Pop-ups on e-commerce sites are explicitly used to encourage a user to buy, but how effective are they? A recent study carried out by customer insights experts Feefo asked 2,000 UK adults about their buying habits and found that 48% of customers would answer pop-ups if they improved their buying experience.
With this finding, many readers may be asking how they can ensure that pop-ups they use are fulfilling this. Though pop-ups are often regarded as annoying distractions, they can bring about a lot of value (and sales).
However, it is essential to know how pop-ups can be effectively used to assist customers rather than hinder their online shopping experience. We’ve compiled a list of useful tips below to provide ideas on exactly how to do this:
- Consider offering first-time buyer discount – a pop-up offering a deal is sure to be noticed and appreciated; this also helps to improve the likelihood of a customer returning too
- Personalise shopping experiences – is there a standard product you’ve found a customer to come to your site for? Let them know about the new products they might like!
- Ensure pop-ups look natural – attention-grabbing pop-ups look great and offer useful information, unlike many that look spammy
- Use a hook – customers enjoy a promise and pop-ups are particularly useful for this, you can grab attention effectively with a bold headline.
While many e-commerce websites use pop-ups, many fail to do so in a way to promote sales. With the tips above, you can tailor pop-ups so that they are specific to the buyer’s needs and help to reinforce brand trust at the same time.
It’s always essential to ensure that potential buyers can easily opt-out of pop-ups and exit them quickly. Because so many shoppers go online knowing precisely what they are looking for, pop-ups shouldn’t detract from this but can help to boost sales.
Not only can pop-ups help to drive sales, but they can be used to reinforce a brand too. Consider using such methods of advertising in-line with your branding to really create an identity around your site in a consistent way. Customers will eventually come to appreciate the pop-ups you’re offering rather than dread them!