Pop-ups on websites are nothing new, and sometimes they are ignored immediately, but not many people know they are actually one of the most valuable lead generation tools for businesses of all shapes and sizes. According to Sumo, “the top 10% highest-performing pop-ups averaged a 9.28% conversion rate (someone who saw a pop-up and took action)." That means, if you get 200 visitors per day to your site you'd have about 556 new signups each month!
However, the difference between a strong pop-up and a weak one comes down to some key details with your customers and brand in mind, such as timing, imagery, copy, button placement, colors and context. If you have a website or online store and want to generate more leads, you might want to consider adding or reworking your popup alerts to convert more visitors into customers. Following these five tips can help improve your conversion rate and get more people closer to your product.
1. Prioritize the context and timing
The “where" and “when" of your pop-ups is essential. The “where" refers to which page or pages on your site that the pop-up will appear, and the “when" refers to the amount of time that passes before the pop-up appears in front of your visitors. The most important thing to consider for your pop-ups is context, because that is what ultimately teases value to people. For example, if you own a men's clothing store, you might want to add a popup offering a 20% discount on neckties or cufflinks when someone visits the “dress shirts" page on your site, rather than the homepage or a page that is not relevant to your offer.
For timing, the most successful pop-ups appear after a bit of time has passed. Fifteen seconds, for example, might be plenty of time for a visitor to read a section, learn more about your product and then become more receptive to a special offer or piece of content you promote via the pop-up. The reason to allow some time in between a visitor arriving on your website and presenting them with the pop-up is because most people will immediately "X out" the banner or window that appears on screen without even reading. They want to get to the meat of your website first, and the pop-ups that appear right away are just an interruption. It's best to test out lag times based on your website, the page's content and what you want your visitors to do or see.
Pro Tip: Just a few clicks to get started
This app allows you to add one directly to your website in just a few clicks! Once on the page, simply click the blue "Add" button. Next, you can customize the text, colors and settings of your pop-up. Finally, save your newly created ad, and it is magically added to your site!
If you'd like to set up custom triggers which allow you to show popups with time delay or a button click, when a user is about to exit your page and even control the frequency with which the pop-up should appear to the same visitor, upgrade to the Pro plan.
2. Offer something unique or valuable
If a pop-up solely says “sign up for our newsletter" without any other information, it is extremely unlikely that visitors will say “yes, of course!" and give you their email address. Instead, you should aim to offer them something of value, such as an exclusive piece of content or a discount on a product. Many high-converting pop-ups offer a piece of content that the business might create specifically for generating leads on the website, like an in-depth guide. In our men's clothing store example, that pop-up offer could be “Get our in-depth guide to Men's Clothing Essentials for the Summer," which is only accessible when a visitor clicks or submits their info on the pop-up. Without offering value, pop-ups are just annoying interruptions and time-wasting distractions for your customers.
3. Personalize pop-ups to your business
When someone comes to your website and sees your brand, they expect consistency across all pages, blog posts and products that they interact with. The same should hold true with your pop-ups. The colors and imagery, copy and brand voice and everything in-between should look and feel like it is a part of your business. If you were on the men's clothing website, and a pop-up appeared with images of food or words like “tasty" and “delicious" in the message, you would be confused. Your popups should be an extension of your brand that does not surprise your visitors and catch them off guard.
The incredible thing about POWr's Popup app is the variety of designs, including text, images and videos. You can really make your pop-ups stand out with highly customizable designs in any language too, and they automagically look amazing on any device.
4. Decide what you truly want from visitors
While many pop-ups ask for an email address, this is not mandatory by any means. Instead, a pop-up can have a myriad of objectives based on your business. You might have a blog post that people absolutely love, and your pop-up can encourage people to read that post with a big “READ" button. Or, your pop-up might promote a sale or a special product that is popular with your customers, and first time visitors to your site might not know about it unless you include a “VIEW THE SALE" button for them to click. Only include one CTA in your pop-ups so that visitors do not feel overwhelmed or confused. Each business uses pop-ups for different reasons, and it also depends on how analytical you are. For example, you might know how to retarget your website visitors on Facebook if they click on a specific product. This is a bit more advanced, but if you want to keep things simple and focus on generating leads by collecting email addresses, that's exactly what you should do.
5. Don't try to trick your visitors
The only thing worse than a poorly thought-out pop-up is one that is difficult to get rid of. Sometimes, websites will have a pop-up that hides the button to cancel it out and go back to the previous screen. This is frustrating, rarely works and can even tarnish your brand's reputation. This malpractice could even have negative impacts on your website's SEO if search engines like Google see you are doing this. Instead, make it very easy and clear for your website visitors to go back to the screen they were previously on. This usually means including a big “X" in the top corner of the pop-up, or allowing them to click something like “Not interested" or “Not right now" which makes the pop-up vanish for that session. Since you can never force someone to convert on your pop-up alerts, you can control the perception that others have of your brand and business.
Pop-ups like the POWr Popup are easy to add to Weebly website builder, and there are some terrific options in the App Center that make it easy to start running them on your site. No coding is required to create them, and in just a few clicks you'll be able to start posting announcements, highlighting content, and adding more customers to your database or mailing list. They can even be customized to look and feel like your own brand.