You have most likely entered this page from a pop-up box. It means there was a layer of a screen overlaying the original content to provide you with information. It stopped any other interactions you were having on the page. Of course, you may effortlessly close the box and proceed with what you were doing, but if the message connected with you, you will be following our planned customer journey.
Would a pop-up affect my customer’s experience?
Yes. It is an intrusive experience to have a pop-up. However, you may ask any marketing experts or E-commerce owners – the fact shows that pop-ups work.
Pop-ups provide you with the most critical information of your customers that it is worth interrupting their experience. The pop-up culture is already a part-and-parcel of the internet experience, embraced by big brands worldwide. Moreover, depending on how you frame it, it can be helpful to your customers.
The critical information you are looking for is your user’s contact information. That is how you can follow-up with them. In a single step, you have gained a lead and qualified it.
What is a Call-to-Action?
The ask for your contact information above is what we call a “call-to-action”. Its purpose is to be there so that your audience know what action is available from the page. If this page is devoid of any call-to-action, you would have read the whole page, unsure of what to do next, and left the page. A call to action may have been the most essential tips to learn when building a website.
What kinds of calls to action are there?
Most likely, you have now experienced a few kinds of “call-to-actions” while being on our website. While there are many other forms of call-to-actions. We will focus on this 4.
- The pop-up box is a layer of a screen overlaying the original content to provide you with information. It stopped any other interactions you were having on the page and is the most intrusive type of call-to-action.
- The static box is a snippet of information usually attached to the top or the bottom of the page. If you scroll to the top of our page, you will notice a small bar of information. The static box is the least-intrusive call-to-action, less noticeable, and easily ignored. In our strategy, we use it repeatedly in all pages to make it more prominent.
- The slide-in box appears with a slide animation usually at the corner of the page. The movements will attract your audience’s attention, but it can be easily ignored. It is a mildly intrusive call-to-action.
- The content break. If you notice the call-to-action above, in the middle of the content, is a content break. It is intrusive but usually fits into the content experience. The point is to place the call-to-action in the right content at the correct position where it is most likely to be useful than annoying.
Now that we know some of the of call-to-actions. The next step is the implementations. The best call-to-action revolves around your customer journey. It is the process you would want to lead them through.
A simple Customer Journey for your E-commerce
Firstly, in our example, we would offer you a promotional voucher for your very first visit with us. For your potential customer, if it is a discount voucher, they are most likely going to need it if they want to purchase from your store. If your potential customer applies for your discount, you would be able to identify him or her. Identifying a unique customer give us a lot of analytical information to profile your client. Although most of the time, we are interested in their contact information, because it is a qualified lead.
Secondly, provide an alternative. Maybe your potential lead is not yet ready to make a decision. It is okay. We may not always be prepared to key-in our contact information. If we ignored the pop-up box, I would have lost you as a qualified lead. So, always plan for an alternative. Maybe your audience requires more information.
Thirdly, have another call-to-action ready in your alternative. When you lead your audience to the alternatives, remember to have a call-to-action ready, or they will not know the next step, and leave the page anyway.
Repeat your alternatives flow. There may be situations where you would like to have 2 or 3 cycles of options. Although generally keeping it simple is the best experience for your customer. If they are not interested yet, there are other strategies in the toolkit. So, try not to over-do it.