Three Reasons Why Mobile Conversion Rates Are So Low

Conversion rates are, in general, a rough business. With customers flitting between several sites at a time, it’s difficult to hold anyone’s attention. Online retailers are lucky if they’re able to convert even 2% of their visitors into customers.

The numbers become even direr when you look at the statistics for mobile users. According to the Monetate Ecommerce Quarterly, global conversion rates for mobile customers were consistently lower than 1%. While some businesses may look at these numbers with hopelessness, there is reason to believe that things might be looking up. Here are three reasons why mobile conversion rates are so low, and how you might overcome the difficulties.

Optimization

As we’ve covered in several other posts, online retailers are severely handicapping their mobile sales by failing to optimize their sites for smartphones and tablets. Online stores that have been designed for desktop computers become unwieldy when crammed into a tiny screen, making it difficult to browse and buy products.

Thankfully for online retailers, this issue is easy to overcome. Web designers are experienced now in creating mobile versions of sites that are tailored specifically towards increasing sales. Additionally, Exit Intent pop-ups can be optimized for mobile devices, giving you a second chance at converting your customers.

Convenience

Consider all of the different environments in which a person might be browsing on their cell phone or tablet. People use their smartphones now while at work, walking around town, on public transportation, and during down time at restaurants and cafes. Mobile devices are designed to be convenient for all times and locations, but this convenience doesn’t translate to online shopping. Many mobile users are reluctant to make a purchase online because it requires them to take out their credit card and enter in their information while in a public location. It’s just not as convenient as making a purchase on a laptop or home computer.

There is a way to overcome this challenge with your company’s repeat customers. Some online retailers prompt their customers to make an account with the store before their first purchase; this way, the site is able to keep the customer’s shipping and billing information in a database. The next time the customer comes around, they won’t need to go through the hassle of entering in all of that data. This is an ingenious way of encouraging repeat business; by making the next purchase as convenient as possible, you’ve set yourself up to capture that customer’s business again even if they’re browsing on a mobile device. Best of all, you can keep track of the success of this strategy with a good analytics program.

Behavior

The last issue that online retailers have to contend with when it comes to mobile shopping is the typical behavior of mobile customers. Even with desktop users, it’s difficult to hold someone’s attention for longer than a couple minutes at most. The bounce rate of mobile users is even higher, as they tend to bounce back and forth between several sites and search engines, looking for something to briefly hold their attention.

Exit Intent pop-ups are the perfect solution for convincing mobile users to stick around and browse your site. Companies like MaxTraffic have created Exit Intent overlays that are specially designed to deal with mobile behavior; MaxTraffic’s BounceBack technology has been a topic of some of our other posts. Putting a persuasive message in front of the mobile user at the moment they’re about to leave is a great way to hold their attention and compel them to continue shopping. Give it a shot and watch how your bounce rate drops dramatically.

Three Reasons Why Mobile Conversion Rates Are So Low

Integrating Social Media with Exit Intent Technology

It’s no secret that social media is one of the most powerful influencers in online commerce. Companies that have figured out how to use Facebook, Twitter, and Instagram for viral marketing will undoubtedly see an increase in sales among millenials and other young customers. So how can another e-commerce tool, exit intent technology, work to improve your company’s social media profiles?

Social Media

It can be easy to forget that you don’t always have to make an offer with your exit intent pop-ups. Many businesses employ exit intent technology without ever offering a discount or special perk like free shipping. Instead, they use it as a tool for connecting with the customer, gathering information, or presenting new items.

Pop-Up

Consider using an exit intent campaign like the one shown above. This pop-up advertisement encourages the visitor to follow Four Sigma Foods on their social networks: Facebook and Twitter. Once the visitor follows the company on one or both of these platforms, they’ll be presented with a consistent flow of information and advertising from the company – much more valuable than one exit intent offer!

Of course, you can design your exit intent overlay to direct visitors to any of your social media profiles. Do you have a creative YouTube channel advertising your products? Embed your most recent video in your exit intent pop-ups. Is your business using Snapchat for innovative new marketing clips? Put together a clever exit intent overlay that shares your Snapchat name and a recent image. Marketing always rewards creativity and cleverness.

The trick in making an effective exit intent pop-up that advertises social media is to be enticing without being annoying. An ad that blares, “follow us on social media!” and includes your Facebook, Twitter, Instagram, Vine, Snapchat, Tumblr, and thirty other platforms is likely to turn off more visitors than it converts. On the other hand, a sleek pop-up that says, “some of our best offers can be found on our Facebook page” will likely turn a lot of visitors into followers.

Integrating Social Media with Exit Intent Technology

How to Make the Most Out of A/B Testing

AB Testing

Once you’ve decided to take the plunge on using Exit Intent technology, there is a litany of tools at your disposal to make the most out of your sales strategy. One of these powerful tools is A/B testing which can show you the relative effectiveness of your exit intent campaigns.

Here’s how it works:

  • Using an exit intent company like MaxTraffic (www.maxtraffic.com), you create two contrasting campaigns to increase conversions and sales.
  • With A/B testing, 50% of your visitors are shown one campaign while the other 50% are shown the second campaign.
  • Your exit intent solution tracks the conversion rates of both campaigns, giving you real data on the effectiveness of each campaign.
  • Once your sample size is large enough to indicate a clear winner, you can then employ your effective ad with all visitors.

Effective marketing requires constant evaluation to determine if a new strategy will lead to more sales. With A/B testing, every new advertisement can be tested against your most effective current strategy. Why switch from an effective exit intent overlay when the new one isn’t as good?

Online retailers are always concerned about losing sales, and the prospect of a new campaign flopping can be enough to keep you from ever taking an advertising risk. Imagine that your marketing department has come up with a new campaign that is totally “outside the box.” You may be concerned about how it will play with actual customers, but your company isn’t nearly large enough to pay for things like focus groups and surveys. A/B testing is an effective, cost-efficient way to surpass customer surveys and get to the heart of the matter: sales. Use this strategy as much as you want; the more testing you do, the more efficient your campaigns will become.

How to Make the Most Out of A/B Testing

Getting Inside the Head of a Shopper

Getting Inside the Head of a Shopper

Designing your e-commerce site to maximize sales can often feel like an extended psychoanalysis of your customers. “Why do they do the things that they do?” “How can I keep them from leaving?” “Why won’t they make a purchase?”

All of these questions can leave you banging your head against the wall, wondering why your hard work hasn’t paid off with increased sales. Once you’ve overcome the frustration, however, you can begin to make inroads on your sales strategy by understanding shopper psychology and how to take advantage of customer behavior.

Customers Want to Feel Like They’ve Won

You must provide the customer with a positive experience if you have any hope of making an online sale. Visitors to your site want to feel like they’re getting a good deal; no one is going to make a purchase if they don’t feel good about the product and the price.

Regardless of your products’ prices and your profit margins, you must present them in such a way that the customer thinks they’re getting a bargain. Trumpet reductions in price (50% off!) and the customer won’t notice that the original price was much higher than the product’s value. Offer free shipping without mentioning that the overhead on the product more than covers your low shipping and packaging costs. Whether or not the customer is actually getting a great deal, you must go the extra mile to convince them of your shop’s great value.

You Want to Encourage Quick Actions

Many compulsive shoppers experience a rush of adrenaline when they make a new purchase. This “retail high” adds to the positive feelings associated with a new product. The customer imagines all the ways that the new product will bring value to their life and celebrates the great deal they received.

Countdown

Act now or the deal is lost!

You can take advantage of this customer behavior by pushing the visitor to make quick purchases. One way to incentivize quick thinking is by presenting an exit intent overlay that includes a countdown timer: “Purchase within the next 5 minutes and receive 20% off!” Suddenly, the customer needs to move fast to get a great deal. The adrenaline rush kicks in early as the visitor rushes to fill their cart and take advantage of the special offer, and you reap the rewards of increased sales.

Customers Want You to Care

One of the most common mistakes in e-commerce is to concentrate only on the immediate sale rather than a long-term customer relationship. Your company will take in more money by converting visitors into loyal customers: customers who make several purchases per year.

The way to turn customers into loyal brand ambassadors is by convincing them that you care about their individual patronage. This can be as simple as an exit intent pop-up welcoming them back to your site, or rewarding them with repeat business. “Thanks for coming back! Take 10% off your next purchase with us.” The customer knows that you’ve noticed their contribution to your company and appreciates the special attention. Track the behavior of repeat customers and watch how your efforts turn into rewards.

Getting Inside the Head of a Shopper

Not Just Pop-Ups: The Difference Between Exit Intent Technology and Annoying Ads

We all remember the plague that once was pop-up ads. About ten years ago, before the rise of solutions like AdBlocker Plus, internet users were afflicted with an endless stream of pop-ups. These annoyances would offer everything from free iPods to $250 gift cards; all you have to do is fill out ten surveys, sign up for sixty magazine subscriptions, and forward your bank information to a bankrupt prince in Nigeria.

Mercifully, those days are over.

However, you can be forgiven for resisting the recent advances of exit intent technology. Exit intent ads act a lot like those old annoying pop-ups; at the last minute, they appear on your screen and momentarily prevent you from moving forward. Many potential clients upon first hearing about exit intent technology will say something along the lines of, “aren’t these just pop-ups?”

There is a key difference between the pop-ups of old and the new ads associated with exit intent technology: the ads are exclusively affiliated with a website that the customer chose to visit.

Think about it: those old advertisements, the ones that drove people to install pop-up blockers? They were for things completely unrelated to the website they were visiting. Baseball fans on Yahoo! Sports were treated to advertisements for travel packages; television enthusiasts reading recaps on Entertainment Weekly were shown “special offers” for free cell phones.

When a visitor lands on your site, they likely didn’t get there by accident. Your women’s clothing site is likely viewed by a number of women looking for new outfits and accessories. Because of this, it’s not inappropriate to show them an ad displaying your store’s most popular blouses or handbags. In fact, it’s quite possible that your visitors will be grateful for your exit intent ad.

That’s right: customers will be glad that you showed exit intent overlays.

In the world of online shopping, customers are constantly looking for the best deals. Exit intent ads alert customers to special offers and sales that they may not have previously known about. Think of it more as raising awareness: you’re giving the customer as much information as possible so that they can make an informed decision. (And hopefully that decision is to make a purchase!)

As long as you’re not making offers you can’t back up, your exit pop-ups are more appealing than annoying. No one has ever complained about a good deal!

Not Just Pop-Ups: The Difference Between Exit Intent Technology and Annoying Ads

Here Are Three Classic Exit Intent Ads That Really Work

As we’ve mentioned before, exit intent pop-ups are an amazing tool to retain visitors to your site and increase conversion rates and overall sales. However, not all exit intent ads are created equal. The effectiveness of your campaign depends on how it communicates with your visitors and whether the message resonates with their goals.

Through extensive study of top exit intent companies and their sales data, we’ve pinpointed three exit intent overlays that are consistently effective in delivering higher conversion rates and increased profits.

Wait! Here’s $10 Off Your Purchase

It’s critical to understand that these exit intent pop-ups make the difference between a customer making a purchase or abandoning your site entirely. To convince your visitors to stick around, you may need to make a small concession in exchange for large-scale profits.

The potential customers who visit your site are interested in your product on some level; otherwise they would not have gone through the effort of visiting your store. A percentage of your visitors are likely teetering on the edge of making a purchase or saving their money, and an unexpected discount could sway them towards spending. A message like “Wait! Here’s $10 Off Your Purchase” conveys a sense of urgency to the customer and encourages them to engage in a period of rapid decision-making. Successful conversions will likely happen in only a few minutes; the customer will be encouraged by the discount, find an attractive product, and make a purchase within the blink of an eye.

You Forgot These Items! Take 10% Off On Us

The extreme version of the customers mentioned above is those who put items in their cart but still end up saving their money. These cases can be maddening; you literally can’t get closer to making a sale. It can be tempting to write these customers off, but the best way to get over the disappointment is to turn them into sales!

Consider that these customers came within a few mouse clicks of being a part of your profits; it can’t take much to convince them to finish the purchase. Create a campaign that takes advantage of visitor segmenting (many exit intent companies like Bounce Exchange and MaxTraffic offer this service) to specifically target those customers with items left in their cart. An attractive advertisement offering a discount on the items they were already considering will increase conversion rates significantly.

Check Out These Popular Items!

Not every customer is going to be thrilled with what you have to offer, and even the most successful websites lose a majority of visitors. Visitor segmenting gives you the chance to make a last-second blitz on customers who are bouncing away quickly. Your bounce rate shows what percentage of visitors leave after only viewing one page, rather than looking at different products or checking out your business.

The best strategy for attacking these bouncing customers is by showing them your very best products. Analyze your sales data to find your three most popular items and feature them in an exit intent overlay. While this campaign by nature will not be as successful as the two mentioned above, it represents your best bet for converting uninterested visitors. Another way to optimize the process is to run A/B testing using different products in the two advertisements. Once you’ve found the most appealing iteration, you’ll be on your way to increasing profits.

Here Are Three Classic Exit Intent Ads That Really Work

Building a Newsletter Base Through Exit Intent Ads

Exit intent technology has been touted as an incredible tool for e-commerce and online retail websites. While it’s true that exit overlays can increase conversion rates by 10-20%, that isn’t all that this solution can do. With the powerful customization capabilities of exit intent technology, you can adapt these strategies to suit the needs of your company.

One great use of exit intent technology is capturing customer information. Building an information database can be extraordinarily valuable for e-commerce sites as well as sites offering services like financial planning, insurance, and security. That information can be turned into a weekly or monthly newsletter in which you engage visitors with your most appealing content.

Design your exit intent overlay to make the idea of a newsletter appealing to the visitor. Exit pop-ups are annoying by nature, and you must overcome this stigma to present an attractive message. A message like “Our Best Deals Can Be Found in Our Monthly Newsletter” or “Subscribe to Our Newsletter to Be the First to Know About New Products” will convince visitors that your newsletter is a necessity.

An exit pop-up designed to capture information should be as simple as possible. Include areas to enter the visitor’s name and email address, nothing more. Once they’ve clicked “Submit,” the pop-up should vanish, allowing the visitor to go on their merry way. You have now established a long-term relationship with the visitor; earn the visitor’s trust by providing only your best content at well-timed intervals.

Your newsletter should be distributed no more than twice a month, and it should always contribute something of value to the reader’s day. No one likes to be spammed, and your readership will quickly dwindle if you are not delivering something worth reading. Exit intent technology will help you collect subscribers – it’s up to you to keep them interested and turn them into customers.

Building a Newsletter Base Through Exit Intent Ads