The shopping holiday is right around the corner. Let’s talk BFCM wins that you can implement yourself — or work with me to implement as part of my BFCM Content + Marketing Power-Up.
Tip: Add a polite BFCM-specific exit intent pop-up that promotes your Black Friday/Cyber Monday offer
Exit intents are those pop-ups that appear when you mouse outside of the screen and they pop-up saying, “Hey, wait, don’t go yet!”
They’re a useful piece of marketing, especially during a shopping event like Black Friday/Cyber Monday.
I, personally, find best results with what I call ‘polite’ exit intent pop-ups.
No one likes it when they land on a site and immediately get hit in the face with a pop-up. Or land, scroll for 5 seconds, and go to exit without clicking a link — only to get hit in the face with the pop-up. That’s rude.
Instead, a polite exit intent pop-up waits for qualified traffic. Not all visitors are created equal, and someone who clicks around to a few different pages or products is much more likely to convert than someone who ding-dong-ditched your homepage.
So, optimize your exit-intent pop-up to show to that higher-value traffic. Set your exit intent to only show to people who have demonstrated their intent, maybe by some combination of:
- Visiting 3 or more pages
- Spending > 45 seconds on your site
- Visiting at least 1 product or collection page
Then, when those qualified visitors go to exit your site, have the exit intent pop-up appear, present your offer, and nudge them to take action.
You want your pop-up to focus in on the details of your offer:
- This is what you get
- These are the benefits to you
- This is how long you have until the promotion disappears
- Click this link to go to the product/collection or informational page and purchase
That way, as visitors browse your store this BFCM, the qualified, likely to buy visitors get a little extra nudge when they’re thinking about leaving your store. And that nudge can often translate into a significant increase in revenue.
“What app should I use for these sort of pop-ups?”
I’ve tested a bunch of Shopify apps and platforms (and wrote a lot of custom code that I threw away) to find a way to get high-quality exit-intent pop-ups that give fine-grained targeting controls. Most of the solutions for this sort of on-site messaging are a blunt instrument.
The one that blew me away? WisePops.
WisePops is great at on-site messaging, including exit intent pop-ups and list building pop-ups. And they’re amazing at targeting options for their pop-ups. You can dial in specific criteria for pop-ups to ensure only the most relevant visitors see that messaging. That’s why I picked WisePops as the on-site messaging solution for my BFCM Marketing + Content Power-Up.
So, as you get ready for your BFCM, I encourage you to set up an exit intent pop-up for your store. That’s an essential bit of marketing messaging that will help you reach your visitors and convert them into customers.
Next week? Look for a letter from me about the ‘$30,000 BFCM insight’ that I uncovered for Outbound Lightning.
Excelsior!
Kai
p.s., If you need help with your BFCM content and marketing, let’s chat about my BFCM Content + Marketing Power-Up. Send me an email or schedule a consultation so I can learn about your store.
