– Many ecommerce stores make common mistakes with their popups, such as only asking for an email or requiring both an email and phone number.
– It is important to collect relevant data points about the customer journey, such as their preferences and purchasing habits.
– Popups should be strategically placed and excluded from certain pages or situations, such as when someone has already subscribed or when they came from an email.Prioritize fixing the mistakes in your popups on your ecommerce store, such as asking for relevant data points, excluding popups on certain URLs, and tracking subscription to conversion rates.There’s a nearly 100% chance you’re doing your pop-ups wrong on your ecommerce store. Here’s a list of common mistakes:
1. You’re asking for just an email. An email doesn’t tell you anything about why someone is there. In fact, 50% of people from whom you collect an email will never open your emails.
2. You’re asking for an email and a phone number and making them both required. Less than 50% of people who provide an email address will also provide a phone number. Additionally, many of those who do provide a phone number will unsubscribe every month. By forcing someone to leave your website to collect a code on another device or app, you create a bad customer journey.
3. You’re not collecting data points relevant to the customer journey of the subscriber. Ask people what they are looking for, what matters to them, how often they engage in certain activities, and when they are looking to make a purchase. Not every subscriber is the same, so it’s important to understand the differences.
4. You only have one pop-up and it’s a one-and-done situation. You either show the pop-up immediately when someone arrives at the website or you let people close it but make it sticky, taking up too much space on mobile or hiding in the corner.
5. You don’t exclude your pop-up on the proper URLs. Having the same pop-up show across your entire website at the same time on every page doesn’t align with the customer journey. For example, on a returns page, the last thing someone wants to see is a pop-up.
6. You don’t exclude a pop-up from showing when someone came from an email. This is a common issue with people who use third-party pop-ups. When I click on an email from a brand, I shouldn’t be prompted to subscribe again.
7. You’re not tracking your subscription to conversion rate. You may track how many people sign up, but you’re not tracking the rate at which those subscribers convert. Even if you do track it, you may not know why some people convert while others don’t.
There are many more mistakes, but these are often easy things to fix or prioritize fixing. When someone signs up for a discount code, you are catching them at their highest point of intent before they make a purchase. Take advantage of this opportunity to actively engage with them.
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