The many uses of pop-ups
Reading time approx. 7 min
All too often considered to be intrusive and inefficient, the Pop-up is still an excellent acquisition and marketing conversion tool if it is used correctly and remains in line with the user experience developed on your e-commerce site.
So when should a Pop-up be used? How can it improve the performance of your shop? And how do you make it effective?
What is a pop-up?
A pop-up is a small window that opens automatically as an overlay before the user accesses a web page. It may contain, among other things, an advertising message, a product promotion, a support message or an invitation to respond to an online survey (définitions-marketing.com).
The multi-purpose pop-up enables you to achieve several marketing goals:
- Purchase: with registration forms
- Retention: to recover abandoned baskets
- Conversion: with discount vouchers
- Loyalty building: with anniversary pop-ups, communications about various topics (delivery, pandemic measures, etc.).
What are the various uses of a pop-up?
As mentioned above, pop-ups can be used for a wide variety of purposes.
But what e-commerce campaigns can be implemented using pop-up and what types of data can be collected?
Pop-up shop registration or newsletter registration
This is the most frequent use of pop-up. They enable you to acquire new shop/newsletter subscribers easily and without having to deploy costly acquisition strategies.
Used intelligently, a pop-up can help you increase your newsletter / shop subscribers by 15 to 25%.
To complement your e-commerce campaigns, you can set up anniversary pop-ups.
These are multi-purpose, the birthday pop-up (customer birthday or customer account creation birthday) can be a great tool for customer loyalty but also for customer conversion.
To maximize the effects of this pop-up, make sure you include a discount voucher to encourage your customers to treat themselves at a reduced price.
Pop-up news / promotions
The pop-up can also help you to promote your new products or promotions (Sales, Black Friday, etc.).
Whether it’s for your promotions or your new products, pop-ups will allow your visitors to reach your product pages faster, which will increase your conversion rate and ensure a pleasant user experience.
Pop-up departure from site with discount voucher
This pop-up is triggered when the visitor is about to leave your website or is about to open a new tab.
It can be used as a customer retention tool, especially where there is an abandoned basket. In this case, it may be advisable to include a discount voucher especially if the order amount is high.
Pop-up product interest
The purpose of this pop-up is to increase your conversion rate by reminding your visitors of the products they have viewed that have attracted their interest.
For maximum efficiency, you can configure a minimum amount of time spent on the product sheet(s) in question and associate a cross-sell list with it (product recommendation based on the visitor’s profile).
Beyond the uses we have seen previously, the pop-up can also enable you to provide your customers with information about the operation of your online shop.
Delivery, new pandemic measures or setting up a new service, there are many possible subjects. Communicating about these types of topics will enable you to reassure your visitors and help them get to know your brand better.
Our tips for designing effective pop-ups
To maximize your chances of success, we have drawn up a list of recommendations that you can easily apply when creating your e-commerce campaigns.
Continue to offer an optimal user experience
When creating your e-commerce pop-ups, make sure you use the same color codes as those used on your site and keep to your graphic charter. This will help to maintain an enjoyable visitor experience.
Also keep in mind that your pop-ups must be pretty and punchy, so don’t hold back from including attractive visuals or animated GIFs.
Also don’t forget to pay attention to your CTAs (Call to Action buttons), just like on your website or in your emails, they must be clearly visible and attractive.
Be careful not to be intrusive.
When creating your pop-up, make sure that the cross for closing the pop-up is clearly visible.
Depending on the colors used (especially with white or black), it is possible that the cross may be unclear, which can cause annoyance to your visitors.
We also recommend that you wait for the visitor to spend a minimum amount of time on your site (minimum 2 minutes) before scheduling your pop-ups.
Also avoid programming triggers that are too frequent and instead use triggers based on the profile and actions carried out by your visitors on your site.
Depending on the message of your pop-ups, you can also choose to have them appear in a more discreet corner of your e-commerce site (bottom right for example above your chat module if you have one).
To boost the performance of your pop-ups, don’t be afraid to offer rewards in the form of a promotional code or percentage discount. The use of discounts is particularly recommended for your shop registration or newsletter pop-ups, or customer birthday pop-ups.
These discounts enable you to not only boost your conversion rate but also increase your average basket size.
Focus on advanced segmentation
To offer an ever more complete user experience, use advanced segmentation to design pop-ups that match the profile of your prospects and customers.
The segmentation included in ShopiMind’s Automation feature has more than 50 segments available, so you can personalize your pop-up messages however you like! 😉
For example, you can decide to target only visitors who have not registered for your newsletter or those who have not ordered for 3 months, or your loyal customers spending more than €50 per month.
Here’s a little bonus: our smartmarketing pressure management feature enables you to customize the frequency of your messages to display the same pop-up several times to customers in several segments at the same time.
Use the A/B test
To compare the results of your acquisition, retention, conversion or loyalty campaigns, you can set up A / B tests.
The A / B test is where you deploy 2 campaigns with the same goal but with different features.
For example, you can deploy 2 acquisition campaigns designed to increase your number of newsletter subscribers, by offering 2 different types of discounts.
Analyze your performance
For results that meet your expectations, analyze all the results of your pop-up campaigns.
This essential research allows you to find out which actions work and which don’t and so optimize your campaigns intelligently.
With ShopiMind, you can view all the statistics from your pop-up campaigns (and much more) on a single, ultra-detailed dashboard.
Examples of campaigns
Newsletter subscription pop-up – La Redoute.fr
Newsletter subscription pop-up – My Jolie Candle.com
Winter sale pop-up – Nike.com
Competition with discount pop-up- Bio Market (ShopiMind test shop)
Departure from site with abandoned basket pop-up – maisonic.com
Departure from site with abandoned basket pop-up – La Redoute.fr
So we have just seen how to use pop-ups on your e-commerce site in order to boost its performance. You have discovered that there are many possible uses!
Properly configured, your pop-ups allow you to give a new dimension to your e-commerce site and intelligently complement your web marketing strategy.
Be creative, inspired and maintain a pleasant shopping experience for your visitors. And let your pop-ups work for you, to see your shop performance improve.
You now have all the tips for designing or optimizing your pop-up campaigns!
Would you like to know more about the ShopiMind Pop-up?
It’s up to you!
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