5 Shades of Pop-Up Email Acquisition

As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our attrition. On average, companies report an attrition rate of about 20 percent, which means in order to show a growth of just 10 percent per year, we need an actual growth of 30 percent. That’s a lot of growth and yet many of us simply have not developed a concrete plan to achieve this goal

As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our attrition. On average, companies report an attrition rate of about 20 percent, which means in order to show a growth of just 10 percent per year, we need an actual growth of 30 percent. That’s a lot of growth and yet many of us simply have not developed a concrete plan to achieve this goal.

In the age of shiny, new objects, we have at our disposal tools, widgets, scripts, and doo-dads all designed to entice, encourage, beg, and withhold in order to garner the most valuable of data: our prospects’ email address. I’ve tried all of these approaches I’ll describe below, either on our site or on a client’s site, and there’s not one right answer. The big question is: Why do pop-ups work?

Most of us swear we hate subscriber pop-ups; they’re annoying; they make us want to leave the site immediately—but is this actually true? Studies show it’s simply not. The web abounds with case studies by companies of all sizes who verify their pop-ups are effective conversion tools and there’s a reason: pop-ups—though annoying—jolt your visitor with a persuasion technique called pattern interrupt. This identifies a situation where something unexpected happens after your brain has become lulled into a rhythm. You can interrupt a pattern with just about any unexpected or sudden display, movement, or response. When you interrupt the visitor, they usually experience momentary confusion, and sometimes even amnesia. This confusion state causes the visitor to become open to suggestion—they become willing to trade this uncomfortable state for clarity offered by another state. Your clear call to action displayed in a pop-up offers them a path to end their confusion.

With that said, and understanding how a pop-up works, you then need to choose the right pop-up approach. You’ll find some pop-ups are better aligned with your business than others, but that knowledge is usually gained through trial and error. If you’re using a CMS site such as WordPress, Joomla, or Drupal, you can test any/all of these approaches simply by installing plug-ins. With HTML, it become more difficult as you sort through different jQuery or JavaScript tools, but it’s not so difficult as to deter you. In the end, pop-ups are a great way to chip away at your pursuit of 30 percent growth.

On-enter Gated
Of all the annoying pop-ups, on-enter gated is the one I personally find the largest deterrent from continuing my engagement with a site. Figure 1 in the media player at right is an example is from JustFab.com, and their pop-up experience begins the moment you land. A pop-up first offers product options you must click through so they can build a profile of your style preferences. With that done, you complete the form shown in figure 1 before being allowed to continue your shopping experience. You cannot dismiss this pop-up without providing the required information. I suffered through this process only to be able to capture this screen shot, but I can tell you I have abandoned every other site that required me to log in to view their content. Similarly, I nearly always abandon a site that allowed me to read part of an article and then withheld the ending until I proffered my email address.

On Enter
For me, pop-ups on enter like the one shown in figure 2, are far less annoying than on-enter gated. These pop-ups might display as soon as you land, after a period of time, or after you begin scrolling. These have a dismiss icon, so you can close the box without providing the information. If you choose this route, you’ll want to do some testing around the ideal time to let pass before displaying. I’ve found giving the reader 15 to 30 seconds to get a taste for the content produces better results. If you ask for their email address before they have determined the value of your site, you may scare them off.

Header (or Footer) Notification
Header or footer notifications are far less intrusive, and thus could prove to be less effective. It’s easy to miss a message displayed at the very top of the page since the visitor’s eye is more typically drawn to the area that usually displays the menu bar. If you choose a header or footer notification like the one shown in figure 3 from infyways.com, try using a heat map to ensure your visitors are even looking at the notice before you decide the effectiveness of this approach.

On Exit
The on-exit pop-up (figure 4), displays automatically as someone makes a move to leave a site. I like these pop-ups because it’s the what-have-I-got-to-lose? approach. Displaying a message after your visitor has already decided to leave your site is a great way to cause them pause and reconsider what they’ve just read. Was it really of no value? Did it have value only today? Did it have long-term value? If so, would they like to be notified of new, similar content?

Scroll-Triggered Pop-up
This pop-up (figure 5) is triggered to display along the bottom edge (configurable) of the visitor’s browser window as they scroll down the page. It will display on any/all pages of the site, so it’s effective even if they’ve clicked a link directly through to a landing page.

A/B Testing and Analytics
There are probably as many approaches as there are businesses and websites, but this list is a good overview. Don’t stop at just installing the form or plug-in, without analytics and careful monitoring, you’re not getting smarter about what works and what doesn’t. If you’ve installed a subscriber pop-up plug-in and you’re not getting sign-ups, first make sure the product is working properly and then check your analytics. Are you actually getting traffic to the page where you’ve included your capturing system? Using a heatmap, are people viewing it? Lastly, these products are not mutually exclusive. Try lots of approaches all at once—that in itself can be the A/B test: which product is most effective on which pages?

Automation
Most of these products will capture your prospects into a database of some sort, but automating the passing of leads into your email system will make the entire process more valuable to you. By passing the data automatically, you can also create instantaneous auto-responders welcoming your new subscriber. While you’re shopping for a product, ensure you check to see if it supports your chosen email-automation platform, and if not, look to see how you can automate this process. We use Zapier and have found we can directly support the client’s application about 90 percent of the time.

For most of us, we have a methodical approach to building a marketing campaign and I think this same approach can be used as a plan for growing your list:

  1. Define a measurable goal
  2. Choose tools you will use for measuring success/failure of the effort
  3. Outline with metrics are important to showing success/failure
  4. Define A/B testing points
  5. Analyze results

If you’ve had success with a particular product, please share your experience in the comments below. I’m always eager to learn about new products that can make me a better marketer—as I’m sure this blog’s readers are as well.

6 Steps to Building the Perfect Landing Page

Today, I’ve decided to go back to basics. And in the world of direct response marketing, nothing is more basic than the landing page. Having worked in the industry for many years, I can tell you from firsthand knowledge that no campaign can succeed without a Landing Page that converts. This is an indisputable fact. Try launching an email or direct mail campaign with a kick-ass creative that sends people back to the homepage of your wesbsite and see what happens. Inevitably, almost all of your hard-fought leads will evaporate into cyberspace, lost forever, destroying any chance of achieving ROI.

Today I’ve decided to go back to basics. And in the world of direct response marketing, nothing is more basic than the landing page. Having worked in the industry for many years, I can tell you from firsthand knowledge that no campaign can succeed without a landing page that converts. This is an indisputable fact. Try launching an email or direct mail campaign with a kick-ass creative that sends people back to the homepage of your wesbsite and see what happens. Inevitably, almost all of your hard-fought leads will evaporate into cyberspace, lost forever, destroying any chance of achieving ROI.

Don’t believe me? Want to know how big of a difference a kick-ass landing page makes? Huge. Think about it like this. I’ve seen top-performing landing pages convert upwards of 10 percent to 20 percent of visitors into leads or sales. By contrast, a generic Contact Us page on a plain-vanilla website will typically convert anywhere from 1 percent to 3 percent. I’ll save you the time by doing the math for you: This means you’ll covert anywhere from three to 20 times more visitors. Do those numbers turn your head? If so, read on for some tips on how to build a landing page that kicks butt.

  1. KISS, or Keep It Simple Stupid—Generally, when it comes to landing pages less is more. Essentially, keeping visitors focused on the key message is the name of the game. This means eliminating all extraneous details not directly related to the campaign at hand. Links to other pages? Delete them. Fancy and distracting design. Change it. Lots of extra content about your firm? Gone.
  2. Headline—When visitors arrive on your landing page, you’ve got at most 15 seconds (and probably a lot less) to grab their attention. And nothing grabs someone’s attention better than a catchy and hard-hitting headline. According to Jeff Ginsberg (@mktgexperiments), landing page headlines should “emphasize what the customer gets rather than does and be customer-focused.” Couldn’t agree more. If you’re new to the headline game, don’t try to reinvent the wheel. Check out successful campaigns and see what they used. Get a sense of what other marketers are doing, and remember that imitation is sometimes the sincerest form of flattery.
  3. Call-to-action—If you spent your hard-earned marketing bucks to drive someone to your landing page in the first place, bet your bottom dollar it’s because you want them to do something—express interest in your products or services by filling out a Web form, buy your product by whipping out a credit card and clicking submit on a shopping cart, etc. With that in mind, make sure your landing page contains a clear, concise and effective call-to-action that encourages the prospect to follow through and close the loop.
  4. Form—Unless you’re running a branding campaign—in which case you wouldn’t even need a landing page, right?—at the end of the user-engagement process you want to visitor to fill out some sort of Web form. Call it what you will—lead form, shopping cart and so on—but the act of filling out or not filling out this one vital page element is what will ultimately be used as a Key (if not the Key) Performance Indicator (KPI) that determines how well your campaign performed. When it comes to Web forms, the shorter the better. Fact is, nothing turns off or scares away Web visitors more than a long and imposing Web form. So make it short, sweet and to the point. Oh, and if possible, using technology such as Personalized URLs (PURLs) that pre-fills as many of the form fields as possible. Remember, the less there is to do, the greater the chance it gets filled out in the first place.
  5. Advertise security—Nobody likes to submit information on a website they don’t trust. In other words, flaunt your security credentials. If your page is secure and encrypted (SSL), make sure the security certificate is displayed prominently on the landing page. And if there are other security features your firm follows, darn right you should display them, too.
  6. Build credibility—Similarly to the last point, prospects fill out forms on landing pages because they trust the vendor. This means that it’s your job to tell your brand’s story in a clear, concise and compelling manner. The trick to this point is that because we’re talking about a landing page, you don’t have too much real estate in which to tell your story. In other words, talk about what make your firms and its products unique, but don’t waste too much space or verbiage doing so. If you want to tell a customer testimonial or testimonials, make them short and to the point.

Okay, I guess those are my best tips for landing pages. So go out and build some good ones. Trust me, you won’t regret it.