What are pop-up ad banners on a website? These are the boxes that pop-out when a user lands on a web page or when a user is about to exit the website. These could also pop up right when your user is in the middle of reading an article or content on your website.
Pop-ups are common on websites. Adding pop-up banners to a website is an effective way to ensure more sales and customer retention. Pop-ups indeed are a great way to boost traffic. However, it all depends on how efficiently you are able to use a pop-up on your website.
What is the purpose of using pop-ups on a website? It is to highlight content that is important to users. This could also be to achieve any company or organizational goals, such as getting enough newsletter signs ups or leads for free website audits. What matters is how well you are able to convey your message to your viewers. Let’s say you are offering flat 50% discount, using a pop-up to let your users know about this offer could be beneficial to your business and it is also an efficient manner of doing so.
Online users that land up on a website are either in search of information or are looking for products. And if, at all, their viewing experience on the website has interfered, then the chances of users exiting your website increases.
Answer these questions to know what to avoid while adding pop-ups on a website-
When does the pop-up banner appear on your website?
Is it interfering with the user’s viewing experience?
Are your user’s responding to your CTA on the pop-up banner?
Have you come across websites where the pop-up banner appeared as soon as you landed on the website? If yes, then you probably know how annoying it is to see a pop-up the moment you land on a website. This interrupts your purpose of landing on the website and usually users exit from the site that very instant.
Here are some tips to remember while adding pop-ups on a website:
When it comes to anything digital, timing plays an important role. Whether it’s the time you select to put out your social media posts, or the timing you select for your pop-up to be displayed on your website. For example, a business website whose targeted audience is most active during the noon hours, putting up a business post at 12 noon has the maximum probability of being seen by the majority of their target audience.
Similarly, you need to fix the timing for the pop-ups. When should the pop-ups appear? For this, you need to monitor the average time spent by a user on your website and then you decide the timing. This will help you to place your pop-up at a time when the user's viewing experience will not be distracted. Typically, your pop up should be displayed at the end, when your users have finished reading your content.
So, don't rush in getting your pop-up seen by the viewers. Pop-ups appearing to a user right when they have landed is probably not the best way to go if you want higher conversions and responses to your pop-up.
Now that we know sending out the pop-up after a certain time is an ideal way to get maximum traction, let’s talk about automation of these pop-ups.
Businesses often use automated pop-ups that are automatically sent out after a set time duration. For this, you need to monitor the average time duration that a user spends on your website. This way you are not interfering with their viewing experience. And they have ample time to react to the pop-up banner.
For example, if your reader takes 30 minutes to read your article to reach the bottom of the page, the pop-up will be triggered when the reader reached the end of the page and not by a set timing. Here, you will have to determine the activity that you want to trigger the pop-up and not the time.
Your pop-up can be displayed with the right message and at the right time, but if your pop-up is not interesting looking or eye catchy, none of the other things will make it successful. Focus on the look and feel of your pop-up banners. What do they look like? Do they look interesting? Are they eye catchy? What’s their personality like? Is the design aligned with your business?
The pop-ups should be to the point, such that the message is displayed clearly. The visual theme of the pop up needs to be aligned with the look and feel of your website. You can try making a few test pop up banners and test each one to get the one that fits best on your website. You could refer to your brand guidelines so that your pop up looks like it belongs to your brand.
Are you getting visitors via the pop-up banner? If yes, then you are on track!
Wait, what next? Now that visitors are coming to your landing page, you need to direct them to take the next step. For this, you need to have an excellent landing page. Here are some best practices to design a great B2B landing page. Once you are able to draw visitors, you need to be sure of what you are offering is and how it is it valuable to them.
Last but not the least is the message that you convey via your pop-up banners. The message you select to put on top of this pop-up banner can make or break all your efforts. The message must be relevant, appealing and or importance to your users.
Put yourself in the user’s shoes and see if your message is compelling enough for a user to click on it. If the answer is yes, then you’ve nailed it right. And if the answer is no then you’ll probably have to revamp your content.
The message on the website pop-up banner should be short, crisp and self-explanatory. Do not overdo with designing this can fade the mere purpose of the content. As we wrap up this blog here, we hope that you now aware of some effective tips for a website with pop-ups. If you think we missed out on some tips, you could refer to best website pop-up examples.
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.