A Quick Guide to Popups in E-commerce
Popups are the windows that appear on site pages informing users about the latest brand’s offers.
Popups are among the strongest marketing tools in the e-commerce area. Today, we will describe their peculiarities and bring some examples of their implementation on retail websites. So, let’s start.
The primary goal of a popup is to motivate certain customer actions. Those actions might vary depending on the message of a particular popup.
For example, popups work great for increasing the number of email subscribers. Several years ago, the Nikki, In Stitches handmade accessories store managed to drive 1,375% more email subscriptions through popups than through its sidebar subscription form.
According to particular visitors’ actions on a site, store owners can show them the following popup types:
- Exit-intent popups. These popups are shown when a user tries to leave a site. More specifically, the system tracks the movement of the visitor’s cursor on a particular site page and displays the related popup when the cursor leaves the area of the current browser window. This way, the brand presents its offers to leaving visitors to keep them longer on its site.
- Scroll-based popups. Scroll-based popups appear when the user views a certain percent of a site page determined by a store admin. E-commerce stores frequently use this popup type on their blog pages. This way, they introduce their offers to users who engaged with a certain amount of the content on particular site pages.
- Time-based popups. Popups of this type are displayed a while after the user opened a site page. Again, this value is set by the store admin. Time-based popups make their best when they appear 60 seconds or later after visitors load the page. At this point, they are already engaged with the content of the page, and, thus, more inclined to accept the displayed offers.
- Content-based popups. This traditional type of popups is shown to users when they open particular site pages, such as, say, home, catalog, product, category, and other ones.
Based on the above popup types, store owners can determine the most appropriate ‘moment of interaction’ with their site powered by popups.
Now, let’s walk through several examples that will help us understand for what purposes online merchants can utilize popups in their stores.
Popup Usage Examples
We begin our quick tour from the so-called ‘welcoming popup’ used by the Naja underwear web store. The popup is shown to users once they visit the store for the first time and offers a special discount on the first purchase for each new email subscriber.
In this way, the brand welcomes new visitors to its site. Moreover, it presents particular offers in a short and easy-to-understand form prompting visitors to become email subscribers with the words ‘be our special guest’ that creates the feeling of a unique offer available for each website visitor.