5 steps to prevent popup doomsday from destroying your email capture rate
TRANSCRIPT
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5 Steps to Prevent Popup Doomsday from Destroying
Your Email Capture RatePresented by AddShoppers + Dotmailer
#PopupDoomsday
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Your presenters
Peter MessmerDirector + Growth
Joe NicholasChannel Relationship
Manager
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I. Introductions
II. What is #PopUpDoomsday
III. Understanding the potential impact
IV. 5 Step Preparation Plan
V. Q&A
Summary
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AddShoppersThe leading On-site Marketing Platform (OMP) for Commerce.
We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us.
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dotmailer
17 years and growingOver 200 employees30-45% growth yoy
Offices in New York, London, Australia & Dubai7000 clients in 150 countriesMulti-lingual platform
Global User Base
Enterprise technologyFull service & 24 hour supportB2B & B2C Marketing automationEcommerce background
Market Leaders
History
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What is #PopupDoomsday…& what exactly will be
penalized?
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“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible.” - Google
“After January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” - Google
Straight from the horse’s mouth...
Source: https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
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“Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.”
OK Google...what exactly is an “intrusive interstitial”?
Source: https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
Delayed modals too!
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At least they gave us some visuals...
Image courtesy of Googlehttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html
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What will be penalized?
Anything that covers the “main content” on the page (aka an “intrusive interstitial”) that wasn’t triggered by the user.
Are there any exceptions?
Yes. Age verification, login screens, and cookie usage popups.
To summarize:
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1. Improve Mobile UX: Avoid penalties by utilizing user-friendly modals that don’t cover up content unexpectedly.
2. Diversify: Improve your email list growth with additional campaigns.
We’ll cover these shortly in our 5 Step Preparation Plan.
What’s the solution?
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Understanding the potential impact
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Remember Google’s Panda update?
56M
Goo
gle
orga
nic
sear
ch s
essi
ons
50% Hit
26M
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Will this update really crash your rankings?
Recognize that you need be smart about when, where, and how popovers appear.
Explore different tools and ways to present popups.
This is just one signal, if your site’s content is relevant, it can still rank highly.
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Facebook hates popups too...
- “Ads may not direct to landing pages that trigger pop-ups or pop-unders when someone arrives upon or exits the page.”
- Policed via user submitted complaints
Image courtesy of Facebook
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Start planning now
Determine your reliance on entry modal popups
Improve your mobile UX
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Diversify your email capture sources4
Be ready by January 10, 2017!5
The Solution:5 Step Preparation Plan
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1. Start Planning Now
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Stay ahead of the curve before it’s too late
You have 81 days to:
- Design a new user experience
- Integrate it into your site
- Import your current campaigns and promos
(Why shouldn’t you just disable popup modals on mobile? We’ll show you why shortly.)
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2. How much do you rely on mobile popups currently?
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Poll: Do you get a significant amount of your email subscribers from
modals?
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Fact: We need to keep growing our email lists
● 22.5%: The amount your email marketing list degrades each year
● 4-7%: The amount of visitors that turn into subscribers by interacting with a popup
The natural decline along with a possible decrease attributed to losing new subscribers from popups, new strategies are needed.
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Understand your dependenceDo you know what percentage of your overall email capture and/or list growth goals are met by using entry modals?
Understanding your list dependence before the algorithm change is extremely valuable.
Checking these steps will put you ahead of your competition.
Current list growthLook up your current average email list growth per month. (Example: 5,000)
List growth from modalsLook up how many of those come from mobile modals. (Example: 2,500)
CalculationDivide #2 by #1 to get the percentage of your list growth that’s driven by your entry modals.
Example: 2,500 / 5,000 = 50%
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3. Improve Your Mobile UX
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Fill in the blank:
“Popups are annoying…_ _ _ _ _ _ _ _ _ _ _ ”
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Fill in the blank:
“Popups are annoying…but they work”
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AddShoppers Client ExampleEntry modal took their email list from losing subscribers to
growing by 2% each month
Campaign Launched
Losing Subscribers
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Popups are annoying, but they work. So what’s the problem?
Annoying = bad UX (user experience)
Now, traffic is at stake (not just frustrating your users).
"Marketers will kill everything good."- @GaryVee
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Intrusive: Penalized
Non-Intrusive: Not Penalized
So now we must go from this...
https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes#avoid-interstitials
To something like this:
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4. Solutions that diversify your list growth
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Deploy data driven campaigns
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Post Purchase Referrals
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Tap for Special 15% off for Sleepopolis readers!
Off-site InfluencersCapture emails from referrals to your site
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Geo Targeted ApproachPersonalized offers based on location
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Social ContestsGain email subscribers through engagement
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Ask and receive Don’t just give away coupons
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Make them work for freebies
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Refer-a-Friend Campaigns
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Additional acquisition tacticsUtilize selective placement and pull in additional strategies
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Selective placementMobile popups need to go, that’s a given.
But from what Google has since taught us, if it’s not intrusive, it’s a-okay. Especially on desktop.
Create new resourcesHave your site visitors enter their email to access whitepapers, blogs, guides or any free downloadable content.
Utilize CTAsMake your website work harder. These CTAs can be bottom bars that capture email sign ups. No entry modal? No problem.
Multiple email subscriptionsCreate multiple, targeted subscription types, and have their sign ups live in the footer of your site or key pages.
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Additional strategiesExpand your outreach in a few ways that will entice others to visit your site, and offer you their information
Social mediaTwitter, Facebook, etc. to offer a new resource. Sign-up form tabs on your Facebook page can collect addresses from social fans. Share buttons also collect email addresses.
Sign their loyaltyReferral programs are big right now. They incentivize loyal customers to refer friends to your site. Two emails, one stone.
Email inceptionInclude share buttons and CTAs within emails to subscribed customers. Include a ‘subscribe’ CTA, so if it’s forwarded, a new customer can be born.
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5. Maintain + SucceedKeep calm and optimize
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Take controlPreventative measures are better than last-ditch efforts to curb unsatisfactory situations.
Ensure your mobile site SEO doesn’t suffer and take advantage of solutions and strategies to acquire emails.
Continually monitor the success of your new efforts. Evaluate and optimize your results for further success.
January 10, 2017Mobile popup doomsday. Disable all mobile interstitials before this date.
Know your numbersUnderstand the disadvantage your site will be at without mobile entry modals.
Have a planMake sure you know what, how, and when your next strategy will be put into place.
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Introduction To A Solution
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To learn more about AddShoppers, join an upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
[email protected]@TheBigCatSays
To learn more about Dotmailer, visit:
dotmailer.com
[email protected]@josephrnicholas