No doubts, a use of innovative marketing tools has a major influence on sales growing in every business. In e-commerce, one of the most effective instruments is the Exit-Intent technology, an advanced system of pop-ups and overlays that allow retailers to re-engage with visitors who would otherwise leave a site. Today Christopher Walsh from MaxTraffic, a leading tech startup, is introducing this technology to Omnisend (previously Soundest) email marketers community.
Exit-Intent technology uses algorithms to analyze visitor behavior and detect when they might be leaving the site. At the exact moment when they are about to click the “Back” button or address bar, a targeted message is launched to convince the visitor to stick around and complete a purchase.
There are several uses for Exit-Intent technology that your e-commerce company can benefit from.
Sweeten the Deal
If visitors have landed on your site, it is most likely they are interested in the product or service that you’re offering. However, they could be leaving the site for any number of reasons: they don’t like the product, they can’t afford the prices, or they want to check out a competitor. You can make your products more attractive by using an Exit-Intent pop-up that introduces a new offer to the interaction. Check out this example below.
The added 10% discount could make several items more affordable for the abandoning visitor, increasing your likelihood of making a sale and lowering your bounce rate.
While an Exit-Intent overlay gives you one chance to re-engage with the visitor, capturing the visitor’s information for an email list gives you the ability to start a longer conversation. The more you are able to make contact with a customer, the more likely they are to build a brand relationship and make repeat purchases.
Omnisend gives users the opportunity to create Exit-Intent pop-ups that capture email addresses for future marketing campaigns. In this example the strategy is combined with an added discount, killing two birds with one stone and dramatically increasing the likelihood that the visitor will enter their email addresses.
Put on the Pressure
Customer behavior is surprisingly simple to understand and predict. One way to take advantage of what we know about customer behavior is to add pressure to the shopping situation and encourage the visitor to make a quick decision. Large portions of online sales are “impulse purchases,” in which the shopper makes a rapid decision without deliberation or considering other products.
One particularly effective strategy for Exit-Intent pop-ups is the addition of a countdown timer. This timer gives to the visitors the impression that they only have a finite amount of time to take advantage of a great deal, nudging them towards an impulse to purchase.
The overlay can be set to whatever time you feel will be most effective: five minutes, ten minutes, or even two minutes. Unlimited campaigns, custom creation, and A/B testing allow you to experiment with your strategy until you settle on the most effective version of your countdown pop-up.
Show Your Best Stuff
Unfortunately, it’s impossible for online retailers to display all of their best products on a landing screen. Because of this, it’s likely that many visitors will leave your page without ever seeing some of your top sellers and most popular products.
This MaxTraffic pop-up shows the user three of the most popular items from the retailer’s Autumn/Winter collection. The compelling advertising message, “shop the season’s most popular designs,” takes advantage of customer psychology and encourages them to consider not only these items but also the entire collection.
Of course, there is no requirement that the products you display actually rank among your highest-selling items. If you are looking to give one of your low-performing items a boost, consider marketing it next to some of your more popular products. The association with appealing items could increase the likelihood that a customer purchases the low-performing product.
One of the most frustrating scenarios for e-retailers is when a visitor fills his/her shopping cart with items and leaves the page without completing the purchase. So close, but yet so far!
Placing an item in the shopping cart is the clearest indicator that a customer is interested in the product. However, for some reason, there is something holding him/her back from making the purchase. An exit-intent advertisement that is highly effective in this situation can gently remind the visitor that they have left items in their cart. This abandoned cart email provided by Omnisend illustrates the strategy perfectly:
Reducing cart abandonment is also a common goal of email retargeting campaigns. As the customer goes on without completing the purchase, you can sweeten the deal in a series of emails by raising the discount in each message.
Combine and Conquer
Each of these strategies is useful by itself. However, a combination of them brings a real power. For example, you can combine a new discount with a popular item advertisement: “Take 15% Off Our New Line of Products!”. You also can combine information capture with a countdown timer: “Enter Your Email in the Next 5 Minutes and Receive Free Shipping On Your Next Purchase!” Mix and match strategies and see which offer the greatest success!