The Misunderstood Potential of Popups Marketing

– The author criticizes experts who hate on popups, arguing that they don’t understand how to use them effectively.
– The author emphasizes the importance of tracking subscription to conversion rate to measure the effectiveness of brand positioning.
– The author highlights the lack of innovation in popups and suggests using multi-step popups with live data collection for better results.Implement multi-step popups with live data collection to track subscription to conversion rate, revenue, orders, and conversion rates by answers and combinations, and map those combinations directly to sources and campaigns.I love “experts” who hate on pop-ups. Show me an “expert” who hates on pop-ups, and I’ll show you someone who doesn’t understand how to properly use them. These are the same people who report on KPIs like:
– Subscriber rate
– Number of new subscribers
Instead of:
– Subscription to conversion rate
– Data combinations that are more likely to lead to conversion
– Sources of higher quality audiences among channels
– Top ads that drive higher quality conversions

Let me help you out. When someone signs up for a discount, they are at the highest intent portion of their journey, where they are giving you permission to contact them. If you’re not tracking your subscription to conversion rate, you have no baseline for understanding how effective your overall brand positioning is.

The thing is, pop-ups have been grossly misunderstood for a very long time and have not been innovated upon either. The two biggest innovations for pop-ups over the last 10 years have been:
– Spin to win
– Two-step opt-ins for phone and SMS

When we released multi-step pop-ups with live data collection, the entire industry hadn’t really been doing much with them for years. Now, we collect data incorporating revenue, orders, and conversion rates by answers and combinations. We map those combinations directly to sources, Facebook campaigns, ad sets, and ads. It’s crazy what’s possible these days. But most people haven’t gotten there yet. In all honesty, most people will never get there, and that’s okay.

They get stuck with:
– Quizzes built by quiz companies that function the same as menus, resulting in dropping people on collection pages without context.
– Two-step opt-ins designed by popup companies with the goal of milking you for as many SMS dollars as possible, with hyped-up over-attribution.
– Shitty forms designed by people who are trained in the old way of creating and evaluating forms.

This brings me to post-purchase surveys. Somehow, they’ve convinced people that 1% of all website visitors on any given day is statistically significant enough for making decisions. What they don’t tell you is that if you switched to a popup instead of an embed, you’d get 10-20% more responses. However, you’d still be stuck with no context for the data. Surveys of existing customers a week or so after they receive your products would provide feedback about the product’s use.

There’s a large part of me that wants to stop helping people and build a mini empire of brands done properly from the start. Build the audience with dataNurture that audienceRelease products to that audienceBuild products for that audience Mind the margins from the start Product seed audiences for massive social proof Less convincing, more execution. Thoughts? #ecommerce #marketing

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