There’s no one magic popup that’s relevant for all your visitors. That’s because not everyone needs to see the same critical information or discount offer at the same time.
Unfortunately, you can’t identify the solution to each individual’s problems and present them with the solutions in a popup.
Instead, what you can do is segment your visitors into groups that share similar needs and characteristics.
These segments vary by industry and the types of products a store sells. However, all businesses can segment their visitors into groups based on what stage they’re at in the buying process.
Think about your “customer journey”: how people first learn about your brand, how they arrive at your landing page, and how they find the products they want to buy.
Segments at different stages of the customer journey have different needs, and the popups you show them need to reflect that.
Now, let’s look at a few other factors you can use to segment your customers. We’ll also share some campaign ideas for different visitors at different stages of the customer journey.
2.1. Cold vs. hot prospects
“Hot prospects” are customers who are looking to buy something right now, while “cold prospects” are still exploring their options and aren’t quite ready to buy anything.
Instead of treating all your visitors like they’re “hot prospects” who are ready to buy immediately, you should create different conversion goals for hot and cold prospects.
For hot prospects, the conversion goal is simple: buy now. Your messaging needs to push these prospects towards an immediate sale using a time-limited discount or deal.
You’ll need a secondary conversion goal for cold prospects, which is typically getting them to sign up for your email list. After getting their contact details, you’ll be able to communicate with them over time and nurture the relationship until they’re ready to buy.
For this reason, you need to show cold visitors content that makes them want to subscribe, like a downloadable ebook.
Let’s see how it works in action. Here’s a great example from a couple of BOOM!’s campaigns.
They offer an ebook as a lead magnet for cold prospects who are interested in their product line, but aren’t yet ready to make a purchase:
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