AddShoppers Promotion Portal in response to Google's mobile popup update.

1. How to Survive
#PopupDoomsday
“A hard thing is done by figuring out how to start.”
- Rand Fishkin, Founder of Moz

2. THE SKY IS FALLING

3. 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

4. Your presenter
Chad Ledford
CRO/ Co-Founder at
AddShoppers

5. Google’s Announcement
Why are they killing popups?

6. The Scoop
In 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

7. Poll:
How many of you have pop ups
that look like these?

8. 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?

9. 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

10. We believe
we’ve hit a
tipping point
for popups and
they’ll start to
die in favor of a
better UX

11. History of Popups
“Marketers will kill everything good.”
- Gary Vaynerchuk

12. Late 1990s
Ethan Zuckerman invents the popup
while trying to find a solution for a
client.
1997
Javascript is created. Allows for popups
to have room for interaction (mobility,
animation, pop-under). Chaos ensues.
Popup like it’s ‘99

13. 2000s
Popups take a styling change.
Aesthetically pleasing.
2010s
Popups 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 Future
Less intrusive. Site visitors have control
over what they see.

14. Current State of Popups
How are they being used today?

15. We’re drowning in popups

16. 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.

17. SEO experts weigh in
What will happen if site’s don’t comply with Google’s changes?

18. “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

19. “...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

20. “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

21. “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

22. Effect on retailers
What to expect based off past updates

23. 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

24. 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
Googleorganicsearchsessions
50% Hit
26M

25. Impact on traffic
post Panda
Example B
They too saw a steady decline in their
Alexa ranking as well as site sessions.
330M
Googleorganicsearchsessions
30% Hit
255M

26. Impact on traffic
post Panda
62M
Googleorganicsearchsessions
20% Hit
52M
Example C
They actually saw an increase in
ranking before steadily declining.

27. What’s the potential effect
on revenue from this update?

28. 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
Googleorganicsearchrevenue
5% Hit = 2.08% decrease 10% Hit = 4.15% decrease 20% Hit = 8.30% decrease
$898k
$918k
$879k
$841k
$918k

29. 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
Googleorganicsearchrevenue
5% Hit = .92% decrease 10% Hit = 1.83% decrease 20% Hit = 3.66% decrease
2.21M
2.24M
2.19M
2.15M
2.24M

30. 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
Googleorganicsearchsessions
5% Hit = .53% decrease 10% Hit = 1.06% decrease 20% Hit = 2.11% decrease
716.2k
720k
712.4k
704.8k
720k

31. So what’s the
solution?

32. 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

33. 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

34. Introducing the
Promo Portal

36. All Our Apps. One Promo Portal.

37. Lifecycle Campaigns
Post Purchase Engagement
Welcome Series
1
2
3
Social Wish Lists

38. Post Purchase

39. Wish List

40. Welcome Series

41. Abandonment Campaigns
Cart Abandonment
Product Page Abandonment
1
2
3
Category Page Abandonment
“No Search Results” Abandonment4

42. Cart

43. Category

44. Product

45. Search

46. Catalog Campaigns
New Product Arrivals
Back in Stock
1
2
3
Price Decrease

47. New Arrivals

48. Price Decrease

49. Back in Stock

50. Like what you see?
We’ll be in touch after this webinar to see if you’d like a
personal demo for your store.

51. To learn more about AddShoppers, join an
upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
chad@addshoppers.com
@ChadLedford