Popovers, or pop-ups, are used to capture email addresses, reduce site abandonment, and display offers and information to customers. Yes, popups have had their awkward adolescence years, with a reputation for being annoying, intrusive, and random - to put it nicely.
However, thankfully, gone are the days of the foreboding pop-up spam anxiety. We now expect popovers to show up on our screens, posting discounts, offers, or the opportunity to learn more about a company or a product. The coveted pop-up popover is now our friend. The friend we love because they always show up to parties with interesting, relevant information and goodies. No longer the annoying friend of a friend who shows up at a party flailing around with fireworks shouting random buzzwords, trying to sell their line of skin care products to anyone who asks, “so how’s life?”.
The bottom line, pop-up popovers are evolving. They are adjusting to the pressures of Google, finding ways to be more visually appealing, and becoming more relevant along the customer journey. They have matured.
There has been much debate over whether popovers, and more specifically Email Address Capture Forms, actually work. So last year, we conducted some research to answer this question once and for all. We wanted to know when the best time, if any, to show a popover actually was. No one likes seeing a popover as soon as you land on a web page, that’s for sure. In order to test this, we ran a long term trial on our own marketing site. You can see the full results here.
Traditionally, popovers were limited in their functionality. Set, like clockwork, to pop-up on the screen when anyone and everyone visits or exits a website or web page. Now, through strategic customer experience planning, brands can use their website visitors’ behavioral and transactional data to trigger personalized CX communication to the right person, in the right place, at the right time, with the right messaging.
In addition to standard popover rules, behavioral and transactional data also offers the ability to personalize popovers based on advanced behavior trigger rules. Brands can now serve hyper-relevant content that leads website visitors along the customer journey based on:
Download the eBook to learn more about the evolution of the popup and see 16 examples of behavioral popovers.
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