At its most basic level, exit-intent overlays are a great tool for decreasing bounce rates and increasing overall sales. The best part about exit-intent technology is that its effectiveness increases as you work to further customize and streamline your campaigns. If your exit-intent platform allows for unlimited campaign creation, you can design dozens of designs to target specific segments of your visitors.
Your visitors are unique, coming from a variety of demographics and backgrounds. Data collection tools like Google Analytics will help you to build accurate profiles of your various customers. Once you’ve identified traits shared between certain groups of your visitors, you can work to develop campaigns that respond to the needs and desires of these groups.
Here are three specific ways to take advantage of visitor segmenting and create more effective exit-intent overlays:
- Segmenting by Region: Imagine that you’re a Canadian company that sells men’s clothing and accessories. Depending on which province your visitor comes from, you may choose to display an advertisement in English or French. Visitor segmenting allows you to display one campaign in Quebec while displaying another campaign in entirely in the other Canadian provinces. This targeted approach helps you to communicate effectively with more visitors, rather than excluding some from the conversation.
Along the same lines, you could take advantage of an inside joke or local information to make your advertisements more effective geographically. A sporting goods store could advertise to Ohio State Buckeyes fans in Ohio while targeting Notre Dame fans in Indiana. The options are limitless!
- Segmenting by Behavior – Studying your site’s bounce rate gives you insight into the behavior of your customers: how many are leaving immediately and how many are looking around. You can separate your visitors into “bouncers” and “browsers” and display a different message to each segment. An effective message for bouncers may be something displaying popular products, while one for browsers could entice them to commit by offering 10% off their total purchase. Different customers have different needs and it’s up to you to address them.
- Segmenting by Visit – Some customers will visit your site multiple times before making a purchase. It’s important to build a relationship with these customers to convince them that you value their business. A simple overlay with a message like “Welcome Back” will go a long way toward making the customer feel special. Shoppers who feel that a company values their business are more likely to turn into repeat customers.
On the other hand, you can make a splash with new visitors by offering something as soon as they arrive. “Thanks for visiting! We’ll ship your order for free.” This exciting pop-up will inspire the shopper to look around, as they will be motivated by the deal they’re receiving.