The duality of pop-ups has long been a source of frustration for website owners and visitors alike. They can be a valuable tool for gathering user information.
Conversely, they also present a barrier to content. They can raise the ire of visitors. Pop-ups may even cause them to navigate away before interacting with a website.
What are website owners to do? How can you appropriately utilize pop-ups to gain leads? How will you build your contact list without alienating the visitors you wish to connect with?
Are pop-ups really that important to your online operations? Are they merely a pain in the ass for visitors, and by extension, for you?
First, you need to understand why pop-ups are so important. However, it’s also essential that you use them appropriately.
Thus, you’ll get the greatest possible value without offending site visitors. Here’s what you should know about the wise and beneficial use of pop-ups.
The Purpose of Pop-Ups
What is the value of a pop-up? Does it outweigh the potential for negative interactions with prospective customers?
Pop-ups are just one tool in your online arsenal. Yet, you need to know what they’re worth. That will ensure they’re right for your operation.
The first thing you need to know about pop-ups is that they can deliver conversions. They provide visitors with the opportunity to sign up for membership with your site.
That’s something they’re less likely to do if the onus is on them to seek out a means of doing so. Pop-ups are a device for facilitation.
Of course, some websites use pop-ups for other purposes, like advertising. More and more, this is becoming a major no-no.
That’s because they bombard your visitors with pop-ups. It is annoying and off-putting. Therefore, Google has taken a notable dislike to pop-up and pop-under ads.
They’ve announced that they will pull Google advertising from sites that use these tactics.
Knowing when and how to use pop-ups properly is essential. Appropriate usage can get you the conversions needed.
Additionally it will help you to avoid raising the ire of visitors (and search engines, for that matter). Read on to learn more about the right way to utilize pop-ups.
You are an online user yourself. Thus, you’ve probably encountered websites that gate their content with pop-ups. Like many people, your reaction is probably to navigate away.
You wonder why you have to provide your valuable, personal contact information just to see content. Especially these days, when there is so much available for free?
The good news is that you can use this personal experience to your advantage when it comes to adding pop-ups to your own website.
You can, therefore, avoid common pitfalls. For starters, never make visitors provide their information before they can reach the content they’re seeking.
It’s one thing to gate premium content, teasing exclusivity. This is appropriate if you want visitors to sign up for membership as a means of gaining access to greater value.
This includes white papers. However, doing this with all of your content, and your website at large, is flirting with disaster.
There is virtually no website I would give my personal information to just for a chance to access the homepage or blog. Without added value, I’ll simply navigate to the next best site for my search criteria.
Where, then, should websites place their pop-ups for optimal impact? There are several options to consider.
Many websites place pop-ups at the end of content or program them to appear after scrolling. They may have them manifest when users display exit-intent.
You could also place a small sticky bar with a CTA (call to action) at the top or bottom of the page. That, in turn, will provide visitors with the option to click.
Yet, this can be a bit obtrusive if you don’t allow users to close it out. Then, you may have lost your chance to convert. Place pop-ups at the end of content or user experience.
Thusly, you have virtually shown the value you can offer. Plus, you’re asking visitors to show their approval and ongoing interest by signing up for membership.
You might also want to consider adding cart-abandonment pop-ups. They encourage shoppers to rethink leaving items unpurchased.
Try offering a one-time discount to new members. In doing so, you may not only make a sale, but get contact info in the process.
Quid Pro Quo
Placement isn’t the only consideration when it comes to making pop-ups appealing. You also need to offer something of value in exchange for contact information.
This could include regular newsletters, access to exclusive content, discounts, and so on. In some cases, your pop-ups could forego the call for contact information.
That’s instead of trying to improve the user experience and prolong interaction. Let’s say your visitors display exit-intent, for example.
In that case, you might offer to redirect them to similar content. You’ll be able to lead them to something more relevant to their needs.
Imagine that every interaction with visitors is like a sale. You’re in constant negotiations for customer attention, and ultimately, conversions.
You have to provide enough value that visitors want to give you something in exchange. This can include more of their time, access to personal contact information, or money (via a sale).
How you present your pop-ups will have a marked effect on the reactions of users. Thus, trading something of value is an important part of the process.
Make Your Intentions Clear
Why do so many users avoid providing personal details like their name and email address?
They don’t want their contact information getting sold to the highest bidder. Doing this almost always results in mountains of spam.
You can provide them with reassurance on this score by including text that states your intentions. Offer a promise that personal data will only be used by your business.
You want to assure them that it will be used to provide value to customers. Thus, you can avoid the knee-jerk reaction many visitors have, when confronted by pop-ups asking for identifying information.
Building relationships with prospective customers requires a level of trust. Therefore, it is within your power to provide it from the outset.
Ensure your pop-up manifests and confronts users with a choice about how to proceed. This will give them every motivation to fill out your form rather than navigate away.
If you have a comment about this topic or suggestions about future topics leave them in the comment box below.
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