Pop-ups were once a respected method of marketing, but with overuse and inappropriate techniques, their reputation declined. Now, many corporations shy away from employing them.
However, pop-ups can be an effective tool if used properly.
How to Optimize Your Pop-Ups
A well-placed pop-up accrues interest and increases click rates. In fact, one study showed the most effective ones led to a 9.3% conversion rate.
While companies may be leery of utilizing pop-ups, there are five easy methods that won’t harm your SEO or your brand image.
1. Choose the Right Design
Size, color, and placement have much to do with a pop-up’s success. Repeated research demonstrates customers dislike intrusive pop-ups, but when messages are created unobtrusively, they generate more leads.
To choose an appropriate design, consider the target audience. A pop-up for medications aimed at elderly populations may benefit from a welcome mat format and larger font, whereas a pop-up aimed at the younger generation may require a catchy slide-in box.
Images should be noticeable but not intrusive.
The placement is also integral to success, as it shouldn’t become an obstacle. Instead, aim for a design that complements the site and accounts for the reader’s needs.
Lastly, ensure there is a clear and easy closing method.
2. Offer Value
The message should be concise and engaging. Avoid generic text that requests users sign up for services or add their name to a list.
Offer something of value. Free guides, discounts, and relevant information are effective clickbait.
3. Time It Appropriately
The timing of a pop-up is crucial. If it arrives too early, potential leads leave disgruntled. If it’s too late, viewers won’t give it the time of day.
Contemplate the reader’s purpose on the site to determine the timing.
If audiences are on the site for deep, investigative purposes, save the advertisement until midway through their session and keep it restricted to a gateway page. Use a timed trigger or a scroll tool that will release the popup halfway through the document.
If browsers are there to surf the web, they may be more open to early interruptions and popups on content pages.
4. Optimize for Loading
Today’s leads have little patience for web pages with long loading times. Unfortunately, a pop-up can lengthen waits.
To minimize the impact, compress images, use caches and add a script that allows other elements to load before the advertisement.
5. Personalize It
“The best marketing strategy is knowing your clients on an individual level,” says Rich Newsome, an attorney with Medical Malpractice Help.
This is sage advice, and it doesn’t apply only to face-to-face interactions. Pop-ups can now be personalized through interaction-based ads, which are triggered through visitor behaviors.
Create a Positive Experience
Effective popups create a positive, engaging experience for visitors. Because ad-blocking software is now so prevalent, it’s more important than ever that marketing teams act considerately, but that doesn’t mean companies have to give up the benefits of pop-ups to do so.