In today’s world, technology is changing faster than ever. But one thing that won’t change, is the fact that your ecommerce business needs to generate more conversions. If anything, it has actually intensified just how much we have to better monetize our hard-earned ecommerce traffic. This is mainly due to increased competition, constantly changing privacy laws, and skyrocketing acquisition costs.
There are several trends that impact conversion optimization best practices. In this post, we’ll take a look at some of these trends and see what the best conversion optimization tool is, so ecommerce owners can tackle these latest trends head-on.
1. Personalization needs are increasing 👥
Modern shoppers have been influenced by Amazon, Facebook, and other personalization powerhouses over the years. So these consumers expect a fluid and personalized user experience in all of their online activities.
Pressure on average small businesses to start personalizing their websites has never been greater.
2. The growing importance of Zero-Party Data 🗂️
It disrupted the ecommerce industry when Apple (followed by others) increased its focus on privacy. This directly skyrocketed how valuable “voluntarily given customer data” became.
Zero-party data quickly became the biggest buzzword in the digital marketing world. Unlike third-party data, which is collected by other companies through third-party cookies and questionable tracking techniques, zero-party data is collected directly from customers. In order to be successful, modern companies need to learn how they can own customer data and maintain customer relationships.
3. Customer-centric mindset 🤝
The downfall of cookies and endless remarketing of visitors means that we face a future where brands will need to earn the right to remarket to their customers. Thus, marketers will need to know their customers and win their trust instead of simply pushing them towards the checkout.
Brands need to shift their focus from improving conversions to improving customer value all along the entire user journey.
4. Speed focus & headless commerce 🏃
You shouldn’t keep your users waiting because every millisecond counts. That’s why the necessity for lightning-quick website speed is reaching unprecedented heights, which can be experienced in the fast adoption of headless CMS & commerce systems.
The challenge lies in the inherent conflict between speed and personalization: the more you try to personalize, the more time it usually takes (and as a result, it slows down the website).
5. Decreasing space 🌑
In the age of mobile shopping, users are browsing your website on a 6-inch screen during their commute. The days are long gone when online stores could just cram all kinds of different offers into the same space and expect visitors to pick the most relevant one.
So what’s the best conversion optimization tool that helps to tackle these new trends? 🚀
From collecting zero-party data to viewing websites on small phone screens—all of these factors make popup technology the future of conversion optimization.
If this sounds surprising to you, here are the top reasons why popups will overtake the future:
- The best tool to build zero-party data: Popups are simply the best tools to collect zero-party data. Whether you collect email addresses, phone numbers, or any kind of survey data, popups and other overlay messages provide a smooth, easy and flexible way for small businesses to start nurturing real relationships with their customers.
- A wide range of use cases: Popups are super flexible. You can use them to promote secondary offers, increase the fear of missing out (FOMO), or cross-sell and upsell, just to mention a few examples.
- Personalization without slowing down your site: With headless technology, any kind of personalization will slow down the site—unless you download the necessary data after the main content has already loaded. Popups usually don’t have to appear instantly, which makes it possible to download whatever is necessary for them asynchronously, without slowing down your website.
- The easiest personalization tool: Besides being compatible with headless technology and very speed-friendly, they’re by far the easiest solution to personalize user experiences with. Personalizing websites through popups is much easier than personalizing your native content (all of your “official” site content, excluding popups or auto or live-chat boxes, etc.).
- They keep your website clean: Message sequencing allows you to pick the most important call-to-action for your native content, and then put your secondary offers or messages into popups. That way, you don’t need to cram both into the same space.
The future of conversion optimization is about serving basic, non-personalized content very quickly in your native content so it won’t slow down your site’s load-time. Then you can personalize your messages using popups using the zero-party data you already collected.
So if you once thought popups were annoying and hated them, it’s never too late to modernize your view on the endless possibilities they could open for your business. Popups are the future of conversion optimization, and you can use them to improve each and every customer’s user experience. They’ll thank you for it!
If you’d like to learn the basics of popups and see how to run popups that will increase your revenue up to 10 times, read our Ultimate Guide to Popups here.