Promo Pop-ups

B2B Website Popup Principles That Get Clicks

The Lab Depot, Inc. (TLD) is an ecommerce business with 30 years of experience in laboratory equipment, supply, and chemical distribution across North America. The primary markets TLD serves are biotech, pharmaceutical, industrial, academic, and governmental laboratories.

Opportunity

Challenges

Solutions​

Then & Now

Opportunity

The Lab Depot’s discount offers and various freebies are a compelling strategy, especially for users who dislike seeing pop-ups when browsing through a website. With this leverage, TLD can expect conversion rates to move upwards.

Challenges

TLD used website overlay pop-ups to promote their discount and freebie offers, but results show that they received low conversion rates from a high number of views and a low number of clicks.

Solutions

Lumenvo identified the two factors that will maximize the versatility of The Lab Depot’s pop-ups:

1. Content

Lumenvo used the pop-ups to speak directly to the viewer with a hint of excitement and thoughtfulness while using graphics for added support. Secondary CTA or call-to-action was added as long as suitable to give users another option to manage the pop-up.

2. Design

Lumenvo used the pop-ups to speak directly to the viewer with a hint of excitement and thoughtfulness while using graphics for added support. Secondary CTA or call-to-action was added as long as suitable to give users another option to manage the pop-up.

3. Placement

Besides showing the pop-ups on the promoted product pages, Lumenvo placed them on the freebie page and other high-traffic pages relevant to the target product pages.

As an example, if TLD offers free stir bars for every purchase of a Thermo Scientific magnetic stirrer, Lumenvo would place the pop-up on the following pages:

      • Thermo Scientific magnetic stirrer, to inform users about the complementary stir bars.
      • Stir bar freebie, to inform users that they can get the stir bars for free if they purchase a Thermo Scientific magnetic stirrer. The CTA of this pop-up can be directed to the Thermo Scientific magnetic stirrer page.
      • Web search results page for the searches of “magnetic stirrer,” “magnetic stirrers,” “thermo scientific magnetic stirrer,” “thermo scientific magnetic stirrers,” “stir bar,” and “stir bars,” to show the popup to potential customers who have shown interest in the target products.

Then & Now

Some of The Lab Depot’s new overlay pop-ups from Lumenvo:

Fig 1. Old Thermo Scientific overlay pop-up
Fig 2. Old Scilogex overlay pop-up
Fig 3. Old Benchmark Scientific overlay pop-up

Some of The Lab Depot’s new overlay pop-ups from Lumenvo:

Fig 4. New Scilogex overlay pop-up
Fig 5. New Benchmark Scientific overlay pop-up
Fig 6. New Intelligent Weighing overlay pop-up

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