You’ll probably get a negative impression of website pop-ups if you ask someone what they think of them. The reality is that, when utilised properly, pop-ups may help to improve the conversion experience and enhance user experiences. In fact, pop-ups can be an important component of an inbound marketing plan designed to turn website visitors into leads
What Is Inbound Marketing?
Inbound marketing is the use of a magnet rather than a hammer to promote your business. It’s the art of attracting people to your website through search engines, social media, and blogs with engaging material and an effective search engine optimization (SEO) strategy. Unlike outbound marketing, inbound marketing is not intrusive; it’s meant to provide value
What Is a Pop-Up?
Pop-ups are overlay boxes, banners, or slide-in boxes with simple constructs that appear when visitors to a site have satisfied a specific condition. As a type of advertising, pop-ups first appeared in the late 1990s. Because customers feared being defrauded by these pop-ups, they were unappreciated and disliked being given free cruises and money for fear of getting scammed, therefore over time, pop-ups vanished. Pop-ups have lately resurfaced as a marketing tool used by marketers instead of advertisers. Marketers utilise pop-ups to acquire.
Have Your Cake and Eat It, Too
I like to think the answer to the age-old question, “Can you have your cake and eat it, too?” is always, yes! Pop-ups, like cake, are enticing. We marketers see them as sweet, little, lead-generating machines. However, those of us who practice inbound marketing may be weary of their interruptive nature. When used correctly and with the user in mind, pop-ups can enhance user experience to create a seamless path to conversion.
If you’re still stumped, consider pop-ups in the context of email marketing. Another inbound marketing technique that has been misused over time to become spammy and annoying is email. Inbound marketers have learned to alter their email marketing efforts in order to give value by designing segmented lists and only delivering information that is relevant to their recipients. The same may be accomplished with pop-ups through careful placement and helpful offers. If you think about your audience while developing pop-ups, you’ll be well on your way to success.
Tips for Creating Pop-ups That Work
Use these three basic methods when creating pop-ups to ensure that they are useful rather than annoying to users.
USE STRATEGIC PLACEMENT AND TRIGGERS
- Because they disrupt the user experience, many pop-ups get a bad reputation. They appear too soon and take up the whole screen. They’re difficult to remove and may leave customers frustrated. However, if you think about your users, you can break out of these annoying patterns.
- For example, if you want to track people who are engaged with your blog material, create a banner pop-up halfway down the page that is triggered when they are. At this point in their journey, the reader is interested in what you have to say, and the ad will not distract them from continuing on.
OFFER VALUABLE AND RELEVANT CONTENT
- Another complaint consumers have about pop-ups is that they are irrelevant to them. Ensure that your pop-ups are relevant by offering material that links to the webpage on which they appear or solves common questions asked by your target audience at the stage of the buyer’s journey.
- Consider creating a free e-book that addresses the query “How Can I Use SEO to Boost Sales,” for example, on an article about the effects of search engine optimisation on a company website.
DON’T FORGET MOBILE
This advice may seem obvious, but it’s more important than you might think. Google will penalise websites that employ intrusive interstitials (also known as pop-ups that ruin the user experience) on mobile devices. To avoid this penalty, utilise pop-ups that do not take up the entire screen or consider removing them from mobile devices.
Use these tips to help you get started developing a lead-generating pop-up strategy on your website.