There is a thin line between love and hate to pop-ups

How pop-ups appeared

Pop-up windows (pop-ups) are a means of promoting content and generating a mailing list. The first announcement with pop-up was published in the 1990s on the web host of Tripod.com. Then they were used by 30% of advertisers.

Remember how you first saw on the screen notice that you won the prize. Such "surprises" do not please anyone. Users have learned to block them.

The windows disappeared, but soon returned, only this time - on a global scale. Some are hardly visible, others are annoying and unpleasant, like this one:

In order not to hurt the psyche of users, Google decided to fine websites for too annoying advertising windows.

Types of Pop-ups

There are four types:

• Welcome Mats move over the content of the page, respectively, it is completely closed;
• Overlay modals appear in the center;
• Top banners - the bar at the top of the page;
• Slide-in boxes appear on the side or bottom of the page.

For clarity - a diagram of how these pop-ups look on the site:

Pop-up tools are triggers that determine the order in which windows appear. The most popular triggers:

• Page entrance: this is your first time on the page.
• Page scroll: you scroll the page to a specific point.
• Element interaction: you browse or click a specific element.
• Time on page: you are on the page for a certain amount of time.
• Exit intent: the script tracks the movement of the cursor when you move the mouse up, that is, going to leave the page.

Do pop-ups work?

AWeber found that the conversion is higher by 375% more than with other types of promotion of publications. According to SumoMe, the most effective 10% of forms are converted to 9.3% per subscription.

Facts do not lie: pop-ups are effective. However, the convenience of the user is our everything, is it worth it to sacrifice? And can I create windows that do not annoy me?

Do we understand correctly what is involved with pop-ups?

When you ask for an opinion on pop-up windows, the answer is some emotions, and not so positive. People hate them. Remember email marketing: we get a bunch of strange letters in the Spam folder. But if you introduce drip marketing and send letters only to those for whom they are useful, there is a chance of success. The same with windows - they can involve users. To do this, consider the following points.

1) Offer something relevant and valuable

Often pop-up messages not only slow down the page view, but also offer some kind of nonsense. To increase involvement, give the user something valuable. For example, if you write a post about social networks, offer a free e-book clearly on the topic (do not suggest some garbage about the zombie apocalypse, but better about how to get leads from the social network Pinterest):

2) Think about how people interact with content

Another common mistake is that windows appear at the wrong time. For example, when a user views a blog, scrolls through the page and reads the content. If you want to "overtake" it, adjust the pop-up appearance at the time of the attempted withdrawal.

If visitors have stopped on the product description or the list of tariffs for longer than 30 seconds, they may be choosing the option. In this scenario, configure pop-up windows when the visitor "sticks" on the page for a certain number of seconds.

To better understand the behavior of site visitors, review the Google Analytics data - bounce rate and average time spent on the page.

3) Use the "human" language

Typically, pop-up messages contain a header, text, sometimes an image. It is important that the text be:

• Specific: determine exactly what the user is getting. Do not say that this guide - please specify that this is a 10-page manual. Do not offer to subscribe to the newsletter - ask if they agree to receive a couple of letters a week on a certain topic.
• Actual: let the visitors know exactly what you are offering them. Instead of "Click here" - "Download a free guide" or "Get a free guide." A clear call to action will inspire the target action.
• "Human": behind the shape of the window is a real person. Use a friendly spoken language. Instead of "Receive newsletters," try "Do not mind getting weekly updates?" Instead of "Subscribe to the blog" - "We will be happy to send you new articles."

4) Be mobile friendly

Use the compact windows for the mobile version, so that they do not occupy the entire screen of the device. Most tools already offer a new solution. Among free tools - try Leadin.

Pop-ups can be useful if they offer value to the visitor and do not interfere with his familiarity with the site. Generating more leads without harming user comfort is real.

Best regards,
Your Ardas Team