Capturing data is crucial to any business.
Whether someone is coming to your website via PPC, paid media, or organic ways, the name of the game is getting that person to identify themselves with a login or sign up.
However, it’s astonishing to see how many brands, in all industries and countries, do not have a clear strategy in place to capture new leads on their website. The lack of creativity or proper use is no one’s fault per se, it is more than likely an inherent fear based on personally being interrupted over and over again on websites that has scared marketers out of using this tactic.
So popups have a pretty bad reputation at this point. They come in many forms, from the instant hit, to the delayed capture to the targeted content. And users have accepted them, as long as they are easy to dismiss. These can all be very effective if they are displayed when the visitor is most susceptible to your message.
Today, we are focusing on how to create a positive experience while capturing online data, without disadvantaging the end user. Let’s have a look at what methods you can use to capture more visitors data without being too pushy:
According to Wisepops, “if you display a popup too soon, you’ll just end up disturbing your visitors. They’ll be annoyed at you for interrupting their experience on a page, and most likely scoff off at the popup without even reading your message. At the same time, if you wait too long, you’ll end up missing on a lot of possible conversions, as these users might leave the site before the popup even shows (except exit popups, of course).”
This is why testing is so important! You need to discover visitor engagement on a page in order to target the exact time when visitors have already received value from your content and are less likely to get annoyed by your popup. For first time visitors, a 30-second delay is a good place to start according to Econsultancy, as it allows a lot of room for testing efficacy for your audience.
Persistent data capture devices are unobtrusive and helpful at the same time (for those who take you up on your offer). This method of capturing data allows you to ask for email addresses, commonly with an incentive like a discount, and when dismissed will shrink into something far less conspicuous. However, it’s always still there, somewhere in the field of view of a browsing customer. Only when a visitor enters their details will the popup truly be closed.
The beauty of this tool its extended functionality, where it can work as a reminder of the discount code they just signed up to get for example. No more, “where is my promo code?” when the customer decides to check out – instead you have just supplied a persistent reminder of how amazing you are.
This tool is used when a customer has not engaged or provided information up to a critical point, and at that point, you inject a slightly more urgent and apt message.
It is very important that you show your visitors a definite selling message to convince them to view and buy your products. If this attempt does not catch their attention at first, they’ll leave and you will not have a chance of selling. You need to repeat your message or give something more attractive to hook them back and guarantee a successful purchase. This is your second chance!
It could be as simple as a popup specific to them trying to leave the cart process or a little more nuanced like adding an additional field with an urgent message into the questions they are already filling in or engaging with.
These intent triggers allow you to target people who are about to leave your website with a strong call-to-action to persuade them to stay. In fact, the average market’s statistics is 35% of lost visitors can be saved by exit intent offers.
By making popups relevant, timely, and persuasive, website visitors will actually want to engage with your brand rather than avoid it. Let’s get popups back in good standing once again!