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Within 0.01 seconds of landing on peeledsnacks.com this popup appears:

Peeledsnacks.com_Popup

Like, the page hasn’t even fully loaded and the popup is in my face.  Is that the best tactic?  What do you do when you get startled?  I know what I do: I get out of the way (in this case I click the [x]).  In a world where we can A/B test just about anything why not test the timing of this popup?  I mean, it’s a good offer and I would likely have wanted to signup for a 10% savings.  But give me a second to catch my breath.

What would have happened if the popup appeared once I engaged with the page (defined as time on site or pages seen)?  Would the signup have worked better?  Even if the absolute signup rate might be lower I bet you’d get better quality signups (i.e. people likely to buy your product).  In the end, isn’t that what really matters?

Sometimes, Adding Friction Improves Conversions

When I landed on llbean.com through a PPC ad I was greeted by this popup–

LLbean.com

CLICK HERE TO ACTIVATE button could have been eliminated.  They could have just shown the SAVE10 coupon code.  Normally, reducing steps improves conversions.  But in this case llbean.com is adding friction (the need to click a button to activate coupon code) and it’s a brilliant strategy.  Why?  Because CLICK HERE TO ACTIVATE is a trigger that subconsciously influences the shopper.  Once shoppers hit CLICK HERE TO ACTIVATE they have taken an action that takes them deeper into the conversion funnel.  It’s not like they can’t turn around, they can, but it’s going to be 6% harder.  Who knows how long that coupon code will remain activated?  Who knows if SAVE10 can be used later without clicking CLICK HERE TO ACTIVATE first?  Would it still work?

These questions incentivize the shopper to stay on llbean.com (i.e. away from L.L.Bean competitor sites).

Fear Tactics

I clicked on an abt.com PPC (pay per click) ad and this message caught my attention—

comparison_site_banner

Notice the Purchasing from an unauthorized seller may invalidate your warranty text.

This is a very effective message for a PPC landing page.  Why?  Because the #1 objective of a PPC landing page is to prevent shoppers from hitting ‘back’ button (and reviewing competing ads).  And that’s what abt.com’s warning message accomplishes.

Riding Coattails is Clever

Fact 1: 100 million people watched the super bowl this year.

Fact 2: The shark to the left of Katy Perry made a great impression on popular culture.

Fact 3: Revzilla.com knows online shoppers have an attention span of 5 seconds, tops.

Fact 4: The one thing revzilla.com wants new site visitors to know is that they offer free shipping over $39.99, guarantee lowest prices, and have excellent customer service.

Combine Facts 1, 2, 3 and 4 and you get this—

Revzilla.com_Banner

Nearly every visitor to revzilla.com homepage will notice the shark graphic, and by association, the assurance message next to it.  And that’s the whole point.

Only thing I don’t like: Combining shark message with President’s Day sale message might be a mistake.