Popup messages seem to carry the connotation of being a persistent nuisance when visiting websites. In the late 1990s and early 2000s, when popups weren’t normally personalized and relevant to customer interactions and intent, online viewers would quickly search for popup blockers.
Using Popups Effectively
Digital marketers continue to use popup marketing strategies that allow them to impart messages and drive conversions on their websites. A word of caution: be careful since it can create a bad experience that will drive visitors away when they are executed poorly.
In any case, if you’re determined to create popups that benefits users, here are a few tips to get started.
Set Messaging Goals For Your Popup
A popup message may disrupt a visitor’s experience on your website, so you don’t want to use one out of turn. Think through your goals. Are you looking to promote newsletter sign-ups? Reduce bounce rate? Market a brand or product?
Now you can ask yourself, will the message work best on a popup, or would a different approach or format work better?
Once you’ve decided you require a popup, draft a clear message that is straight to the point. Everything you’ve written should help you achieve your goal. Keep in mind the various elements you will need in the popup message, like a short form or a CTA (Call To Action) button. Building a process will quickly help you arrive at better decisions in the future.
Make The Most Of Relevant And Individualized Content
One of the best ways you can lessen the annoyingness of a popup form is only to send things your visitors will be happy to receive, compelling you to optimize the messaging of your popup with relevant information for each user.
For instance, you can use popup messages to recommend a post in your blog catalog. You can also ask a visitor to sign up for your newsletter after they have visited a specific number of pages on your website or even invite a visitor who hasn’t downloaded your mobile app yet to do so.
You can use rules and algorithms to apply this type of optimization. With rules, you manually select a message, product, or content asset to showcase to any viewer meeting pre-set criteria. For instance, if you wish to use a popup form to motivate visitors to sign up for your newsletter, you would only apply a rule to show the message to viewers who aren’t already subscribers.
On the other hand, algorithms can go through all the information you have about a viewer and then choose the most relatable experience for them. For instance, if you want to feature a product that will most likely catch their attention, an algorithm would make a suitable decision based on your viewers’ preferences or interests.
When you use information about each site visitor, it is more likely that every viewer will respond positively to a popup form relevant to them.
Strategic Placement Is Crucial
Once your popup is ready to go, analyze where you want your message to appear on your page. First, look back on your goals. Do you want to bring all of your audience’s attention to the popup form? If the answer is yes, place the popup in the center and gray out the rest of the page using a lightbox effect. However, if you’re looking for a more subtle approach, you could display the popup in the corner of the screen.
Perfect Your Timing
Don’t fail to consider timing. The moment when your message pops up has a significant impact on the effectiveness of your popup form on your audience. Many websites send a popup message just seconds after a viewer opens the site. That may catch their attention, but was the message received well by your audience, or were they prompted to close the window right away?
When considering the timing of your popup message, always ask yourself what it is you’re promoting or what specific action you’re trying to push. For example, it doesn’t seem to make sense to ask visitors if they want a demo of your product right when they enter your website. They would probably be more receptive once they have looked through a couple of pages first.
You can choose to serve popup messages based on any given criteria, such as the amount of time a viewer has spent on the site, the number of pages they have gone through, or how far down a page they have scrolled.
If you set it up by time spent on the page or the other behaviors mentioned above, it’s much more likely for you to catch your visitor at the perfect moment.
Popup Forms As Strategic Tools
Popup forms are just one of many tools and strategies that you can use on your website visitors. However, while many have deemed popups effective, you should avoid overusing them. Think of them as sparkles—use them sparingly to draw attention to crucial website features, and watch your business grow!
There are several different experiences and techniques to communicate using generic and tailored approaches, so choosing what is best for you will help you grow your brand into a success!