Building an Effective Website Pop-Up That Will Increase the Chances of Conversion
A website pop-up is a light box that will block the entire page of a website to grab the attention of users and provide a call to action. The call to action can be through highlighting a campaign or signing up for emails.
A website pop-up is a simple way to consistently push e-commerce sales or your valuable lead magnet. For your pop-up to succeed, you need to know the line that separates a website pop up that actually converts and one that is simply nice looking. The fact that most blogs are using pop ups is a clear indication that they actually convert, and you can make them work for you. Designs are becoming more sophisticated, making it relatively easy for people to accept them. A website pop-up can be effective on a landing page or on your home page after a user scrolls “below the fold”
Looking at various websites, you will note that no two website pop-ups are the same. This is because there is no universal standard that will give the best results for everyone. The standards vary depending on the marketing resources, development resources, audience, and branding. If you are looking to create an outstanding website pop-up(s) to push your content or product, there are a number of things to consider. Take a look at the following:
Provide an Irresistible Offer
As much as pop ups have proven to be effective in what they do, consumers do not always want to see them. The reason behind this is the fact that they usually come across many others with un-compelling offers. Without proper enticement, any website pop up will amount to nothing or in worse cases, be annoying. It would be a tragic if the first impression your visitors get on your website in an annoying pop-up. In this case, however, it is not the pop up that is the problem but the offer presented to the visitor.
To come up with the right offer, you need to put yourself in your consumer’s position. By doing this, you will be able to identify exactly what offers might entice them and put it on your website pop up.
Use Captivating Images for Your Website Pop-Up
If a pop up is generic or ugly in any way, it will not work. Consumers are subjected to a huge number of online ads every day and something different or unique will stand out from the rest. A typical poor pop up would exhibit features such as spammy language, using crude fonts or stock photos and is poorly customized for the site.
To make your imagery effective, ensure you pick the right images that blend with your website’s look and feel. Imagery used should generally align with those you use for your brand. To achieve this, you may need to include branding graphics and a logo, images of the kind of consumer you are targeting, images of the packaging of your product, and the products themselves. Your website pop up should look like an extension of your website.
Use Copy Writing Strategy
Your pop up’s primary function is to call consumers to action. However, it will be worthless if it meets all the standards but fails to get the consumer to act. Employing conversion-driven text ensures you are sending the appropriate message to each consumer who sees the pop-up. The copy can work to connect through storytelling, overcome objections, create a sense of urgency, and add personalization.
Integrate Social Influence
Incorporating social media in your website pop up will increase the likelihood of your website’s visitors to act. Your business is built on trust, and consumers want to buy from sources that are already trusted and liked by other people. Some ways you can achieve this include:
- An image of a real consumer using your product
- A declaration of the number of consumers who have bought your products
- A declaration of the number of products sold to consumers
- A full-star rating with the consumer’s name next to it
- Social media statements made by consumers
- A brief statement from a satisfied consumer
Time and Frequency of Pop Up
A pop up can be annoying to a website visitor if it comes up immediately upon landing on the Web page. Provide an allowance for new visitors to get a glimpse of what the website is about. We suggest after a user has scrolled to a certain point on the website (read about above the fold and your website) or when the user visits a certain page. You can also set a pop up to appear just as a visitor is about to leave. At this point present an enticing offer to discourage them from leaving before doing what you want them to do. You can adjust various positions and the size of your pop up to find out the optimal position in which it attracts most interactions by visitors.
Use Location and Audience-Based Customization
Create a custom pop up based on audience and the location of the audience as well as the pages themselves. Personalizing consumer experience will increase the chances of conversion.
Have a Second Version
Creating two different pop ups is a great way to see what works and what does not. Test both to get a better understanding on what works best with your audience. Things to look at include:
- Pop-up timing
- Social proof components
- Size and page placement
- Call to Action (CTA) button copy
- CTA button size and colour
- The headline copy
Evaluate and Adapt
Track the performance of a website pop up by evaluating all its components and launch a new version if it does not meet your goals. We like to use Opt In Monster for our website pop up as it offers a lot of options, integration and tracking.
The pop-up strategy comes with many benefits; therefore, you are encouraged to take it up and tinker around with it until it meets or surpasses your marketing goals. By employing the steps discussed above, success will be closer than ever. The success will be guaranteed with appropriate modification.