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Popup Doomsday Crash Course

Navigating through Google’s update with a mobile-first solution

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Your presenter

Peter MessmerDirector + Growth at

AddShoppers

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I. Google’s announcement

II. Current state of popups

III. Industry Chatter

IV. Other issues from this update

V. AddShoppers Solution

VI. Solution Beta Results

Summary

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Google’s AnnouncementWhy are they killing popups…

and what does it mean for you?

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Here’s what’s up.

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“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 horse’s mouth...

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

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“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.”

What’s an “intrusive interstitial”?

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

Delayed modals too!

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“Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site” - Google

Then, another announcement

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

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Causing a sceneWho else is talking?

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“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

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“...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 you’re providing a popup or interstitial, Google can see that as your primary content.”

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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.”

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This isn’t just a mobile ranking problem

Knock knock, here are some more issues.

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What’s at stake

1. SEO rankings -- desktop AND mobile

2. Traffic

3. Email subscribers & revenue

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

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Enough doom and gloom already...

What’s the solution?!?!

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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 doesn’t 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 that’s driven by your entry modals.

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

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How much? Calculate it:

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2. What happens if you do nothing?

Potential traffic loss -- remember Panda/Penguin?

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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!)

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What does a solution look like?

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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.

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Why it works

(it’s 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

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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.

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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.

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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.

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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

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To learn more about AddShoppers, visit our website:

addshoppers.com

Additional Questions? Follow Up?

[email protected]@TheBigCatSays