Optimizing Popups: Skip the Phone Number, Upgrade the Experience

– Many SaaS companies showcase case studies on their websites, but when visiting the client’s website, it is often found that they are no longer using the product, indicating a flawed premise.
– Instead of reinventing the wheel in ecommerce, companies should focus on upgrading existing processes and optimizing customer behavior.
– Asking for SMS during signup does not yield more revenue for brands, and it disrupts the customer journey. It is more effective to ask questions that can improve the on-site experience.Upgrade popups by skipping the phone number field and asking questions that can help improve the on-site experience.I love case studies on SaaS companies’ websites talking about great results, but when you go to their case study clients’ websites, they are no longer using the product. If there’s a sign that a product has a flawed premise, it’s this. Ironically, this is from a SaaS website I saw where the underlying case studies were massively flawed. Too many companies are trying to reinvent the wheel in ecommerce. It’s not about reinventing the wheel; it’s about upgrading the rims and the tires of existing wheels and processes and understanding how to better optimize from existing accepted customer behavior. This is why we’ve optimized popups not by adding a new take on an offer, but instead around what happens after they decide they want to claim that offer. It’s simpler. It works better. It’s more scalable. The one that surprises me though to this day is SMS collection during signup. I can’t find any statistical evidence that asking for SMS during signup yields more money for a brand. The attribution cycle for a lot of these companies that do SMS is already skewed, but in all the research we’ve done, we’ve found it to be more of a marker of intent than a channel domination of sales. In fact, in a 90-day test, we found consistently that people who weren’t asked for a phone number drove 10% more revenue from their signup form and provided 25% more data points relevant to their customer journey. The other thing around this, more than 50% of first-time sales come from people who just ignore popups and offers, meaning these people have intent but choose not to provide any information at all. So does really chasing for a phone number prior to purchase work? If I’m being honest, I don’t think SMS signups on popups should exist. They break the customer journey in a more disruptive way than anything else. No other activity makes you leave the website to claim something. Why do that if I could just go to the footer and get the same discount without having to deal with a phone number field? It’s all pretty silly if you ask me. It’s just not a very productive use of a new visitor who is willing to give you their information’s attention. The drop-off on asking for a phone number is 60% after someone provides an email, sometimes higher. The ask is just too far for most people. So you don’t let 60% of people get their code immediately on the website where statistically more than 50% of people purchase in minutes. Keep shooting yourself in the foot. My advice: Upgrade the rims and tires on your popups, skip the phone number and ask questions that can help you build a better on site experience.It’s not as sexy as what SaaS companies are claiming but remember they also make money for ever SMS you send so take their advice with a hefty dose of skepticism. Don’t get me started on the ROI numbers that don’t take into account he cost to acquire the underlying number. Those numbers wouldn’t look to good if they were accurate. #data #strategy #ecommercehttps://www.linkedin.com/in/jivanco

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