Pop-ups can be a valuable part of your overall ecommerce marketing strategy.
I say, “can be” because, unfortunately, it’s easy to get it wrong.
Sure, your pop-ups need to look great.
The timing and placement matter, too.
But the most important aspect? The words.
The words and language you use matter more than anything else because they have the power to influence your website visitors to respond in the way you want them to – or NOT.
Let’s look at the how-tos of getting the most bang for your pop-up buck.
We’ve already talked about how much words matter. Now we’ll dive into the nitty-gritty of making pop-ups do their job as a part of your overall ecommerce marketing strategy.
People like to belong. They want to feel like they’re special.
Use language on your pop-ups that give your visitors that warm-and-fuzzy, come-sit-at-our table feeling. Make them feel like they’re becoming part of a community.
(The excessive use of the word “feel” isn’t a typo. Emotion is a huge element of getting people to take action. Use allll the feels!)
Visitors are much more likely to opt-in when they feel they’re getting special treatment.
Here are some examples:
This is a clever strategy that you probably haven’t considered: Look through your product reviews and ratings and pick out some words and phrases that your satisfied customers use to describe your product and/or their experience working with you.
Here’s an example from Torro-Offroad (a company that makes rooftop tents for camping):
"Quality-made tent! Very versatile with the insulation kit as far as comfortable temperature range (warm in the winter) and seems very breathable for warmer weather. Customer service is great with quick responses and answers for questions asked.”
The highlighted words and phrases from this one review provide a variety of options that could be used for future pop-ups.
"RTT arrived today and I am 100% satisfied with the quality! All the extras that Corey J. added because of the wait time was a nice touch that shows his dedication to his customers. Corey provided regular updates via e-mail and video and his team always responded to questions or concerns in a prompt manner and maintained transparency.”
Don’t reinvent the wheel. You’ll not only save time when creating your pop-ups, but you’ll also resonate with your audience.
People aren’t too inclined to give up their email addresses without a good reason.
They want to know what you’re offering them and why they need it.
The language you use on your Calls to Action should be clear and easy to understand. It should be actionable, and it should explain the benefit for the visitor.
If you’re using words like, “Sign Up to Receive Our Updates,” your audience will read that as, “Give us your email address so we can send you any kind of nonsense we want, whenever we want, with no benefit to you, whatsoever.”
Needless to say, that’s NOT the vibe you want your readers to get.
Tell them exactly what they’re going to get in exchange for their email address.
We love examples around here, so here goes:
This pop-up from Sleeknote ticks all the boxes:
✅ It’s clear. (Of course you want 10% off your first order.)
✅ It’s actionable. (I can put in my email and get 10% off right now.)
✅ It’s giving me a benefit. (That cool 10% off.)
We already discussed one psychological principle: emotion.
There are a few more ways you can use the psychology of words to move your website visitors to act (with examples, of course):
Keep your focus on the value your product will add to consumers’ lives, as well as how it will solve a problem for them.
A pop-up isn’t the place for a lot of chit-chat about features and specifications. (A little goes a long way.)
You only have a few seconds to show visitors why your product is the right solution for their problem. Show them right off the bat what’s in it for them.
If you’re selling rooftop tents (like our earlier example), a great pop-up won’t focus on the dimensions of the tents and what they’re made of.
Instead, they’ll let campers know that they’ll be safely off the ground and away from critters, they’ll get a better night’s sleep, and they’ll be protected from the weather.
Which statement is more powerful?
#1: Join our email list and get a free gift
#2: Join our email list and get a free gift worth $10.
The idea of a free gift with a specific value is far more appealing than a vague “free gift.”
Additional ideas for using numbers in your pop-ups include the number of products you’ve sold, how many 5-star reviews your products have, or how many people have made a purchase in the last week.
It’s important to always be testing variations of your pop-ups so you can determine which version is pulling in the most traffic.
Try changing up the headlines, CTA button language, and the length of the copy and adjust as necessary.
Now that you have some new tips and tricks to revamp your pop-ups and supercharge your ecommerce marketing strategy, it’s time to put them into action.
Whether it’s hitting your visitors with some slick psychological maneuvers (only nice ones!), showing them how your product solves their problem, or crafting a perfect CTA, you’re on the way to growing your online store with pop-ups that really work.
From pop-ups that wow to ecommerce marketing strategies that get results, Flight Media can help.