Welcome to Episode 085 of Optimized Ecommerce – DON’T EVER Make This E-commerce Mistake in Your Store. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Here’s just a taste of what we talked about today:
Visiting the site’s homepage (ElementalKnives.com.)
When the site was loaded, a pop-up that blocked out the screen came up. It was taking up the entire screen. There was no branding and there was nothing else to see. You will not even get to see what the site was about before they gave you an offer.
From a mobile perspective, people might think this is an error because the entire screen gets blocked out by the pop-up. Since the pop-up blocks out the whole screen, it creates a navigational nightmare on mobile.
Breaking down the site’s pop-up
The pop-up itself says, Become a VIP for Instant Savings, Join via email and get 10% off your order. And then, it asks for their first name and their email address. That in itself is not a bad thing, we’re a big proponent of using a 10% offer. But only as an exit offer to try to save a sale or save someone who’s about to bounce from the page. It’s not a matter of the offer being bad, it’s a matter of giving the offer at the wrong time. The site should at least let the customer look around the site first.
The next thing is asking for the name and email. If the site says, join via email and get 10% off your order, it means that they only care about the customer’s email address. What we have gathered from our testing is that each additional form field that is added on the form, be it a form field or the things that input data, dramatically reduces conversions.
The pop-up also says, Get an Upgrade, join us via email and SMS to upgrade to 12% off. From 10% they are going to give an extra 2% for a phone number. That extra 2% discount isn’t worth it because it causes confusion and requires cognitive load on the part of the customer, they have to think it through.
We also discussed a few more topics, including:
- What subconsciously happens to a buyer’s mind when seeing a pop-up blocked-out screen with an insane offer?
- Why does user experience matter in an e-commerce store?
- The right way to use pop-up in your site.
But you’ll have to watch or listen to the episode to hear about those!
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Also, Tanner mentioned the following items on the show. You can find that on: