We’ve noticed a lot of ecommerce websites display an email lightbox to visitors the moment they arrive. These windows display on websites as soon as they load and offer the visitor a discount or access to exclusive deals in exchange for an email address. Today, we’re going to discuss the pros and cons of entry email lightboxes and explore the additional benefits of collecting an email address at the moment of abandonment with UpSellit’s ExitCapture email lightbox.
Key Considerations for an Entry Email Lightbox
When a first-time user lands on a website, they’ll likely spend a few seconds browsing and getting acclimated, looking to satisfy whatever curiosity brought them to your page. If they’re a return visitor, then they may have an established routine. In either case, presenting the visitor with an immediate engagement may cause problems for the following reasons:
- 1. Unnecessary Obstacles. Visitors that land on your site are there for a reason. Whether they’ve discovered your page organically or followed a paid ad, they’re typically looking for something. By indiscriminately displaying an entry lightbox engagement to all users, you’re putting an unnecessary step between the visitor and his or her goal. The chance of retrieving an email address isn’t worth putting another action between arrival and conversion.
- 2. Getting Ahead of Yourself. Most first-time visitors that land on your website are in the second stage of the purchase process, known as “information search.” By this point, they’ve identified their need and now they’re looking for the best solution to their need. Presenting this shopper with an opportunity to exchange an email for a purchase incentive is a risky and aggressive move. It’s wise to give your customer the chance to evaluate what you have to offer before you try to strike a deal. By immediately offering a discount, you seem too eager to close, and you’re selling yourself short.
- 3. Cutting the Bottom Line.
At the end of the day, every business needs their bottom line to read out positive in order to continue offering quality goods to quality customers. Unfortunately, presenting each customer with an entry email lightbox has a way of cutting into this bottom line. Your company can quickly become tangled up in circular logic that looks as follows:
- If I don’t offer an incentive, I won’t collect very many leads, but…
- …if I offer an incentive to every customer, I’ll be giving a discount to those who don’t need one.
Offering discounts to customers who may not need one to reach conversion is simply a bad move.
In general, the typical entry engagement generates frustration and disrupts an otherwise natural-feeling user experience. Putting these bumps in the road leads to increased website abandonment rates, especially bounce rates.
When Entry Email Lightboxes Work
Entry email engagements shouldn’t be dismissed entirely; they do have their uses when appropriately executed. Leveraging advanced segmentation, businesses can narrow their scope to offer targeted engagements to the appropriate audiences. For example, displaying an offer exclusively to users who reach your page through a paid ad or marketing email can help you reinforce the copy of the advertisement immediately, creating a cohesive experience.
Email Lightbox on Website Abandonment
Simply changing when your email lightbox launches can greatly increase profitability. Instead of engaging arriving users, consider collecting contact info from users at the moment of abandonment.
We’ve tested this use of email lightboxes extensively through our proprietary ExitCapture technology, which actively monitors user behavior and waits for the precise moment of abandonment to engage visitors. So, why is engaging abandoning visitors much more effective?
- Relevance: Engaging a user as they’re about to leave allows you to leverage browsing data and display messaging and imagery catered specifically to their interests. Establishing relevance by creating an engagement designed for a specific user is a great way to be noticed, as opposed to being closed instinctively.
- Unobstructed Browsing: Adding an engagement to the very end of a browsing session doesn’t disrupt a user’s browsing flow. If the visitor wants to exit the site, they simply close the tab or the browser and they’re done. An exit engagement doesn’t force a user to resolve a pop-up in order to get to their first product page.
Smart Segmentation: With some planning and analysis, you can fine-tune an exit-time engagement to target only those users that are unlikely to return. Leverage user data to find the traffic segments with a high probability of abandonment and target them more aggressively.
- Validated Value: By the time the visitor has gone through your website and decided to leave, they’ve formed an idea regarding the true value of your goods or services. In the example above, the subtotal of the desired item is visible alongside the incentive, meaning the user knows precisely what the coupon is worth. Giving real numbers to the customer during the “consideration” phase of purchasing is often enough put them over the top.
Collected Leads and the Email Remarketing Dance
While successfully collecting leads is certainly an important stage, nurturing and converting these leads is another matter entirely. There a several key concerns to consider when remarketing to the leads your email lightbox has generated.
UpSellit’s QuickConnect email platform allows businesses to say the right thing at the right time. Following the age old comparison of sales and courtship, here’s some key considerations that will increase your email conversion rates:
- Read the Clues: It’s not exactly like reading body language, but by simply visiting your website and browsing a few products, customers leave behind a trail of valuable data, ready for analysis. Use visitor session data to generate emails that cater to unique interests and offer deals on specific products.
- Be On Time: Make sure your actions are properly timed. Find an email remarketing platform that dispatches emails dynamically, rather than in bulk, to ensure each message is timed to perfectly fit each customer. Dispatching messages too early or too late can disrupt the email remarketing flow entirely.
- Stay In Step: Keep up with the user and use their unique qualities to avoid stepping on toes. Dynamically alter email sends and content based on whether a customer returns organically, whether they’ve opened previous emails sent, what pages they’ve viewed, and more.
Typically, entry email lightboxes collect addresses and dispense emails all the same, across the board, creating a bland, un-engaging experience. Don’t get left with two left feet; find a platform, like UpSellit’s, that’s agile and adaptive to make each engagement meaningful.
UpSellit pairs intelligent technology with in-depth analytics to create effective lead recovery and remarketing campaigns. Using a proprietary email remarketing platform and tools like ExitCapture, UpSellit reduces website abandonment and boosts profitability with techniques that always keep the consumer experience top-of-mind. To learn more, get in touch with us today!
Written by Bryan Gudmundson