How To Capture More Emails Than Your Competitors

These days, everyone’s displaying popups.
Exit popups, overlays, slide-ins, and much more show up on practically every website you visit.
And so, with so much choice out there, how do you ensure that customers sign up for your list, rather than your competitors’?
Here are the two best ways:

#1. Launch More (Targeted) Popups

Sounds so simple, doesn’t it?
And it’s true.
The more email popups your serve, the greater your chance for higher conversions.
Because you see, launching only a single popup might seem like a great strategy to target all visitors.
But in reality, it actually diminishes your chances for high conversions.
How? Because a single popup cannot deliver relevant offers to every visitor. 
For one, these people have different objectives when landing on your site.
Some are looking for information, others to purchase products, while many have only heard of your store from social media recommendation or a search engine result, and are just curious about it.
Your visitors might also be at different stages of the buying cycle when landing on your site.
Some are only investigating potential products; others are comparing you with the competition. And there are those visitors who are returning with the hopes of getting a discount.
(image source)

Timing could also influence their response to various offers. For example, visitors entering your store right now, most likely expect you to show them discounts and other offers.
And so, popups like these would probably have the strongest effect on them:
Popup examples

Not to mention that a device they use to browse your site will affect their behavior too.
(image source)

Heck, they might even use more than one device to complete the purchase.

And so, you should launch popups that target different aspects of your customers’ behavior.
But I know, it seems like there is an unlimited number of possible visitor objectives, right?
Luckily, you don’t have to target them all.
In fact, you should just pick the most important ones. Here’s how.
For more ecommerce statistics checkout this article on Floship.

(Note, this strategy comes from our free email course – Automate Your Marketing. Sign up for the entire course from the box in the sidebar for the full walkthrough.)

A). Research your visitors, trying to discover general categories that best describe them.
These categories could include:

  • New visitors on desktop and tablets
  • New visitors on mobile
  • New visitors by source
  • Returning visitors
  • Visitors who land on particular page
  • Visitors who exit from a specific page in the funnel

And so on. (Remember, grab our course in the sidebar to learn this strategy in detail).

B). Walk through each category and pretend to be that visitor landing on your site for the first time.
Ask yourself, why did they land? How did they get there? What are they looking for?
And most importantly, consider what is your challenge with this customer at this moment in time?

C). Then, think about any substitute action you could offer them if they wouldn’t be likely to act on a call to action.
For example, first-time visitors on a mobile might be less inclined to buy. But they might sign up for a newsletter or follow you on social.
Identify those “simpler” actions for each bucket.
D). Finally, launch additional popups to convert specific buckets to those subsequent, simpler actions.
Now, you’re not only displaying more popups, but you’re targeting specific visitors with highly relevant offers that are more likely to convert them than a generic popup.
(Remember, grab the full course from the sidebar  to learn this strategy in detail).

#2. A/B Test The H*ll Out Of Every Popup

Just like you shouldn’t assume that every visitor is the same, you also can’t take it for granted that the first popup you’re going to create is going to be the best way to convert them.
After all, many factors affect how well (or not) an audience segment is going to respond to a popup.

The headline, images, words you use in calls to action, colors, size, position, timing, and much more influences whether a person sees your offer as something valuable or a total intrusion.
And the only way to find out the best combination that engages your visitors, and compels them to action is by A/B testing different scenarios.
You should be running tests on at least the primary popups you serve.
But ideally, you should be testing EVERY popup to learn more about your audience preferences continually, and improve your campaigns.

I agree, the prospect of running so many simultaneous tests does feel a little intimidating.
So, to paraphrase Peep Laja’s advice:
“To prioritize tests, consider the revenue opportunity of each popup, and start testing those campaigns where even a minor change could deliver the biggest ROI.”
Regarding what to test, here are the elements you should start with (along with more references to help you learn how to test them):
a). Headline. The headline plays a complex role in the conversion process – it needs to attract a visitor’s attention, make a bold promise, and entice them to read the rest of the offer.
Test different headline formulas, as well as sizing and contrast to establish what engages your audience the most.

b). Call to Action. A CTA is the second most important element of a popup, right after the headline. It tells a visitor what action you want them to complete, and how to do it.
What to test on a call to action: position, size, colors, copy, adding a secondary call to action.

c). Popup position. Although it’s the most common placement, centering a popup doesn’t always guarantee the best conversions.
Test your audience’s response to popups in different locations:
d). Size. Serve popups of different size to your audience to assess which one they respond to more.
e). Design and Visuals. The graphics you use on a popup affect visitor engagement too, and in many different ways at that.

f). Copy. Words you use on a popup, from the headline, offer, down to the call to action also affect visitors in a different way. Test different copy variations to evoke the biggest engagement from users.

(image source)

And that’s it

Doing these two things – launching more popups to target different customer categories, and constantly A/B testing to find new ways to convert more visitors – are exactly what will set you apart from the competition.
And ensure that you’ll always capture more emails than them.

Pawel Grabowski Pawel is an SEO and content marketing consultant working exclusively with SaaS brands.

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