popup doomsday
TRANSCRIPT
How to Survive #PopupDoomsday
“A hard thing is done by figuring out how to start.” - Rand Fishkin, Founder of Moz
THE SKY IS FALLING
I. Google’s announcement
II. Current state of popups
III. History of popups
IV. SEO experts weigh in
V. Effect on retailers
VI. AddShoppers Solution
Summary
Your presenter
Chad LedfordCRO/ Co-Founder at
AddShoppers
Google’s AnnouncementWhy are they killing popups?
The ScoopIn a recent article, Google discussed how popups are intrusive and frustrating to users.
Popups provide a poorer experience than when content is readily available. The need for accessibility is especially important in relation to the mobile user experience.
As of January 10, 2017, if a user goes to your mobile site and the first thing they see is a popup, your search rankings crash and burn.
Image courtesy of Google
Poll: How many of you have pop ups
that look like these?
What are the specifics?Google’s requirements for their own Google Shopping pages specifically lay out what a good landing page is.
Here’s the relevant section:
“The key elements of the landing page (title, description, image, price, currency, availability, buy button) must be visible (e.g. not obstructed by any pop-up).”
According to Google’s own requirement section on their site, they mention that they don’t allow pop ups on their site, because they “find them annoying”.
If Google doesn’t allow pop-ups for their brand, then what does that say about this decades long fad?
Facebook hates popups too...
- “Ads may not direct to landing pages that trigger pop-ups or pop-unders when someone arrives upon or exits the page.”
- Policed via user submitted complaints
Image courtesy of Facebook
We believe we’ve hit a tipping point for popups and they’ll start to die in favor of a better UX
History of Popups“Marketers will kill everything good.”
- Gary Vaynerchuk
Late 1990sEthan Zuckerman invents the popup while trying to find a solution for a client.
1997Javascript is created. Allows for popups to have room for interaction (mobility, animation, pop-under). Chaos ensues.
Popup like it’s ‘99
2000sPopups take a styling change. Aesthetically pleasing.
2010sPopups have the capability to match a sites theme. Also have the ability to fire based on customizable rule sets. Personalization is enabled.
Facelift: 2010s
The FutureLess intrusive. Site visitors have control over what they see.
Current State of PopupsHow are they being used today?
We’re drowning in popups
So why do we use them?
Because they work. Intrusive popups are attention grabbing, help boost email captures, and aid in boosting cart conversions.
Effective? Yes. Annoying? Yes.
SEO experts weigh inWhat will happen if site’s don’t comply with Google’s changes?
“This change is driven by Google's perception (with the data to back it up) that mobile pop ups make a site suck.”
- Jake Finkelstein, CEO, Method Savvy
“...It’s going to result in a better user experience both on your site and on mobile, because let’s be honest, even those of us that use popups
hate getting them on mobile.”
- Mitchell Abdullah, SEO Manager, Command Partners
“My gut says that sites that choose to follow Google's new rules are going to see an increase in users' time spent on site, a lower bounce
rate, and potentially increased conversions... ”
- Stephanie Nelson, Social Media Maven, SBN Marketing
“Ads on websites aren't going anywhere anytime soon, so website owners will have no choice but to use a more creative and personalized
solution to show their ads.”
- Jason Ehmke, Technology Lead, UNION.co
Effect on retailersWhat to expect based off past updates
Let’s talk about the Panda in the room...(Remember Google Panda?)
It was intended to stop sites with poor, low-quality content from finding their way into Google’s top search results.
Just like this upcoming update to mobile, Google’s intention is to make sure that higher-quality sites are accessible to users.
Image courtesy of Google
Impact on traffic post-Panda
Example A
The graphs below show the effects Panda had on a large site. Their Alexa ranking dropped significantly, along with their site sessions.
While we don’t believe this popup update will have as severe of an impact, we know that it’s a possibility.
56M
Goo
gle
orga
nic
sear
ch s
essi
ons
50% Hit
26M
Impact on traffic post Panda
Example B
They too saw a steady decline in their Alexa ranking as well as site sessions.
330M
Goo
gle
orga
nic
sear
ch s
essi
ons
30% Hit
255M
Impact on traffic post Panda
62M
Goo
gle
orga
nic
sear
ch s
essi
ons
20% Hit
52M
Example C
They actually saw an increase in ranking before steadily declining.
What’s the potential effecton revenue from this update?
Impact on revenue: Client A
For client A, revenue driven through Google organic search accounts for 41.5% of their overall revenue.
We show our predictions for revenue decrease based off 5, 10, and 20% decrease in organic search to a retailer's site.
$918k
Goo
gle
orga
nic
sear
ch re
venu
e
5% Hit = 2.08% decrease 10% Hit = 4.15% decrease 20% Hit = 8.30% decrease
$898k$918k
$879k$841k
$918k
Impact on revenue: Client B
For client B, revenue driven through Google organic search accounts for 18.30% of their overall revenue.
They see a moderate amount of their overall revenue driven by Google organic search.
2.24M
Goo
gle
orga
nic
sear
ch re
venu
e
5% Hit = .92% decrease 10% Hit = 1.83% decrease 20% Hit = 3.66% decrease
2.21M 2.24M2.19M 2.15M
2.24M
Impact on revenue: Client C
For client B, revenue driven through Google organic search accounts for 10.56% of their overall revenue.
They see a low amount of revenue driven by Google organic search.
720k
Goo
gle
orga
nic
sear
ch s
essi
ons
5% Hit = .53% decrease 10% Hit = 1.06% decrease 20% Hit = 2.11% decrease
716.2k 720k712.4k 704.8k
720k
So what’s the solution?
Hint:
+ It was created to be mobile first and desktop responsive
+ It's something smarter
+ It's something personalized
+ It's something your customers will love
Primary Features:
+ Built in 1:1 personalization
+ Mobile styled alerts / notifications
+ Lightweight implementation (copy/paste)
+ Gesture based swipe & scrolling
+ A single solution for all AddShoppers campaigns to enable “developer free” promo launches
Introducing the Promo Portal
All Our Apps. One Promo Portal.
Lifecycle Campaigns
Post Purchase Engagement
Welcome Series
1
2
3
Social Wish Lists
Post Purchase
Wish List
Welcome Series
Abandonment Campaigns
Cart Abandonment
Product Page Abandonment
1
2
3
Category Page Abandonment
“No Search Results” Abandonment4
Cart
Category
Product
Search
Catalog Campaigns
New Product Arrivals
Back in Stock
1
2
3
Price Decrease
New Arrivals
Price Decrease
Back in Stock
Like what you see?We’ll be in touch after this webinar to see if you’d like a
personal demo for your store.
To learn more about AddShoppers, join an upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
[email protected]@ChadLedford