We are now into the third week of WordPress for Everyone podcast.
In today’s episode, we are going to discuss pop-ups. Most of you have a love-hate relationship with the pop-ups.
You have seen many online marketers talk about how pop-ups improved their conversion rates like 3x or 4x or even 10x. But you yourself find these pop-ups very irritating.
And you are not sure who are these people who do not find pop-ups irritating, instead they signup using those pop-ups.
Pop-ups are not actually evil by themselves. We implement them in such a way that, it makes them useless and annoying.
So let’s try to find which pop-ups succeed and are actually useful and not irritating.
Pop-ups asking you to signup for the newsletter are the worst kind. Nobody is interested in reading your newsletters unless you are Microsoft, IBM, Dell or companies like that. Where newsletters mean something.
Because news with these companies is actually a news.
So when we are asking people to join our newsletter, we are just trying to collect the email addresses without giving anything in return.
Let’s be honest, nobody is interested in reading our newsletters.
People will sign up using your pop-up only when you are providing something useful. Something that will be a valuable addition.
Something like download a case study or download some tutorial or something like that. Something that will actually make sure that visitors will give you an email id.
Next reason is some websites have pop-ups that open immediately as soon as the website opens. This is again big turnoff for visitors.
It’s like asking someone on a date without even telling your name first.
Let the visitor first see your website, let them get to know you first. Show the pop-up on the website after some time and not as soon as the website opens up.
We know that visitor exits the website within 3-4 seconds when they do not find anything useful. So if anyone is sticking for let’s say more than 7-8 seconds then you can display the pop-up.
Not to mention don’t show a pop-up asking them to join the newsletter even if they stick around for more than 10-20 seconds.
Another important thing is the frequency with which the pop-up appears. Let’s say you went to a site and you closed the pop-up that was shown to you.
Now if you again visit this website after ten minutes and if the pop-up again comes up then that is more than irritating. It is like a salesperson who is calling you every ten minutes.
Once a visitor closes the pop-up then do not show it again for let’s say a week.
Next reason is some pop-ups have a headline like “Do you want to increase visitors to your website?” And then two buttons are shown, one says ‘Yes, I want to’ and other one says ‘No, I am happy with fewer visitors’
Now, this kind of trickery doesn’t work because. You just cannot make people click on something out of humiliation. That’s just not right.
You do not want to belittle your prospects.
And if you want to use such two buttons make sure both of them have a positive tone rather than a derogatory one.
One more thing, some pop-ups use the worst possible colours just to grab the attention. You do not want to cause an optical migraine. Use a decent design. The one that does not make visitor jump off the floor.
Another mistake that we make is we keep the same pop-up for both desktops and mobiles. What looks good on a desktop or laptop may or may not look that good on the mobile.
So make sure you are using a different kind of pop-ups on desktops and mobiles. And it is better if you do not make use of pop-ups on mobile altogether.
Google takes the mobile very seriously. And if your website does not provide a good experience on the mobile then your search engine ranking is going to get affected.
The biggest turnoff is when your pop-up does not have a close button. That’s like the biggest deal breaker. You are better off without a website then. If we are anyway irritating people, let’s at least irritate in a right way.
Now let’s talk about the last point. It’s targeting. For example, you are selling enterprise resource planning software. And you cater to healthcare and manufacturing segment.
One visitor is continuously visiting your ERP solutions related to the healthcare sector. He has visited case study pages for healthcare solutions as well.
Now if you show this person a pop-up asking him to download a case study related to the manufacturing sector then that is not going to sit right with him.
You have to make sure you are showing a right pop-up to a right person and not something random. And although this may seem difficult to implement. There are a lot of online solutions like OptinMonster or Thrive or Icegram providing such targeting.
You can easily implement behavioural targeting using such solutions.
The bottom line is pop-ups are not bad. We implement them in a really bad way of making them evil. But that’s not the case.
Provide something useful to the visitor via pop-up, then show it at a right time, don’t show it again and again, use a decent design, don’t throw colours in the eyes of the visitor, keep different design for desktop, laptops and mobiles, keep a close button that is easy to find and finally show targeted pop-ups.
Keep these things in mind and your pop-ups won’t be irritating anymore to most of the people. Those who hate pop-ups from the bottom of their heart, well you cannot do anything in that case.
So that’s it for this week.
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