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Rescue Me?

Have you ever been in the middle of an online purchase and, for whatever reason – pre-buyer’s remorse, second thoughts – decided not to continue with it and backed out of the sales page?

If you did, I’m sure you’ve seen those little windows that magically appear on your computer screen.

They’re known as “rescue pop-ups,” and many successful e-tailers use them in a last-minute attempt to save the sale. Some of these pop-ups ask you if you’re sure you want to end the purchase (in case you backed out of the page by accident). Others offer you an incentive to continue with the purchase, perhaps free shipping or a discount.

Recently, some sites have taken a multi-channel approach that encourages the user to “click here to speak to a live person.” In essence, you’re crossing from one marketing channel to another – going from click to call. This is especially attractive to customers who feel hesitant about doing an online transaction… or who simply need that extra human interaction before making the purchase.

Although some find rescue pop-ups intrusive or annoying, they definitely serve a purpose. And if even one sale is saved as a result, it’s worth it for the e-tailer. Hey, if your customers don’t want to see ‘em, they can always enable their pop-up blockers!

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WendyWendy Montes de Oca, MBA is President of Precision Marketing and Media, LLC and publisher of the popular marketing and business building newsletter, Precision Marketing. She is an online marketing and direct response expert with nearly 20 years of experience leading the marketing efforts for top publishers such as Agora/Early to Rise, Weiss Research, and NewsMax as well as Fortune 500 companies such as General Electric, Chase Manhattan Bank, CitiGroup, and Automatic Data Processing.

Her consulting clients (past and present) is like a "Who's Who" including top copywriters, anti-aging nutritionists, online publishers, supplement companies, travel service providers, political websites and more!

Her background includes multi-channel marketing (print, email, direct mail, radio, TV) with expertise in direct response marketing for the Web. Her marketing initiatives helped bring in millions of dollars in revenues for the companies she has worked for.

Wendy received a Bachelor of Science degree from St. John's University and a Master of Business Administration degree from Nova South Eastern University. Throughout her career, she has been recognized with various awards for quality, innovation, teamwork, and new product/new business development.

She is also a distinguished speaker at marketing conferences such as Specialized Information Publishers Association (SIPA) and author of several marketing and business articles for Early to Rise, Makepeace Total Package, and Target Marketing, just to name a few. Her blog,  was named by marketing industry staple, Best of Web, as "top internet marketing blog." For more information visit