Pop-up Strategy in eCommerce

We are always referring to pop-ups as the windows that appear superimposed on a page, not the temporary physical stores, or pop-up stores, which share the same name.

 

Over time, this strategy has become very popular, and thanks to our years of experience and the advancements in technology, we can see different uses.

 

Let's delve deeper into the topic and, as always, we will include some examples to inspire you.

As we have already explained in the introduction what pop-ups are, let's dive into the topic. Next, we will see the main benefits of using these pop-up windows in our online store.

 

In a nutshell, pop-ups generate an unexpected stimulus. They appear suddenly, taking the user out of their usual browsing experience and creating a much greater impact than a traditional banner integrated into the store.

 

In addition to capturing the user's attention, they are very effective because they contain calls to action and conversion resources more similar to those of landing pages. This, combined with the use of forms, also allows data registration.

 

That is why they are capable of:

 

Let's move away from theory and dive into practice. Below, you will find a variety of cases, showcasing how different strategies are applied to pop-ups within online stores across various segments and positions.

 

Let's see what we can learn from each of them.

This is a good example of windows that activate in response to a user's action. Within the pop-up category, there are exit attempt pop-ups.

 

They occur when the system detects that the user is moving to close the window, then shows us something like this:

In this case, we see how, above the checkout, a window loads with a very direct message: “Wait… save 15%” and additionally reinforces it with a subtitle: “Okay, you win.”

 

Simple, persuasive, and with an extra benefit for the customer, how could it not work?

Certainly, faced with a juicy discount, it is hard for a user to aoid. But since it is not all about money, people are also reactive to the fear of missing out, of being left out.

 

That is the most effective argument to get someone to sign up for our email database. As you know, these emails are very valuable for other types of complementary campaigns.

 

Look at how Pull&Bear does it.

The message is straightforward, appealing to what we mentioned, with a box for the email and, most interestingly, two options: male or female. In other industries, it may not be very relevant, but for them, it is critical.

 

With this simple resource, we are segmenting from the start, and for the user, the friction is minimal.

This is another classic strategy within the use of pop-ups in eCommerce. We offer you a discount to redeem now (urgency), but in return, you have to perform a specific action.

 

One of the typical cases is giving a percentage discount on a purchase to those who subscribe to a mailing list. Exactly like Skullcandy does here.

But that condition can be of another type. It is common to link the discount to a first purchase, as Blume does here.

So far, we have seen cases of direct mechanics with simple interactions.

 

But with a bit of extra technology, we can generate pop-ups that also have a “gamified” touch, where the user participates directly, and by doing so, changes the outcome.

 

This might sound a bit complicated, but for the user, it is very simple and also more engaging. Check out this example from United by Blue.

Simulating the experience of a roulette wheel, users can obtain a discount in three increments, increasing by 5% each time.

 

It can also be a surprise discount, as long as we guarantee a minimum. This is very appealing to the user because curiosity plays a significant role.

As we have mentioned, this strategy is ideal for creating a sense of urgency in potential buyers. A commonly used tactic is incorporating a countdown timer, which can be accompanied by a discount code or a flash offer, exclusive for a limited time.

 

However, this can be further sophisticated and applied, for example, to recovering abandoned carts. For instance, in this case, the discount is only preserved for a limited time.