How are customers and potential customers finding your ecommerce store online?
If you’re lucky enough to be ranking at the top of Google search, then you’re probably getting around 36.4% of search traffic thanks to SEO for ecommerce businesses.
But whether or not you’re in the top spot on Google, let’s not forget that typical online readers only spend 15 seconds on a given page.
From the moment potential customers land on your online store, they need a reason to stay.
Attention spans are getting shorter and competition is getting stiffer. Attracting customers to your store is just the first step. If you can’t capitalize, your traffic won’t convert.
Thankfully, pop-ups and banners are still thriving.
Here is how to use them to drive engagement, and more importantly, increase your direct sales.
1. Deliver Exit-Intent Coupons to Prevent Bounces
Exit-intent overlays are explained as:
Before your visitors leave your site (or express “intent” to do so by moving their cursor to the top of their browser window) an overlay pops up in the same window with a message, prompt, or offer.
Here is an example of exit-intent in action:
Note that your popups don’t always have to have the intent to sell.
Check out this example below of how GetVOIP. They use a popup to provide value to their audience by getting them to sign up for their email list, which promises to provide actionable tips to grow their bottom line.
According to multiple studies, pop-ups still work. Very well.
Despite countless articles online proclaiming the death of pop-ups…
…studies show they increase conversion rates drastically.
- The average conversion rate for all pop-ups is 3.09%, higher than most PPC conversion rates.
- The top-performing pop-ups generate a nearly 10% conversion rate on average.
If you can develop effective offers targeted to the right audience at the right time, you can generate high conversion rates.
And the best part is you don’t need to spend any money to do it.
The key with exit-intent overlays is accuracy. Specificity.
Is your customer browsing a category page for men’s basketball shoes?
If so, make your exit-intent very specific and target the discount directly on the products they were browsing.
Use a lead magnet to offer a coupon for 20% off on those hot products they were browsing and be sure to back that with your email marketing software. One strategy that’s been converting well for ecommerce marketers is using an interactive signup form.
If you want a more generalized campaign, be sure your discount is compelling enough for them to use. Make it simple and easy. Instead of trying to convince them to provide an email address, have them activate a coupon for nothing in exchange.
This will help you improve your ecommerce conversions fast.
2. Run Pre-Black Friday/Cyber Monday Deals
Black Friday and Cyber Monday are notorious days for online deals.
This is fantastic news for online retailers, right?
Yes, but also, no.
While consumer buying is at an all-time high during this period, competition is also fierce.
Every store you can think of is running deals on these days. And while you should too, you can do more to ensure that you are increasing your ecommerce sales.
By running promotions before Black Friday and Cyber Monday:
While most online stores are only giving deals on these two days, you can capitalize on discount fever by offering coupons beforehand.
From personal experience working in ecommerce, starting a promotion in advance can skyrocket sales.
Here is a game plan that I’ve used with ecommerce clients to increase online sales during this time:
- Start your deals at the beginning of November
- 20% off orders over $50
- 30% off orders over $100
- 35-40% off on Black Friday
Now that you’ve got the plans in place. It’s time to execute using pop-ups and banners.
Using the Link Promotion tool via AddThis, you can easily set up banners or pop-ups to promote your deals:
Use a tool like WordPress or other landing page software to link directly to a category page on your online store that contains all of your products on sale.
In addition to static banners, test out pop-ups and exit-intent to capture more sales:
Pop-ups and banners will help you naturally promote your current and upcoming deals.
Feel free to get creative with your banners by using them to provide helpful resources to readers, like this example above from MyRoofingPal that connects potential customers with local roofing companies in their area.
3. Create Urgency With Limited-Time Offers
When users land on your online store, what are you doing to drive sales?
Customers can browse all they want, but browsing doesn’t put money in your pocket. Browsing doesn’t help your bottom line and direct sales.
Instead of passively waiting for them to convert, you need to take action.
How? By driving urgency. Something that ecommerce sales platforms like Amazon have almost perfected in the last few years:
In other words, there’s a reason why Amazon has over 100 million Amazon Prime members. Customers want their goods and they want them now.
Check out the image above to see how they induce urgency in online shoppers. Want your product faster? You need to order it now.
Consider the following offers to use on your pop-ups and banner ads to mimic this effect:
- Free shipping if you purchase in the next 15 minutes
- $10 off your order for the next 4 hours
- Order within the next 2 hours to get 20% off
Keep your offers on a tight schedule. Anything over 12 hours will be too long, creating less urgency.
The real goal here is to create the fear of missing out. By putting a time-limit on the offer, users feel that they are missing a deal if they don’t capitalize.
This can help you reduce your cart abandonment and drive more sales from the traffic you’re already getting.
4. Provide Free Shipping For the First 50 Sales
One of my favorite tactics in ecommerce sales is offering a big deal for a limited amount of customers.
One that I have used with great success is:
Providing free shipping for the first 50 sales of the day. Free shipping is a big winner in 2019. Data shows that 93% of consumers would be more likely to buy from you if you offered free shipping.
According to Statista, the number one reason why people use Amazon Prime is free, fast shipping:
Free shipping can transform your sales. But, the only problem is–ree shipping eats away at your bottom line. Especially if your goods are harder to ship.
For example, shipping a necklace is much cheaper than shipping a television.
To make up for this, if you don’t already offer free shipping on items, only offer them to the first 50 customers in a given day, week, or month, depending on the scale of your current store.
The more sales and traffic you currently have, the shorter the timeframe you will have to use.
Consider running this promotion even just once or twice a month (or year) to generate hype and interest.
5. Run Mobile-Specific Banners
Customers expect your online store to be mobile-optimized.
Currently, most of the traffic online is mobile. And according to research, 61% of mobile online store visitors will leave your store immediately (and won’t return) if they have a poor experience.
Making your ecommerce store design responsive and optimized is critical.
So, pop-ups on mobile should generally be avoided, as they take up too much real estate on screen and can hinder the browsing and buying journey.
Instead, you should run mobile-specific banners that don’t take up the entire screen.
To communicate value, banners across the top of your online store are your best bet, like this example from Eterneva, a company turning ashes into diamonds:
Notice how they have a subtle ‘order kit’ button placed strategically in the top right of their banner in a way that is mobile friendly and more likely to get clicks.
Having these banners on mobile will ensure you communicate your offers without destroying the user experience.
Ecommerce is more competitive than ever, and attention spans are lower than ever. Getting consistent traffic to your online store is hard enough, let alone getting those visitors to buy your products.
Using banners and pop-ups, you can communicate deals effectively and keep their attention.
Try specific exit-intent pop-ups to prevent bounce rates and drive more action. Promote your latest deals and sales before Black Friday and Cyber Monday. Create urgency using limited-time offers. And provide free shipping to the first 50 sales to further induce urgency and drive sales.
What are some ways that you have increased your ecommerce sales with pop-ups and banners?
Adam Enfroy is a writer, content marketing consultant, and strategic partnerships manager for BigCommerce. With 10+ years of digital marketing experience, he’s passionate about leveraging the right strategic partnerships and software to scale digital growth. Adam lives in Austin, TX and writes about affiliate marketing programs and scaling your online influence on his blog, adamenfroy.com.