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Original Publication Date: December 14, 2016
If you’re responsible for driving traffic to a website, you probably know how difficult each new visitor can be to acquire.
That’s why marketers spend hours slaving away to ensure their sites are optimized to get the most out of each person who comes.
At the end of the day, that traffic is precious. And you need to ensure that you do everything you can to turn it into leads.
A powerful tool that increased many businesses’ website conversion rates — though not without controversy — is the popup.
Page Specific Website Popups
As marketers, we know that the secret to conversion is personalization.
That’s why it’s important to ensure all popups you add are page and content-specific.
One example of this could be an article-specific popup offering a PDF version of an article as a content upgrade.
Here’s an example of a page specific popup from our 5 Ways to Use Pop-ups article:
Other examples could include product-specific discounts on product pages or consultation request popups on services pages.
Ensuring that your popups are specific to each page can help increase conversion rates while simultaneously delivering a better user experience.
Timed Website Popups
When it comes to displaying popups, there are two main factors to take into account: the content of the popup, and when it will be triggered.
Timed popups allow you to specify the exact amount of time after a user loads your page that your popup will be triggered and appear.
This is useful for a number of reasons.
On a shallow landing page (ones where a user cannot scroll down the page), timed popups can be used to trigger after a set amount of time. The goal is to prompt users who have engaged with your page but not yet converted.
Timed popups are also useful to combat things like inactivity on pricing, product, and billing pages.
Set a timed popup to trigger after 30-60 seconds to help address any objections users might have about converting. Also, use timed popups to prompt users towards additional conversion goals.
Take a look at this example from Wishpond’s pricing page. We prompt users to book a free demo in case they have any questions about our platform:
Click popups are one of the most overlooked and under-appreciated of all popups.
It’s because they’re subtle. They slip under the radar. But that doesn’t mean they can’t deliver incredible results.
A click popup is a popup triggered when a user clicks on either a link, image, or button.
Because it’s triggered based on a user’s action, the conversion rates on the popup are significantly higher than other types of popups.
In fact, we recently doubled our blog lead generation at Wishpond by using click popups instead of dedicated landing pages for things like content upgrades and additional resources.
Here are the results we saw:
According to this study, the average conversion rate on a content upgrade click popup is 54.84%, while ebook landing pages convert at 27.47%.
Click popups can be used in place of a form on a landing page.
This helps to increase a page’s conversion rate by reducing the visible commitment and effort required to convert.
Take a look at an example of a form vs. a click popup button on a landing page:
Notice how much easier it appears to convert on the second page?
Entry popups work by displaying a popup to users as soon as they land on your page.
Because entry popups are triggered immediately, you can benefit from prompting every single one of your visitors — even the ones who would otherwise bounce — right away.
Entry popups are great for newsletter subscriptions, ongoing events and offers, and welcome messages.
One disclaimer about entry popups: Use them sparingly.
One of the worst things you can do is to prompt your users with unwanted offers. Triggering too many entry popups on the same website is a sure way to diminish your overall site experience for your users.
That said, a value message like “Before you start shopping, we’d love to give you free shipping on your first purchase. Use coupon code “Holidays2016″ upon checkout!” can be hugely influential in your eCommerce conversion rates this holiday season.
Here’s an example of an entry popup in action from the company Barkbox:
Notice how they take the opportunity to welcome users to their site with an entry popup that’s friendly and playful.
At Wishpond scroll popups are one of the primary popups we use, especially when it comes to monetizing our content.
That’s because scroll popups, much like click popups, are out of sight until a user takes a specific action. In this case, it’s scrolling past a certain point on a page.
For this reason, anyone who’s served a popup is more likely to convert, as they’ve indicated (by continuing to read) that they’re interested in your content, not just randomly visiting your site.
When setting up scroll popups for content, we generally recommend triggering them about 30-50% of the way down the page. This can vary, however, depending on the type of page, the length of your content, and what your scroll/heatmaps show.
Here’s an example of a scroll pop on one of our Instagram contest articles:
When it comes to optimizing a landing page for conversion, people often only consider changing their headline, optimizing their form fields, and making other changes to their landing page itself.
But another trick that can help increase a page’s overall conversion rate is to add an exit popup.
Try not to look at exit popups as a “last-ditch” effort to convert a user. Instead, think of exit popups as a way to address any concerns about converting by offering users something of value.
Here’s an example of an exit popup from an eCommerce store that prompts users to save items prior to leaving the page:
For example, trigger tailored popups to visitors once they reach a certain number of website views or once they’ve been subscribers for a set amount of time.
For instance, it could be extremely influential on your conversion rates if you can show an entry popup exclusively to people who have added items to your eCommerce shopping cart but not purchased:
“Welcome back! Want to complete the purchase of <merge tag for item they added previously> today?”
Or trigger popups to users based on different interest categories, location, or industry.
Whatever you decide, if you can specify the conditions in marketing automation, you can trigger a personalized popup.
Final Thoughts on Website Popups
There you have it, the six most common popups and some different examples of how you can implement them on your website or blog today.
If you want to do more research, check out these 26 exit popup hacks, which is full of more tactics you can try.
Developing an effective lead generation strategy isn’t about finding one tool and broadly applying it across all of your website pages.
Rather, consider the specific advantages that each tool can provide and think strategically about how they can work in your lead generation favor.
To recap, those include:
- Page-Specific Popups
- Timed Popups
- Entry Popups
- Scroll Popups
- Exit Popups
Are you currently using popups on your website or blog?
I’d love to hear your experiences in the comments.