Today, it’s getting tougher to turn online shoppers into customers. They want to be able to probe all their options before they even make the decision to subscribe to one’s newsletter – let alone make a purchase. One of the most used and most effective strategies being used to grab this shopper’s attention being, a popup. While that becomes easier to implement with apps like WooHoo, what are the eCommerce metrics that really define its success?
eCommerce metrics to track for your popup
The number of times your popup is seen by a shopper that visits your site. This is important because if the shopper doesn’t see the popup, they won’t know what you’re trying to get their attention to or the offer you’re wanting to make them. So tracking impressions is a must!
Time on popup
You could be getting a lot of impressions. But what point is it of if the shopper doesn’t read the message and closes the popup? You wouldn’t drive any conversions at all! That is why it is important to track the time your shoppers spend on the popup – for how long they are looking at it to gauge if they are paying attention to the message. You can do this using the Google Tag Manager. Read this guide.
The number of shoppers who convert on the popup. The conversion goal here could be different for different stores. For instance, your goal could be to turn more shoppers into subscribers or get them to follow you on social media. This is similar to the engagement rate your popup gets.
Apps like WooHoo make this easy for you to track with a real-time analytics dashboard to measure your popup success.
Click-through rate (CTR)
The CTR refers to the number of clicks you receive on the popup as per the number of impressions made on the shoppers. This is one of the important eCommerce metrics to track because if your click-through is low, there is a high chance your offer isn’t good enough or your message isn’t clear enough for the shopper to convert.
The number of shoppers who are using the desktop to access your store and have seen or been targeted by the popup.
The number of shoppers who are using mobile devices to access your store or browse your products, and have seen the popup.
Now one of the most important eCommerce metrics – the revenue. Every conversion optimization tactic you put in place is targeted at increasing your sales. Therefore, it is important to measure the revenue that your popup generates for your store. This can be calculated by taking into account the number of hits, the number of times the coupon is used and the number of sales successfully made.
How to improve your popup conversion rate
While popups are an effective way of grabbing a shopper’s attention, their performance varies from store to store. For one store it may be able to drive a lot of subscribers, for another it may drive more sales and for another, it might just reduce their bounce rate.
But there are a few things you can do to improve the eCommerce metrics for your popup.
1. Ensure your offer is crystal clear
The number one goal for the shopper is to make sure your offer is crystal clear. The shopper should be able to understand instantly what value you’re promising to them. Using simple copy and formatting, make sure your offer stands out. For instance, if you’re offering a discount for completing an action, it should be seen in seconds after the popup impression is made.
2. Have a clear call to action on the popup
Be it in terms of what you want the shopper to do after seeing the popup or how you design the popup, make sure the call to action is clear. Use clear copy to nudge an action from the shopper. While getting creative with your button copy is great, the high-converting popups use simple text that tells the shopper what to do – buy now, subscribe now, wishlist now, explore now, etc.
3. Time your popup well
Imagine a shopper landing on the store and seeing the popup without knowing what it sells. They won’t convert. Similarly, what if the popup triggers too late and the shopper has already found an alternative to your products? That’s why the timing of your popup needs to take into account the behavior of the shoppers visiting the store and the nature of the popup.
For instance, if it is a welcome discount, the popup should be shown as soon as the store loads for them. If it’s a cart recovery discount, it could be triggered on exit intent. If it is to let the shoppers know of ongoing deals, you could trigger the popup after the shopper has spent a defined amount of time on the site or after they have visited a certain number of product pages.
4. Gamify the popup interaction
Popups can get boring. Imagine the number of stores that have the typical email popups where a discount coupon is offered in turn of an email address. Now imagine the number of times an online shopper has seen it. Using gamification, you can improve a shopper’s on-site experience and boost your engagement rate as well.
Ikonick used this tactic and grew their email list 10x faster. Read all about it here.
5. Optimize your popup strategy continually
There is no one-size-fits-all approach to using popups. Similarly, there is no one popup strategy that will help you convert the different types of shoppers that come to your store. That’s why you need to continually measure the above eCommerce metrics and optimize your strategy for better results.
Ready to create a high-converting popup for your store?