How to Make a Popup For Your Site That Works
If you do not use pop-ups, you are an idiot. While the masses may disagree, when used correctly, pop-ups can be an extremely effective way to generate leads, drive signups, and gain new customers. Unfortunately, the reason the masses say pop-ups are harmful is that they typically only encounter poorly utilized pop-ups – which are just plain annoying. Want to increase the success of your e-commerce site? Here are all the doâs and donât you need to know:
Doâs and Donâts of pop-ups
âDonât Blindly Use pop-ups
âThe #1 rule to pop-ups: no pop-ups are ALWAYS better than poorly planned pop-ups. The first thought someone has when they see a pop-up is âspam,â however, if used carefully and purposefully, they can be a killer marketing strategy.
âDo Understand What Visitors Need
âThe first step to avoid blindly using pop-ups is to understand what your visitors want. Are they looking for more information? Special offers? Discounts? Assistance? Use Google Analytics (or another analytics platform) to decipher where your visitors are spending time and what they need to keep them moving along the purchasing pipeline.
âDo Understand Your Goals
âYou also need to understand what your goals are. Do you want leads, sales, or signups? Depending on what you want (and what your visitors want) youâll need to tailor your pop-upâs accordingly. For example, if your goal is a signup but your visitor wants a discount, use a pop-up that offers 10% off as a signup bonus.
âDonât Use The Same pop-up For Everyone
âNot every visitor has the same need and therefore a popup that works on one type of visitor may not work for another. Remember that no popup is better than a bad popup, so shotgun blasting your traffic with a popup that may or may not be relevant to them is never a good option.
âDo Segment Your Visitors by First Time and Returning
âBy segmenting your visitors by first time and returning, it becomes much easier to tailor the popup they see to their needs. First time visitors rarely buy – usually they need to develop more of a relationship with your brand. Try generating leads by asking them to sign up for an email newsletter. If it is a returning user, try offering a discount like free shipping or 10% if they make a purchase today.
âDo Create Win-Winâs
âThe most effective pop-ups are a win-win for you and the customer. Always require their email or a signup with every offer. You do not have to be obvious about it however. For example, a software company may offer to email a visitor a free e-book with leading industry knowledge. The visitor gets free value from the company, and the company receives an email lead.
âDonât Show a Visitor a pop-up First Thing
âNothing is more annoying than seeing a pop-up in the first few seconds of browsing a website.
âDo Strategically Time Your pop-up
âAvoid bothering your visitors by strategically timing your pop-ups. One way to accomplish this is by using heat mapping to trigger a popup when the cursor moves towards the exit button. This is an effective way to catch the visitors attention before they leave your site. If nothing else wait at least 15 seconds before triggering a popup.
âDonât Bombard a Visitor With Multiple pop-ups
âHave you ever been to a site that has popup after popup? There is one simple way for visitors to solve this problem, and that is to leave your site. Chances are, if they leave because youâve bombarded them with spammy popups, they will never come back.
âDo Embrace the Ideology âLess is Moreâ
âBy embracing the less is more ideology, your pop-ups become a value-add for the visitor rather than an annoyance. One popup that offers them exactly what they want is much better than ten pop-ups that are completely irrelevant.
âDo A/B Test Different pop-ups
âA/B Test. A/B Test. A/B Test. Every marketer needs to live and die by the A/B test. Never assume anything. By changing one color, one word, or one image you may increase conversions substantially. Try changing when the popup occurs, where it occurs, what it offers, and its wording one variable at a time until you achieve the optimal results.
The writer, Kassie Berger, has enormous experience in the eCommerce space and understands how numerous factors can influence the success or failure of a business, in particular how popups are used. Once you’ve gotten your customer, you also need to make sure they are comfortable with your checkout process, and Kassie recommends turning to FastspringÂ®. You can learn more about Kass on Google+.