According to FinancesOnline, more than $1.8 billion is lost annually by e-commerce businesses due to untimely shopping cart abandonment. Average abandonment rates range from 59.2% to 79.8% — pretty scary numbers if you ask us.
How can you reduce this depressing number? Is there a way to keep customers on your site longer? Enter popups .
Targeting the right audience is an important sms promotional campaign factor to consider when developing a marketing and sales strategy. Pop-ups allow you to capture the attention of visitors who are about to leave your website or who may have been idle for a while. How? We’ll talk about this later.
This post will cover all the strategies you can use to target your audience with popups. We’ll mention how to do research, create engaging customer personas, use the right data, implement location-based strategies, and more.
How can pop-ups help you achieve your business goals?
Pop-up marketing is a unique digital marketing strategy that many eCommerce brands use to connect with their audience. As a business owner, it’s vital to capture leads and convert them into customers — and that’s where pop-ups can really help.
They’re a simple, effective way to collect important information from your customers, such as their email addresses or demographic information, to boost lead generation and optimize your marketing campaigns.
Data collection isn’t all there is to this strategy, however. When a visitor is about to leave a page, a pop-up can be triggered that displays a customized message on the screen along with a customized offer to entice them to stay.
Indeed says: “ Pop-ups can be used to actively surprise page visitors, creating a memorable experience in the long run. This helps consumers remember the brand, thereby encouraging them to make repeat purchases at the same store. In turn, it builds customer loyalty and boosts sales .”
You can change the information in your pop-ups frequently to test and monitor which types of promotions drive the best results.
Exit-intent popups , for example, are a great way to target visitors with “purchase intent.” Triggering a limited-time sense of urgency in the customer’s mind can motivate them to make that “last purchase” before leaving your store.
Strategies for Targeting the Right Audience with Pop-ups
Brands often use pop-up marketing to quickly address customer pain points without overwhelming them with information.
Pop-ups are used to spark visitor interest and brand awareness. However, it is crucial to understand how to use them properly without irritating page visitors.
- Conduct audience research
Pop-ups are a great way to collect visitor data while conveying your message. By analyzing the information collected from them, you can gain insights into your customers’ behaviors, preferences, and website usage habits.
For the 7 most important website engagement metrics for your business example, if a customer is about to leave your website, an exit-intent popup can be effective in grabbing their attention and encouraging them to buy. This is especially helpful if they’ve already added an item to their cart but haven’t committed to buying it yet.
Promotional ads could offer coupon codes , free shipping, or anything else that might encourage them to complete their purchase.
By gathering information from pop-ups, e-commerce businesses can understand the motivations of leaving customers and make necessary changes to their website, products, or customer engagement strategies.
Brands can use tools like Google Analytics or Survey Monkey to generate customer-driven data, which can facilitate more accurate data segmentation and provide insights into the overall behavior of visitors.
- Create customer personas
Understanding your customers is the most important part of running an eCommerce business . It’s important to know who you’re selling your products to. However, you can’t just find the perfect customer – a lot of detailed analysis needs to be done first.
Customer personas (aka “buyer personas”) involve researching the idea of your target audience by segmenting your page visitors into:
- Consumer Preferences
- Demographics
- idea
- Belief
- Pain Points
- Needs and wishes
The goal of creating customer personas is to specifically target your ideal customers with a message they want to hear. This means triggering different popups for different target audiences.
Building a customer or buyer persona isn’t difficult either. It requires a lot of research and time, but the data gathered can help you understand who you’re selling to and develop effective marketing and sales strategies.
Here are some examples of what you should consider when creating an effective customer persona:
- Client Positions and Roles
- Daily Activities
- Specific responsibilities
- Social Media Habits
- address
- Buying Factors
- motivation
- Personal Values
Having accurate and well-defined spam data buyer personas in your customer list will help you target your popups effectively.
- Use behavioral data to trigger popups
Behavioral marketing can effectively determine a person’s daily activities and what motivates them to buy.
Simply triggering a pop-up out of the blue can be an accidental technique. However, knowing when to trigger an ad is what matters the most. Did you know that 71% of online consumers prefer personalized ads?
This marketing strategy involves studying your target audience and their online shopping behavior. Generally speaking, it includes understanding what products they typically search for, their previous purchase history, the websites they visit most often, etc.
Consider this: a page visitor is about to leave the store, but has a full shopping cart. Based on behavioral data, you know that customers tend to shop primarily for high heels. Triggering an exit-intent popup with a promotional discount on your latest line of high heels can really grab their attention.
Implementing behavioral popup triggers at the right time is crucial. Interrupting your customers’ browsing will only annoy them and may force them to leave your site.
Next time you collect behavioral data, start by asking yourself the following questions: “ What are the buying habits and preferences of my target customers? What do they stand for and care about?”
Knowing the answers to these questions can help you craft personalized messages that resonate with your customers.
