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Which Modals Really Work for Retailers?

Posted on 2.21.2016

It's more difficult to find an e-commerce site not using modals than it is to find one that is, but what do the top-perfoming modals have in common?

Listrak wanted to find out. After exploring the global performance averages of the modals of more than 400 retail clients over a typical one-month period, Listrak found that the majority of top-performing modals feature percentage or dollars-off incentives, while 60 percent of the lowest-performing modals feature no incentive to prospective subscribers.


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While not surprising, Listrak found that the conversion rate of modals with offers was 46.1 percent higher than those without. There were, however, modals that performed well despite not offering an incentive and several common characteristics of those modals emerged.

For instance, 82.4 percent of the top-performing modals without offers feature all uppercase copy somewhere in the modal. Listrak provided this example:

What other elements work in modals not containing offers? The word "free." This might be confusing, but the modal itself using the word "free" isn't actually containing a money-off or discount percentage but rather free access to a newsletter or something tangible after the first purchase. Listrak provided this example:

While "free" gets website visitors to take action so does the chance to win (see image), as does adding excitement, being polite and showcasing exclusivity.

Regardless of what tactics choosed, retailers should make sure their modals are easy to close, that the delivery is delayed and that they follow other best practices.

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