What are Pop-ups?
They were invented nearly 20 years ago by Ethan Zuckerman, who found a way to separate the page’s content from advertisements while working for advertisers on the site tripod.com.
Today, pop-ups have become a very useful tool for companies who use them on their own websites to highlight a product/service, significantly increasing conversion rates.
Pop-ups in MagNews
MagNews Web Experience lets you personalize your website, increasing its performances and its Conversion Rate, thanks to customizable web elements including pop-ups. How? By recognizing visitors, you can monitor their preferences and implement specific, targeted actions.
Pop-ups are deployed on different target audiences, depending on the kind of visitor or their source:
- Anonymous or Recognized visitors;
- Source URL;
- Pages visited on your site;
- Interactions with your site elements;
as well as various triggers. Depending on the visit and how the page is used, the pop-up may appear:
- Immediately or after a certain amount of time on the page;
- When the cursor is moved (scroll down / scroll up);
- After a period of inactivity;
- Upon clicking on a web element;
- During the Exit Intent.
Exit Intent: capturing users when they’re exiting the page
Often, users navigating through a site don’t complete any actions, so there is no opportunity to trigger follow-up marketing actions.
These are situations in which Exit Intent Pop-ups can be useful: they’re a tool that allows you to re-engage with users who are about to abandon the page, as a sort of “second chance“. How do they work? By identifying the cursor’s path: when it moves up to the search bar or the top of the browser window, the web content is triggered.
Why use them?
On average, Web users abandon a page within 10 – 20 seconds. This implies that you need to capture the user’s attention in an extremely short window of time, which often isn’t enough to show them the Brand’s message or offer.
Exit intent pop-ups are a solution to this problem: they offer an opportunity to display more information. This information is important to the visitor, who may not otherwise have been able to find it. At the same time, it can encourage the user to complete an action (fill out a form, purchase, etc.), if you can find the right magnet.
Best practices: the pop-ups that really work
There are a few important rules to follow for your pop-up to generate conversions:
- Effective copy: make the user feel as though they’ve forgotten something or haven’t truly completed their session. For example: “Wait! Don’t go…“;
- Immediate Call to Action: push the user to act with the right CTA;
- Engaging design: if your user expresses the intent to abandon the page, engage them with a special pop-up. Fonts, colors, and images that grab their attention are key;
- Targeted messages: personalizing the message is very effective. For example, by segmenting topics, you can offer content that’s relevant to the page’s specific area of focus, significantly reducing exit rates.
Examples of Exit Intent Pop-ups
The difference between various exit intent pop-ups lies in the objective. Most effective uses include:
- Lead Generation: to ask for a contact e-mail (as well as other first-level information);
- Nurturing (cross / up-selling): to grant visibility to a product/service that could fit the visitor’s interests;
- Site analysis: this is often undervalued, but you do have the option of asking users about their reasons for leaving the website via a mini-survey. This can provide you with very interesting insight.
- Nurturing (cross / up-selling): per dare visibilità ad un prodotto/servizio che potrebbe essere in linea con gli interessi del visitatore;
- Analisi del sito: spesso si sottovaluta, ma è possibile chiedere un parere all’utente, tramite un mini-survey, sul perché si sta abbandonando il sito. In questo modo si ottengono degli insight molto interessanti.
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