By Roberto Pesce on 6/29/18 2:22 PM
Exit-intent pop-ups. Do you love it or hate it? It doesn’t really matter because they are everywhere anyway. Messages triggered by exit-intent are the ones that you see when you are leaving a webpage. They usually pop onto your face as a last try to convince you to purchase something or to give your information away.
And this is exactly where this topic gets really controversial. Some people say that these messages increase conversions (and they really do), while others say that it affects the user experience (also true). So, what side to choose?
You want to sell more, but want your users to have a good experience as well... Yes, it’s a tough decision. But what if I tell you that you can take both sides How can you do that? Being relevant to your audience.
Relevancy has the power of transforming an intrusive pop-up into an interesting overlay. But this is not easy to be reached. Being relevant means that you’ll have your message placed on the right spot, at the right time, and, most important, with the right message.
This is very common in real-life if you quickly think about it. How many times were you about to leave a store and the sales personnel reached out to you offering help or informing you about an entire session on sale? Wasn’t it relevant for you? Didn’t you, at least, thought about going back?
The truth is that this scenario is not quite easy to be repeated online. How to make exit-intent messages relevant for thousands of users, many of them simultaneously requiring your attention? This is where AI-driven solutions come into the game.
Artificial Intelligence can help your website to understand patterns and predict exit-intent with very high accuracy. It means that even though your visitor is not intending to leave yet, your website can recognize patterns and predict this possibility before it happens, triggering a series of automated messages that aim to increase their intent of buying.
Most solutions out there are rule-based, and they will trigger the same approaches every time a visitor ‘checks that box’. Data-driven solutions can increase relevancy to the roof by anticipating behaviors and offering personalized interactions. Each visitor is unique, so why to put them all in the same rule-based bucket?
Of course, that just adding a script and a data-driven solution to your page won’t increase your conversions. You need a clear strategy, clear goals, and clear indicators in order to know how successful your implementation is.
Data-driven solutions are very good in learning from your audience, but you need to know what you want them to do in first place. So here are three strategies that you can adopt today along with data-driven exit-intent solutions to increase your conversions:
- Use them at Product pages: Data-driven solutions can track your users' behaviors on your product page and understand their willingness to purchase. The goal here is to understand what your visitors need to convert and deliver it even before they need. It could range from more information to relevant product recommendation, always aiming to increase the chances of conversion. A typical metric would be ‘Add-to-cart rate’.
- Use them during the Checkout Process: The power of data can predict or understand what made the visitor give up during the checkout process. The goal is to bring the visitor back to the process by offering something that can range from discount vouchers to relevant cross-sell items. A typical metric would be ‘Cart-to-payment rate’.
- Use them at Landing pages: Track your landing pages and let the data recognize your visitor’s understanding of your offer and its buying intent. Landing pages should always have a defined goal and a clear expected action. Let data understand if something is missing to your lead and offer what they need to increase the chances of converting. Different metrics could be used with this strategy depending on your landing page's goal.
Now that you know how data-driven messages can increase your conversion rates is time to look for solutions out there. Don't be fooled by magic numbers. Conversion rates can be measured in many different ways, make sure you understand your needs and find a tool that can add to your numbers.