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E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sales in Less Time

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Kissmetrics Webinar Series
“E-Commerce Promotion 101:
How to Use Non-Intrusive Popups to Generate More Sales in Less Time"...

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E-Commerce Promotion 101:
How to Use Non-Intrusive Popups to
Generate More Sales in Less Time
EMIL KRISTENSEN, SLEEKNOTE

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@Kissmetrics
#Kisswebinar
@thuelmadsen

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E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sales in Less Time

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If you’re like most e-commerce owners, you’re familiar with popups. And if you are, chances are you’re using them to capture and convert more leads for your site. But did you know there’s a much more effective way to use them?

In this exclusive training, Emil Kristensen, CMO and Co-founder at Sleeknote will walk you through how many of biggest movers and shakers in e-commerce are using popups to increase revenue—and how you can, too.

You’ll learn:

How one e-commerce site increased their opt-in rate by 512.5% (that’s not a typo)
A simple but powerful way to turn casual site visitors into happy customers (hint: it involves your checkout.)
How to design intelligent popups that guide your visitors to EXACTLY what they’re looking for on your site (a previous attendee said “it’s like having a virtual employee.”)
What to NEVER do when using popups (if you get this wrong, Google will penalize your site)
How to gently nudge site visitors to make better purchasing decisions using “page-specific popups.” (Once you see what others sites are doing, you’ll NEVER go back to your old way of using popups.)

If you’re like most e-commerce owners, you’re familiar with popups. And if you are, chances are you’re using them to capture and convert more leads for your site. But did you know there’s a much more effective way to use them?

In this exclusive training, Emil Kristensen, CMO and Co-founder at Sleeknote will walk you through how many of biggest movers and shakers in e-commerce are using popups to increase revenue—and how you can, too.

You’ll learn:

How one e-commerce site increased their opt-in rate by 512.5% (that’s not a typo)
A simple but powerful way to turn casual site visitors into happy customers (hint: it involves your checkout.)
How to design intelligent popups that guide your visitors to EXACTLY what they’re looking for on your site (a previous attendee said “it’s like having a virtual employee.”)
What to NEVER do when using popups (if you get this wrong, Google will penalize your site)
How to gently nudge site visitors to make better purchasing decisions using “page-specific popups.” (Once you see what others sites are doing, you’ll NEVER go back to your old way of using popups.)

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E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sales in Less Time

  1. 1. Kissmetrics Webinar Series “E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sales in Less Time" The webinar starts at 10am Pacific Time Slides and Recording will be sent out within 24 hours of the webinar Q&A after the presentation, but feel free to enter questions as they come up 10min Demo of Kissmetrics Analytics after the Q&A
  2. 2. E-Commerce Promotion 101: How to Use Non-Intrusive Popups to Generate More Sales in Less Time EMIL KRISTENSEN, SLEEKNOTE
  3. 3. @Kissmetrics #Kisswebinar @thuelmadsen
  4. 4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Emil Kristensen is CMO and Co-founder at Sleeknote, a lead generation tool for e-commerce. When he’s not busy writing awesome content and building the Sleeknote brand, he spends his time reading and watching vlogs on YouTube. EMIL KRISTENSEN CMO & Co-founder, Sleeknote @Emilgkristensen
  5. 5. @Sleeknotecom #Kisswebinar @Emilgkristensen
  6. 6. 1 Introduction Personalize your popups by making them page-specific Use popups as virtual employees to guide your visitors Promote your products with promotion popups Catch abandoning visitors with popups Improve your website by using popups as surveys 2 5 Ways of Using Popups for Your E-Commerce to Increase Sales 3 How to Increase the Conversion Rate for a Popup TABLE OF CONTENTS #Kisswebinar The importance of using popups the right way How one e-commerce site increased their optin rate by 512.5% Increase the conversion rate for your popups by A/B testing What to NEVER do when using popups Popup best practices
  7. 7. WATCH WEBINAR RECORDING NOW
  8. 8. INTRODUCTION THE IMPORTANCE OF USING POPUPS THE RIGHT WAY
  9. 9. The importance of using popups the right way #Kisswebinar ● Intrusive vs. non-intrusive ● Personalized vs. not personalized ● → Improving the user experience vs. hurting the user experience
  10. 10. 5 WAYS OF USING POPUPS FOR YOUR E-COMMERCE TO INCREASE SALES
  11. 11. 1. Personalize your popups by making them page-specific #Kisswebinar ● Why personalization is important - also when it comes to popups ● What is a page-specific popup?
  12. 12. EXAMPLE #1: B&O Play, a Danish consumer electronics company, uses the product their visitor is looking at as a prize in the competition they can join by signing up for their newsletter. #Kisswebinar
  13. 13. ILVA Martin Vad Jespersen E-Commerce Coordinator, ILVA Our experience is that the conversion rate of our popups increase significantly when we show relevant content on relevant sites. “ “
  14. 14. EXAMPLE #2: ● You are running a campaign on Facebook. ● You want to show a specific popup on your site only to visitors coming from your Facebook campaign. ● Use UTM rule to make sure the popup is only shown to these visitors. ● This way, you’re personalizing these visitors’ experience on your site by connecting your Facebook campaign with your site. #Kisswebinar
  15. 15. 2. Use popups as virtual employees to guide your visitors #Kisswebinar ● Use popups as guides for complex products to help your visitors choose the right one. ● Example: ○ You’re selling refrigerators. ○ Use a popup to give your visitors a guide to help them understand the different specifications.
  16. 16. EXAMPLE #1: Matas, a Danish drugstore chain, shows this popup on their product pages for facial products to help their visitors choose the right foundation. #Kisswebinar
  17. 17. EXAMPLE #2: Travel agency, South America Tours, uses this popup as a virtual employee offering their visitors a tailored trip along with a customized quote. This popup helps visitors overcome the obstacle of not being able to find just the right vacation for them. #Kisswebinar
  18. 18. EXAMPLE #3: Pixizoo, a Danish e-commerce selling children’s equipment, uses this popup to deliver a service notification to their visitors because they’re experiencing some trouble with payment. #Kisswebinar
  19. 19. PIXIZOO Nicolai Meldgaard E-Commerce & SoMe Manager, Pixizoo The service message creates a much better understanding from our customers than if we didn’t have anything on our site. “ “
  20. 20. 3. Promote your products with promotion popups #Kisswebinar ● Use popups for more than collecting emails - promotion: ○ Promote new products ○ Promote discounts during sales ○ Promote physical stores (opening events)
  21. 21. EXAMPLE #1: Potomac Riverboat Company, uses this popup to promote specific products, in this case their Mount Vernon Cruises. #Kisswebinar
  22. 22. EXAMPLE #2: Spirit Cruises, uses this popup to promote discounted products during a sale. #Kisswebinar
  23. 23. 4. Catch abandoning visitors with popups #Kisswebinar ● According to Shopify, 67.45% of people leave items in their online shopping cart - why not try to win them back? ● Sending abandoned cart emails is one option - but that requires you have their email (and can be illegal in some countries). ● Instead - show an exit-intent popup with a discount code. ● Remember the power of urgency - “This discount is only valid for X minuts/hours/days”. ● Make the offer unique - show only one time per session.
  24. 24. EXAMPLE: Burrow, a furniture company specializing in sofas, uses this exit-intent popup in their checkout to catch their abandoning visitors and convert them into customers with a discount code. #Kisswebinar
  25. 25. 5. Improve your website by using popups as surveys #Kisswebinar ● You can use feedback from your visitors to: ○ Improve your product or service ○ Measure customer satisfaction ○ Gain valuable insight into their goals and challenges ● Survey with email: ○ Not always the most effective way ○ Requires email addresses
  26. 26. EXAMPLE #1: B&O Play uses this popup to find out more about their visitors’ taste while promoting their new product. #Kisswebinar
  27. 27. EXAMPLE #2: Falck, the world’s largest international rescue company, uses this popup to gain more insight into why their visitors are leaving the site. #Kisswebinar
  28. 28. EXAMPLE #3: LivingShop uses this popup to get feedback from visitors who just made a purchase to use for improving the shopping experience on their site. More than one-third of visitors that saw the popup answered the survey → 3675 responses so far. #Kisswebinar
  29. 29. How to Increase the Conversion Rate for a Popup
  30. 30. How one e-commerce site increased their optin rate by 512.5% #Kisswebinar ● LivingShop wanted more email signups ● They created a popup to achieve that goal ● They used A/B testing to increase their optin rate
  31. 31. LivingShop A/B test: ● By A/B testing these two popups, LivingShop figured out they needed to give their visitors a stronger incentive to sign up for their newsletter. ● The popup to the right converted 512.5% more visitors than the one to the left. #Kisswebinar
  32. 32. Increase the conversion rate for your popups by A/B testing #Kisswebinar ● Even the smallest of changes can drive your conversion rate through the roof. ● Use A/B testing to figure out what changes. ● These are just some of the elements you can A/B test: ○ Images ○ Headlines ○ Lead magnets ○ Calls-to-action (CTAs) ○ Copy ○ Color ○ Input fields ○ Close method ○ Position
  33. 33. EXAMPLE #1 - Image: ● By A/B testing these two popups, LivingShop figured out they needed to add an image to their popup to make it more eyecatching. ● The popup to the right converted 64.5% more visitors than the one to the left. #Kisswebinar
  34. 34. EXAMPLE #2 - Lead magnet: ● This A/B test showed Organic Basics, a Danish organic clothing company, that their visitors preferred a freebie over a discount. ● Improvement of optin rate: 97.6% #Kisswebinar
  35. 35. EXAMPLE #3 - Headline: ● The only difference between these two popups is the headline. ● However, the A/B test showed an improvement of the optin rate of 59.1% ● Conclusion: B&O Play needed to expand more on the benefit in their headline. #Kisswebinar
  36. 36. What to NEVER do when using popups #Kisswebinar ● Show a popup in the checkout flow. ● Create a popup that doesn’t follow Google guidelines. ● Use “Sign up” as a CTA. ● Make them fill the whole screen. ● Show it to your visitors the second they enter your site. ● Show sign-up popups to existing subscribers.
  37. 37. Popup best practices #Kisswebinar ● When offering a discount, give your visitors a specific amount as $20 instead of a percentage as 10%. ● Use cookie settings to: ○ Only show a popup once per session. ○ Remove the popup after it’s been closed 4 times. ● Personalize your popups. ● Use A/B testing to find the optimal trigger for your popup. ● Use images. ● Don’t write too much text.
  38. 38. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  39. 39. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? EMIL KRISTENSEN CMO & Co-founder, Sleeknote @Emilgkristensen ek@sleeknote.com Limited offer at: sleeknote.com/kissmetrics

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