Website pop-ups can be the WORST.
Erica used to be the queen of the anti-pop-up team. But as technology has evolved, we’re changing our tune here at the Email Mavens. When executed well, email pop-ups can actually increase retention of your website traffic to the areas that matter most to your business goals. Watch the video, then DO the video… step by step (like New Kids!).
There’s nothing more irritating than landing on a website knowing what you’re looking for and being virtually slapped in the face with an intrusive pop-up. You dismiss it, load the page you need, and WHAM! The same pop-up. Three of those interruptions and you’re probably leaving the website altogether.
Website pop-ups CAN be annoying. But executed well, they increase your traffic retention and conversions, and serve your customer rather than annoy them.
This video teaches you how to leverage display and targeting rules with your Klaviyo pop-ups.
You can show first-time visitors a first-order discount in exchange for an email opt-in, direct repeat buyers to your online subscription landing page, and hide all of it from your existing club members. If those three groups sound familiar, they’re the same three segments every winery should build: lurkers, buyers, and members. Pop-up targeting is that segmentation strategy applied to your website.
According to research by OptiMonk, seasonal pop-ups convert at an 11.88% average rate. Some seasonal offers center on a specific holiday, like Christmas, Valentine’s Day, or Memorial Day. Others relate to a time of year, like spring, summer, or back-to-school. They work because they carry genuine urgency: customers really do need to buy presents before Christmas.
The example in this video: a seasonal pop-up driving traffic to your holiday portfolio, targeted separately to lurkers, buyers, and members.
Watched the video? Here’s what to do next.
Check on your pop-up! We don’t set-and-forget around here. Monitor conversions and clicks, and see whether you’re performing at or above that 11.88% benchmark. If you’re not, you know the drill: ask why it’s not working, iterate, and monitor closely again.
Set yourself a reminder for when seasonal pop-ups need to be disabled, too. It doesn’t matter how charming your pop-up is. It’s gonna be pretty tone-deaf if it’s still asking people to shop for holiday wine two weeks after Christmas.
Summin’ it up
This only scratches the surface of what’s possible with thoughtful targeted pop-ups. Employ the strategy in the video and you’ll drive more traffic to the landing page that matters most to your current goals.
Do something with what you learned. Commit to a seasonal pop-up this month. And since the whole point of the pop-up is growing your list, make sure what happens after the opt-in is ready too: a welcome email that converts, and the rest of your list growth engine behind it.
