5 Pop-Up Mistakes Your Site Should Consider
As marketers, we all understand the importance of providing valuable content that draws new and returning customers in. For those wanting increased leads – and who doesn’t? – pop-ups can seem like a great idea and in some cases, this is actually true. If you take into account the best practices associated with pop-ups and ensure that these are utilised within your site, you can better promote a smooth user experience.
While you can attract visitors using high Google rankings and optimised content, ensuring that your website doesn’t repel your target audience is a vital step you can’t afford to miss. For this reason, we’re listing the pop-up mistakes you need to avoid on your site to ensure that users get the best experience possible. It is important to get the timing of your pop up right as 69% more searchers are now using ad blockers than in previous years, meaning your pop-ups won’t reach such a vast audience as they may have in the past. Here’s how to do it:
If you’re targeting visitors with different pop-up content, you need to ensure that this content and its timing are well thought out to better increase engagement. Users trying to leave your site while further advanced in the buying process are more likely to benefit from being offered a coupon code rather than free content or simply an email newsletter.
Coupons and discounts can help encourage a user to complete their transaction thanks to money saved and in some cases, a pop up offering them this code in return for an email sign-up, for example, can be all it takes. However, it’s best to keep these kinds of deals for users further along in the buying process and simply offer free content – such as an eBook – to those who have been scrolling your blog or have just arrived.
As Wendy Moe, Professor at McCombs School Of Business at the University of Texas, states:
“For users who sought out fairly in-depth information from the site, the added pop-up basically overloaded them with information, and as a result, they exited the website earlier than they probably would have otherwise. For those who were browsing at the site and were not seriously seeking out lots of information, the pop-up was a welcomed interruption to their browsing activities. Some pop-ups lengthened these users’ stay at the site.”
Offering No Obvious Value To The User
Pop-ups that hold no value for the visitor aren’t likely to generate any responses and in some cases, can even turn them away from your site completely through excess use. A potential customer who has just clicked onto your website isn’t going to see the value in signing up for a newsletter if they aren’t offered discount codes or other freebies in return.
The same goes for customers in the later buying stages – they are unlikely to enter their email for a newsletter with no discount offered if they are just about to click ‘buy.’ Just offering an email sign-up can work in some cases, but this is best left for users who may have been on your blog for some time and are reading through multiple different posts, as this will mean there is a higher level of interest in the content your website is creating.
Having The Pop-Up Trigger Too Soon… Or Too Late!
Timing is everything when it comes to pop-ups and can vastly affect how successful any one pop-up performs. Trigger it too early and your customers stand a good chance of just clicking out of your website or shutting out the pop up to get to the content they’re searching for. Trigger it too late and you risk missing out on valuable visitors and potential customers.
It’s suggested that you opt for a timing of around 60% of the average time spent on your website, in order to capture the attention of those who are already engaged with your site, but those who might be considering clicking away too. If you use a pop up at a key point when opening the site, you are likely to receive engagement. However if you are to use a pop up mid-way through the visitor’s use of your webpage, you run the risk of frustrating them as they are trying to read the content they have created.
Design is everything across the entirety of your website, not just on the main page and as you can probably guess, this includes any pop-ups you implement on your site. They need to be simple to read, easy to click away from if the customer isn’t interested, all of the information and links should be within the pop-up and in general, it just needs to look good. Don’t request too much information at once and ensure that the entire design keeps in line with your website’s overall aesthetic, to increase the idea that it’s simply a part of the overall experience. Good content, great design and ideal user experience are essential and should never be overlooked.
Being Too Aggressive
Pop-ups are quickly developing a reputation for being far too aggressive towards potential customers and this can account for a good percentage of bounce rates due to poor user experience. Whether you’re implementing a string of pop-ups that follow after each other, or you make it difficult to cross out of the pop-up, visitors aren’t going to be happy with the experience and stand a good chance at clicking away from your website without returning.
There has also been a wave of aggressive content beginning to appear as the ‘close’ option. Terms such as “No, I don’t care about my business” and “No, I don’t like to have fun” may seem light-hearted in the design stages, but for some users, this can be a complete turn-off.
So, Can Pop-Ups Actually Be Good?
Despite the mistakes mentioned above, pop-ups can be valuable for a business when used correctly. When utilising a pop -up, you can expect anything between 20% and 70% of visitors to actually interact with the pop-up, rather than clicking away, provided that you get it right. You can do this by:
- Getting the timing right
- Making sure that the pop up is relevant to the user at the point they’re at
- Doesn’t appear too often if clicked out of
- Promoting sales or time spent on your website
- Providing valuable and attractive offers to users at the right point in their website journey
Pop-ups can be a great way to promote conversions and encourage the lead-generation journey, but for those who are guilty of these pop-up mistakes, it may be time to start rethinking the strategy!
For more information or to enlist our help, simply get in touch with a member of our expert team here at Absolute Digital Media, today.