You and I have probably found popups annoying at some point, and maybe we still do, as they can disrupt the user experience while shopping. Despite this, many eCommerce store owners and marketers continue to use them.
But my question is: What kind of popups positively impact our user experience the most?
Research has shown that popups have increased the conversion rate by 11.09%. According to our internal data, implementing the popups on the website has increased the conversion by 7.09%.
Brands like Tinte Cosmetics and Drivers Supply have implemented popups on their website for lead generation and conversion.
Despite the negative perception of popups, they are only annoying when they are poorly designed. Good popups can actually improve the user experience.
In this article, we’ll show you how to create a high-converting popup on your website. It’s definitely annoyance-free
What are website pop-ups?
Simply put, it is an overlay that ‘pops up’ on the website when you perform some or the other action for a certain duration.
Unless you’re brand new to the internet, I’m pretty sure you’d have seen one or many when you search through the website, especially eCommerce sites.
Usually, many websites use popups, especially to build their email list, but they can also be used to
- Generate leads
- Promote new products
- Recover abandoned carts
- Increase demo sign-up
- Ask the user to submit a question
- Share a review
So, pop ups on websites don’t have to be annoying. In 2016, Google cracked down on interstitials, especially on mobile devices. Websites with annoying popups must be removed or risk falling in rankings.
Many eCommerce owners and marketers think popups are still spammy after Google’s update. However, they can be incredibly effective if used effectively.
Why do websites have pop ups?
Although there are plenty of ways to encourage people to sign up for newsletters, product updates, or book a demo call. Why do websites still stick to the popups?
Apparently, popups are an effective way to capture the attention of visitors and push them down the sales funnel. The reasons could be
- It is a low-hanging fruit for targeting the audience at the right time
- They’re attention-grabbing method as the attention span is less than 5 seconds among the audience
- Easy for A/B testing to analyze which popups worked and generated leads
- It generates leads on an email list and increases sales.
There are different types of popups, and they come in different shapes, colors, and sizes.
Main types of popups that you can use
1. Standard popups
It appears as an overlay of the page rather than opening as a separate browser window. These pop ups are great for promotional messages, collecting information like customer name, email address, and phone number (whatever details you want to collect from your audience can be customized accordingly).
2. Side messages
These messages usually appear at the webpage’s right or left bottom corner. They aren’t as prominent as the standard popups, but these appear without disturbing the user experience. This will be the same as the rewards widget.
3. Sticky bars
This appears at the top of the website, which will be stagnant and can’t even be closed. Usually, these types of popups are used to promote an offer, flash sales, a webinar, and free shipping.
This remains the same even when visitors scroll through the page or move to another page without annoying the shopping experience.
4. Full-screen messages
These pop ups cover the entire webpage, which is impossible to miss from the visitor’s attention. If you have any important messages that shouldn’t miss your audience’s attention, then this is the best choice.
5. Gamification
This is surely a fun popup for your visitors to get them to engage with your brands and take action. These types of popups have lucky wheels or scratch cards that motivate shoppers to take action or have a chance to win a discount.
Benefits of using website popups
1. Build your email list
We all know 99% of visitors won’t turn into customers right off the bat. They take their own time analyzing and considering. Most customers like to hunt for their preferred product/service. Well, then, it is no wonder sales is a long process.
Be it a B2B or B2C, the website’s visitors are nudged via email and SMS to turn them into customers. But, then, how? That’s where a high-converting popup comes into the picture to collect the email list.
According to Statista, 69% of the markere use email marketing and also expect to grow revenue by $17.9 billion by 2027. Interesting fact, isn’t it?
2. One more chance for conversion
Imagine you got a lot of website visitors after running a campaign, spending so much. But, then they leave your website without any action – what is the result?
That’s where high-converting pop ups appear on your website by tracking the visitor’s actions, giving you a second chance to grab their attention.
37% of marketers found generating high-quality leads a challenging task, and in the parallel end, there comes a solution where popups bring 42.04% more engagement on mobile than desktop.
3. Promotion of special offers
Grabbing your customer attention from quitting your website from conversion, it is good that you can showcase the special offers via popup.
Usually, these pop ups can bring in more conversions than expected. Yes, imagine you are about to leave the page and you get a promotional offer/seasonal offer, where you can grab it just by giving your details.
This popup not only triggers the purchase decision but also encourages even your brand’s loyal customers to refer their friends and family.
4. Attention-grabbing
Pop-up ads are an attention-grabbing marketing strategy used by almost every brand, especially during certain seasons. Most customers see them as a gateway to the shopping experience, and they can be found on almost every brand’s website.
By only promoting offers and building an email list, they can also reduce the abandonment rate by offering timely and personalized offers to their customers.
5. High return on investment (ROI)
Creating a high-converting popup doesn’t cost you much but that can generate massive revenue. Yes, this isn’t just a word, there are many affordable tools in the market that design attractive web pop up tools, such as TargetBay, Visme, Wisepopups, etc.
3 foremost reason behind high-converting popups
1. Relevancy of message
Above, we must have seen a statement that customers get annoyed seeing the pop ups while browsing your website. But we’d say that is when the popup is irrelevant to the webpage or their searching intent.
Yes, imagine you’re shopping for premium perfumes when suddenly a pop-up appears: Spin a wheel to grab a brand new perfume, which is totally irrelevant to the browser’s intent. But how about they receive a spin a wheel to grab 20% off your purchase?
Offers should be useful for the customer, not like you sell them by forcing them to buy the product which you want them to.
2. Fit to the context, it appears
Undoubtedly, popups are a great marketing strategy opted for by marketers and eCommerce owners. But you cannot create something and expect the result. The relevancy of the message in the popup plays an important role.
In short, the context in the popup should resonate the message in the entire webpage where you enable the popup visibility.
Remember: It doesn’t always need to showcase offers; you can also showcase the best-selling products or new launches.
If your customers don’t want to shop for any products, you can recommend some products or you can get their email to add them to your email marketing effort. Still, you can pressure your customers to purchase a product that they aren’t interested in by sending the same email or SMS. Rather, you can give them small incentives to encourage their purchase.
3. Personalized for the defined user segment
Do you agree that personalization is the key to success not only on high-converting popups everywhere?
So what is personalization? It is all about sending the right message to the right person at the right time (Well, we all know this rule of personalization). It might sound simple but this simple message has a massive impact. Let us say how.
Different people visit your website and everyone’s search intent would be different, same as their tastes and preferences. Although the search intent query might be the same, the purpose varies.
Imagine two different people searching with the same query but with different needs. You can customize the popup accordingly. Instead, you can give them generic offers like 10% off the product you purchase, or you can show them a product category based on their search. That is where segment and popup go hand-in-hand.
How to design a ‘WOW’ popup for your website?
We’ve seen how the popup should resonate with the webpage and fit the context, now you should also know that ‘wow’ factor on the high-converting popup.
There are many free and affordable popup-creating tools available in the market, but there are certain best practices that should be followed to make your popup hit that ‘wow’
- Clear and concise copywriting
- With one intense CTA that makes them take action
- Make the design neat and readable
- Stick to your brand color and content
- Handle all objections and fear wisely
- Increase the FOMO (fear of missing out)
- Position your value
As a brand, stick to these best practices to make your high-converting popups stand out from your competitors.
Where to start?
Popups are the ultimate way to grow your business and an indispensable tool for your eCommerce store. All that is how you use it effectively matters.
Without a doubt, popups are high-converting and flexible marketing tools that perform a massive action in conversion. You can use it right from collecting the details to showcase the product to your customers.
It is also important that your popup isn’t a large whole but should support your eCommerce strategy for growth.
