If you’re responsible for driving traffic to a website, you might 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 – though controversial – tool which has been instrumental in increasing many businesses’ website conversion rates is the popup.
That’s why website conversion experts Wishpond and PPC and CRO specialists KlientBoost have teamed up to produce a gifographic of the most popular and effective popups on the web today.
Page Specific 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 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.
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 in order to prompt users who are engaged with your page, but have 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 where 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.
And that’s because they’re subtle. They slip under the radar, but that doesn’t mean that 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 at Wishpond we’ve recently doubled our blog lead generation strictly by using click popups instead of driving traffic to 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.
One key benefit of entry popups is that, since they’re triggered immediately, you have the benefit of prompting every single one of your users (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, once they scroll past a certain point in a page.
For this reason, anyone who’s served the popups is much more likely to convert as they’ve indicated (through reading) that they’re interested in your content – rather than someone who simply landed on your site.
When setting up scroll popups for content, we generally recommend triggering them around 30% – 50% of the page, but this can be increased to any amount based on what type of page it is, how long your content is 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.
But try not to see an exit popup as a “last ditch” effort at getting a user to convert. Rather, try to think of exit popups as a way to address any concerns a user might have about converting by offering them something of value.
Here’s an example of an exit popup from an e-commerce 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.
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 continue your research, here is an actionable guide on what makes a pop-up work from WisePops.
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 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.