The Flaws in Using Pop Ups and How to Leverage Data

– Most brands currently use pop-ups in a flawed way, offering the same deal to all visitors regardless of their source or interests.
– Pop-ups should be used to collect data about customers’ intentions and interests, which can then be used to make informed business decisions.
– By leveraging data from pop-ups, brands can improve their product pages, landing pages, ad creative, offers, email segmentation, and more.The key action item is to use pop-ups as an intent action to collect data and leverage that data to make informed decisions that impact various aspects of the business, such as product pages, landing pages, ad creative, offers, email segmentation, and audience targeting.Pop-ups aren’t dead. But the way that most brands use them is entirely flawed. Here are some of the main problems with how people currently use them:

1. All or nothing, one and done. Everyone gets the same offer no matter where they came from, regardless of the source of the traffic.

2. Types of offers. We switched to letting people sign up to get a gift card with their purchase if they buy at full price during that session. We don’t rely on a percentage off or dollar off.

3. Collecting data with the sign-up relevant to the customer journey. Emails and phone numbers are pointless if you’re not learning about why someone came, what they are interested in, and when they are looking to buy. This is most brands’ biggest missed opportunity.

What I’d like to see more brands do:

Paid Traffic – Landing Page – 70% scroll triggered
Homepage – 15-second minimum wait (people who have been to your site before quickly click on a menu item)
Product page – 45-second slide-out – long enough to let people browse and get a good idea of the product but short enough for someone to still see it.

Overwhelmingly, data shows that people tend to purchase without signing up or subscribing, but that’s not the purpose of a pop-up. The REAL purpose of the pop-up should be to use it as an intent action, collect data, and then build business models around that intent data to make decisions that impact everything.

If you knew more about your customers, you could change product pages, landing pages, ad creative, offers, and a whole lot more, including email segmentation, Lookalike audiences, etc.

Now, if all those data combinations were tied to revenue, you could start to look into what QUALITY of audience you were driving from different sources and creatives and tweak as necessary.

They aren’t bad; people just aren’t using them properly. Besides, 80% of people who come to your website are brand new, and only 2% of people on average make a purchase.

When we were able to get our sign-ups to a 40% opt-in rate with full data, we were able to learn a lot about the kind of people our ads were driving in terms of quality. In our case, the discount is worth the collective data that we gain, which is parlayed into brand positioning.

It’s all about understanding value and how to leverage data. #ecommerce

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