- Previously, we migrated Bulk Candy Store to BigCommerce,
which has led to a significant improvement
in their conversion rates.
A big part of that improvement,
along with our plan to continue their growth,
was developing a popup strategy.
In this episode,
we'll show you how popups are leveraged
to aid those conversion rates,
add more potential customers to their email list,
and how it gives them the ability
to better merchandise high-margin products
to increase their average order value.
This is the eCommerce Makeover.
(upbeat music)
No one likes the idea of popups,
but you can't argue with the results
when they're done well.
They can be an invaluable tool
that has a direct impact
on some of an e-commerce business's most important metrics.
Let's see what Ken is looking to be able to do
so that we can find the right tools
to make it easy for him.
How many subscribers are you adding
to your newsletter each month?
- Maybe 3, 400 a month.
I think if we were a little more aggressive about it,
we could get more.
I think popups would be very successful for us,
because I think that if you want to advertise something,
it's best to be in somebody's face.
Popups are one of those things
that when they first came out years ago,
everybody overutilized 'em.
I think as time has gone on
and people have started to use them strategically,
they've become better.
I notice now more and more sites
are using them to collect email.
If you do a popup and say, hey,
I'm gonna give you something special
if you give me your email,
I think that's wonderful,
and I think people appreciate that.
If you're just poppin' up things all the time,
it's a problem.
- Have you ever looked at exit offers,
or really trying to recapture that traffic
that's leaving without buying?
- I've heard of that, I've seen that,
but we've never tried it.
I don't know how to do that,
but I'd love to be able to look at that.
- Are there any other things
that you're excited about trying,
or you really wanna try
once you have a good popup management tool?
- I'd like to present the right offer, if you will,
at the right time.
If there's a product that we're focusing on
or that we really wanna sell,
or it's new, it's exciting, it's innovative,
and there's really no great way to alert them.
"Hey, guess what, we have this product coming out now!"
When we started doing freeze-dried products
and they became all the rage,
we didn't have a way to push that to people
unless they were either on our email list,
or they happened to hit the home page
and see the banner that says freeze-dried.
I'd like a way to be able
to hit every customer who comes in
and go, hey, try our freeze-dried stuff,
or try our giant peanut butter cups,
or something that's unique.
- Ken is excited about the possibilities,
but rightfully concerned about popups.
Those concerns stem from not having the right tools
to even execute a proper popup strategy.
Before we show him how to overcome those concerns,
if you wanna learn more
about how we're helping Bulk Candy Store,
go to ecommercemakeover.com
and download our playbook on everything we're doing,
including special offers
on all the tools we'll be using,
and subscribe to be notified
each time we release new episodes.
Let's fix Ken's popup issues once and for all.
He's gonna love Justuno,
so let's learn more
about how they can help Bulk Candy Store.
(upbeat music)
- My name is Steph Carcamo,
and I work with Justuno.
At Justuno, our focus is conversion rate optimization.
How are you today, Ken?
- Good, how are you?
- I'm great, great to meet ya.
Today I really wanna get to know
more about what your ultimate goals are.
Are there any main priorities that you have
with launching the site?
- There are a couple of things that we wanna do.
We wanna obviously get as many customers as we can,
but we also wanna take advantage
of the customers we have.
The conversion rate right now for the site we're on
is not terrific.
We're hoping that we can increase that.
- And do you have some solid channels
that you're already established in
in terms of communicating with these visitors?
- We do email right now.
With the move, we're hoping to improve that as well.
We're moving from Mailchimp to Klaviyo,
and we're taking advantage of a lot of the things
Klaviyo has to offer.
I think a great use of popups
is for email signups.
We used popups for a little bit,
but because we couldn't control them very well,
I shied away from it.
And it would show up five or six times,
and people would call and say,
"It's getting annoying,
this thing won't go away."
- With popups, I think a lot of the conversation before
has been that it's a nuisance,
and it's just because at times,
it's not done quite right.
We do wanna stick with best practices.
We wanna make sure we're not burdening the visitor
with too many popups in that visit,
and that they're not seeing double popups in one page.
So how do you feel like you're gonna communicate
with your visitors on site?
- One of the changes that we've made
from the existing site
that we're going to the new one,
is it's gonna be a lot more playful.
Fonts are a little more interesting,
the colors are brighter.
- That'll really help us out
in the popup messaging world.
The more playful we can be,
that's ideally going to lead to higher engagement.
From our perspective at Justuno,
we like to target few touchpoints
that we say as that foundational approach
to popups or messaging.
So we're looking at a welcome offer,
so whether it's an email capture,
letting them know what to expect,
or getting them into that newsletter flow,
and exit offer.
So we're targeting that visitor
that's just about to leave your site,
and a sweet deal could really make it or break it for them
to really target that conversion rate
that's a goal for you,
and at least get a baseline
for what we can test later on.
The importance of having an exit offer on your website
is to give those visitors that intend to leave
incentive to remain on your site
and complete that purchase.
It could be in the form of an offer
or a unique message.
Any kind of mystery gifts
or gift with purchase offers that you do a lot of,
depending on your stock?
- We have not done a lot of them yet,
but we started a bit last year,
and it worked very well.
We started adding a gift of popcorn with every order.
- Ooh, okay.
- We would include a bag of rainbow popcorn,
and it did bring up some of the popcorn sales,
so we're lookin' to do more of that.
- That would totally get me (laughs)
if I had that.
And those are cases where,
let's say, you're sending out those offers,
and we know a visitor purchased XYZ product.
The next time they're on site,
we can target them
based on knowing that they purchased that product,
and provide that upsell or cross-sell
on that next visit,
or just provide another offer,
or maybe incentive to gift it,
depending on the season.
- That's great.
I mean, wonderful.
- Product recommendations are really great for a visitor,
whether they're new or returning.
Within Justuno, you have the ability
to place one of these recommendations,
so that it looks like it lives within your website,
and doesn't necessarily have to be a popup.
SMS capture, is that something
that is new to your team?
Are we still in the exploring stage?
- We're still exploring.
We haven't done SMS yet.
I know that Klaviyo, our email provider, does it,
so we're gonna look into it
after we transition.
- SMS is important,
because a lot of visitors are going to be on their phone,
whether they're checking their text messages
or actually visiting your site on their phone.
It's an important device
that's always ready for them.
SMS should be considered its own channel.
The messaging is a little shorter,
and it's a way for visitors
to get to their offers quickly.
Have you done any brainstorming
on how you wanna position that channel,
or what you really wanna use it for?
- None whatsoever, so any advice you have
would be greatly appreciated.
- Yeah, sky is the limit on that.
You know what, it's such a new channel,
it's kinda like you can mess it up a little bit
as you're testing,
and really feel it out with your visitors.
But for the most part,
it's figuring out where,
what kinda info your visitors want from there.
Maybe it's more just that shipping information
that you're sending,
or you're giving more of that new product updates
or back in stock information.
It's a great channel to be more conversational
a lotta the time there,
and feel like you're connecting with your customers.
- Justuno is another simple install.
After installing the app from the marketplace,
we just needed to go in
and design the promos,
decide the targeting rules that would trigger
when the promos are offered to customers,
create the coupons of BigCommerce,
and then upload those to Justuno.
We then set the promos live
and awaited the results.
We'll find out the longer-term results
later in this series.
But let's check with Ken
to see how it's going so far.
So how have your first popups performed?
- Much better than I expected.
When you hit the site for the first time,
you're gonna get a spin-to-win function.
And once you spin or put in your email,
we capture your email,
you get a coupon.
I see a lotta those coupons coming in.
- So how many email signups are you getting now?
- We're getting substantially more than before,
because now almost everyone who comes in
is signing up for the emails.
We're probably doubling our numbers from before.
- What about the exit intent?
- As you're about to leave the site,
it's gonna pop up and say, hey,
you wanna get a little special offer
if you're gonna leave?
I'm seeing four or five a day at least,
which means that's four or five orders
that I probably wouldn't have had otherwise.
That automatically brings your conversion rate up,
brings your revenue up,
so I'm real happy with that.
The software itself is great.
The team to work with,
they have been very, very helpful.
They have a conversion rate specialist
who works with you right in the beginning,
helps you set it up,
helps you get it figured out,
and probably the part that most impressed me
was in addition to the popups,
I'm able to go in and setup,
I wanted to put a banner to advertise something,
and I wanted it on the whole site.
Not a popup on this page or that page,
I want it on the whole site.
I was able to place a banner up on the top of the site,
literally four minutes.
And the software is very easy to use,
I'm real happy with it.
- A lot of people are concerned about popups
and having a negative user experience.
Have you seen any negative impacts from the popups?
- I've gotten no negative feedback so far.
I'm very conscious of that.
That's why we're trying to be very strategic
in the use of them.
If you've already seen this popup,
I don't want you to see it again.
In addition, these are nice-looking.
They have a reason to be there,
they add value.
- Right now you're doing the basics
when it comes to popups,
but you've got the tool.
So what things are you excited about trying with Justuno?
- I'm mostly excited about trying to push things
that we're trying to push at the right time.
So really getting specific with it.
So when someone's going to buy this product,
I'd like to be able to pop up something
and say, hey, this might be a better product for you.
So as an example,
if you remember those candied dots on paper?
- Sure.
- We get almost all, if not all,
of the ones that are bad.
- The bad dots.
- Bad dots.
They come out either a little bit longer than they should
or the color's wrong or whatever,
we call them Bloopers.
Well, we're able to sell those a lot cheaper,
and customers appreciate that,
'cause they taste exactly the same.
I'm thinking, wouldn't it be nice
if I can, when you're on the candy buttons page,
it said, hey,
would you like to try these Bloopers?
They're just the same,
and they cost you half as much.
(upbeat music)
- I'm looking forward to seeing
the long-term results of Justuno
on conversion rates and email signups.
But now that we've fixed
a lot of Bulk Candy Store's problems,
our next video that you can click here to view,
we're going to work on new functionality
that Ken's wanted for a long time, subscriptions.
Don't forget to go to ecommercemakeover.com
for our playbook and special offers
on the tools we're using,
and subscribe to be notified
when we release new episodes.