In case you hadn’t noticed, the marketing chitchat is all about Facebook ads right now. As I spend a lot of time on Facebook, I also see a lot of ads, and you know what? I don’t mind them!
I like seeing targeted offers that I wouldn’t see otherwise. I like finding interesting companies that I wouldn’t find otherwise.
One such company is thredUP. They sell second-hand clothes online.
I don’t have leisure time to shop anymore. I do most clothes shopping online, and being able to reconcile my love of op-shopping (or thrift store shopping for my American friends) with my inability to spend much time in clothes shops is a WIN for me!
I saw thredUP’s ad on Facebook and clicked it faster than my daughter runs when she hears the cracker jar being opened (fast).
And here is when things got tricky.
This is thredUP’s homepage:
Behind the pop-up, you can see hints of their stock.
Sometimes websites present you with pop-ups on arrival. They’re called landing or welcome mats. They might present you with an offer, give you some tips on improving your experience on the website, or ask you to sign up for something.
Like many people, I don’t like marketing in my face when I’ve just arrived.
When I walk into a bricks-and-mortar shop, I like a hello from the sales assistant. I like to know they’re available. But I don’t like them asking me what I’m after and how they can help before I’ve taken three steps into the store. I’m a cranky pants like that.
The same applies to websites. Sure, offer to help me, but don’t engage me any more than that until I’ve had a chance to get my bearings.
Assuming this was one such pop-up, I looked for a way to close it. I didn’t see an X or a CLOSE link, so I clicked behind the pop-up to send it on its way.
Nothing.
I clicked every square inch of that screen before I realised that sucker wasn’t going anywhere.
If we take a look at the actual pop-up, we see that it asks me to create an account:
Sure, I only need to enter my email address, but as part of the process, I have to agree to receive all their marketing guff.
I could not progress onto the site unless I created an account.
It’s free to join, they say, but it’s not free. My inbox is paying before I’ve even looked at the stock.
Going back to the bricks and mortar example, this is like the salesperson refusing to let me into the store unless I get their store card. Would you go in?
So I rant on Facebook. Then I create an account. Because I’m interested in second-hand clothes.
My annoyance at having to create an account was lower than my interest in second-hand clothes, but as I scrolled through the clothes, cancelling and unsubscribing were pretty high on my things-to-do-next list.
Now some of you might be thinking, “You created an account, so it worked!”
Yes, I created an account.
Yes, the analysis of conversions registered another sign-up, and if they’re smart, that’s also linked back to their Facebook ad.
Hooray for in-your-face popups…they WORK!
But here I am, more than a week later, the bad taste still lingering so much that I’m ranting about it on my blog. That marketing is not working.
A quick aside: My issue isn’t with pop-ups. I actually like well-written, well-timed pop-ups on websites. But I don’t like pop-ups that get in my face before I’ve even had a chance to look around.
Some goodwill clawed back
The story takes another turn when I receive an email from James Reinhart, the co-founder of thredUP.
Kudos for the follow-up.
Kudos for the offer.
Kudos for inviting feedback and for making the email feel like it came from a real person.
So I replied.
This story is ongoing.
I’ll keep you posted on any replies I get. And I do expect one. After all, Mr James said he replies to every email.
So what’s the lesson here?
First, if you have a blog, you can rant about stuff like this.
But more importantly, this is about putting yourself in your website visitors’ virtual shoes even it’s just for a second or two.
Do you care more about your subscriber and conversion numbers than you do about the experience real people are having?
Website visitors are worth way more than their email addresses, so consider how you can build trust and get the opportunity to sell to them.
Answer that and then implement it.
I’d love to hear what you come up with.
The Copy Detective
17 Responses
Pop ups are especially bad when you are trying to read something on a cell phone and the site is not mobile friendly so there is an x somewhere off the screen.
I often end up leaving the site without having a chance to read what I was looking for.
As for these emails with subjects: “What happened?” or “Where Were You?” – I feel like replying “It’s non of your business”.
Ok – that’s probably my British Heritage coming through – (I am a kiwi).
Thanks for your rant – so nice to know I am not the only one that gets a little frustrated 🙂
The right balance is essential if you don’t want to piss people off. And I agree about those emails. I completely understand the point but knowing all my movements are being tracked kind of gives me the willies (she says tracking people’s progress through my own site HA).
Thank You Jill for letting me know I’m not the only cranky surfer on the web 😉
Belinda – I’m totally with you on this one. Sign up for an account or else I don’t even get to look around? You actually are more tolerant. I would have closed the tab in annoyance and never even given them a 2nd chance. I realize not everyone is this way, but when I first encounter a business/website, they’ll come across as either a giver of value or taker of value (like you said, our email inboxes are pretty sacred places). I might opt in if I like their stuff, but *initially* they have to be a giver of value for me and make me see why I should stick around. I must feel no pressure (sales or otherwise) until I feel like I received some value or benefit. THEN I’m glad to give them my email when asked because I’d want more of that value. This ThredUp to me is clearly the other way around – they are trying to compel a visitor into action and forcing an action is never good practice! The CEO seems pretty arrogant in the email, too. What, does everyone have to find something they like and buy it the first time?? To me, they’re clearly doing this the wrong way, and you’re already more generous than I would have been.
It’s definitely up to a business to give give give before they ask for anything. And I think that’s a good thing. Our email addresses are worth a lot these days and it’s no small thing to ask for it.
I’ve still got my account with ThredUp – as obviously the idea of a bargain is just TOO good to me haha – but it put the website experience at the forefront of my mind. I’m definitely reviewing my own use of pop ups (I don’t have a landing mat) to make sure I’m not putting people off either!
Thanks for taking the time to comment Kevin!
You got it right, Belinda! I really hate those popups arriving right after you landed on a page, and I especially hate it when they don’t give you any options but to give in to their CTA. If the popup has a close button, I can tolerate it. But if it’s not? Then I go away from the website immediately. As well as ads displaying every now and then (it’s really annoying especially when you’re reading an informative content). I know that popups and ads are vital to selling our products and keep our site/business running, but they should first consider implementing a user-friendly interface for customers first. For me, popups and sidebar ads generally work.
For popups, I see to it that it only appears on my site after 10 seconds, or so. At least the customers are interested in what they’re reading/watching/listening. If the customer stays on my site longer then chances are, they’re going to read anything you can possibly offer (even popups and ads). Only then I let my popups display.
I absolutely agree Henry – you have to consider the visitor experience as you plan these kinds of advertising. We’re getting bombarded with marketing all the freaking time and if businesses don’t want to be considered pushy and in-your-face, then they just have to not be pushy and in-your-face!
Some businesses don’t care though. They only see the signup and conversion numbers… but that’s only a small part of the story.
Thanks for leaving your thoughts!
Indeed, Belinda. It’s quite saddening to see some businesses only care for numbers and conversions. I mean, all businesses need it. But if we don’t take care of our customers then our business will not survive in long term without them.
I hate the implementation of paywalls like this on public e-commerce websites.
I love the conversion math behind the scenes – it get my marketing brain happy to see numbers – but tactics like this is far too often to the detriment of user experience and buyer conversion – like you mentioned.
It reminds me of being forced to pay an exorbitant cover charge to enter a nightclub only to find out – once I’m inside – that it’s damn near empty (except for a few sleazy guys who got in before the cover charge deadline are already drunk and hands-y), that it’s playing music I hate and doesn’t even serve my favourite drink.
Stop making me pay to enter.
So I propose this question to “Mr James”…
Is it better to have a store or website full of people getting interested in what you have to offer? Trying things on? Having a drink? Or is it better for your bottom line to have a list of email addresses from people who ‘kinda liked you a little bit’ or were curious enough to jump through your digital hoops?
Membership sites and their sales pages are much better at this paywall idea, they are at least honest with their intentions. They tell me what is inside, and tell me I must ‘join’, ‘register’ or ‘pay’ to get in. And a sales page is ALWAYS going to beat a few half hidden product shots in a battle of persuasion.
~ Fiona
I couldn’t agree MORE Fiona! And great point about membership sites.
Thanks so much for leaving your thoughts. We are in complete agreement!
Yes, today most e-commerce sites are focused on getting a potential customer to create an account, putting the functionality of a purchase process aside. That is why I was so surprised with Nike’s page, even rant about it on my own blog. Nike focused heavily on the design of entire checkout process and managed to decrease user drop off rates. Take a look at how Nike make their purchasing process as simple as possible with a minimal number of clicks required to go from the homepage to purchasing an item: http://www.yarraweb.com.au/1186/how-many-clicks-must-your-customers-make/
Great comparison Patrick. Thanks for sharing it.
I haven’t got to the purchase stage yet as I’m still a bit cold after being forced to create an account!
Hi Belinda,
Wow…that is some bad marketing with pop-ups.
From what I have learnt, pop-ups are cool if the users knows the website and deal he/she is getting into.
The best pop-ups are the one which comes after first or second visit so the user has the chance to check the website and the offering. Also they might be into the stuff, that’s why they are back.
Pop-ups should be an additional push to the intrigued customers and not an annoying gate-keeper for someone who is window shopping or is a first time visitor.
In your case, the pop-up did work because you loved to check out further. By doing such tricks one might gain huge subscribers and lose them too if the offering sucks or is too promotional.
Bu being subtle, the subscribers rate will go uphill slowly, however it might stick for a longer time.
Beautiful post. Stay Awesome.
It kiiiind of worked as I still created an account BUT I haven’t bought anything yet. Or been back to the website. Two very big milestones in my relationship with them.
But otherwise I absolutely agree with your Rohan. A slower count with longer term customers that buy more? I’ll take that option that!
Cheers for commenting 😀
Hi Belinda, I’ve been watching this closely.
Do you have an update from Mr James or have you unintentionally changed Mr James’s policy about answering every email?
Not yet Alan. May be I have! Or maybe his warning about it possibly taking time needs to be taking A LOT more literally than I first thought.
Either way, their FB ads are following me everywhere and the constant reminders about my forced account opening has kept me away from the site.
I do love a good bargain though so it won’t last forever. Damn my love of thrift shopping!
Thank you for tackling ThreadUP’s annoying time-wasting pop-up that bars you from exploring the site unless you give them information that is none of their business! How do I know I want to join if I can’t look at the website?! Because of their devious trick, I will never use the site. Thanks again!
Right? And once I gave in, it was a cool site with cool clothes. But I still have such a bad taste in my mouth that I rarely go back. The gamble businesses take is that most people – well, enough people – don’t feel as strongly. Or guard their personal details as closely.
I’ve not heard back from the mad at the top either, even though he promised he replied to every email.