance Your Marketing Communications with Powerful On-site Popups

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Love them or hate them, popups are here to stay.

But why do popups get so much hate?

Well the answer is pretty simple - most of them suck.

How many times are you hopping from site to site hoping that a popup opens up offering you a 10% discount?

Probably never.

How many times are you shopping for something and you get annoyed by popups offering 10% off in exchange for your email within moments of arriving on site?

Probably most of the time.

But the solution isn’t ‘get rid of popups’.

That would be silly, email capture is important, it gives you the chance to educate your customers about your products, your industry, and your business, and it gives you another chance to sell to someone who may not have bought for the first time.

The problem is, a 10% discount doesn't convince someone to buy. It just gives them a discount when they do eventually buy.

So how can you do this better? How can you capture those emails in a way which is valuable to both yourself as the business, and the customer?

By earning data (a phrase 3radical are very keen on).

Customers will happily hand over data if they see the benefit to it. That could well be for a discount, because if you can convince them to hand over the data with a discount, and you can then use that data to personalise your communications to them, you’ll see far better retention rates and customer lifetime values.

But the key thing really is that discounts aren’t required if you can convince the customer they are making their own experience better by providing this data.

If they can see that by answering a few questions, the business will then be able to offer personalised recommendations, then they will happily do so.

According to research from Salesforce 57% of online buyers will happily exchange data in return for personalised offers or discounts, and this is backed further by data Formtoro was happy to share with me.

They’re seeing forms with 4 questions get a completion rate of 96% once someone has provided their email and begun the form, while an astonishing 99.96% will answer at least 1 question.

I'm seeing similar evidence for myself with 1 client whose email popup actually converts better with a question on it asking customers what their main paint point is.

Think about what that could mean for your business.

If everyone who filled in your form also told you their number 1 preference related to your products, how valuable would that information be to you?

Before they’ve even made a purchase you know whether they’re a Playstation or Xbox owner. Whether they’re male or female. Or how many people they are shopping for.

Feed that data into your CRM, set up some segmented workflows and watch the money roll in.

On-site popups

Will


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.

W.Laurenson

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