Published by Siddhesh Rane on March 29, 2017
Ecommerce is set to deliver a final, fatal blow to brick-and-mortar retail. Just last week, iconic American retailer J.C. Penny revealed that it would be shutting down nearly 138 of its stores across the U.S. Part of this downfall is ascribed to the extreme popularity of ecommerce.
Millions of users visit ecommerce sites every day. Within the ecommerce industry, competition is fierce and sites strive to be the best in their area. But being the best does not only come from boasting a large inventory or strong funding, being the best comes from giving customers the best experience and value for money.
This is exactly what we want you to achieve using Netcore Smartech.
Consider that millions of anonymous users come on your website every day but only 7-10% make it to the end of the funnel. How do you overcome that? With a smart marketing strategy you can achieve acquisition, engagement and loyalty. A vital part of this strategy includes Web Messages. Continue reading to find out how this handy tool can help you nudge your customers into purchases and keep them coming back for more.
Let’s begin by dividing Web Messaging into four categories:
1. Entry Pop-up Messages:
It’s been a year since you last shopped for clothes and you need to upgrade your wardrobe. You decide to visit a nearby clothing store and buy some new T-shirts. Now as luck would have it, at the entrance of the shop you are handed a 40% discount voucher on any product you buy from that store. This is exactly the effect that an entry pop-up has for a digital customer, especially if the intent of the customer visiting your website is known.
You capture new and returning users and based on that you give away discounts, like in the below image, the user gets flat 10% off on his first order.
2. Data-driven Web-Messaging:
This works brilliantly for identified and returning visitors. In order to create a data-driven web message, it is very important for your marketing automation tool to track users’ activities, like ‘Add to Cart/Wishlist’ actions, which categories or products they are browsing, etc. Based on a user’s activities, you can trigger a pop-up web message to lure them in to complete a particular transaction or to buy a product.
For Example: “Hey Sid! One of the products on your Wishlist is available now, and here’s an extra 10% off on it!”
3. Web Messaging Based on Time Spent and Scroll:
On average, a user spends a couple of minutes on an ecommerce website, around 5 minutes on news/article websites and over 5 minutes on BFSI websites.
Let’s see how we can engage them with our Mid-Entry Intent Web Messages.
i) For users browsing an Ecommerce website:
Instead of showing random web messages, we can show messages once they spend over 10 seconds on a particular page, as a frequent ecommerce buyer takes at least 8-10 seconds to decide whether they will be buying the product or not.
ii) For users reading a blog post or article:
Here, we need to understand when the user gets curious and would be interested to know more or possibly transact. Usually if the user has scrolled to the middle of the blog or mid fold of the web page, we can assume that they are interested in the blog and have found the information relevant. Although a lot of marketers display web pop-ups during this mid-fold, it would be considered a disturbance to readers who have dived deeply into your article as they might just end up closing the web message due to the unwanted interruption. An ideal way of displaying a web message would be just before the end of the blog, where the reader has already read most of the article and could now make a decision. Even if they don’t decide then and there, you can have one input field to capture their email for further updates to related articles.
iii) For users on a bank website:
Here, considering the users have either come to do net banking or check their account, the ideal time to showcase a web message would be the moment they land on the website (which displays important news/udpates). Marketers can also use a sticky bar web message which gives the user an important alert for that day.
4. Exit Intent Web Messages:
A well-executed exit pop-up can increase leads by over 400%. You can program an exit intent message to pop up during two situations:
i) When the user plans to close the tab of the web page
ii) When the user has reached the second last page (Eg: Consider C being the Product Description Page and D the checkout page in the A, B, C, D funnel that you have defined. Here, C would be the second last page) of your Funnel and plans to exit the website.
And that wraps it up! I hope you found the information helpful and were able to get a good understanding on how you can effectively increase engagement and performance on your website through web messages (pop-ups). Currently, it is one of the best known and most successful “in the moment” marketing tools that help marketers directly acquire web users on the website. So go ahead and enable Web Pop-ups right away. Just ensure to do it smartly so you’re never guilty of annoying your users.
Siddhesh Rane is a Growth Hacker with Netcore.