Putting product-specific customer testimonials in popups can enhance e-commerce conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 03, 2019, 4:45 PM UTC

This is one of the best ways to convince “on-the-fence” consumers that the product is worth buying.

The author recommends that marketers should put a popup slide, showing customer testimonials about a specific product rather than generalised customer testimonials. Instead of positioning customer testimonials at the front and centre of the website, marketers should trigger a popup to slide in at the bottom of the page.

Marketers should analyse the product page’s average session duration and then trigger the popup to show just before the visitor bounces. Marketers can also use popups to promote new products with innovative phrases like “Discover our new…”, while not pushing to sell.

This piece says that when marketers ask consumers to view a product rather than asking them to buy, e-commerce sites can get more traffic to their product pages. But, popups should have eye-catchy headline and image along with a low-commitment call-to-action.

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[10 minute read]