We all know how cool pop-ups are and how useful they are in capturing customers’ emails.
But, how can we actually optimize it to get an awesome conversion rate? And, how can we actually track your beautiful pop-up performance with Klaviyo?
I’ll explain everything in the following article, so keep reading.
Pop-up Best Practices:
– How to increase your pop-up conversion rate?
1. Give more thought to incentive
Think about this – why would your customer sign up to your newsletter? What are you offering? Why should your customer care? A perfect pop-up needs to give value. If you want people to sign up, you need to make sure the benefit is clear and relevant to your potential customers. It’s a trade: they give you their email addresses and you give them some value back.
For example, some motivating incentives are free shipping or a discount on the initial order.
However, if you’re a luxury brand with premium products targeting wealthy people, keep in mind you should probably not give discounts, but, instead, create a perception of exclusivity.
Here are a few examples you can use:
- Get access to new arrivals, secret sales, and exclusive events
- Be the first to get access to new collections and insider exclusives
- Become an insider to be the first to know about events and new collections
The incentive is visible and relevant
The incentive is not visible
2. Make your call-to-action clear
On an email pop-up, the call to action is the sign-up button. It’s also one of the most neglected elements because, after all, it’s just a button, right?
Wrong. Buttons can have a huge effect on conversions. What’s written on that button can increase drastically the number of people that click it.
Also, you want your pop-up to stand out by not having generic text, such as “sign up,” “subscribe,” or “submit,” like most of the sign-up buttons out there. Why?
Because generic text doesn’t convey the specific benefit that visitors get from signing up, what’s going to happen next, or make the button tempting to click.
The CTA and the benefit are clear
The CTA isn’t clear
3. Work on the timing
On most websites an email signup form is displayed in the footer. It’s always good to have one, but footer forms have a really low conversion rate because only a few people actually notice them and subscribe. Also, visitors have to scroll all the way down your website even to see the footer to sign up. They’re unlikely to do that unless they intentionally want to hear more from you.
This is why some websites use pop-ups that appear during a visitor’s session on top of the webpage they’re browsing.
As long as they appear only once in a visitor’s session, pop-ups are a great way of collecting email addresses to build your list. The email conversion rate is obviously higher than that of subtle footer forms.
However, the pop-up form has to be displayed logically.
Someone lands on your website, and, instantly, a pop-up appears asking him to sign up. He wasn’t even able to look at your products. He will probably be upset and leave your website without fulfilling the call-to-action. That’s a fail.
Imagine yourself walking down the street, and someone you don’t know, out of the blue, asks for your phone number before even talking with you. It wouldn’t make sense, right?
The same thing happens with email sign-up forms on your website. You have to engage with people first if you want them to sign up. This means that visitors must have time to get familiar with your brand and your products before showing the form.
The best way of displaying an email capture pop-up that provides the visitor enough time to look at your website, without interrupting her session, is on exit-intent. The pop-up will appear only when the visitor expresses an intention to leave the website.
However, this is only possible on desktop configurations. For mobile users, it’s better to delay the pop up 30 seconds after they enter the website. In this way, you give them enough time to browse without interrupting their session right away.
4. Keep it simple
Always keep in mind the end goal we want to reach here.
Why do we use a sign-up form in the first place? To capture email addresses.
So you don’t need much information, just the email address technically.
But to give that sense of personalization and uniqueness, we recommend to ask for the first name as well:
So we need only two fields:
You should avoid asking for more than that. I know that it is always handy to have more information to use (last name, birth date, gender, telephone number, etc.), but if you ask for too much information, it will take longer to complete the form and will add an extra level of friction.
We want the sign-up to be fast and painless. They don’t have to think about it.
Asking more information than those two fields will negatively impact your conversion rate.
We talked about how cool pop-ups are and how useful they are for capturing emails for email marketing.
But let me emphasize the importance of a simple, straightforward integration into Shopify’s data collection.
There are a lot of different third-party apps that implement pop-ups on your Shopify store, but only one provides email marketing as well. Instead of installing an email marketing app and a separate pop-up app, and paying two fees, it’s better to utilize a one-stop solution.
That’s what Klaviyo provides. Klaviyo is a fully integrated email marketing platform that leverages data from many sources, including its built-in pop-up functionality.
Klaviyo is what we trust at Hustler Marketing. We have consistently made 20%+ more revenue for our clients through email marketing, and much of that is due to leveraging Klaviyo’s robust tools.
5. How to track pop-up performance with Klaviyo:
Go to Dashboard > Analytics > Forms Overview to find all sorts of information regarding your pop-up.
Ettore Bellò, Hustler Marketing