Running websites in multiple markets can be a hard row to hoe. For that, GEO IP popups can come to your rescue.
As eCommerce competition is the tightrope that every marketer has to walk with every new customer. In that case, the phrase “Small things can make a big difference” makes a lot of sense. Especially when it comes to creating customer’s engagement for your eCommerce website.
GEO IP popups are a vital tool in eCommerce as they are believed to increase the conversion rate by 44%. In fact, a case study of location data used by Factual found that more than 80% of marketers use location-based data to personalize the customer’s experience.
Therefore, Geo-targeted popups are an ideal way to get the attention of your website visitors. But what exactly are geo-targeted popups?
Geo-targeted popups are defined as modal windows on the website that will be displayed to all the users visiting your website. These modal windows display exactly like standard popup windows. Moreover, the content can change based on your visitors IP or geolocation.
Though, we all are accustomed to generic popups that encourage us to give our relevant information when we try to visit a website. Geo popups are a step ahead of generic popups.
They add trust and relevancy factors to the popup with a view to increasing the conversion rates. By displaying a geolocation popup to your customer, you are monopolizing their attention for a brief moment and increasing the odds that they will engage in the behavior you want them to.
How do geo-targeted popups work for your eCommerce website?:
Geo-targeted popups work in the same way as other geo-targeted elements on your website work. In these popups, users are identified based on your GEO IP. Based on that location data, you can easily identify their location.
Though the popup itself is a simple HTML snippet, you can include it on your website with ease. All you need to do is establish your geo-targeted popups.
Creating Geo-targeted popups – step by step guide:
- Set up your website
- Create an ideal popup design
- Preview your popup
- Add geolocation popup
- Add cookie expiry
- Add snippet code to your website
Therefore, adding geo-targeted popups to your website is a great way to encourage engagement for your users.
However, it is essential to use eCommerce popups on your website without ruining the user’s experience. This is when the scene of building a successful UX strategy for Geo-targeted popups comes in the scene.
The purpose of using GEO targeted popups is to get more engagement without ruining users’ experience on the website. Moreover, a well-thought-out UX design using popups can improve your user experience. But how?
For that, you need to implement the best UX strategies to make your popups more user-friendly.
Building a successful UX strategy with Geo-targeted popups
Display popups based on engagement :
Let’s agree, there is nothing more annoying than the traditional entry popups!
These popups appear immediately when you open a website. These popups are frustrating as they contain a lot of frustrating advertisements.
Entry popups disturb you in a way as:
- They interrupt the typical browsing and reading flow
- prevent visitors from getting access to the desired content
- often contain irrelevant or outdated content
- make s visitors lost
Ultimately, they can really improve the user experience on your site. But the question arises how you can make your popups less disturbing and more interactive?
Here are some typical solutions that you can follow to make your popups more engaging and more user-friendly:
- Display the after popup after every [x] second
- Show the popup only after the visitor has scrolled down your page
- Display your popup on exit-intent content to avoid your visitors from abandoning.
In this way, you can make your users more engaging without disturbing them. Most of the big giants are already using this technique to avoid entry-level popups.
For example, Google has created webmaster guidelines to avoid the use of entry-level popups.
Creating segments for your visitors
Your popup can only be useful and loveable for your visitors if it provides a solution to their problems. The best strategy that has currently been used is displaying geo popups on the basis of segmentation.
Segmenting means determining some groups of visitors that contain people with similar needs and characteristics. All eCommerce websites can segment their visitors into varied groups based on their interests and the stage of their buying process.
To work out your visitor segments, try to think like your customers and ask questions including;
- Who are they
- What do they want?
- When do they want that?
- Are they ready to buy?
Once you’ve separated your visitors based on their interests, demographic or geographic variables, you can show them the most appropriate message through your popups.
You can use the following segmentation options to engage more customers on your website:\
Returning visitors: The returning visitors are more engaged visitors who are closer to buying from your website than new visitors who are learning about your website for the first time.
Cold vs hot prospects: You should create different conversion goals for hot or cold prospects. For hot prospects, the conversion goal should be to engage customers for immediate purchase.
However, for cold prospects, you need a secondary conversion goal to make them subscribe.
After getting their contact details, you can communicate with them in the future.
For example, BOOM! Started a campaign that engages visitors with specific messages relevant to them. They offer an ebook as a lead magnet for early-stage visitors who are interested in a product range. Though they are not ready to purchase immediately, they can buy your product in the future.
This shows how wonderfully their UI/UX strategy works as a part of engaging more customers through eCommerce popups.
Target visitors based on the buying process
In a typical “ sales funnel” process, your first goal is to get the visitors into the funnel. This is called awareness.
Additionally, you need to guide them through the subsequent processes of interest, consideration, intent and evaluation before actually arriving at the buying process.
Though, it is not practical to communicate the same message to all the customers as every customer is in a different stage. Some are early stage customers who are just engaging with your website. While others are middle-stage customers who are more engaged visitors. There are also late-stage visitors who have more chances of buying your products than any other stage customers.
Hence, you can make your eCommerce popup strategy depending on the stage of your customer:
- For early-stage customers, you can use blog posts, social media updates, infographics or podcasts.
- For middle-stage customers, you can use educational or useful resources, webinars, quizzes or surveys to communicate your information to the buyers.
- To engage late-stage customers, you can offer discounts, coupons or packaged deals.
Additionally, you also need to engage their onsite behaviour if you really want to communicate relevant offers to them. For that, you can control who can see your popups. For example;
- Visitors who have been on your subpage for at least “ x” seconds
- Opened at least “x” number of pages
- Are you browsing one of these pages
- Have spent at least “x” seconds browsing your website
This can allow you to display different popups based on your customer’s behaviour.
Avoid the one-size-fits-all approach
The phrase,” if you are selling to everyone, you are selling to no one”, fits perfectly in the case of eCommerce popups.
Your visitors have different interests, concerns and purchasing goals. So why treat them all the same? You can show the most appropriate message to your visitors after separating them on the basis of interests, demographic or geographic variables.
With a dynamic text approach, the text in your popup will update based on the variable you choose. The dynamical altering text allows you to gather leads more effectively as it can display highly targeted messages to different visitor groups.
In this way, you can engage more visitors to your website with the help of geo-targeted popups.
Stay focussed on one value proposition.
Through a value proposition, you can convince your customers that they will benefit from your product.
To maximize your conversion with onsite retargeting, you should limit yourself to one value proposition or goal per popup. Also, make sure to highlight it. Moreover, if you are trying to achieve multiple goals with your popups, it would be complex.
As convincing your visitors to take different actions, can delay decision-making and can make your popups look more confusing.
Therefore, it is vital to clearly display your messages in the popup and not use any distracting graphics that make it hard for the visitors to read the text. Here are some possible goals and how you should focus the value propositions or messages in your popups to achieve them:
Driving sales:
- Offers discounts and coupons
- Promote special offer
- Offer a save cart option
Building your email list:
- Highlight your newsletter subscription
- Promote VIP Membership
- Offer email-only deals
- Offer free gateways and product samples
Upselling and cross-selling:
- Upsell features and services
- Upsell and cross-sell products
- Cross-sell products dynamically
For example, Unbounce is a clear example of popups used right. It doesn’t use any waffles on its homepage. Instead, its marketers focus on a clear, concise message that lets you know exactly what the company is selling.
This simple marketing is backed up with testimonials, social proof, and plenty of visuals to explain how Unbounce can help eCommerce businesses improve their website.
Don’t ask for too much information
The success of GEO targeted popups mainly lie in providing value to the prospects. When you ask your visitors to sign up for your newsletter, you should also give them a special reward for subscribing.
However, it doesn’t matter how valuable your giveaways are; no one will sign-up if you ask for too much information. Additionally, new visitors may also be hesitant to provide too much information about themselves.
So you should follow the rule of “ less is more”. The less data you request, the more conversions you will get. The less is more approach is used by many eCommerce giants as a part of the UX eCommerce popup strategy.
For example, Hulala doesn’t ask for much of your personal information when you visit their website. To be able to personalize your messages in the future, they will only ask for your first name and your email address.
General recommendations for GEO IP popups?:
Here are a few other recommendations for making your GEO IP popups more friendly:
- Make sure your GEO IP popups are the first thing that loads on your page. The popup on your website should appear as fast as possible.
- Make sure you track views of your popups and clicks. For that, you can use google analytics to track views and click on the popups so that you will have more visibility of issues around traffic handling.
- Track impact on conversion rates.
- Be proactive in suggesting the country. This will help improve the performance of the overall overlay.
- Highlight the shipping, language or currency on store options
- Have a clear close button but darken the background and make primary store recommendations more clear and bold to increase usage.
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