TIP #4
In this series of blog posts we’ll be sharing 5 tips for creating more effective and relevant customer experiences on your website.
February 20, 2021 // Katrine Andersen, Head of Operations
DIFFERENT STROKES FOR DIFFERENT FOLKS
The same overlay can cause different reactions from different markets and target customers. What scares people off on one market – e.g. an overlay that takes up the whole page – often work smoothly on a different market.
Be aware of other signals as well – e.g. the design of call-to-action overlays.
We have run a multitude of tests regarding which design a pop-up should have, and the answer is not unequivocal. But one thing is certain: Shape and size heavily impact the effect of an overlay.
DANES ARE MORE SENSITIVE THAN SPANIARDS
Danes seem to be more sensitive regarding overlays than most other EU citizens. In Spain, it is generally ok to let an overlay take over the entire screen, while Danes seem to prefer a more discreet or subtle approach.
WE REACT INTUITIVELY
Another important element of shaping an overlay concerns the small graphical call-to-actions affixed to them. Our digital behavior is full of habits. We decode signals without noticing, and our reactions are often intuitive. An overlay with a notable X in the top right corner might very well be met with the intuitive interpretation: “Shut me down! Now!”
Of course, visitors should be able to escape a message if all it does is distract them (sometimes we actually do want them to shut messages down – like cookies and GDPR-messages). But if we prefer people to fill in a section or click on a link the design has to call for just that.
For example, by prefilling as much as possible, by avoiding that the email field forces you to start with a capital letter, or by default activation of the number keyboard when you ask for a postal code.
ASSOCIATIONS CHANGE
It is important not just to monitor the ‘here and now’-performance, but to also keep an eye on performance over time. What triggers us online is not static. A red bullet with a white number inside does not necessarily imply that we click on any given app icon anymore.
Digital humans continuously develop immunity against different nudging. We as eMarketers must, of course, be at the leading edge of this.
READ MORE TIPS
TIP #1 SEGMENTATION BASED ON TRAFFIC
December 17, 2019 // Katrine Andersen
TIP #2 FIND THE RELEVANT TRIGGER
January 27, 2019 // Katrine Andersen
5 TIPS - FROM MINDLESS TO MEANINGFUL
December 17, 2019 // Katrine Andersen