If you’re looking to grow your mailing list, increase conversion or drive traffic to a certain page on your website, you may be considering using a pop up. And with good reason, because a recent study, on almost 2 billion pop-ups, showed that the best performing pop ups forms have surprisingly good conversion rates with 10% converting at a rate of 9.3% and around 3 out of 100 websites that use pop-ups converting at of over 11%.
According to the study, the average conversion rate for all pop-ups is 3.09%, so businesses with a large number of new visitor web traffic, could see real benefits from this marketing tool.
Here are our three top tips for achieving pop up success:
1. Consider the Customer
As always, marketing works best when it’s customer focused, and the research shows that a pop-up campaign is most likely to succeed if the message supports the customer journey. So, make sure your pop ups are;
- Clearly branded
- Helpful to users
- Making a simple offer or request
- Well integrated, without taking the visitor away from intended navigation
Style, branding and language can make the difference between a customer taking action or completely ignoring a pop-up message. Have a think about what will add value to the user experience and help enhance your relationship with your customers. Exclusive content, information about complimentary products or services.
2. Decide which kind of pop up you’d like to use
In general, marketers use four types of pop ups.
Welcome mats: Full screen pop-ups that slide above page content
Overlay modals: Centre screen pop-ups that appear on top of page content
Top banners: Small banners at the very top of the page (would work at the bottom too)
Slide-in boxes: Small boxes that slide in from the side/bottom of the page
What works best for you will depend on your aims, objectives and the way customers use your site.
3. Select a trigger
A pop up can be triggered when visitors
Arrive on a page: visitor first gets to the page
Scroll to a certain point: visitor scrolls to a certain point on the page
Click on an element: visitor clicks on or hovers over a specific element
Have been on a page for a while: visitor has been on the page for a specific amount of time
Look like they’re about to leave: visitor scrolls towards the top of the page to leave
A quick look at your analytics can help you to select which triggers are most likely to be effective. For instance, if most people only spend 10secs on a page, it’s no good having a trigger 30secs in.
Have you used pop ups on your site? We’d love to hear about your experiences, in the comments below.