Conversion rate optimization

How to Identify the Most Compelling Benefits of Your Popup’s Offer

You know:
To convince someone to sign up, your popup must feature a bit more than just a good headline and a strong call to action.
And that extra bit is a list of core benefits.

Benefits tell your visitors WHY they should get the offer and make a case for them to get it.
And that’s where the problem starts.

Because I’m sure, you can write an engaging headline. And you know how to add a call to action too (after all, often times it’s just an action verb).
But I bet you struggle to fill that space on the popup between them.

Lucky for you, that’s what I’m going to help you with today.
I’ll show you a couple of ways to identify and list your offer’s core benefits guaranteed to evoke an emotional response from your visitors.
But first:

What Role Benefits Play in Converting Visitors

Think about it:
To make a compelling offer, your popup should answer only three questions:

  • WHAT?
  • WHY?
  • HOW?

You reveal the WHAT you offer in the Headline.
You tell visitors HOW to get the offer in the Call to Action
And you use Benefits to explain to them WHY they should take it.

Here, let me show you those elements on a typical popup:
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And here’s an example from an online store:
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Naturally, there are intricacies in each of the three elements. But as long as you answer those three questions, you’ll end up with an engaging popup.

But here’s the catch:
Most of us interpret the word benefits in a different way.

So, before we move any further, let’s define what are the benefits that engage visitors.
In her fantastic book, “Outsell Yourself,” Kelly McCormick defines them as the value your customer gets from your offer.

She writes:
“When you asked precise questions like “What would you like this product or service to do for you?” and “How will you measure the success of this solution?” the answers you heard were the benefits your customer was after: “I want our company to save money” or “I want the window coverings to be easy to clean because I have three children, one puppy, and a gerbil.””
In other words, benefits tell your visitors the most crucial factor of conversion:
What’s in it for them.

But Why You Should Focus On Benefits in The First Place?

In this guide to benefits, Gregory Ciotti writes:
“People can be coaxed, not driven.”
And this short statement says it all when it comes to benefits.

It’s your offer’s benefits that allow you to coax visitors – present them with compelling reasons why they should act on what you display on the popup.
4

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The trouble is, though, that we usually state the weakest benefit – typically the first one that comes to mind.
And as a result, fail to engage the visitors emotionally.

Drilling-Down to the Core Benefits

Rose Muenker, a business coach, and writer suggests this simple exercise allowing you to pinpoint the most relevant benefits to your audience’s emotional needs.

The entire exercise relies on asking a simple question:
With a list of your offer’s characteristics (the WHAT) at hand, answer “Why this is important?” for every one of them.
And then, when you get the answer, ask the same question again and again, until you run out of replies.

For example, let’s imagine a sports store offering an eBook helping a visitor with their exercise diet.
The eBook would be important for the store’s visitors because it helps them follow a proper sports diet, right?
But then, why this is important? Because it helps them to keep their body healthy and ready to benefit the most from the exercise regime they follow.
But why this is important? Because it helps them stay healthier with the exercise.
But why this is important? Because by being healthy and strong, the store’s audience can reach their fitness goals much quicker and improve their health.
And so, although having a proper sports diet might have seemed the most obvious benefit at first, the core benefit, in fact, is reaching goals quicker and improving health.
Therefore, stating the latter benefit on a popup would most likely have a stronger impact on the visitor as it touches on their emotional needs relating to this offer.

As Rose writes:
“This process helps us drill down to benefits that we may not think of at first. And it helps us get to the core benefit.”

Example 1 – the most obvious but weaker benefit:
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Example 2 – core benefit
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So, before you launch the next popup, consider this simple exercise to uncover what benefits would touch your visitor on an emotional level.

Pawel Grabowski Pawel is Hubspot-certified content marketer and a popup marketing expert.

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