A pop–up is a screen that appears when a consumer is watching a web page to catch the customer’s attention or to inform them of updates/promotions/offers on the website. Pop-up’s primary weapon is surprise. A correctly built and developed pop–up does not annoy the website’s customers.
So does your site need pop-ups? Is it worth making pop-ups and configuring them? There is an opinion that pop–up is an outdated technique that does not bring results. But it is not like that! Using pop-ups, you can boost the sales level up to 30%. A well–tuned pop–up will help keep your visitors on the site and improve sales and loyalty to your company. Additionally, it can raise the conversion rate to 8–10%, and sometimes up to 50%!
Naturally, all this is possible only with the correct configuration of the pop–up window. And we will share with you all the secrets of setting up pop-ups and using them to increase sales!
Why do we need pop–ups?
The main task of the pop–up is to distract the users from the page and transfer their attention to the offer. Such advertising has a special feature: it always calls for targeted action. Depending on what the business needs, the tasks of the pop–up itself will change.
The main purposes of using the pop-up window can be formulated as follows:
- Collecting contact data (email addresses, phone numbers, etc.). Such popup templates are also called lead generation. That is, you collect contacts of people who are interested in your offer. Then you send phone numbers or email addresses to the sales department, which brings the transaction to completion.
- Subscribing to the newsletter. Often pop–up offers “something” in return for contacts. For example, in an online store, a pop–up prompts a customer to enter their email address to get a discount. Such pop-up windows can be seen on the page of the sports brand Puma.
- Informing. The purpose of such windows is to tell visitors about promotions, discounts, and important changes in the company. Such pop–ups usually have a bright design and contain short advertising text. When you click on it, the user goes to a page with details or discounted products.
- Retention of users on the site. These are trigger windows, they are triggered when the users leave the site. The information in them should be useful and necessary for the clients: a discount offer, a gift when buying for a certain amount. It is important that the users are interested in the content of this pop-up, otherwise, the goal will not be achieved – they will leave the site.
- Other goals. Pop–ups are used not only for advertising. With their help, they receive disclaimers – a written disclaimer. Pop-ups are also called pop–up windows with information when a user has registered on the platform and is not yet familiar with its functionality.
Advantages and disadvantages of pop-ups
Pop-ups on the site have both advantages and disadvantages. Let’s look at both.
Advantages:
- Visibility. It is difficult not to notice the pop-up window, since it is displayed on top of the main content of the site. In any case, the users will have to pay attention to it and read the message that you are trying to convey to them.
- The growth of the number of leads. Of course, some part of the audience that sees your window will use it. This means you will get additional leads. The quality of such leads may be somewhat lower than from the application form on the catalog pages, but these are the features of the tool.
- A quick study of the interests of the audience. Since the reaction to the content that you show to the audience is almost instantaneous, you can quickly evaluate whether your offer is interesting to the audience or not. And quickly adjust the work strategy to improve the efficiency of converting the audience into customers.
Disadvantages:
- The negative from the imposition of content. Not everyone will like it when you close the main content of the page and offer the users something that they did not ask for at the moment.
- An increase in the bounce rate. Of course, there will always be users who, when a pop-up window unexpectedly appears, will simply close the site.
- Perception of pop-ups as third-party advertising or spam. All kinds of services of “free pirated” content have accustomed the audience to the fact that only “left” advertising can pop up. Therefore, your window can be perceived in the same way.
- Blocking services from prohibiting the display of ads. Many install services like AdBlock and the like in the browser. Such services block the display of pop-up windows on websites and your window may also be blocked. But in fairness, I will say that such users are a minority in relation to the general mass. For example, among the visitors to our site over the past year, only 16% of users use ad blockers.
These disadvantages can be minimized if you correctly configure the display of the pop-up window, we’ll talk about this later.
It is not easy to make an effective pop-up window, but it is possible. The main part of the work should be done by you first “on paper”. Study your audience, think over interaction scenarios, and the value of the offer that you will convey in a rather intrusive way.
Think first of all about the visitors to your site, and not about your goals to increase the number of leads. When you love your audience, you will make such a pop-up window, thanks to which the audience will love you back. And this love will be expressed in the form of an increase in the number of applications from the site.
