Popup Doomsday crash course

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Transcript of Popup Doomsday crash course

  • Popup Doomsday Crash Course

    Navigating through Googles update with a mobile-first solution

  • Your presenter

    Peter MessmerDirector + Growth at

    AddShoppers

  • I. Googles announcement

    II. Current state of popups

    III. Industry Chatter

    IV. Other issues from this update

    V. AddShoppers Solution

    VI. Solution Beta Results

    Summary

  • Googles AnnouncementWhy are they killing popups

    and what does it mean for you?

  • Heres whats up.

  • Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. - Google

    After January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly. - Google

    Straight from the horses mouth...

    Source: https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

    https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

  • Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.

    Whats an intrusive interstitial?

    Source: https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

    Delayed modals too!

    https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

  • Some visuals:

    Image courtesy of Googlehttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

    https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.htmlhttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.htmlhttps://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html

  • Our algorithms will eventually primarily use the mobile version of a sites content to rank pages from that site - Google

    Then, another announcement

    Source: https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

    https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html

  • Causing a sceneWho else is talking?

  • MozCast detected a major (106) spike on November 10th and another on the 18th. Industry chatter was high during both periods, with some suggesting that the second spike was a reversal of the first update. Google has not confirmed either event.

    Moz

    Source: https://moz.com/google-algorithm-change

    https://moz.com/google-algorithm-change

  • ...checking pages that dropped across sites negatively impacted by the November 10, 2016 update, I saw a lot of mobile problems...included popups, interstitials, render problems, UIs breaking, thinner and disorganized content on mobile urls, and more.

    GSQI

    Source: http://www.gsqi.com/marketing-blog/google-algorithm-update-november-10-2016-mobile-first/

    With the mobile-first index, Google will index the mobile page as the canonical url, and if youre providing a popup or interstitial, Google can see that as your primary content.

    http://www.gsqi.com/marketing-blog/google-algorithm-update-november-10-2016-mobile-first/

  • HubSpot

    Source: https://blog.hubspot.com/marketing/mobile-first-google-index

    While it seems that Google may continue to build a separate mobile index...they will flip the indexing from desktop-first to mobile-first.

    User experience and engagement have become increasingly important signals for search engines...In a mobile-first world, consider the experience of that one page, but also how users travel between pages and their experience between each step.

    https://blog.hubspot.com/marketing/mobile-first-google-index

  • This isnt just a mobile ranking problem

    Knock knock, here are some more issues.

  • Whats at stake

    1. SEO rankings -- desktop AND mobile

    2. Traffic

    3. Email subscribers & revenue

    (Remember, youre already losing 22.5% of your email subscribers each year, on average.)

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  • Enough doom and gloom already...

    Whats the solution?!?!

  • So what can you do?

    Remove your mobile popups and suffer from lower email capture rates.

    Keep your mobile popups and suffer from lower Google rankings.

    Introduce a solution that provides the UX Google is looking for, but doesnt sacrifice email capture

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  • 1. What happens if you remove popups?

    Loss in email subscribers and sales.

    Current list growthLook up your current average email list growth per month. (Example: 5,000)

    List growth from modalsLook up how many of those come from mobile modals. (Example: 2,500)

    CalculationDivide #2 by #1 to get the percentage of your list growth thats driven by your entry modals.

    Example: 2,500 / 5,000 = 50%

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    How much? Calculate it:

  • 2. What happens if you do nothing?

    Potential traffic loss -- remember Panda/Penguin?

  • 3. What happens if you implement a solution?

    No traffic loss, no email subscriber loss, potential to IMPROVE your mobile conversions.

    Average Conversion Rates by device type

    Desktop 4.66%

    Tablets 3.89%

    Smartphones1.43% (2.3x lower than desktop!)

  • What does a solution look like?

  • The Shopper PortalKnowing that Google is making changes to mobile SEO rankings Jan. 2017, we created a solution, not a work-around.

    The Shopper Portal is a single solution for all AddShoppers campaigns to enable developer free promo launches.

    With lightweight implementation, it is still just as pain-free as our other Applications.

    http://www.addshoppers.com/

  • Why it works

    (its a bigger solution than just replacing mobile popups)

    User controlledGesture based swipe & scrolling. Gives users control of when they see promotions.

    Personalized + Mobile FriendlyBuilt with 1:1 personalization. Also has mobile styled alerts & notifications.

    Google friendlyWhen expanded, the portal only covers 49% of a webpage. The webpage content is still the main focus.

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  • Shopper Portal Beta Results

  • Client AInstead of popups, this clients customers were greeted by an expanding portal entry message that prompted them to explore a holiday gift guide.

    Over 5 days the Shopper Portal

    - Lifted their conversion rate 27% - Made them an extra 47% in total

    revenue.

  • Client BThis client used the Shopper Portal for their 2016 holiday shopping season promotion to grow their database through email acquisition + increase social engagement to spread brand awareness.

    The Portal helped them

    - Reach over 140k individuals- Grow their email list by over 5k.

  • Client CA week prior to the 2016 Black Friday + Cyber Monday holiday shopping weekend, our international client A/B tested different methods for email capture.

    The result?

    The Shopper Portal captured 8.28% MORE emails than the popup.

  • Recap

    January 10th = D-Day for mobile popups

    Google has switched over to mobile-first index

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    Solution: Remove popups, replace with non-intrusive platform3

  • To learn more about AddShoppers, visit our website:

    addshoppers.com

    Additional Questions? Follow Up?

    peter@addshoppers.com@TheBigCatSays

    mailto:peter@addshoppers.commailto:peter@addshoppers.comhttps://twitter.com/TheBigCatSayshttps://twitter.com/TheBigCatSays