We continue talking about the different types of exit-intent pop-up forms by discussing the shopping cart. If someone places an item in your eCommerce shopping cart but doesn’t make a purchase, you can catch them on the way out with a popup signup form. Then you can follow-up afterward to convince them to complete their purchase.
00:22 Andy Shore: Welcome back everybody, we’re continuing our conversation about growing a list with the focus on different types of exit intent pop-up forms for these groups. And I keep saying, “uh” in the middle of that phrase and I don’t know why, but if you’re playing a drinking game with every time I say, “uh.” Daniel knows all too well that usually, my phrase is, “you know.” But my “uhs” are giving “you know” a run for its money in these episodes. So we’re recording on a Friday and not playing a drinking game, but if we were I would probably be Ubering home.
00:56 Daniel Miller: I think that would be a good way to… That should be a good addition to this podcast, all of our podcasts to be honest. You say like whatever mine is and we should just have a beer, if it’s recorded on Friday, of course. Anyway, let’s get back to the subject, what do we have today?
01:10 AS: We’re talking about shopping cart exit intent pop-up sign-up forms. And I did it again, which is insane.
01:17 DM: So how is that different from email abandonment?
01:21 AS: Yeah, sure. And I’m glad you said that, because people will often hear shopping cart abandonment and be like, “Oh, I know those email campaigns that I get if I leave something in my cart.” Amazon’s the king of it, but most other e-commerce platforms, you leave something in the shopping cart, they’re kinda always gonna come in with that email reminder of, “You forgot something. Did you forget we’re here? Maybe here’s a discount to help you make that purchase.” Or some customer testimonials that are really gonna help seal the deal and get you back into that inbox. But all that relies on them opening an email, clicking on it, going back to the website and completing the purchase. And that’s a lot of extra steps that you’re trusting someone’s gonna take.
02:01 AS: And you absolutely should be doing that strategy. But there’s something you should be doing, which is this strategy before it even gets to that. Because this is gonna pop up before they even leave the cart in the first place. So it’s gonna cut out the middle man of all those other steps and really help you make that sale right off the bat if you can. Because they’re like, “Oh, I don’t know. I gotta wait ’til my next paycheck. Or I’m not sure if I really need this, I’ll leave it there for a day and if I still want it tomorrow.” But as they’re going to click away, if you can catch them with, “Hey, here’s a discount.” Or, “Here’s what you want.” Or they might not even be a subscriber in the first place, so you couldn’t even send them those abandon cart emails, because you don’t even have their email address, because this is the first time they’ve come to your website, they never signed up. So at least then you get the sign-up form to do those follow-up emails.
02:53 DM: Yeah, and there’s certain things, like depending on what you’re selling, this may change. And the idea for these podcasts, of course, there is no right answer to anything, really. It’s all gonna be based on what your business is and so forth. So here’s an example for you. Let’s say that the thing that you’re selling is a large ticket item, and somebody is right there about to buy it, but they’re not quite sure. They’re browsing through multiple products, and then they’re about to leave. That may be a perfect time to be like, “Hey, we understand that this is a big ticket item for you. Here’s a PDF or a video or case studies.” Whatever that is that help. Again, we’re going to the same thing. What is it that your subscriber needs to make that decision to buy? Whatever that is, that’s what your pop-up form should really try to focus on.
03:34 AS: Yeah, give them value proposition and that social proof. Everyone trusts someone else more than they’re gonna trust your business, almost always. So if you can give them, “Hey, here’s a few happy customers, hear why they use this product or how they benefited from these services.” Or whatever that is, that they’re like, “Oh man, I don’t need to sleep on this, like there it is.” Or, I mean, you can try something even a little more slyer, “This is a limited quality, make sure you purchase now or you might have to wait till the next batch is ready.” And that sense of urgency also goes a long way. But yeah, it’s anything you can do that’s gonna ease any of the friction that’s present from them not making that purchase. On the blog, tons of times, in tons of our other content we keep singing the praises of the conversion heuristic. But that’s what all of these touch points is, is what’s gonna erase the most amount of friction to help someone make a conversion.
04:29 DM: Yeah. And again, going back to your business specifically, offering a discount at the cart may not be the best idea for you. So, always remember, these are just ideas that we’re giving out. What is the equivalent to that for your business? The pop-up of a discount may not make sense right then and there, but what could be something different, right? The other day I was searching for shoes online, and I was looking at a certain website, and I didn’t fill out anything. I didn’t do anything and then I left. And then when I went to go buy shoes again, when I went to actually shop again, I did the same Google search. I didn’t go back to that website. I did the same Google search and I ended up going to a different store. So, the reason why I’m putting this out is that is a real-life example of how somebody could potentially shop. And that shows the importance of that pop-up, at least to try to get an email or to try to get something so you can try to get them back to your store. It’s important to understand what’s the holdup? Is it the price? Is it timing? What could that possibly be? And again, that’s what you’re gonna wanna try to show in your pop-up.
05:35 AS: Yeah, definitely. And one thing I’ll say, it doesn’t have to be a discount. If something says like, “Hey, don’t go.” Or, “You still need convincing? Sign up and we’ll tell you a little bit more about this.” So then you’re sending follow-ups, not just trying to make them feel like you’re trying to sell to them, which no one really likes that feeling, but instead, they’re signing up and you’re gonna send those testimonials, or, “Here’s how people are using these products.” Or services or whatever. “Here’s related products that may go with this.” Paint that picture for them and like what their life will look like when they do have it. So then they do come back and make that conversion, and you didn’t even have to offer the discount or whatever it was, because you did the sale but you did it in a more organic way on their own timing that they felt comfortable with, and then you got a happy customer without them feeling pressured.
06:28 DM: Yeah.
06:28 AS: Alright, thanks everyone for listening. We’ll catch you next time.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.