6 Tips to Help You Choose Settings for Your Pop-Up
Usage of modal windows commonly known as pop-ups in order to get the message across is already mainstream so calling it an upcoming trend would be an understatement. Practice is so widespread amongst sites in almost all online present industries that you see pop-ups more often than not. The forms in which they might appear are as different as snowflakes- in size from small to whole screen, moving, flashing, wiggling, in subtle or vivid colours, with or without visuals, showing up once or on every single page and the list goes on.
While at first some sites using pop-ups were considered being overly intrusive, now with users becoming familiar with this practice they evaluate what has been presented to them and act upon this set of information, which not necessarily is an instinctive urge to look for a way to close “screen’s intruder”.
Keep in mind: visitors have short attention span..
In some cases introduction of pop-ups to a site have had tremendous results as high as 1375% increase in subscriptions. Which raises questions: are all pop-ups bad and how to tell the difference?
6 tips to avoid common pop-up pitfalls
What distinguishes a good pop-up from a bad, irritating one is its relevance to the observer. How not to create an irritating pop-up:
- Be minimalistic and subtle in colouring — No one wants to be interrupted during their process of browsing the web and especially if it is done in an alarming manner. Use a light-box pop-up.
- Present visitors with a choice — Offering choice gives compliance momentum. Make saying “no” less appealing and highlight option you want visitor to take. Set the expectation of the action button: “Claim your discount now”, “Get your guide now”
- Use visuals to hint what visitors will receive — Visual materials help brain to establish associations quicker, therefore it is a very powerful way to convey the information without using words. Too much text may often seem overwhelming.
Avoid using people in your pop-up. Apparently testing has proven that presence of people in promotion materials decreases conversion.
- Never hide the “X” or close button — If the visitor wants to close the pop-up, then he or she has already absorbed the information and made up his or her mind. Disallowing to get rid of distraction to proceed will only irritate the visitor and will increase the likelihood of them closing the page altogether. Test the opposite- try emphasizing the closing button by making it more visible, distinct. It might create positive effect since pop-up will seem less like a scam and will show that you respect visitor’s browsing experience.
- Teasing = Leaving — offering a redirect to a “bonus”, where afterwards visitor will be asked to sign-up or pay for the material will leave only a soar memory, which reduces the likelihood of future interaction. Do not pressurize the visitor to give up something they do not want to intentionally.
- Once in a while — do not ask the visitor to subscribe to your newsletter every time he or she visits your site. Restrict(using visitor’s IP address, cookies) your pop-up by setting up time period(daily, weekly, monthly) limit betweens displays so you do not annoy your visitor.
Nuances that will let the pop-up to work on your side
You can set up the pop-up to be called upon by many triggers. Determinants of when a pop-up should be displayed to be considered appropriate and effective can be set to be dependent on:
- Time — Timing is everything — one conversion test states that the most “fruitful” time for pop-up display is around 60 seconds, because then visitor’s interest in what your site provides will be proven by their presence and time spent in the site will build trust which spurs action. Study your visitors to optimize pop-up display time for your site.
- Geo-location — Different location, different people, different needs. Localize your pop-up to stay relevant for all
- Context — showing the same promotion in different places on your site will send visitor a different message. Delivering this message on the right page can induce visitor to feel treated as individual and catered for as opposed to the message being irrelevant
- Behaviour — in 2015 there are quite many organizations/companies across the world that have developed solutions that subtly — “in the background” — collect the behaviour of the user within a single site. This lets providing relevant pop-ups to the visitor with substantial precision.
It may seem as there are too many determinants to take care of so why even bother? Answer is simple: use third party solutions that will take care of the latter. Save time, energy and focus on what only you can do for your site.