A marketing lesson from Comcast:
I’m sure you’ve heard about the tactic of adding a countdown mechanism to boost urgency and conversions. (BTW, I don’t think it works). Here is an example of a retailer that is tripling down on that tactic:
Many sites show QUICK VIEW option on category pages. The idea, I guess, is to help the shopper buy directly from the category page. See red arrow in screenshot below:
Is there evidence these actually improve conversion rates? Based on the research (https://baymard.com/blog/ecommerce-quick-views) I’ve seen, and experienced firsthand, they likely have a negative impact.
This reminds me of homepage image rotators/sliders that are also very popular. Spoiler alert: those don’t work either.
I’m not sharing this to bash the Federal Trade Commission (FTC). I’m sharing it to demonstrate how easy it is to make a mistake. Basically, someone in their IT department needs to configure outgoing email (DKIM and SPF):
Facebook has unlimited money and can throw as much as they want at a marketing awareness opportunity. But money isn’t everything.
This ad by Facebook for workspace (screenshot below doesn’t show the ad video) has extremely low engagement considering the number of views (see red and blue boxes below):
On your PPC landing pages never show a popup that promises a saving on the second purchase:
Shoppers clicking paid search ads (excluding branded ads) have multiple tabs open and are reviewing multiple offers at the same time. They’re in “speed dating” mode. An offer that applies to their next purchase is a total waste. In fact, I’d argue, it hurts conversions because you’re reminding the customer that there is nothing special for them for this first purchase. And there might very well be a great deal available, or maybe your product is way better than the other tabs but the popup appeared moment I landed and now I’m turned off.
If I’m a new site visitor why would I ever give you my email address for a discount that will apply to a future purchase?
If anything, seeing the message will annoy me.
The only people who would care about this offer are people who know they’ll be buying again. But for those people you could show 10% off next order message on their order confirmation page. Thus eliminating screenshot above as a catch-all popup.