In this guest post by Barry Buckman of Ecommerce Innovators, Barry shares how they used a geographically-targeted popup to offer a coupon, and the incredible results they got for their client.
No matter how engrossed we are with our computers, smartphones, Google Glass (hey, it’s making a comeback), and other tech, there are still going to be certain products that we as a society will prefer to purchase in person. In a real, honest to goodness store. Just like our ancestors did a million years ago, in the 1980s.
One obvious example of this is home furniture. Before you lay out hundreds of dollars on a new couch, there’s a good chance you’ll want to actually sit on it for a minute or two to make sure it’s comfortable.
The challenge the client brought to them: There was nothing at all which triggered users to get up and go visit the store.
We were recently approached by a regional furniture store chain who wanted to use digital marketing to drive traffic to their physical stores. They are an established brand, and already had decent web traffic, but a simple look at their website made one thing clear: This was an ecommerce site, through and through. Home page leads to category page. Category page leads to product page. Product page leads to shopping cart.
How We Solved The Problem
Step 1: Check if the existing web traffic is qualified
First off, we wanted to see if site visitors were in fact interested in making an in-store purchase. We determined this by using Hotjar to run an on-site poll, asking users if they preferred to make their purchase online, in a store, or either way. The results showed that only 16.5% of users specifically wanted to purchase online, and not in a store. (see image below)
In other words, we were getting the right type of traffic to generate in-store visits. We just needed to get the website to encourage them to do so.
Step 2: Craft the offer and its delivery aka the call to action
Now that we knew that our site visitors were in fact interested in making an in-store purchase, we looked for a way to drive them to take that action. We came up with a simple solution which turned out to be extremely successful – a popup (aka lightbox) which offers a 10% coupon, good for in-store purchases only.
We used the 40Nuggets tool to create these lightboxes, and obviously benefited from their geo-targeting feature, so that visitors from outside the region served by the stores wouldn’t be shown the popup. (Instead, out-of-region visitors got an online-shopping popup offer.)
Did this work?
You bet! We saw immediate results. 13.44% of users who saw this popup converted!
If you’re enjoying this case study, you may also want to check out my video interview with Barry (and Ecom Innovators’ CEO, Fran Jakubowitz) in which we discuss this and three other case studies where they got killer ROI for their clients.
Step 3: Iterate aka Optimize to Better Results
Good results? Yes. Good enough? No. We wanted to push the envelope a little further, so we created a test variant which we lovingly refer to as a “Passive-aggressive popup”. You’ve probably seen these. Instead of an X button which allows you to close the popup, these require you to click on a line of text which tells you what you’re missing out on by not converting. In this case, we made users click the words “No thanks. I prefer to pay full price”.
The result? Conversion rates jumped all the way to 22.2%. That’s a 65.17% conversion rate lift!
Then, when the holiday season came around, we stopped promoting the 10% coupon, and instead promoted holiday deals where you could save “Up to 75%”. This temporary change has resulted in conversion rates jumping jump to 28.67%, which is a 29.14% lift relative to the second popup, and a 113% improvement over the original!
- Popups have gotten a bad rap, but they work really, really well. Their bad reputation is based on dot-com-bubble-era annoying popup ads that came up randomly and offered no value. But if you’re giving people what they want (and hey, who doesn’t want a discount?), your audience will respond positively.
- You can use on-site actions to drive off-site behavior. But if you want to drive foot traffic to your store, make sure your website triggers people to do just that. Don’t assume that they will without your encouragement. Without an incentive to do so, they probably won’t.
- Passive-aggressive popups (I would love it if this becomes an industry term!) work….if you tangibly explain what users would be missing out on by not converting. . In this case, the dismissal text made that painfully clear: “No thanks. I prefer to pay full price.” But I’ve seen cases where the dismissal text on a whitepaper-download popup is “I don’t want to learn more”, and that’s obviously less compelling copy.