Think about the online store experience for your typical customer. They might click on an ad on Facebook, or Google coming to your online shop. Then they browse around for some time and most likely they will leave without any purchasing. At that point, you have paid for the ad to get a visitor on your shop but you have no way to contacting them again. Or you have to resort to options like Retargeting ads, paying every time you have to say something to your customers.
On the contrary, if you convert the visitor into subscriber by persuading them to give their email id, then you can reach to them with targeted email marketing. Email, in addition to being the go-to way to save these otherwise lost sales, has strong conversion rates across multiple industries. Data suggests that, on average, businesses can earn $44 for every dollar spent on email marketing, and the average conversion rate for landing page traffic sent through email is 6.05%.
That’s where email marketing can offer outsized value as a channel. To start accruing these benefits and unlock email marketing’s potential, you first need a list of subscribers.
Convincing someone to give you their email address during their first visit is easier than convincing them to make a purchase—it doesn’t cost them anything.
In this post, we will share 8 effective strategies to start growing email list by engaging visitors with gamification, offering them incentives, guiding them through shopping experience or via surveys.
Popups are the most effective ways to get email signups. You can configure to show a popup when customer is just about to leave your shop(exit intent) or based on certain time. Test after test has shown that, with the right offer made to the right audience, pop-ups can dramatically increase your email sign-ups.
But unfortunately, most ecommerce companies use popups shove an untargeted run of the mill deal to customers. Apart from them having very slime chance of any signups and they annoy customers. As they are becoming increasingly annoying customers are not just going to give their email id for 15% discount code, while they figuring out what/whether to buy anything from your shop.
In this post, we will introduce 8 high performance strategies around how to use popups effectively to convert your visitors to customers.
These are not just high level descriptions - each of these strategy will have step by step guide around how to implement and run this on your shop in no time using our app - Upvert. Upvert is a Shopify app that comes with a forever free plan, so you don't need to spend anything to get these strategies running for your shop and reap benefits.
We will start with a use case for easy explanation of these strategies. Let's say you have an online shop that sells electronics accessories related to SmartTV. You are running Google ad for the keyword - "SmartTV wireless Keyboard" and your landing page is a product detail page for - "Mini keyboards" which looks like a game controller and which has price of $40. Your ad is getting good traction, customers are clicking on your ad and landing on this product page, but not converting or signing up. We will show how to implement each of these strategies that can help you with improving signup rate for your shop.
Popup Gamification: Offer discount in lieu of answering trivia question
Adding gamification like trivia questions to your popup can keep customers engaged. When customers get discount in exchange of answering trivia question they get a sense of accomplishment and more likely respond to popups.
Following recipes show many ways to form trivia question.
- Recipe1: General trivia about your niche/industry. For ex., since your customers are potentially TV buffs, you could run trivia about Netflix shows or movies. Find instructions to run this trivia here.
- Recipe2: Spice up your trivia with animation - Adding animated GIF will capture your visitor's attention and more likely to get signups. Find instructions to run this trivia here.
- Recipe3: Educate your customers about your products via trivia. Find instructions to run this trivia here.
Guide customers through shopping experience: Offer product recommendations
There could be multiple reasons why customers are not engaging with your mini wireless keyboard product - (1) The price of $40 for a remote keyboard could be perceived as higher (2) Customers might be looking for a product that looks like remote controller since that's natural way for to control TV rather than game controller (3) Or no idea.
Following recipes can help you to find the reason as well as get subscriptions.
4. Recipe4: From the same product collection, find products cheaper than mini keyboard and add it to popup, with caption "Looking for something less expensive?". Find instructions on running this recipe here.
5. Recipe5: Upsell - Find a product that looks like Remote controller and add it to your popup, with caption - "Looking for different model?". Find instructions on running this recipe here.
6. Recipe6: Create a collection of product that you think customer might be interested and give it to Upvert. Upvert will automatically add one product at a time for a popup display. Also you can see stats about best performing products on Upvert reporting page. Find instructions on running this recipe here.
Above category of popups has following advantages -
- They show that you understand customer's shopping context and trying to provide better experience for them. These help you gain customer trust and potential signups or sales.
- By popping these recommendations and looking at customer's reaction, you get implicit signals around what customers are actually looking for.
Also, its not necessary to run one recipe at a time if your shop is getting enough traffic on this product detail page. You could run above three campaigns at the same time. Upvert will automatically optimize the popup impressions based on campaign performance.
Understand your customers through surveys
Nothing replaces a well crafted Survey when it comes to customer research. But you need to carefully choose the survey question and potential options. Following guidelines might help you with crafting a good survey -
- Never ask personal question - like income, location etc., Focus on your product and form a question around that.
- Provide easy objective options for your customers that's easy for them to choose. Avoid asking detailed descriptions, they will just bring down survey engagement.
- Clearly state why you are running this survey. For ex., something like - "We are trying to understand our customers to provide better experience for them."
You could offer a product discount in exchange for participating in the survey, that demands for collecting email ids. In this way, it could act as email signup campaign as well. Following recipes shows how to run a good survey -
7. Recipe7: In the above case, it's potentially possible that customers are trying to control laptop, phone or some other device connected to SmartTV. So your survey would like what is the device you are trying to control, providing different options for them. Find the recipe for running survey campaign here.
8. Recipe8: Here you also have opportunity to customize the experience post survey experience. This recipe shows how to do this effectively.
Popups are very powerful because they come as in your face for customers and they cannot ignore them. Above strategies show how to harness their power to provide better shopping experience for your customers, engage them with fun gamification activities and get better understanding about your customers. If you have a Shopify shop, you can get started with them today in less than 5 minutes without any cost. So what are you waiting for?
Stop creating annoying popups. Start building smart conversion strategies.