Why You Should Use an Email Pop-Up Box for Your Ecommerce Store
Not only are you angling for position against other companies but you’re also competing with real life distractions: phone calls, emails, family issues, work deadlines, and the list can go on and on.
So for the busy person that lands on your site, you want to make a concrete connection. The best way to do that is to make a sale, to use a compelling web experience that drives them right to the shopping cart immediately.
But with average conversion rates in online retail hovering around 2%, you can guess that this type of experience doesn’t happen 98% of the time.
More than likely, you’re getting someone who is just stopping by to check you out.
And that’s why getting hold of an email address is so important.
You probably won’t clear a sale on the first try, and while there’s a lot you can do on your site to improve engagement and conversion, one of the best ways to stay within reach of a sale is to have access to an inbox.
Email is a critical touch point in online retail. It allows you to build an organic connection through sharing legitimate value (blog posts, videos, promotions) as well as keeping you on a potential customer’s radar.
Customers can’t buy what they can’t see so an important part of being visible is to maintain a level of awareness in your customer’s minds. As shoppers ourselves, we know the potential to get annoyed with a pop-up box but the benefits to a business are undeniable.
On average, businesses see between 150% and 1100% increase in email sign ups with pop-ups according to Income Diary. Plus, Conversion Voodoo reports that businesses have seen an increase in sales by more than 40% when adding a pop-up.
The issue then becomes a matter of balance: can you ‘win’ at retail without ‘selling out’?
If you’re just starting your retail business or even if you’ve been at it for a while, there’s something that makes your company or product unique, something that makes a customer choose you over a competitor.
And that’s what you need to build around to make your marketing efforts more successful.
Being able to isolate your value (what you do best that customers benefit from most) means that you’ve just earmarked a key engagement tool.
So when you’re asking for an email, it’s not just a one-sided exchange or a desperate discount, but a building block in a (hopefully) long-term relationship.
Here are 3 ways to use an email pop-up more effectively:
1. THINK BEHAVIORALLY!
Don’t assault the potential customer with a pop-up as soon as they land on the page. A little breathing room never hurts.
Most pop-up providers allow for customers to scroll a certain percentage of the page or complete an action like clicking to another page before the box shows up.
In that time, make sure you’re sharing valuable information and/or creating desire for a product so that the pop-up becomes less of a disturbance and more of an invitation.
2. THINK AESTHETICALLY!
Make sure that the pop-up is actually attractive. The right presentation is likely to boost engagement. Look for an eye-catching yet relevant image to pair with it.
3. THINK STRATEGICALLY!
Placement is very important. Some retailers will forego a pop-up and instead have an email sign up section on a side bar or footer. If your customer would be better served with those options, then implement them! Ultimately, it’s about doing what works for you, not just applying a popular tactic.
But now that you have an email address, what the heck do you do with it?
Well that’s a common struggle for a lot of online businesses. They think that they have nothing to share, or that emailing too often may turn off the customer, or only use it during popular holidays to hopefully get more sales. But there’s no strategy to it! Instead of thinking of email as a burden, think of it as a bridge.
A recent Google poll showed that over 90% of respondents checked their email at least once a day, meaning it’s the one platform that most people spend dedicated time. That’s ideal for marketing because you’re meeting them where they are. And nothing motivates a sale like convenience.