Today I am doing a makeover. Not just any makeover.
Popup Makeover
#SleeknoteStyle
Here’s the deal
First, I will take five online brands who are using website popups for growth. Next, I’ll address their shortcomings. Finally, I will redesign their popups using Sleeknote based on what they can do better.
Let’s get started.
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Access our swipe file with 15 popup copy templates and examples that have been the most successful.
Additionally, you’ll have immediate access to 36+ bonus resources, which are categorized in Notion.
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Table of Contents
1. Allies for Skin
2. Calvin Klein
3. Histories
4. Bombas
5. Hotel Chocolat
1. Allies for Skin
Allies of Skin was founded on the belief that skincare shouldn’t feel like a chore. They offer “effective formulas designed for adventure-seekers as well as go-getters.”
Problem: Two conflicting popups
Allies of Skin currently have two popup websites.
All website visitors will automatically be notified of the first, which offers a 15% discount on their purchase before they complete their checkout.
The second offers a 20% discount and appears very soon.
Allies of Skin has therefore two contradictory popups. They offer a coupon for two different values (15 percent and 20 percent) to its visitors.
Here’s how I would fix it.
The solution: Combine the best of both into one superior popup
I would first disable both popups. Next, I would copy the original…
Combine it with the design for the second.
This is the popup that I created using Sleeknote’s Campaign Builder.
The following rules are my final words:
i. Only show to new visitors (This way, if I desired, I could create another campaign for returning subscribers to promote a new offer.
ii. Only show on product pages, as this is where engagement is most likely to be at its best.
iii. After 8 seconds, show. (Based on our analysis of over 1+ billion popups, we found that 8 seconds converts the best.
This is how a popup may look to a visitor who’s first time viewing a product page.
Multiple popups are fine. We encourage multiple campaigns to be running simultaneously. Keep in mind that each campaign should be targeted at specific audiences.
2. Calvin Klein
Calvin Klein is a brand that describes itself as “iconic fashion reinvented”, and it doesn’t need any introduction.
The Problem: There is only one popup for all visitors
This is what I saw when I landed recently on Calvin Klein’s homepage
Calvin Klein’s popup is a well-designed one.
All visitors are shown, regardless of their previous visits; Ignores visitor’s preferences; Lets itself down with generic copy (“Sign up for the Newsletter”) and “Subscribe”.
Let’s try to do something about it.
The solution: Use page-level targeting
As I mentioned, Calvin Klein has a beautifully-designed popup.
These are some of the changes that I made to the site:
The headline was rewritten. I also improved the CTA copy and the terms and conditions copy. A name input field was added. And the radio buttons were deleted for preference (more about that later).
However, the biggest change I would make is to where Calvin Klein’s popup could be displayed. The original shows the popup to all page visitors.
However, in the revision, I have created a rule so it will only show to first-time users of category pages for men.
A second campaign was also created that will only be displayed on, you guessed, the category pages for women.
If I wanted it to be even more personal, I could add additional gender-specific copy (e.g. “Get Updates on New Arrivals For Men.”)
3. Histories
History is the best destination for historical storytelling. It’s filled with amazing, engaging, and innovative stories.
The Problem: Ambiguous Copy
After watching Columbia: The Final Flight, I was browsing History and reading about the disaster when I came across the following popup.
The History popup was not bad. It was timely and had a decent layout. It didn’t inspire me enough to sign up for its email list. I don’t find it interesting to hear stories from the past. It is unclear and not in my interest.
Consider what you might do before you continue reading.
Ready? Okay. Continue reading for my answer.
The solution: Add specificity
History categorizes its contents by “Topics,” with my Challenger piece filed under “Space Exploration.”
History cleverly adds a floating menu to each article at the bottom to encourage further reading about the topic.
Here’s how I would use that.
If the reader clicks on more than one article under the same topic, I will show a popup that addresses the topic of the articles in the copy.
How do I accomplish such feats? Sleeknote’s SiteData allows you to trigger popups based on any variable in the data layer. For example, an article’s Category. (This is exactly what we do here on our blog).
To evoke more interest and drive signups, I would also change the headline by using one of my favorite headline formulas: “Give me/us a week and I/We’ll …”.”
Nice work, if I do say so myself
4. Bombas
Bombas is described as “a comfort-focused apparel and sock brand with a mission for those in need.”
The Problem: Is there a poor Optin Incentive?
It’s Black Week at the time of this writing. It’s not surprising that Bombas changed the homepage copy to reflect their Black Friday promotion.
Bombas reminds its customers that it offers 20% off all products and will automatically apply a coupon at check-out.
Bombas hasn’t updated its website popup in response to the change.
You don’t need to enter your email address to receive 20% off when it is automatically applied at checkout.
Here’s how to avoid making the same mistake.
The solution: Give visitors a reason to join
Instead of repeating what was already on the website, I have rewritten Bombas’ popup copy in order to promote another incentive to join its list: early access for its Black Friday offers.
There are three major benefits to creating a Black Friday wait list:
Identifying high-intent buyers and building exclusivity among subscribers.
Because of the breadth of the offer, I would display this popup on all product pages. Also, I would use an exit-intent trigger in order to capture shoppers who have abandoned Bombas’ Black Friday sale.
5. Hotel Chocolat
Hotel Chocolat is a chocolatier and cocoa grower who has won numerous awards. Their mission is to produce the best chocolate in the world.
The Problem: Post-Popup Action is ignored
As I said, this article will be published in November 2020. Black Friday is here, and many brands offer Black Friday deals.
Hotel Chocolat, however, is not one of them. Instead, they promote their Christmas promotion.
Hotel Chocolat will reveal a coupon after visitors click “Reveal my Code”. They can then copy the coupon and redeem it at checkout.
Hotel Chocolat’s popup is easy to spot at first glance. The copy is simple, the strategy is solid and the countdown clock is a nice touch.
What is missing is what happens after visitors “Continue shopping.”
Let’s say I add a “Vegan Sleekster”, priced at PS22.05 to my basket.
My order was PS2.05 less than the PS25 coupon requirements, so I am not eligible.
For that reason, I am likely to abandon my cart.
That is what no one wants. Let’s get it fixed immediately.
The solution: Encourage visitors to spend more
As I have written before, it is worth having multiple popups in order to achieve different goals.
With that in mind, I created a second popup to encourage visitors to spend more to qualify for the coupon.
However, I’d go one step further and tell them exactly how much they must qualify.
Here’s what I would do.
As I mentioned earlier, I created a second popup to accommodate those who:
You have not added anything to your basket and are not eligible for the discount
To show the amount remaining, I would then use a SiteData merge label.
To return to the example above, PS2.05 was required to be eligible for the discount. The headline would reflect this fact:
This is how it would look on the product pages.
Hotel Chocolat could use my popup to recommend products that are popular or at a discount to help customers qualify for the coupon.
This is only the beginning. SiteData offers endless possibilities, as is the case with all things.
Need more list building inspiration?
Access our swipe file with 15 popup copy templates and examples that have been the most successful.
Additionally, you’ll have immediate access to 36+ bonus resources, which are categorized in Notion.
Swipe File Available Now
Conclusion
Even the most powerful online brands can make mistakes when it comes to website popups. Even those that do, there is still room for improvement.
I hope that my makeovers inspired you to fix any errors you might be making with your popups, and perhaps even inspire you to create a new campaign.
The post I Took 5 Online Companies and Remade Their Email Popup. Here’s what happened. This article was first published on Sleeknote.
———————————————————————————————————————————
By: Sam Thomas Davies
Title: I Took 5 Online Brands and Remade Their Email Popup. Here’s What Happened.
Sourced From: sleeknote.com/blog/popup-makeover
Published Date: Tue, 12 Apr 2022 10:21:23 +0000
Did you miss our previous article…
https://onlinemarketingagencies.net/?p=4013
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