.png)
Over in marketer-expert land, I see lots of talk about "the power of retargeting", "hyper-targeting", "pop-ups are the future", and similar stuff.
And AI companies and Google alike wax lyrical about the potential to give each consumer a super-personalized ad experience. Because shoppers really just love that kind of thing.
Meanwhile, over in real-people universe (aka Reddit), here's what's happening:
"First, there’s a cookie policy. Then a newsletter sign-up. Then an ad banner. By the time I get to the content, I’ve closed five windows. Can websites chill for five seconds?"
"It's creepy how ads seem to know what I'm thinking. Privacy is a joke now."
"I understand ads are a thing, but the sheer number during a 30-minute show is unbearable."
"Pop-up ads are the bane of my internet existence. They disrupt everything."
"The fact that ads are so accurately targeted makes me worry about how much of my data is out there."
IMO, there are two main reasons why brands keep doing this, despite the fact that consumers hate it:
And when you only look at what's right in front of you, and don't talk to real customers, you end up listening to what you think the numbers are telling you. Same when you try to copy other brands.
This whole bubble of annoying and creepy tactics is going to pop one day.
When the overwhelming evidence shows that people really hate something, chances are it will fail big time.
And then all the brands who relied exclusively on conversion pushing tactics are going to be in trouble.
What should you do instead?
Focus on making your site attractive, welcoming, and pleasant.
Stop trying to squeeze every possible penny out of every possible customer - and start focusing on making consumers want to return to your site in the future.
Because even if that leads to a lower conversion rate in the short term, it will build you a stronger brand with happier, loyal customers in the long term.
You can be smarter than your competitors. When they're left scrambling in the debris of splintered pop-ups and retargeting tactics - you'll be way ahead of them. Because you'll have learned how to Tell Your Story in a way that's effective and pleasant.
No one likes to be stalked,
Chavy