Hey everyone, now let's see the second big category of conversion optimization, which we call popups and other overlays.
First of all, why do we use popups at all? I think the most important reason is that they are the best tools to take initiative of the customer journey. This is how you can basically nudge the users very slightly or more aggressively, depending on what you want, towards the desired direction.
There are multiple types of popups, as you can see. Often we also consider full-screen style messages as popups, and they are all based on the same overlay technology. The main difference is how assertive they are.
Of course, full-screens are the one that blocks fully the whole page, nothing is working, and it commands absolute focus. While sticky bars or teasers are more subtle, they can just run and be there, and you can use the website while they are there. So they provide a more elegant, less aggressive way to communicate your messages.
Now let's see what are the rules of using popups the right way, how you can not annoy your visitors. The first and most important is to have the right message. What is the right message? Well, the number one rule for the right message is that the customer has to care about the message.
If the customer doesn't care about your message, it's like putting lipstick at a pig. It might look better, but it will still be a pig. Having the right message to the right people is what we call the customer message fit.
If our messages overlap with the customer's needs, that's when we have CMF, customer message fit. This is when the customer feels that this message, this offer is exactly what I need.
And of course, if your messages doesn't meet with the customer needs, then the customer will just say to your message that who cares, and they will leave your site without buying and feeling that this is not what I need.
So this is about showing the right message to the right people.
