According to Moz.com, today’s online consumer spends an average of just under 4 minutes per session. Additionally, very few users can be converted on a first time visit. In fact, “According to Monetate, a typical conversion rate will lie anywhere between 1% and 5%.”
This implies that as a marketer, you have very little time in which to engage this potential user to convert. While you may try to impress with superb content, from product descriptions to the latest press release that glorifies your product offering, there is always the constant threat of these leads losing interest, exiting your website abruptly, and forgetting about your existence. We know how competent you are and that no one could ever possibly forget you, but the truth remains gloomy, especially with the availability of competitors and seductive offers.
In fact, there are numerous reasons for users to browse elsewhere to meet their immediate or potential needs. These can involve the common issues of affordability and price sensitivity, but also may just be related to common website browsing distractions and how far along that potential user is in the conversion funnel.
Therefore, the issue of website engagement brings up an important concept relating to personalizing messages or in the language of ROI-driven marketers – exit-intent CTAs. Let’s take a closer look at why personalized offers promoted to users who are keen on leaving your website, can increase your conversion capabilities your ability to keep site visitors engaged, and your bounce rate lower than ever.
Past user behaviors reveal a lot about our customer segments:
By examining your site visitors’ past browsing behaviors, from specific products/services to channels, you can tailor specific offers to trigger them into closing a deal. For instance, in the case of an e-commerce site, if a specific potential buyer has a history of purchasing boots online or even significant page views from a product webpage showcasing boosts, your CTA could pop up as an exit-intent offer with a soon-to-expire discount pertaining to the fall shoe collection.
According to Harvard Business Review, behavior segmentation is playing a key role in the realm of online businesses: “…Using increasingly granular data, from detailed demographics and psychographics to consumers’ clickstreams on the web, businesses are starting to create highly customized offers that steer consumers to the “right” merchandise or services—at the right moment, at the right price, and in the right channel.”
Time-period sensitive offers increase immediate relevance:
We know that many major events often push users into a buying frenzy. Take advantage of such opportunities by personalizing an exit-intent CTA based on a specific time period surrounding a Holiday or industry-related conference. This has the potential to increase conversion rates by up to 10%.
Just for some inspiration, take a look at the below example of a Christmas-themed contest pop-up CTA layover:
Specific user profile can be directly targeted with highly relevant content:
Particularly relevant for those content marketers with an active blog, consider what would happen if could match an exit-intent CTA with the actual article presented on your site? The below example of one of our clients – financial payment giant Payoneer – demonstrates a direct relationship between blog reader and the proposed offer:
This tactic can help increase your conversion rate by directly reaching out to a specific user-base based on actual on-site behavior. In this specific case, we noticed a 16% increase in conversions on Payoneer’s site, using TrenDemon’s Exit Intent Unit. Another idea to help increase conversions would be to link your CTA with a case study or testimonial relevant to your intended segment. Studies show that such posts, if factually accurate, “can increase conversion rates by 68.7 percent.”
Of course, understanding the importance of personalized exit-intent CTA buttons is insufficient. What’s needed are actionable tools that will help you leverage these offers for maximum ROI. Thankfully, this is part of what we offer at Trendemon, helping marketers drive more traffic to specific posts and pages with the highest impact via personalized recommendations and data-fueled exit-intent call to actions.
Time to Say Goodbye
So what did we cover today? Well, for starters, personalized and targeted exit-intent CTA buttons can directly trigger a potential user to convert. Furthermore, such offers should be supported by data related to specific user behaviors and characteristic. Additionally, personalized CTAs should strive to direct leads to optimal points in the conversion funnel, whether the initial intent is a sign-up or a quick offer to close a deal.
Bottom line: Exit-intent CTAs have the potential to be a very significant part of your site. The more targeted and personalized the specific offer is, the better your chances are of luring in leads to the point of sale. To further drive home this point, check out this statistic: “According to data, 10 to 15 percent of lost visitors can be “saved” by using exit-intent popups.”
Care to share with us any of your most effective exit-intent CTA campaigns?