You have an online store. But you’re not getting as many sales as you’d like. You need more of your visitors to buy your products. You want them to be more engaged with your business.
But how do you increase your customer engagement? One easy way to do this is with a lightbox popup campaign. With this marketing technique, you present your shoppers with targeted messages and offers displayed on lightbox popups. Countless studies have shown that lightbox popup marketing has a positive effect on online stores. Using this, you can increase your email subscribers, reduce your cart abandonment rate and increase your sales.
But for popups to work successfully, you need to understand their different types – and learn how to strategically use them. Only then you will know how to create effective lightbox popup campaigns.
That’s why, In this article, we’ll discuss step-by-step how you can use lightbox popups to grow your online store. We’ll explore a list of questions you need to ask before doing popup marketing on your online store.
Q-1: What Kind of Popups Do I Need?
This is the first question you need to ask before running a lightbox popup campaign. There are many kinds you can use on your online store, all of which help you achieve different goals:
1. Welcome Message Popup: Let your visitors know about your store’s awesome new items, special promotions or other important offers the moment they land on your website. Great for greeting visitors and increasing customer engagement.
2. Subscription Form Popup: Get emails of your visitors through an opt-in form by either a) asking them to subscribe to your recurring newsletter or email catalog or b) giving them a special offer or discount. Great for collecting emails and building email lists.
3. Discount Popup: Give discounts on your products to your website visitors to increase your sales. Great at reducing cart abandonment rates.
4. Multiple Offers Popup: Present your customers with exciting choices by giving multiple offers at once. Great for increasing your sales on specific product categories/types.
5. Build from Scratch: Don’t like using templates or want to build a popup for another purpose? Design it the exact way you want on a blank canvas.
Keeping these different popups in mind, you have to ask yourself what goals you want to achieve. Do you want to increase sales? Do you want to introduce new products or promotions? Or do you want more email subscribers?
After you figure out what your goal is, it will be easier for you to choose what kind of popup you need. You can then browse the different templates and designs available in that popup category. And once you choose a template, you can go ahead and change its design and text.
But this is just the start. Let’s move on to other decisions you need to make before starting your popup marketing.
Q-2: When Should The Popup Appear?
This is an important question you need to think about. Popups can be set to appear based on different situations or ‘triggers’. If you don’t configure properly when they get triggered, you risk annoying your visitors. This will hurt your lightbox popup campaigns.
But if you configure them to appear at the right time, you will increase your sales, reduce your bounce rate and decrease cart abandonment on your website. This, on the other hand, will improve your popup marketing efforts.
There are three main triggers (situations) when popups can be set to activate themselves on your website:
1. Time Triggered Popups: Gets activated when a visitor spends a certain amount of time on a webpage.
2. Scroll Triggered Popups: Gets activated when a visitor scrolls down a certain percentage on a webpage.
3. Exit-Intent Popups: Gets activated when a visitors move their cursor towards the top of the browser towards the other tabs or exit buttons.
So, the question is which trigger you should choose? To answer this, you need to look in detail how your visitors are behaving on your webpage that has the popup.
To learn more about your visitors’ behavior, you can take a look at your Google Analytics dashboard. There you will see which pages visitors spend the most time and where they spend the least time. Then, using this information, you will be able to make data-driven decisions as to which trigger is best suited for each popup on your website.
Here’s an example of how you can decide which triggers to select:
Let’s say you sell shoes, joggers and sandals on your online store. Each of these items has their own product pages which list different varieties of these products. Now, looking at your Google Analytics dashboard, you see that the product page listing joggers has a high bounce rate. If you choose to place a popup here, it doesn’t make sense to make this page time-triggered. It has a high bounce rate and people are exiting the page quickly. Instead, an exit-intent popup would perform much better as it would grab your visitors’ attention just when they’re exiting your website.
But suppose that another one of your pages, say, the sandals product page has a high session rate. This means people are spending a good amount of time on that page. Here, a time trigger popup would serve as a better choice. It could redirect your visitors to item pages which has less visits and/or are more affordable.
Here’s a better way to test which trigger is most effective for your lightbox popup campaign:
Start by creating a duplicate of your popup. Assign a different trigger to each variant and then A/B test to check which trigger is most effective. This will help you choose the best triggers for your popups without damaging the user experience on your online website.
With these strategies, you’ll be able to choose the best time for your popups to appear. Because after all, they are your last chance to convert abandoning visitors into your paying customers.
Q-3: Who Is Your Audience?
It’s not just important to present the offers within popups at the right time. What’s arguably more important is to present the right offer to the right people. Because if you don’t target the right people with your discounts and messages, you won’t get conversions. As simple as that.
That’s why you should customize your offers for different audiences – and present each customized popup to a specific set of people.
For example, the biggest way to attract people towards your offer is to present it in their language. So suppose the majority (75%) of your visitors are from Spain and Germany. People from Spain will pay more attention to what you have to say if you address them in Spanish. Similarly, people from Germany will pay more attention to you if you write to them in German.
What you can do is create two popups of the same offer – one in German and one in Spanish. Then, using the “Audiences” feature, you can present each of the popups only to visitors from their respective countries.
It doesn’t make sense to show the German version of your popup to any other visitors other than those from Germany. And similarly with Spain. By customizing your popups to a specific audience, you will increase the effectiveness of your offers. This will automatically increase your conversions and you’ll see your sales increase.
Q-4: Is The Popup Suitable To Your Store?
Your popups need to be attractive – not just by its offers and discounts – but with its design as well. If they are well designed and match the overall look of the webpage it’s being displayed on, your visitors will be more tempted to click on it. But if they are designed poorly, your visitors will be less likely to click on it. Good design is important for your lightbox popup marketing to succeed.
That’s why, if you have no experience designing popups, you should consider using one of our templates. These templates are conversion tested and are well-designed.
After you’ve selected a template, customize it to make sure your popup suits the look of your online store. Make sure the color, typography, background and overall theme is on point.
Here’s an example:
As you can see, this whole popup matches the overall theme of the website behind it. It’s attractive to look at, with the colors, logo, and tone matching the look of the webpage.
Q-5: On What Page Should A Popup Appear On?
By now, you’ve seen the sheer variety of popups you can use – and how you can set them to ‘trigger’ based on different situations. One final question you need to ask is on which pages will they be displayed? Answering this question will increase the chances of your lightbox popup campaign is successful.
That’s because popups are more effective when placed in the right place. Let’s say you want to offer a storewide discount or want to announce new products you’ve added on your store. The best place to do that would be on your homepage, as that’s where maximum people will see that popup.
For example, suppose you operate an online store that sells mobile phone accessories. There are product pages for chargers, covers, earphones and other mobile accessories. In your analytics, you see that earphones aren’t selling well. So you decide to create a ‘multiple offers’ popup on earphones. This can take your visitor to another earphone offer which is different, better or cheaper than the one they are currently viewing.
Naturally, the best place to show this multiple offer popup is on the earphones product category page. But you can also show it on other product pages like the ones for chargers or covers. That’s because the visitors there might decide to buy your earphones after seeing your offer even though they came to buy cases or chargers.
Keeping this analysis in mind, you can set URL conditions for where your popup can and cannot appear. You can add web pages you want it to appear under ‘Allowed URLs’ and add the URLs to web pages where you don’t want it to appear under ‘Blocked URLs’.
This way, you can set your popups to appear only on specific web pages of your online store. And because of this, you’ll be able to target your audiences even more effectively, making your popup marketing much better.
Q-6: What Analytics Information Should You Expect To Get?
It’s important to measure the effectiveness of your lightbox popup campaign. You need to know whether you are getting more emails, more sales and overall, more customer engagement.
For this purpose, you can see three important statistics to measure the performance of your campaign.
Here’s the three metrics will be able to measure:
1. Impressions: These are the number of people who see your popup, but don’t interact with it.
2. Clicks: These are the people who click on your popup CTA and take action.
3. CTR (Click Through Rate): This is the ratio of your impressions divided by your clicks.
The most important of the three metrics is the CTR. The higher the CTR, the better it means your lightbox popup marketing is going.
But the other two metrics i.e. Impressions and Clicks are important as well. They let you see why your conversion rate is low. If you have low impressions, it means you don’t have enough people visiting the page. And if you have low clicks, it means your popup isn’t converting well and you should A/B test it.
To A/B test, simply create duplicates of your popup. Each duplicate should have only one variation i.e. a new trigger, a new offer, a new picture, a new headline etc.
During A/B testing (and generally), it’s important that you assign only one trigger. Multiple triggers will cause the popup to reappear again and again – which will frustrate your visitors instead of attracting them to your offers and discounts.
With answers to these important questions, you’ll be able to create more effective lightbox popup campaigns. What will be the result? More sales, more subscribers and more customer engagement on your online store!