If you use WooCommerce—the most widely-used eCommerce framework of all—then you certainly want to make the most of it. You can actually do just that—make the most of it—by using it in conjunction with ExactTarget. Digioh’s Lightbox makes this easy to implement into your own site, giving you access to incredible lead-generating power.
[Related: 5 Ways to Supercharge Your Email Marketing (Infographic)]
The Lightbox and the Slider
The Digioh Lightbox is a versatile little thing. You may have seen blogs and/or major eCommerce sites (like Shopify, BigCommerce, or Magento) using it, and in this article we’ll show you how you can too.
Digioh’s own Lightbox is clean and simple, yet very effective at conversion.
One of the most common uses for the Lightbox is getting customers’ emails by offering them something. In this instance, when you set a Lightbox up on your site, your visitors will see it and will be prompted to give you their email address in exchange for something nice—a discount code, a free ebook, a free trial of a product, etc. Once they’ve given you their email address, you can use that to start marketing to them, thereby increasing your and sales (sometimes by more than 1.5%!).
Another design option is to use the Slider rather than the Lightbox, which works under the same concept save for one thing: except instead of popping up in the middle of their screen, it slides out like a sidebar.
A small CTA Teaser avoids the conversion problems that closing a Lightbox can cause.
With both the Lightbox and the Slider, you can customize their functionality to have a small, unobtrusive call-to-action that follows the visitor from page to page, you can choose when the popup shows up (e.g. showing up immediately, waiting until the user clicks a CTA Teaser, or only showing up upon exit-intent), and you can customize the look and feel to match your site. (These are but a few of the options you have with the Lightbox and Slider!)
Exit-intent Offer vs. Timed Offer
Two of the most effective ways to implement the Lightbox? One is to have it show up whenever a customer goes to leave a page; the other is to have it pop up on its own after a certain period of time. Which one you do depends on what you feel is best for your business.
Exit-intent Offer
For the exit-intent option, it can be highly effective to simply repurpose an offer in the form of your Lightbox. For example, say that you have dropped the price of a product from $15 to $10. A visitor may very well be attracted to it when they see the “$15.00 only $10.00!” price tag, but maybe the idea of “$5 off” isn’t appealing enough to them. When they go to exit the page, your Lightbox will pop up and will reiterate the offer, but in different terms: this time it will say “Wait! Want to save 33% off?” which, while the same offer, can be interpreted differently by the visitor. Some of those visitors now feel they are saving a lot when they think “33% off,” and with that you’ve got them hook, line, and sinker.
Timed Lightbox Option
With the timed option, you can easily implement a coupon offer. If your visitor is on a page for a certain of seconds, a Lightbox will pop up offering a coupon in exchange for their email (like an offer to save ten dollars on their first order).
Additional Option: The QA Widget
If you have expensive products, some customers will prefer talking things over before purchasing it. In this case, a simple coupon code won’t necessarily suffice to convert them. This is where the QA Widget comes in.
Think of the QA Widget as a blend of the Lightbox, a contact form, and a non-live chat session. It is a popup that gives users the (accurate) impression that though you may not be immediately reachable, you will respond to their needs and are happy to help. Many QA Widgets implement a headshot or other personal information (like a first name) in order to feel more personal. Customers will enter basic info (often a name and email address, but you can customize it to your own needs) and a question they have, and are then quickly assured that they will receive a prompt response.
The Lightbox Setup
Now we get to the biggest part of this article: getting your Lightbox set up! What you want out of the Lightbox really depends on you, and with all its options you’re sure to find what you need.
1. The Preliminary Stuff
First things first: we’ve got to get signed up with Digioh. You can get a free trial account to start.
(In addition to signing up for a Digioh account, don’t forget to install the Digioh WooCommerce plugin!)
2. Getting Familiar with the Lightbox Design
Now that you’ve got the basics set up, how do you want your Lightbox to look? After signing in to your account, head on over to the “Lightboxes” tab (if you didn’t land there automatically) and hit the “New Lightbox” button.
From here, you’ll find all sorts of prebuilt themes you can build on and alter. Just browse through them till you find something you like, then select it (remember, you can always change things about it!).
Now that you’ve selected your base Lightbox, you’ll notice all sorts of options on the left. Go ahead and edit to your heart’s content—that’s what they’re there for!
3. Setting Rules for Your Lightbox
Satisfied with how it looks? It’s time to set conditions for it now. Click the “Edit Conditions” button in the “Conditions” tab on the left.
Here, you’ll see an “Add Conditions” button; clicking it will give you the option to add a new rule for your Lightbox. This can range from choosing if the Lightbox pops up on its own (and how quickly) to only allowing the Lightbox to pop up for first-time visitors who are on Chrome at a desktop (as an example) to having it only appear until a certain date (which is great for advertising promotions). These are only a few examples of what it can do; a complete list would take a long time!
Once you’ve decided on the rules and conditions appropriate for your situation, hit “Publish” and get ready to watch the leads roll in.
Always Follow Up: ExactTarget
You’ll want to make sure you follow up with all the emails you collect. With ExactTarget’s email marketing automation, this is a breeze.
We’ve seen the greatest success with the following email frequency: send a first email immediately (this gets the highest open rate), another email two days later, and another email seven days later. Pro-tip: make sure you include some of your hottest products and an offer (like free shipping or a coupon code).
