Popup forms appear on websites striving to grab a visitor’s attention and push advertising content. An ad that opens a new window is a traditional popup.
Hover ads open on the same site page, taking up the center of the page, and overlaying the content. This popup form can be found on news media websites, and corporate websites for marketing purposes, or for highlighting specific content.
But, how do you know if your popup is working effectively? What are the Key Performance Indicators?
Key Performance Indicators (KPIs) For Popups
Lower bounce rate
Increased website traffic
Longer session times
Higher conversion rates
Let's look at each KPI in a little more depth.
Lower the Bounce Rate of Your Website
Bounce rate is perhaps the most important metric that lets you gauge the efficacy of your popup ads. If your site’s bounce rate continues to increase, your ads have a negative impact and you need to stop it.
Increase Traffic to Your Website
Traffic may increase if there are active campaigns that appeal to new users. It is best to test popup forms before other campaigns because this way, it becomes easier for you to study the impact.
Longer Session Times
If visitors leave the store faster or visit fewer pages compared to the past time frames, these indicate a negative impact. Realign your attention to the webpage where the popups are implemented.
Higher Conversion Rates
Conversion rate pertains to the number of conversions divided by the total number of page visitors. For instance, if an eCommerce site gets 100 visitors in a month and posts 50 sales, the conversion rate would be 50 divided by 100, or 50%. Conversion may refer to any desired action that you want the viewer to take.
The top results on Google for popups are “popup blocker” or “how to disable popups.” Most people find popups irritating for interfering with their browsing experience.
However, it can’t be denied that they are effective marketing tools. They make viewers see your ad, even though they can annoy them a bit in the process.
Key Steps In Implementing An Effective Popup Marketing Strategy
Timing is everything. Providing popups at the right time is crucial. Let's say a user enters an online store to browse products.
Within ten seconds, a popup appears asking the user to share the store on Facebook or subscribe to the newsletter.
This is a faulty approach because the timing is off. It is important to make sure that popups don’t interfere with the viewer’s attention, especially during checkout, when they fill out important information.
Popups should also not ideally appear during the shopping stage either, this can lead to cart abandonment. The viewer is still getting to know the page, and they are yet to decide whether or not they are interested.
It is best to add the popup when the viewer has checked out.
The popup's placement is also important. A popup can appear in the middle of a page, while this isn’t wrong, there should be a strong reason to do this; otherwise, it’s annoying and interrupts the viewer’s experience.
You can place it on either side of the web page, as long as it has an appropriate design, one that organically fits into the page.
Inappropriate popups are a no-no. Spam ads that have been used too many times over the years won’t work as effectively.
Viewers tend to get skeptical and glaze over attention-grabbing ads with words like “congratulations or, you are the winner of…”.
Incorporate relevant popups into your page by providing ads that viewers might be interested in. For example, a viewer might be browsing the page for quite some time, then you can add a “you might also like” section to encourage them to purchase from your store.
It is crucial to note that your customers’ experience is more than just advertising. Forcing ads upon them is a terrible practice. Close buttons are recommended and should appear immediately.
Give viewers a clear opportunity to refuse an advertisement. The viewer has a right to refuse, and forcing advertisements is disrespectful, thereby not effective.
Don’t overdo it. Do not use popups on every page, as too much advertising is not efficient. One popup for a specific marketing campaign will suffice. Think twice before adding more popups to your web page.
It is also essential to create a strategic and engaging popup message for your website.
Popup forms are one of many marketing tools that can be used to drive sales. Your marketing campaigns can be a huge success if you can leverage all the features of popup advertising.