Website pop-ups often have the opposite effect of your intention.
Visitors may find them unpleasant, intrusive, or unpleasant. Usually, they give priority targets your audience’s interests and experiences.
But you can do both. With thoughtful design and thoughtful implementation, your website pop-ups can remain an effective marketing tool that won’t frustrate your visitors, disrupt their browsing experience, or blur your brand.
Website pop-ups are display boxes that appear “on top” of a page in a variety of formats. They provide specific information, promote a call to action Specifically visitor information collection or all of the above.
Table of Contents
1. Put them in context
In the real world, what do you sell, to whom, and how do you sell it? problem : You wouldn’t sell Ferraris to people in nursing homes.
Customizing your pop-ups is no different. After all, your website is your virtual showroom. When done right, you’ll increase relevance, reduce any annoyances, and maximize your conversion rates.
Pop-ups have come a long way from their roots. You can now provide deep customization around elements like:
- Which pop-ups do visitors see?
- What information visitors see
- Pages where visitors see them
- Time the pop-up is displayed
TIP: You don’t – and probably shouldn’t – use pop-ups on every page of your website.
Draw result: Ensure relevancy of who, what, where, when and why for any pop-ups- show on a page.
2. Time is the key
You didn’t ask your partner to marry you on the first date, and you shouldn’t fool your website visitors with an invasive pop-up as soon as they reach a page.
Visitors are more likely to appreciate your pop-ups if displayed at the right times throughout their browsing experience.
Various studies have been done on the optimal waiting time before displaying your popup. A better criterion is to adjust the time to fit the particular page. Jump in Google Analytics (or any other web analytics tool you use) and perform a page-by-page analysis of the average time visitors spend on each of your sites.
Different pages attract different time per page. Having a clear understanding of how long a typical visitor spends on a given page, combined with a look at the actual content of the page, will be your best guide as to when to show pop-ups yours.
Take it: Implement your pop-up timings based on data-driven hypotheses. Test, then look at conversion rate and average time on page. Make incremental adjustments until you find the pop-up display time position.
3. Be different
One factor driving the early growth of pop-ups is the growing tendency of visitors to skip banner ads. In the same way, your audience is also becoming increasingly immune to pop-ups, closing them as soon as they appear without reading the details.
How do you combat this? By being different.
At Ringcommend, we sought to offer something more than just your usual 10 % off, free eBooks or the chance to join our newsletter. We ask ourselves: What is this person here on our site for? Most are looking for a ring to propose to their girlfriend. So we created another pop-up offer to help them do just that:
Take it: Grab your visitor’s attention by presenting them with something unlike the countless pop-ups they most likely missed.
4. Be clear in your offer and its benefits
There is a cheeky assumption about pop-ups that they mean something along the lines of: “I know you” are busy reading about something else and this is why you came to this site in the first place. beginning, but I can’t help but interrupt that experience, because I have something that I’m POSITIVE, you’ll be so happy I told you about this at THIS VERY VERY VERY VERY VERY VERY VERY VERY VERY VERY VERY VERYTIME TIME! ”
If that’s the case, you should have something good to back it up with. How? Offer your visitors:
- An unmistakable offer
- The benefits are obvious
- A simple call to action
Lesson learned: Keep your popups casual. Clearly communicate the value you want to deliver.
5. Question Limit
Of these two pop-ups, which one are you more likely to complete?
Each extra form field you ask your visitors to complete is an additional point of friction that makes them less likely to complete the form, feel more frustrated with the user experience, and as a result. more and more likely to leave your site.
In a study of over 1 billion pop-up views Sleeknote found that two fields convert better than three fields in a pop-up by a staggering 206.5%.
Remember that you can also offer something without asking the visitor to give you something immediately like Backlinko did with this SEO toolkit. Here is the first pop-up:
It grabs the visitor’s attention with a compelling offer that gives them a quick way to show their interest.
Only when that interest is established (i.e., one click on “Download the Free Guide”) will the visitor then be provided with a simple form to complete to obtain the content. content:
Draw result: Consider in your question. Limit the number of form fields to the absolute minimum necessary. Remember that this is just the beginning, not the end, of a relationship with your visitors.
6. Multi-device friendly
A few years ago, Google warning will penalize websites whose behavior adversely affects the mobile browsing experience. Intrusive pop-ups can make websites less accessible:
Before you publish pop-ups, test them to understand how they are viewed on desktop and mobile browsing experiences.
Take it: Create “lighter” mobile-friendly pop-ups beyond your usual desktop pop-up designs.
7. Check, test, then test more
A pop-up has many components: subject line, copy, image, offer, form field, size, display time, position, etc. If go wrong one of these can can be the difference between having a pop-up liked by your visitors and a pop-up that turns them away.
Like any good marketer, develop evidence-based assumptions for each ingredient, but never put your laurels on their ultimate accuracy. If pop-ups don’t work, what factors can be improved? And if pop-ups work, can they be made even better?
Points drawn: Many pop-up tools allow for A/B testing. Take advantage of that. Either way, run multiple tests, making small tweaks to individual elements over time until you get the ultimate pop-ups with the highest conversion rates.
RELATED CONTENT TO BE HAND-VIEWED: How to create high converting content
Turn it on and turn it on
According to sumo , the average conversion rate for pop-ups is 3.1%, with high-performing pop-ups converting an average of 9.3%. What can you do with a 3% conversion rate? What about the 9% rate?
Such exciting opportunities need to be balanced with safeguards that prevent these same aspirations from driving visitors away from your site with annoying pop-ups.
Following the above guidelines will ensure that you not only minimize the risk of offending your valuable website visitors, but also optimize their experience for maximum value and browsing experience. exciting.
Cover photo by Joseph Kalinowski / Content Marketing Institute