Conversion Upgrades and User-Informed Growth Tactics with Wisepops
Wisepops drives growth for brands across nearly every user metric imaginable through a simple yet elegant solution: well-crafted, intelligent popups on your site. The tool’s roster of 1K+ clients, with huge players like US Mobile, Unilever, Blume and Postmates, can vouch for its unique approach.
To dig deeper on the UX logic of the Wisepops effect, we sat down with Lisa Fockens, their head of customer success, to discuss client education, why popups can yield compounding returns for DTC brands, and how to turn metric analysis into action items to boost conversion.
Personalized Communication Flows
Popups are a deceptively simple web tool, but Wisepops’ model integrates numerous schools of strategy, from Marketing 101 to experiment-driven user psychology. In Lisa’s words, Wisepops exists to enhance brands’ native, on-site communication with their audience via highly targeted messaging, yielding a personalized experience based on a customer’s unique journey.
For instance, their no-code, drag-and-drop popup builder lets clients customize for new visitors and returning visitors to receive different messaging flows. Users can also dive into specific buyer interactions within their site. For example, adding a particular product to one’s cart will trigger a tailored popup based on historical and real-time purchasing patterns.
“Our no-code builder is designed around real-time, intelligent messaging. As a result, we help brands convert more customers through Popups, but we also enable variable targeting with insanely high degrees of accuracy.”
Optimized Customer Onboarding
In reality, Wisepops’ ultimate goal stretches far beyond providing a baseline popup builder to their users. Rather, they work to educate clients on best practices for utilizing the high-value tools provided by the platform. According to Lisa, brands should go beyond simply leveraging popups as a conversion tool. Rather, they can be integrated in multiple steps of a user’s journey.
For instance, Wisepops clients tend to onboard to the platform with the goal of moving more product or getting more signups, but they often fail to deeply understand the actual strategy behind audience segmentation. Brands commonly breeze past Wisepops’ segmentation and personalization features, resulting in clumsy, ineffective blanket marketing.
Lisa points out that in order to fully optimize users’ popup strategies, it’s critical that her team properly implements the appropriate education flows and thorough onboarding for new clients.
“Most marketing managers at the brands we work with aren’t that familiar with designing popups. Going further than providing a conversion tool, our core mandate is to help brands reach a much deeper level of expertise.”
Untapped Conversion Opportunities
While ecommerce merchants and DTC brands are the sweet spots for Wisepops’ platform, Lisa notes that as it relates to business model, company size, and vertical fit, the tool is fairly agnostic and can benefit almost any company with a website that needs conversion upgrades.
Most brands tend to allocate significant capital into acquisition and driving traffic to their sites through marketing blasts, paid ads, and the like. Yet, the average conversion rate for an ecommerce brand is 2.5%. Wisepops enters at this point of the conversation to help brands convert the remaining 97.5% of users that they’ve poured money into acquiring, but haven’t yet retained.
“For most DTC brands on the market right now, 97.5% of on-site customers fail to convert. That fraction represents an enormous opportunity for us.”
Designing Effective Popups
Below, Lisa shares her cheat sheet on how brands can gauge the real-time results of their popup campaigns, as well as how to leverage that knowledge to boost conversion metrics.
Clients can administer A/B testing directly through Wisepops while running as many variations and tests on a popup as they’d like. For instance, you can experiment by having 50% of your site’s visitors receive a popup while the other 50% don’t, or have 50% of incoming site traffic receive a popup upon landing while the other half receives it on exit or while scrolling — providing practical evidence on whether your popup, banner, or bar is driving conversion.
Considering the success of your popups also goes hand in hand with being CX savvy.
If you’re designing a popup that asks for an email signup, it shouldn’t be displayed right on your landing page because no one wants to hand over their info before they’ve had the chance to navigate your website and gauge if your brand content is interesting enough to sign up for more.
Wisepops found that displaying a popup after a shopper has been on the page for 10 to 20 seconds leads to lower conversion rates. Depending on the page content and length, typically at the 20-second mark, the browser is in the middle of examining your product. Thus, being interrupted is more distracting than informative.
Instead, Lisa recommends displaying your announcement between zero to five seconds after loading a second or third page once shoppers have had time to start browsing in depth.
“As a team, you need to be constantly thinking about the user experience. One way to do that is to run variable experiments, collect data, and slowly design and implement conversion tweaks based on those metrics.”
User Experience at the Core
Ultimately, Lisa’s best rule of thumb on how to retain and convert consumers can be found in principles of user experience. In her words, today’s customer wants to feel like they’re part of their favorite company’s identity and growth, rather than being treated like an afterthought.
We see this in action with DTC brands driving incredibly high engagement on their social media, because they bring their audience aboard and create the sense that their followers are building the brand with them. This is also something an on-site experience like a popup can offer.
Lisa recommends that commerce teams try reaching past a basic newsletter plug or cut and dry announcement popup to involve buyers. Instead, ask customers directly where they’d like to see your brand’s next storefront or what products they want to see restocked next. In turn, brands should incorporate this style of proactive user input into their popup and conversion strategy.
At the end of the day, Lisa drives home the point to focus on understanding the core customer journey and buyer persona — why they’ve come to your site, what they need, and what they love — before anything else. Only then can brands craft truly dynamic on-site experiences.
“If you want to retain loyal users, start by thinking through how they feel. Do they want to be a part of your brand development? Do they want to give your team feedback? If so, devise a plan that allows them to participate.”
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
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33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
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