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CASE STUDIES

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Case Study

Popups Suck; This Technique Is 6.7x More Effective

Client: bakingsteel.com

What's your name?

  • Goal:
    • Convert shoppers who are super engaged but not ready to buy today.
  • Solution:
    • Instead of showing an annoying popup, our idea is to subtly embed the signup request on the page.
  • Outcome:
    • 6.7x increase in email signups.

Backstory

The most important page on your site is your product page. 90% of our scientific copywriting magic happens here. What if a buyer is sold on your product story but is not ready to buy today?

If we let them leave and return on their own there is a real chance that life will get in the way and they’ll forget. And this happens even if your product story truly is compelling.

The most effective strategy for people who aren’t ready to buy today is to get their email address so we can stay on top of mind.

The most common (and annoying) way to capture an email on a product page is a show an exit-intent popup. This is shown to people leaving the page.

Our Hypothesis

There are lots of issues with exit-intent popups: from the fact that they often false trigger when the user is simply going to the top of the page to the fact that they are a popup (no one likes something randomly appearing in front of them).

What if, instead of interrupting with a popup, we applied a more subtle treatment?

Test Concept

In our concept, we naturally introduced a question in the conversation. The purpose of the question is to understand if the buyer is in research or buy today mode.

We know people in research mode need more time. For this group, we developed a hook to get signups.

The concept used 2 techniques so I’ve made a quick video to explain what we did:

Outcome

For the first 30 days, we only showed an exit-intent popup. Then, for 23 days we applied this pop up alternative subtle technique.

The subtle technique was 6.7x more effective at getting signups.

If you liked this sales-boosting concept I guarantee you’ll be blown away by this: How One Section Lifted Overall Sales.

Why Our Concept Won

Popups are a great way to get attention but they are so out of context. The user isn’t asking for it; it just appears. Also, marketers have overused pop-ups so much shoppers close them without even reading the offer (we’ve A/B tested this). But if the email signup prompt is part of the product story conversation then it’s so much more natural for the reader + now the reader is shown the prompt at a part of the story where the request is most relevant.

MORE EVIDENCE

Tiege.com was already doing really well. They wanted to see how much further test to paid search landing page could be pushed.

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19.5
%

Stix is on a mission to disrupt the golfing game. Consumers don't just buy a new golf club. A lot goes into that purchase.

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26
%

Some visitors to your product may be sold by your pitch but simply didn't plan to buy today. What is a marketer to do in that situation? Find out.

Read Case Study
6.7
X

BakingSteel is the world's best home pizza solution. We applied an overlooked copywriting tactic and increased product page sales by 46%. The client wasn't prepared and the product went out of stock. That's a good problem.

Read Case Study
46
%

CanvasPrints.com is operating in a highly competitive space. To win, they needed to do something extra special. Here's what happened.

Read Case Study
8.4
%
SEE ALL CASE STUDIES

ARE YOU OUR NEWEST CASE STUDY?

We are laser focused on the type of client that our methodology and skills will give the highest return on investment and so if you meet our criteria for taking on new projects, we are confident you will see results like these.

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