Here is how e-commerce website owners often define frustration: potential customers leaving a page without a trace of engagement. And you know what’s worse? Seeing it happening and feeling like there is nothing you can do to stop them.
You work hard enough to bring the traffic in and provide an outstanding user experience. But still, your “hard enough” was far from “good enough”. Not even that cute exit popup you got for yourself can change their minds.
In fact, there is SOMETHING (and by something, I mean a lot of things) you can do about it. Here are the best conversion rate optimization (CRO) practices that you can start doing now to set up and optimize your exit popups:
Keep it simple
This is not rocket science.
The less cluttered your offers are, the more likely you are to convince and convert customers. Remove unnecessary images, fields, and texts. Ask yourself: Do I need these to achieve my goal? If not, then it has no business being there — no pun intended.
Be clear and concise
People online are impatient and they would like to get as much information as they can in a minute or two. If they cannot easily get that out of your website, off they go.
What can you do to prevent visitors from leaving?
Make your headline as clear as possible. Do not leave potential customers guessing. Even adding a single word to add clarity to the headline can do wonders for conversion rates of your exit popup.
Most people naturally focus on increasing CONVERSIONS but that’s a terrible, terrible mistake. It’s like spoiled food delivered on a gold platter.
You want to target a high conversion rate but the real value lies in the product. Having said that, the focus should be on increased conversions AND delivering on your promise about the product. The latter is called credibility and it will go a long way toward impressing new customers.
Think of this: How many times have you been promised something and got underwhelmed as a result? Too many times, I assume, — this is something we what to avoid as online entrepreneurs. Conversions are just one step in the customer relationship. If you deliver on your promises you will also build loyalty, repeat business and possibly gain referrals.
Asking questions is a simple and yet one of the most effective ways to invite the audience to participate, whether verbally or mentally. But it’s almost a travesty to know it’s not employed enough in exit popups. I mean, there is not one place more important to use this strategy than at this juncture, where exit popups are your last line of defense.
It’s so simple that it’s mind-boggling.
Use consumer psychology at your disposal
The human mind is a wonderful thing and it’s also predictable because it reacts in patterns. What if, as an online entrepreneur, you can tap into the mind of your customers and use it to your advantage? Sounds like sci-fi, Inception-type stuff but you actually can.
Start using the oldest sales trick in the book – MISDIRECTION — and apply it to your exit popups. The sexier psychology term for that, in case you want to know, is called neuro-linguistic programming (NLP) technique.
Here is how to do it: break free from the standard sales pitch format because everybody uses them and it’s boring.
For example, a common objection from a customer is the price of the product — that it’s too expensive and I have no budget for it. You can overcome this potential objection by asking “What benefits would they expect to get for their money?” and then ease your way in.
How can you do that to your popups? Well, the same principles apply. Create something that could make your exit popups different from others.
You can do this by using words, questions, and offers that visitors don’t expect from an exit popup. Use pro-active verbs that grab their attention, not bland, overly-used copies that they have read from the past 1,000 exit popups before. On that point, exit offer providers like Picreel provide a large variety of popup designs to make your offers unique.
We want to throw users off their game and find ways to let their guard down but that does not mean we should introduce crazy ideas into our exit popups. It’s like when you offer someone food and they refuse. It’s better to ask, “Are you sure you don’t want some of the steak”?
Same principles apply here. Stay true to the theme and the product. Maintain what you were pitching all along and let it show in your exit intent offers. Keep the user focused on what they are about to gain instead of blurring the lines between the popups and the product.
For example, here is a copy from Picreel home page as we sense someone is about to leave the site. It communicates the same message that’s in the header of the site.
Guide your users
You can influence whether users decide to convert. You can do that simply by highlighting — making visible — the choice you want them to make in your exit popup copy.
Another technique is by creating a NEGATIVE call to action (something fun) that would make them feel funny about having to reject your offer.
However, make sure that your exit popup doesn’t look rude. You want to treat users with respect and avoid aggressive messages. For example, if your call to action is something like “Yes, I want to live healthy”, I wouldn’t recommend using “I don’t want to be healthy” as a close message.
It’s best to avoid doing that.
People visiting your website have a variety of reasons for doing so. Think about the reason for the visit when you are creating your popups. After all, it is imperative that the RIGHT people hear the right message. Otherwise, it falls onto deaf ears.
How can you apply this?
Create an exit popup that is specific to that area of your site. For example, if a user exits during the e-commerce part of your website what does that tell you? Maybe he wanted to buy something but something threw him off and out the page. What can you do? Why not offer a discount if they buy now or a future discount in exchange for their e-mail?
That’s why we’ve made it easy to choose where to display your popups with numerous Picreel targeting options.
To emphasize, NEVER put something in the exit popup overlay that has nothing to do with what they are reading or doing. Be consistent and make sure the popups are relevant. The easier they can relate to the popup, the better your chances of getting a positive result, which is, a conversion.
Not running tests is one of the most critical mistakes you could make. There is nothing that can replace real time tests to know whether the changes you implement work or not. You can’t simply rely on case studies that have been researched on the web and expect them to automatically work for your site. Remember, what works for others might not produce the same results for you.
There are a number of services that offer A/B and split tests so feel free to use anything that you feel comfortable with. You can also run different A/B tests in Picreel. This will greatly help you decide which colors have positive conversion effects, where to put the Call to Action button, and trivial matters like fonts, font size, etc.
Want to learn more about A/B testing? Check our latest article.
Now you have several ideas to start with.
Before you go, I’d love to hear your thoughts and comments below. Set up and optimize your exit popup and share your result. If you’re running a popup now, tell me how these principles are working for you.