From scary clown to smooth operator
Picture yourself in a brick and mortar store, waiting behind your front door. Suddenly, a new client comes in. That's when you pounce right in front of them, screaming: "Give me your email and I'll give you 10% off!"
Now picture that on a loop, happening each time your brave customer dares enter your store!
This is what a welcome pop up feels like as it immediately triggers every time your store loads.
Our very first decision was to switch Inked Gaming from a welcome pop up to an exit-intent pop up.*
Presenting an offer as soon as a customer lands on the homepage doesn't give them time to discover what you sell. It's also intrusive and rude because it abruptly interrupts their flow.
An exit-intent pop up, however, only steps in when a visitor is on their way out. They've already had a chance to explore and they know what you're about.
Think of a welcome pop up as a pie thrown in your visitor's face, while an exit-intent pop up is like a parting gift. Timing and delivery are important.
*Exit-intent pop ups only trigger when a visitor shows signs of leaving the store. For example, by moving their cursor outside the browser window.
Nobody likes throwing away margin
Here's another reason to deliver lead capture offers as an exit-intent pop up: it saves on margin.
By giving away 10% off in a welcome pop up to all new visitors, Inked Gaming was biting into their margin for every single first purchase.
But what about those visitors who don't price shop? Those who know what they want and are just trying to get some shopping done? They don't need 10% off...
With Inked Gaming's offer as an exit-intent pop up, we are only giving away margin when needed.
If the visitor isn't ready to buy, is about to leave and potentially never come back, that's when we tempt them with a sweet offer.
Let's give customers what they really want.
Who is your ideal customer? And what can we offer that they will find irresistible? These are two crucial questions to consider when drafting a lead capture offer.
Inked Gaming sells to gamers. Without getting into too many details here, this already tells us a lot about their interests: they like games!
Generally speaking, the more tangible the offer, the better.
For example, a free product or highly relevant tips will be more tangible than 10% off. The visitor should be able to see herself using the offer (That's not to say that a discount is always wrong - in some cases, that's what the audience is craving).
With this in mind, we decided that Inked Gaming's ideal customer would love receiving a free token card. They would instantly picture themselves playing it during their next round of Magic the Gathering.
Creating intrigue to get a click.
When you receive a gift, it's typically gift-wrapped... Why? Seems like a pretty huge waste of paper and time (wrapping to then unwrap). Well, the fact is, presentation is key because we like intrigue.
The same goes for these pop ups.
Check out the Inked Gaming pop up below. This first screen reads:
Which token do you prefer? - Click one to add it to your collection for free.