A Simple Guide to Understanding pop-ups

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Pop-ups can be promotional, informational, or both. Marketers leverage pop-ups to grow email lists, decrease cart abandonment, enhance sales, etc. If pop-ups are utilized correctly, they can become a handy asset for any brand’s marketing strategy. However, the incorrect use of pop-ups can become a distraction and result in the brand losing the trust and confidence of its existing and potential customers.

When pop-ups become a nuisance and keep showing up unannounced without providing any meaty information, users tend to opt for pop up window blocked Mac or Windows computers. Pop-ups can also be blocked on Android and iOS devices by tinkering with the browser setting or installing ad blockers.

Here’s more information on pop-ups and how they can come in handy if used correctly.

Pop-up Definition

Pop-ups are windows that appear automatically on websites when users browse the web. These are used for several reasons, including showing errors, sharing discounts, collecting visitor information, etc.

Pop-ups may contain spin-to-win wheels, discount codes, surveys, notifications, countdown timers, etc.

Benefits & Drawbacks of pop-ups

Pros:

  • Helps in converting website visitors into actual customers.
  • Promotes content and offers information about upcoming sales and discount deals.
  • Share information regarding errors and other such information that may help to enhance the visitor’s experience.
  • Assists in driving traffic to the brand’s product pages and landing pages.
  • The best way to spread awareness regarding upcoming product launches, brand events, promos, and more.

Cons:

  • Pop-ups are known to be annoying because they appear unannounced and may hamper the user’s web browsing experience.
  • They can be easily blocked using specialized software.
  • When misused, pop-ups can increase the website’s bounce rate.

Pop-up Types

  • Floating box – This is a banner-type pop-up that is present on the website, and it does not appear unannounced. Typically, they convey promotional information and are effective for sharing company news, creating a buzz around discount deals, etc.
  • Multi-step pop-ups – These are complete campaigns combining different goals and views. The primary goal is redirecting website visitors to different pages to perform specific actions. For instance, the first step may tempt the visitor to get a discount, and in the second step, the visitor might be asked to submit a contact form to avail the discount.
  • Lightbox pop-up – It appears when the background is dark and generally used by eCommerce or online stores to convert visitors.
  • Product survey pop-up – This is useful for collecting customer feedback and allows visitors to share their thoughts. These pop-ups are clearly visible and can be closed quickly, so they don’t annoy people.

Besides these, other types of pop-ups are slide-in pop-ups, exit pop-ups, pop-ups for social proof, etc. Some website designers insert pop-ups by a trigger, such as a pop-up that appears after the visitor has spent thirty seconds or scrolling pop-ups.

Creating pop-ups: Best practices

Marketers use pop-ups to convert website visitors into customers. For some, conversion might mean ensuring that visitors take specific actions. The best practices to keep in mind when creating pop-ups are given below.

  • Ensure the CTA and objectives are mentioned clearly. For instance, if the aim is to get an email address from the visitors, do not ask for more information. It is essential that visitors know the actions you want them to perform.
  • The pop-up must offer real value to the visitors. They must appear only when required and not hamper the user experience.
  • The pop-ups can be personalized to catch the attention of the visitors. You can use custom messages like the visitor’s location or name to make it appear personal.

How to Assess the Performance of the pop-ups?

Creating and inserting the pop-up in the brand website is only the first step. Next, you must consistently assess and analyze the performance of the pop-up and make necessary adjustments.

  • Assess how the pop-ups are influencing the conversion rate of your website and measure how they are impacting the conversion of each web page.
  • Conduct A/B testing to comprehend how website visitors perceive specific shapes, CTAs, phrases, and images.
  • Using a multi-step pop-up campaign, you need to measure each step separately. Start by calculating the number of calls and clicks and the number of target actions.
  • It would be best to create different campaigns for desktop and mobile users. Then, measure them separately.

If the pop-up is not converting, try changing the appearance and text displayed in the pop-up. You can even change the time and place where the pop-up appears. Furthermore, you must ensure website visitors are not feeling annoyed with the pop-ups so avoid providing irrelevant details.

Conclusion

So these are the things you need to know about pop-ups and how you can use them to lure website visitors into becoming customers or joining your mailing list. First, however, you must be careful not to annoy website visitors.

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