This article will show you 13 pop-ups that can be used to increase conversion, reduce bounce rates, and improve your email capture.
Ah, the ecommerce popping-up. Once much maligned, it was destined to be removed from our screens.
The pop-up, which includes novelty facial hair and double denim, is making a comeback. It has been a powerful tool in ecommerce, driving up to 44% increase in conversions.
Behavioral targeting options are more precise than ever, making them more relevant, personal, and more efficient. You can use a pop-up to entice hesitant customers with a limited-time discount or to encourage email capture for future marketing.
Let’s take a look at 13 ways you can embrace pop-ups within your ecommerce store.
1. Get new customers and collect valuable email addresses
Some call it bribery. We call it incentive. You can encourage your visitors to leave their email addresses by offering them a discount. You get money back and they will take action. It’s a win-win situation. This pop-up should only be displayed to new visitors. It will not allow for discounts to old email addresses.
In exchange for a subscription to the newsletter, Beach Club gives new customers 10% off their first order. This increases the likelihood of a purchase and opens the door to marketing later through retargeting email.
Bonus tip Set up customized triggered emails to interact with customers offsite. This will maximize the value that you get from these shoppers. Find out how to create the perfect product recommendation email strategy.
2. To Boost Season Sales, Create a Sense Of Urgency
Most of us remember from school that there isn’t anything that can get people moving as fast as a deadline. Ecommerce is no different. A pop-up is the ideal vehicle to deliver your message.
Champion, a fashion brand, made great use of this countdown timer. It was used to create hype about a drop in their clothing and to encourage customers to sign up to receive updates on future releases. To keep the countdown in front of customers’ eyes as they browsed the site, the pop-up was reduced to a corner of the screen.
3. Push Specific Items Based on Seasonality/Necessity
Pop-ups are a great way to get the message across whether you’re selling a product essential that your customers will need or something that’s relevant to them based on seasonality and other attributes.
Face masks have become a must-have accessory in our modern age. Men Type created a subtle popup to promote the mandatory use of a face mask. It also offered two options for shoppers to choose from (with convenient ‘add-to-cart’ buttons underneath each item).
4. Cart pages are eligible for a discount or freebie
While a discount or freebie can be a powerful tool, it can also be a great way to get more out of it.
This is exactly how Route One used their pop-ups to encourage customers to increase their cart values. Customers who buy a skateboard were offered a free grip upgrade or product upgrade. This encouraged them to increase their cart value and drive up sales.
You can also set your pop-ups so that they are triggered by cart value if you want to encourage shoppers who already spend a lot to shop. This will ensure that only those who have carts of significant monetary value are eligible for discounts.
5. To get shoppers in the mood, launch a flash sale
Flash sales are the best way to get your customers’ hearts racing. These sales typically last for a short time so a pop-up is a great way to let your customers know it’s there.
Woodhouse Clothing is a master at flash sale promotion. They use a simple, sleek pop-up design to communicate their message:
6. You can send important messages to your site visitors and make sure they are top of mind
Pop-ups do not always need to promote specific products. Sometimes they can be used to simply communicate a message to your visitors.
Dormeo used a popup on their homepage for delivery information updates during the pandemic. This is a great way to inform shoppers that you are still open and be transparent about any shipping delays.
Woodhouse Clothing shows pop-ups that are specific to a customer’s geo-location. This allows them to see if the brand ships to their location (as well how long it will take):
You can mix product recommendations into your content without having to actually show products. We showed you how they promoted face mask sales in a subtle popup as shown in our Men Type example. They chose to not promote the product and remind shoppers that masks are still required.
You can choose to give a simpler, brand-specific message to shoppers when they visit your site.
7. To increase AOV, offer complementary items before you check out
Pop-ups are not just for email capture and discounts (although they can be great for those), but they can also be used to recommend products.
Donald Russell use this pop-up to great effect to notify customers when they have added items to their cart. They use the pop-up to suggest complementary products, instead of just providing confirmation text. This allows customers to find relevant items without interrupting their journey, and encourages cross-selling.
Ren Skincare also uses a sleek design to suggest additional products after a customer has added them to their cart.
8. Shoppers can ‘Complete The Look’ with Cart Pop-up Bundles
A good alternative to increasing cross-sell through ecommerce pop ups is to direct shoppers to items that they are most likely to buy with those they already like. Product bundles allow customers to add additional items to their cart and discover complementary items that they might not have found on their own.
Proviz Sport promotes product packages in a pop up on the PDPs products to increase conversion rates
9. Re-engage returning visitors who have not made a purchase
It doesn’t matter if they are indecisive or simply distracted, it is always a good idea to remind them of what they have previously looked at to help them find inspiration to buy. It’s a great way to help them get to the checkout quicker, and make it as simple as possible.
This Ruroc example shows how a popup appears on a visitor’s return to the website. It uses past browsing data to show similar items or other similar products.
10. Convert Shoppers before They Leave Category Pages
Although site abandonment is not a good thing, it doesn’t mean that you can’t make this a positive event for your business. Particularly the Category page is a great place for shoppers to engage. Up to 70% of online sales are generated from this page. It’s important to make the most out of this space so that your customers don’t bounce.
Choose a trigger that targets shoppers who are likely to abandon a page in a particular category and display products they may not have found yet but might like.
Ruroc does exactly this by reengaging customers who are about to leave a category page with an exit popup that displays products they may enjoy. These products are chosen based on the “Browsing History Related” algorithm.
11. Offer a Cart Contents reminder
Online retailers must target customers leaving their carts without completing the purchase, as the global average abandoned cart rate is now hovering around 70%. Similar to the site abandonment popup, this one targets customers who have added items to their cart.
Greatdays has implemented this pop-up-targeting technique, leaving unidenitifed customers with an offer to save their cart contents. They can then reach out to them via email, reminding them of the items they are interested in. This allows the shopper to continue shopping at a more convenient time. Greatdays can also store their email address for future retargeting.
12. A Pop-up Displaying a Discount Code to a Special Segment of Shoppers
Discount codes can be a great way to encourage shoppers to go to the checkout. However, you may want to offer a percentage discount to certain customers (such as VIPs or people who are passionate about a particular brand) when they place their next order.
This can be done online with ecommerce intelligent segmentation. It allows you to target a particular audience with a message or product, or even a discount.
Woodhouse Clothing display an HTML pop-up with a coupon code for shoppers who fall within a specific brand segment. This helps them to promote the brands and treat those who are most interested in them.
Eplehuset allows for hyper-personalized interactions at a local level. This is done by showing a pop-up message to shoppers that fall within a particular location segment. This is an example of special messaging they provide to shoppers in Oslo, Norway.
13. For increased ROAS, make the most of PPC campaign
You want to maximize the traffic that comes to your site via a paid route. A pop-up can be displayed only on pages PPC shoppers will visit. Pen Shop optimizes for this purpose by using a popup that is triggered by the relevant URL-parameter. This pop-up is activated when a customer clicks to visit the store. It incentivizes them to buy and increases the ROAS. You can do this for other campaigns and channels, such as traffic from newsletters, Facebook ads, or blog posts.