Adventures of pop-up in RuNet or 4 years of our practice

    In this article I will talk about how our company began to implement services based on pop-ups and what came of it. The article will be useful to those who offer pop-ups or are going to do it, and will help those who doubt whether to use such algorithms make a decision.

    A bit of history

    Initially, in 2011, Leadhit was created as a marketing platform similar to Western HubSpot. After six months of development, we realized that it would be very difficult to sell this idea - the market does not yet understand why such services are needed. Then we made the first pivot, turning into a “smart newsletter” service, which quickly segmented the audience based on the visit history and allowed the visitor to make a concrete offer using the email newsletter.

    In the first version, pop-ups were not discussed. The idea was to offer the market a convenient and effective tool for identifying the interests of visitors on the site and the subsequent development of email companies on a segmented basis, taking into account the following parameters: visitors' interests in product groups, making a purchase or its absence, visitor activity, frequency of purchases and visits and more. However, this good idea failed miserably. We could not sell? The market did not want to buy? Not ready to answer these questions. Communicating with marketers, we realized that they didn’t want a tool with which to work independently, but a turnkey solution. Which is guaranteed to bring results, but you don’t need to do anything. It is curious that only in 2015 tools began to appear on the market,

    But I want to eat and had to invent further. We made a second pivot and the first widget appeared: a subscription form. But here there were some side effects - she only collected emails and disturbed everyone. The percentage of filling was high, but for some visitors the pop-up window was annoying with its importunity, and the collected emails were poorly converted to orders. And then at the end of 2012, the “Banner of Last Hope" appeared, now called Smartoffer, which combined two tools - widgets and relevant trigger mailings.

    This is how it looked in 2012:

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    This is a pop-up at the exit from the site (exit intent), with the condition of NOT a perfect purchase.

    After that, visitors received such a letter. Do not judge strictly - we know its minuses ourselves. The minuses could include the timing of sending - it arrived only after 20 minutes.

    image

    There were small problems - the banner did not appear periodically, since the counter and the picture were heavy. Yes, and the display algorithms as a whole left much to be desired, there were practically no settings, it was not possible to adapt the banner for a specific site. In addition, adblock and adguard didn’t really like us at once, and Yandex.market, as it turned out, was not at all happy with this behavior on sites. And the duration of the letter delivery reduced the number of orders. But there were pluses, achievements. The letter contained goods that the recipient was interested in on the site. This was the very functional component of the original idea. In addition, we changed the name - the original “Banner of Last Hope” turned into a “Smart Offer”, which benefited the product, since now it was not perceived as a pop-up, and it became easier to sell the idea.

    However, sales have become easier and more difficult. Some of the potential customers perceived our service as a “boxed product” that does not require much attention and care and brings results. For the rest, it was "poo pop-up." However, with all the obvious advantages of this tool, even today we are faced with this attitude.

    On the results: despite all the difficulties, we managed to increase sales to a number of key customers by 10%. And this is only at the start of the service, when it was still raw. The number of completed forms, on the basis of which the subscriber base was formed, also pleased.

    image

    What happened next:we did a lot of work on display algorithms, counter optimization, its speed of return, on pictures and layouts of widgets, their weight and correctness, and also found a solution for Yandex.market, made up message layouts, optimized reporting and clickability of letters, etc.

    image

    As a result:
    Widgets were adapted for sites, the download speed of the counter and pictures was hundredths of a second, adblock and adguard get along fine with us, Yandex.market no longer makes comments to our customers, letters arrive almost instantly after the form is submitted, and they practically became perfect.

    What has changed in statistics

    If we start from statistics on one of our best projects, we can rightfully be proud of the long and successful path we have made over the years. Today, the efficiency is 27% of the growth in the number of transactions. And this is thanks to "fu, pop-up."

    An important point is the motivation in the letters. We thought about this item for a long time. The recipient’s call to return to the site should clearly be accompanied by a promise of some benefit. Discount in% or rubles, gift, free delivery, money to your mobile phone account - which is better? But after several years of practice, we realized that there is no universal recipe. You just need to test and select. For the same segments, we had completely different indicators with absolutely the same incentives and stocks. We must try and look for the best, and periodically change the concept.

    Conclusions:

    Working with pop-ups is not the simplest niche and line of business. However, in this direction you can live and develop, and with the right settings and competent approaches, you can achieve excellent results. Over the 2 years of development of this direction, they have done:
    • The display algorithm virtually eliminates the possibility of "cannibalism" and is as loyal as possible.
    • Complaints of obsession ceased. On average, we show banners to 20-30% of visitors - exclusively interested, without causing irritation to the rest of the audience. Although, in connection with this, the percentage of filling out forms has decreased, but the percentage of conversion has increased due to the demonstration of widgets for the target audience.
    • Letters arrive quickly, contain relevant products and look as attractive as possible and are compiled in accordance with the criteria for “perfect writing” (we continue to work on this).

    We shared our experience, which may be useful primarily to those who want to sell services related to pop-ups. Before starting such a service, think about how, to whom and why to show pop-ups. What will happen after registration. And let this “after registration” be of better quality.

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