Hotjar’s content material experiment with popups is popping web site guests into new clients. Right here’s how.
For those who Google “Content material is king,” right here’s what you’ll discover: Greater than 37 million Google outcomes that justify how essential content material is on-line.
It’s a drained phrase, nevertheless it’s true. At Unbounce, as an illustration, our weblog has been invaluable in rising our digital footprint and our enterprise.
Each on occasion, you hear a narrative about somebody who makes use of content material to earn new clients and new income. And, they make it appear fairly simple (like “Why didn’t I consider that?”).
Effectively, Nick Heim, the Director of Inbound Advertising at Hotjar, has achieved simply that. He supplied web site guests an e-book at simply the appropriate time and in simply the appropriate means by utilizing a popup.
Popups let you present related provides to particular customers on the excellent time, making them much less more likely to depart your web site with out changing.
By implementing a popup into his marketing campaign, Nick isn’t simply bringing in new leads, he’s truly turning web site guests into paying Hotjar customers. So how’s he doing it?
Let’s begin from the start
The TL;DR? Hotjar applied a brand new popup on their pricing web page, which resulted in new signups. The web site popup supplied guests an e-book, The Hotjar Action Plan, in change for his or her first identify and e-mail deal with.
The popup transformed 408 guests within the first three weeks, 75% of which weren’t current Hotjar clients.
As soon as a customer transformed on the popup they obtained an e-mail from Hotjar instantly. Non-customers obtained an e-mail with the e-book as a PDF, together with a proposal to check out Hotjar for an prolonged time frame.
Nick explains:
For non-users, we despatched them a fast prompt thanks e-mail followup that contained the asset and supplied a 30 day trial of the Hotjar Enterprise Plan. That is double the trial size a brand new person would often obtain by signing up via our web site.
Right here’s what the precise e-mail seems like:
Hotjar makes good use of the e-mail they despatched to preexisting clients, too. That variation comprises the e-book in addition to a easy query about what sort of content material they’d prefer to see — permitting Hotjar to proceed delivering worth to their clients. #winwin
The popup technique
The popup Nick constructed was set to look solely to first-time guests who’re exiting the Hotjar pricing web page.
Based on Nick,
This was extra of a customer expertise choice than something. We didn’t need to come off as badgering guests within the analysis part [of the buying process].
Setting set off guidelines within the Unbounce builder.
So, did it work?
“Completely, we’re getting 60-70 new customers per 30 days because of the popup,” mentioned Nick.
From the popup, about 3% of web page guests convert on the web page.
Of those who transformed on the popup, 75% weren’t present Hotjar clients and about 19% of the non-users who obtained their follow-up e-mail with the PDF have change into new Hotjar clients.
Experimenting the Hotjar Means
Nick defined that his staff at Hotjar hadn’t applied popups into their lead gen technique earlier than utilizing the Unbounce popup; “this was a complete experiment. We wished to have the ability to nurture the brand new leads coming from totally different channels and convey them again.”
Nick identified that, “this stuff [popups] can be utilized actually fallacious. You could watch out and contemplate the human on the opposite finish. Take into consideration your entire course of.”
For his or her experiment, Nick mentioned, “[we didn’t have] onerous targets, however we wished to show whether or not there was a case for utilizing popups.” Nick identified that it may be tough to measure the unfavourable results of person expertise — particularly and not using a baseline to measure your outcomes towards.
“We wished to see if the danger was definitely worth the reward. We did get the quantitative outcomes — which for us, measure higher than business requirements.”
Hotjar’s Golden Guidelines for Utilizing Popups
By this trial expertise, Nick and his staff at Hotjar established some common tips for utilizing popups. Nick shared his golden rule for delighting guests with popups (against pestering them).
Begin by asking your self these questions:
First, is it acceptable to make use of an popup on this a part of the person journey?
If the reply is sure, ask your self “What’s the least annoying method to accomplish that?” If the reply is not any, don’t use it.
Second, “Does it remedy the issue [website visitors] wish to remedy?” Nick emphasised that the supply on the popup must align to the issue that persons are making an attempt to unravel.
Lastly, how are you aware in the event you’re providing the appropriate factor? Nick says, “Ask individuals! That is an superior means to enhance your content material.”
Do you have to use popups?
Popups give us entrepreneurs a chance to current the appropriate individuals with the appropriate supply on the proper time. In fact, they may also be used to do the other, and, as Nick says, “you don’t need to depart somebody with a nasty style of their mouth,”
Like every good data-driven marketer, you’re going to need to take it for a check drive. Like Hotjar, attempt experimenting with popups to determine they’re a superb match. On the finish of the day, it’s your clients and your model that can determine if popups work in your advertising technique.