Ecommerce?A/B Test Idea: The Hypothesis
By showing a discount/objection handling pop-up which gets activated when a user is about to exit the page, you?ll win-back a percentage of visitors who would have previously left without purchasing. And depending on the offer in your exit-pop, you can increase time-on-site and even purchases.
Why You Should Test It
The visitor is leaving your site anyway. So, you might as well have one last shot at handling their biggest objection or offering a discount. They?ve made a decision to leave your website without purchasing. Either they still have objections that haven?t been handled, or they simply haven?t found what they?re looking for. Whatever the case may be, you can still encourage them to stick around if you speak directly to their concerns or motivations. You could even try taking your most common objection and addressing it in the pop-up. Objections such as shipping price, product quality, money back guarantees, etc. And if you offer a discount in return for their email address, then you can follow up on the backend with your best products and offers.
Why It Works
It?s our websites? job to push people closer to becoming a buyer. This means that every element on our site – the copy, the pictures, the layout – needs to be nudging the visitor ever closer to becoming a buyer. If we can put the right offer in front of our visitors and handle their objections, then we can increase our conversions. So, if someone is about to leave our site, then it?s possible we haven?t done a good enough job of convincing them to stay and buy. If there was ever a time to grab a person’s attention and speak boldly, now would be it. And that?s the purpose of the exit-pop. To speak directly to their concerns or offer something of value to stop them from leaving.
Assurance, Scarcity, Reciprocity