The age old ecommerce pop up form debate will never end.
Some people love them.
Others hate them.
Both sides of the fence have pretty good points to make.
Pop up forms can easily come across as spammy, especially if you’re one of those ecom brands using those “spin the wheel” versions, or have MULTIPLE showing up at the same time.
Your ads do the heavy lifting in moving cold traffic down the funnel, and if these warm leads show up to a page littered with spammy pop up forms?
You can sabotage and completely ruin their pre-purchase experience.
Scaring them away from your brand and wasting precious ad spend in the process…
On the other hand, if you don’t make an effort to capture emails and rely solely on the embedded sign up form at the bottom of your website?
You’re also missing out on opportunities to convert fencesitters.
The good thing is, there are a few ways to make sure you’re using pop up forms the right way, and scooping up those who might need more basic educating before completing their purchase.
On that note, here are three:
1. Exclusions
One way to make sure your leads aren’t getting nuked is to set up exclusions for all pop up forms on product pages, advertorials or other landing pages that you run traffic to…
You might want to test this to find out for yourself, but we’ve noticed that VC to ATC is impacted by use of pop up form…
And as a result, we’ve limited ours to home pages only.
2. Timing
There’s nothing worse than a pop up form that shows up before you’ve managed to even read a page’s headline.
Tweak the timing, and let your audience get a chance to read what you have to say before hitting them with a sign up form option.
3. Exit intents
Instead of hitting your audience with forms as soon as they’ve arrived, you can use them as they’re planning to leave your site.
These are called exit intents, and if you can put together the right sign up form offer, they can definitely work a treat.
Remember:
Capturing emails is SUPER important in this ecom game we play…
You just need to make sure you’re doing it the right way.
How do you use sign up forms for your brand or clients?
Drop me an email and let’s talk strategy.
And for a marketing team that can help you maximise LTV using email, click below:
Lachlan