How can I increase my website conversions or site engagement? Or how can I capture a few more email addresses or leads each month through my website? These are challenges marketers ask themselves on a daily basis. One method we have found effective is re-engaging website users with pop-ups that appear based on pre-defined user patterns. This method is called website re-engagement: Re-engagement pop-ups are everywhere these days and most are annoying at best.
Website re-engagement works when done right. And to do it right, evaluating user experience is crucial. Study your analytics to identify user behavior patterns and then set your set behavior criteria conditions. For example, if a visitor shows interest in a particular service or product, but does not take inquiry or purchase action, you can set a condition to display a pop-up offer. Again, the goal is to increase website conversion, whether to sign up for your newsletter, fill out a contact form or complete a purchase.
An important note to remember is Google penalizes websites that implement re-engagement on mobile devices. So, make sure your re-engagement pop-ups are disabled on tablets and phones.
I suggest giving website re-engagement a try to see if it makes sense for your organization and marketing goals. It has worked for KMK and our clients very well under the right conditions.
Website Re-Engagement Case Study
Problem: We were not achieving our engagement objectives.
Behavior pattern identified: In specific, those who stayed on our site for more than three minutes and who visited two or more of our service pages were not taking the next step to contact KMK.
Solution: Re-engage visitors who want to learn about our services, but leave our site prior to filling out a contact us form to learn more.
Results: After we implemented re-engagement pop-up targeting of those specific individuals we obtained a 13% increase in contact us form submissions.