#Booking.com — UX Case Study

[clarencenicholsonata]

7 Exit Popup Tips For Engaging Visitors Without Being Too Annoying

If you’ve been searching for methods to increase your conversions at once, exit popups are the number-one weapon that will most certainly get you there.

Pop-ups are an effective way to not only drive conversions but also reduce website abandonment and grow your marketing list when used intelligently.

According to one recent case study, the inclusion of an exit popup increased leads by an impressive 13% for an online marketing platform.

While these numbers seem to be small, when you add a high volume website traffic to the mix, it translates to a significant amount of conversions and email subscribers. It also goes into showing the incredible difference in the design and execution of pop-ups can have on the website conversions.

Contrarily, poorly executed pop-ups can belittle your overall customer experience. They may disrupt the customer in their journey to make the purchase forcefully and therefore, generate bad brand sentiment.

Even worse, obtrusive pop-ups may isolate customers from your service and either slow down or entirely stagnate the growth of your business.

How do you use pop-ups without annoying customers? Read on to find out!

1. Make the User Experience a Priority

The experience that visitors have when they land on your website until the time they are about to exit, plays an important role in forging a lasting relationship with potential prospects. Perfecting the UX and CX and engaging visitors is a challenge for all websites.

However, if you time your pop-ups right without interrupting the browsing flow of visitors, your exit pop-up can add to the user experience instead of interruption or distraction.

When a visitor’s behavior shows they are about to abandon your site, exit-intent popups show up at just the right moment.

For instance, Hubspot’s free exit intent popup software allows a site to trigger pop-ups based on the user’s behavior wherein one can set scroll triggers, time triggers, or page targeting to display at the right time and the right place.

It’s the timing that’s key to prevent the popup from annoying your visitors. It’s also worth limiting the number of popup appearances. A particular popup should appear only once to unique visitors. This way, your visitors won’t feel like they are being harassed with an offer.

In addition, a beautiful, tasteful, and most importantly, a simple popup is much less annoying than a flashy or incomprehensible one. So make every effort to design elegant overlays.

One example of a simple yet elegant popup is the one that the team at Coschedule uses:

2. Make Sure Your Popup is Clickable

There is nothing more annoying than a pop-up that the visitor can’t get rid of. Often the users will end up abandoning the website altogether if they can’t close the pop-up notification.

With an increasingly large number of users using mobile devices for browsing, this has become a major issue. Since the touch target is smaller, they face issues in closing the pop-ups adding to the annoyance of pop-ups.

Your pop-up needs to work well on desktop as well as mobile devices so special consideration needs to be given to the responsive design.

Designing the popups for mobile is something you need to keep in mind for ensuring engaging visitor experiences.

For example, this exit popup by Nick O’Neil has clickable text with a clear Call to Action (CTA) using the actionable verb “download”, and states the name of the guide, so interested viewers know what they will get when they take the action to click.

Ready to start using powerful popups for your website?

Book a free call to learn how our team of marketing experts can help you create high converting website popups today.

3. Embed a Progress Bar within the Exit Popup

A psychological phenomenon that causes people to feel uncomfortable upon witnessing incomplete situations or things is termed as the 'Zeigarnik Effect’. The majority of online marketers today utilize this phenomenon to generate leads.

You too can harness the Zeigarnik Effect to your advantage by ingraining an idea of incompleteness in your visitors’ minds. This can easily be done by adding a progress bar reading anything less than 100%. Your readers will then want to perform the required actions to get a full bar.

Here is one excellent example of how a progress bar can be embedded within the exit popup without coming across as too annoying.

4. Overcome Objections Commonly Faced by Customers

What if your prospect is faltering to make a purchase from you simply due to one small objection, and if you could overcome that, would it be the last nudge they need for getting converted to a customer?

Here are some of the most common objections that online visitors have, and the ways in which you can prevail over them:

I need to think about it first: People make any purchase based on emotion, therefore, if your website tries to nudge them on an emotional level all along, you’ll likely overcome this objection.

I will find a cheaper deal elsewhere: Demonstrate how you’re the best value or the best price around. You can also place a comparison chart on your website’s homepage.

I’m happy with what I have at the moment: Show them how their life will be far better once they avail of your product/service.

I don’t have the budget right now: Offer a payment plan. Or, justify your plan with calculations on how your service will actually save/make them money in the long run.

I’m not certain if it is the best-suited work for me: Offer a free trial.

I don’t have time right now: Throw in a limited-time bonus.

Sam Ovens does an incredible job of facing common objections that can cause visitors to bounce from his site, Consulting.com.

To better convert visitors, he provides a 14-day money-back guarantee, the choice to split payments out over time, and a special 6-month interest-free offer from PayPal.

5. Generate scarcity to grab a customer’s interest

“When our freedom to have something is limited,” Robert Cialdini says of scarcity, “the item becomes less available, and we experience an increased desire for it. However, we rarely recognize that the psychological reactance has caused us to want the item more; all we know is that we want it.”

It’s a well-known fact that scarcity (having less of something) greatly fuels a buyer’s impulse. Nobody wants to cast aside the increased probability of getting something they want, and it sure as hell doesn’t feel good when someone else gets it and you don’t.

Booking.com utilizes a popup during the reservation process to inform users how many other people are looking at the same hotel as them.

What it subtly implies is- “Better act before someone else gets your room!”

Use exit-intent related scarcity to get people to think twice before they abandon your website. You could offer a discounted price, but only for a limited time period or the first few who opt-in.

You could display a countdown ticker within the exit popup itself that shows how many more items are left at that price, and how quickly they’re getting sold. Here is an example of how you can do that:

6. Present a Survey

Surveys are an excellent way to learn more about your website visitors and how you can implement changes within your website to better meet their needs.

However, many websites set them floating at the wrong times, which makes for awful user experience.

Envision landing on a website for the very first time and being hit with a survey immediately about how your experience has been on the said site or, being right in the middle of a purchase, and getting cut in by a popup survey.

Both of these scenarios would leave you annoyed, right?

The best thing about exit popups is that they don’t interrupt you while you’re doing something on the page. This makes exit popups all-the-more suited for surveys.

You just need to make sure that you don’t encompass a survey on your homepage, or on any other page that wouldn’t be on the same wavelength as someone filling out your survey.

Here are some regularly named causes you can include to your website exit survey:

The information displayed regarding the product/service isn’t enough

The value of the product/service offered doesn’t match the price

Lack of trust for a new brand

The user flow or process (registration/download/checkout) is too complicated

Getting in touch with the technical support team is quite tedious

Here’s one intelligent example of a website abandonment survey by Qualaroo:

Always be deferential of your visitor’s time and don’t expect them to fill out a survey for nothing. Give them something in exchange for it, such as a free deal.

7. Leverage the Power of Reverse Psychology

Another reason visitors often bail on your website is that they’re simply fatigued. But as a matter of fact, if you can make them laugh or even smile, it will be difficult for them to turn a deaf ear to your parting offer.

For instance, the opt-out or ‘No’ link can read, “No, I’d rather not receive free deals in my inbox.”

In this case, seeing this link, the visitor will reconsider their option to opt-out and think, “Ok, why not?

I like free deals, I can read the emails when they arrive and decide later, ok I’ll signup.” KlientBoost uses the “pile of poo” emoji, those cute, smiling piles of poop, to lighten the mood:

“A choice can leave doubt in people’s minds if they did make the right decision or not,” said Krista Bunskoek on Wishpond.

���If someone said ‘No,’ that choice can linger on in their minds and there’s more likelihood of them coming back to your site anyway.”

Final Words

Finally, to summarize it all up, you just need to look into a few simple things to engage visitors with exit popups in an intelligent manner.

First and foremost, make the user’s experience a priority. Your website can include endless exceptional features but it's nothing if you can’t really keep your visitors hooked onto it, right up till they plan on exiting.

Then comes the fact that your website has to be responsive, no matter which device the visitor is accessing it through. The exit popup needs to be equally clickable across all devices and have a clear call-to-action. Because that’s the whole point of having an exit popup placed toward the end, isn’t it?

Grab your website visitor’s interest by embedding a progress bar within the exit popup so that they have a fair idea of how much more time they will have to invest within your website before they can acquire whatever they’re looking for.

Don’t leave a single stone unturned from your end. Overcome objections commonly faced by your website visitors within the exit popup in order to get their attention back to the ease of buying from/ investing in your brand.

Scarcity greatly fuels a buyer’s impulse. Use exit-intent related scarcity to get people to think twice before they abandon your website.

The best thing about exit popups is that they don’t interrupt you while you’re doing something on the page. This makes exit popups all-the-more suited for surveys.

Lastly, add a tinge of humor to your exit popup mix and you’ll see all the more conversions happening. We all like the one who can make us laugh, don't we?

The above-mentioned tips are just some of the ways you can design exit popups that work well in your favor.

You can choose any of these to harness maximum returns from this feature, the only thing to keep in mind is that you are looking to provide value to your customers and design a strategy that appeals to your target audience.

About the Author

Rahul Varshneya is the co-founder and President of Arkenea. Rahul has been featured as a technology thought leader in numerous media channels such as Bloomberg TV, Forbes, HuffPost, Inc, among others.

from RSSMix.com Mix ID 8230801 https://ift.tt/2PNUDol via IFTTT

[williamexchange]

4 Ways to Optimize B2B Content for a Mobile-First Experience

Most of us will admit (begrudgingly or not) that we are somewhat addicted to our phones. In fact, people spend nearly four hours per day scrolling, texting and interacting on the small screen. There is a huge shift in the way digital media is accessed and digital content is consumed — from laptops and desktops to mobile devices — yes, even in the B2B realm.

A report from BCG had some incredible findings on the influence that mobile marketing has in B2B:

70% of B2B customers have increased their mobile usage, particularly for searches and research.

60% have used their mobile device to help them make a purchasing decision for their business

Targeting customers with mobile-friendly content can speed up their purchase decision by 20% and shorten your sales cycle by 35 days on average.

And just in case you need one more reason, Google enabled mobile-first indexing by default for all new websites, on July 1. It had already started to transition existing websites to mobile-first, and you encounter problems getting your site indexed and ranked if it isn’t mobile-friendly.

B2B companies that fail to optimize their websites and content for mobile consumers are going to miss out on a lot of lead generation and conversion opportunities in the near future. Creating a truly mobile-first experience requires a whole lot more than just creating responsive websites.

Mobile-First Experience: Getting Started

Start with Small-Screen Friendly Blogs

Company blogs play an important role in the B2B customer journey with 71% of buyers stating this content helped them make a final purchasing decision. However, the way your target audience is consuming content on the whole is changing. People use mobile devices to access more than a fifth of all media content that they consume, according to an eMarketer survey.

B2B marketers need to be mindful of their content so it’s easy to read. The layout should be optimized and responsive based on the reader’s screen size (for example if they are using a small tablet versus a phone).

To adopt a truly mobile-first approach, content strategists and web designers must work together to determine how things should look on mobile first and then on a desktop. Mobile users still want all the information, so don’t arbitrarily cut out images, videos or even blocks of text. Instead, try to compress them for size and rearrange them in a good flow, considering the visual hierarchy. Elements like line and paragraph spacing, placement of visuals and ads, and clickable areas are important to take into consideration.

Further,

Determine where AMP pages will work best and adopt it early.

Consider using expandable sections if a post or resource is too long. They’re no longer bad for SEO.

Cut down the pop-ups encouraging subscription, chat, etc. – both in size and number.

Ensure all WordPress or other CMS plugins you use for the desktop version are working well.

Adopt Mobile SEO Strategies

According to a report from BrightEdge, search results varied vastly when queried from mobile devices – nearly half of the URLs in positions 1 to 20 ranked differently for the keywords they studied. Moreover, 35% of the first-page results turned out to be totally different.

Searches on mobile devices tend to be more question-based, particularly if the person is using a voice assistant like Siri. They’d be more likely to phrase their search as a question, such as “What time does TD Bank open?” or “Which CRM service has the highest rating?” These questions also clarify the intent of the searcher better.

It is also important to note that voice assistants will borrow answers from answer boxes or results that include rich snippets in the usual results – structured data helps Google determine the relevance of the content.

To optimize for mobile searches, content marketers should focus on long-tail keywords during their keyword research and narrow their focus accordingly to provide clear and concise answers to specific, contextual queries.

Focus on What Actually Fuels Conversions

The real secret to improving the mobile experience is simple: give your customers what they want, when they want. People tend to use their mobile phones for convenience; they don’t want to scroll through long, text-heavy webpages to find information or make a purchase.

Conversion objectives are going to vary quite drastically when you are working with a B2B audience over B2C. The buyer’s journey is far more complex and drawn out for B2B – you can nudge your leads toward conversions with small personalizations based on the nature of their previous visits by modifying pop-ups, push notifications, display ads or landing screen CTAs.

Some CMS platforms, such as HubSpot, and web builder tools such as Duda, can help you add dynamic content to both mobile and desktop versions based on the visitor’s contextual attributes, resulting in a personalized experience at every interaction with your brand.

By tracking specific accounts, your website can automatically highlight specific content or CTAs that make sense depending on how far along the buyer’s journey they are. For instance, you can use a call-scheduling widget that can be set to appear only to qualified leads who are ready to reach out to a salesperson.

Weigh Websites versus Apps versus PWA

While creating an app isn’t necessary for many B2B businesses (but imperative for SaaS and other digital verticals), it is a great way to instantly take customer experience and service options to the next level. This is particularly helpful for B2B companies that provide software services.

Another option is to create a Progressive Web App (PWA) that offers an app-like experience without the need for an actual app download. Forbes.com created a PWA for its mobile site as it saw that the majority of traffic was coming through these devices. Instead of looking like a shrunken version of the traditional website, the design is similar to that of an app, allowing customers to easily scroll through articles and resulting in a more pleasant UX.

Focus on maintaining a similar UX between your app and your website. Many times, companies try to cut corners and make their mobile versions less efficient and powerful, but ultimately, they end up losing customers as a result.

Take the restaurant booking service OpenTable (part of Booking.com), for instance. The desktop version allows users to switch between view screens to check on reservations and other important data. Users can also see a layout of the restaurant at all times. However, on the mobile app, users can’t see the current floor plan when they are trying to map out reservations. This drives a big spoke through the UX wheel.

It’s best to keep the look and feel of all digital versions similar so customers can get a consistent and congruent user experience no matter what device they are using.

Mobile-First, Always

There is no question B2B buyers are using mobile devices in seeking information and making decisions throughout the buying process. It makes sense for B2B marketers to adopt a mobile-first approach soon in order to stay ahead of the competition and offer the best possible experience to customers.

Need help growing your audience and engaging your leads on Instagram? It may be time to partner with a  Logo Designing agency that understands the needs and challenges of small businesses.

[designandanythingelse]

Booking.com — UX Case Study

Booking.com — UX Case Study November 15, 2019 at 03:46PM https://ift.tt/2JX91oI