Even the most loyal customer starts out as a stranger. Scroll triggers can help you turn a newcomer, guest, or wanderer into a paying customer. And then keep the paying customer coming back for more! All you need to do is create an effective scroll outline and then implement it.
A user scrolling up or down on mobile or desktop devices, as well as remaining inactive can tell you more about their intentions than you can imagine.
Our platform, Zoom Engage, has been polishing up these trigger-based campaigns for over 10 years now, so if you want to learn more about different scroll triggers and the way they can activate profitable marketing campaigns, check out the text below!
Introduction: How Website Scrolling Captures Leads
A digital campaign can be anything from an upsell, a cross-sell, or a form collecting personal data such as names and emails. A form can also be as simple as asking people to subscribe to a newsletter or a blog post series.
Before a website visitor becomes a lead and a lead becomes a prospect, and a prospect becomes a customer, there is a series of scrolling-triggered offers you can show them. The idea is to get consumers to engage with your brand, improving your engagement and/or conversion rates.
Check out the example below, available in the Zoom Engage platform:
Image 1: Scroll Triggers in Zoom Engage
A person who ends up on one of your website pages will likely scroll down if they are interested in seeing more of your content. On mobile devices, scrolling up might indicate that a visitor is returning to re-read something they missed, or even trying to leave the website. The intent of hovering over that exit button in your tab is obvious.
Using scroll behavior to anticipate the users' intentions helps businesses plan and implement a scrollable website design. This, in turn, can contribute to creating that perfect user experience. Hit visitors up with a personalized popup, bubble, sign-up form, or sales pitch, based on their tell-tale cursor movements.
The User's Journey Down Your Page
Let's say you visited a website and you want to buy a laptop. You googled something along the lines of "laptops near me," or you clicked on an ad on Instagram or Facebook Messinger. In any case, you landed on an eCommerce website, offering shiny, new laptops you can add to your cart.
The most popular examples are probably waiting for you at the top of the Home Page, but if you want to explore further, you scroll down. When you scroll past around 60% of the page, a marketing campaign shows up. It's a series of slider images or carousels, featuring the most commercially successful laptops. You look at the specifications and reconsider buying one.
The User's Journey Up Your Page
If you are still hesitant about making a purchase, you start to scroll up in search of an exit button. A popup appears just as you have scrolled further up, darkening the overlay. The popup shows you discounts on certain laptops, in case you already have something in your cart. Otherwise, it just shows you a sign-up form, asking for your name and email address, promising to let you know about any news, price reductions, or seasonal sales in a timely manner.
Depending on your customers' scrolling behavior and shopping plans, they get several chances to obtain a discount or end up on your email list before leaving your website.
This is what the lead-to-prospect-to-customer pipeline is all about. You listen in on users' wants and needs whenever you get the chance. Ideally, this will enable you to anticipate their intentions and target them with appropriate content.
Scrolling Percentage
The scrolling percentage trigger, briefly mentioned before, shows marketing campaigns to users based on how far along they've come, up or down your page. Do you want to present your latest perfume lineup at the top of your page, or further down, near the bottom? The scrolling percentage option exists mostly for pages with seemingly infinite scrolling potential. It makes sense, therefore, that you should define a preferred scroll value, in order to provide a pleasant website scrolling experience.
You can see an example of adjusting the scrolling percentage trigger on the Zoom Engage platform in the image below:
Image 2: Scroll Percentage
A scroll percentage of 10% would mean popping out the marketing campaign at the top of the page, and a scroll percentage would imply waiting to arrive near the bottom of your content. In the case of an eCommerce website, you'd probably want your users to scroll past at least half of your content before slapping them with an offer.
Check out the example below to see an example of a scrolling trigger in action:
Video 1: RAD Scrolling Trigger, Built Using the Zoom Engage Platform
If you are a magazine with a paywall, asking for a sign-up might make sense after as much as 20% of your article (visible without credit card details) would be reasonable. Either way, website scrolling with behavior-triggered marketing campaigns can be a more pleasant experience when scrolling percentages are determined in advance.
Scroll Behavior in Mobile Devices
The scroll down meaning in mobile devices, just like any other type of device, reveals a clear user intention: look at more content.
Unlike desktop devices, however, smartphones allow users to scroll up or down, or leave the page. Moreover, a smartphone does not have a precise equivalent of hovering over an exit button. Somewhat counterintuitively, a text scroll up your page could either mean that a person is trying to review past content or leave the page.
Check out the example below:
Video 2: Scroll Up Trigger, Built Using the Zoom Engage Platform
Either way, we know we are seeing that a person is done with scrolling down your page and revealing new content. So a send-off marketing campaign could be appropriate.
Personalized Scroll Triggers
Scroll triggers can work well when integrated with your website when it comes to the brand voice. You need to choose the correct brand voice and color palette whenever you address your audience. Making sure the marketing campaign matches every visitor, however, is a whole other deal. For instance, a smart scroll trigger can show up only to female visitors. The same goes for people who have an item in their shopping cart or live in a certain area.
Combining website personalization with scroll triggers can be the ultimate weapon for increasing website conversion rates.