16 Jun THINKING OF INTEGRATING POPUPS ON YOUR WEBSITE? READ THIS FIRST….
With nearly 2 Billion websites worldwide, the chances are that you have stumbled upon a good few sites riddled with so called ‘Popups’.
These sudden yet unwelcome blurb asking if you need any help, to subscribe or to download an eBook disrupts your reading and annoys the hell out of you.
Why do those businesses think of using such popups on their websites?
Is there any useful purpose or effectiveness to a popup from the customers prospective?
Nowadays, with the presence of social media, getting customers feedback has become extremely important and effective, therefore many businesses have become aware of the displeasure popups cause to their traffic on the site, nevertheless we still see them being used on so many sites.
This is because popups get conversions!
According to statistical data, an average popup gets a 3% conversion rate, however; the very best popups that are near perfect in every way can get an astronomical 50% conversion rate!
This tells us that popups certainly don’t hurt your marketing efforts when it comes to conversion so the conversion potential of popups can be huge depending on adequate time and effort.
To understand best how you can utilise popup ads, it pays to understand that not all popups are equal and that your popup’s success is dependent on the appropriate wording, context, location, size and timing of the popup.
Popups are very much like the cars, all cars are not equal some out perform others depending on their specs and the way their engines are fine tuned.
For instance, the top performing popups such as those with a 50% conversion rate appeared on pages with corresponding, relevant content.
Range of Popups
There are three main types of pop ups:
1. New page popup
2. In-browser pop up
3. Full page pop up
1. New Page PopUp
It’s pretty much self explanatory, a new page popup creates a new page in a new browser tab or window.
The use of this type of popup has almost been discarded as these pages are often blocked by the user’s browser (Chrome, Firefox & Safari) built-in popup blocker.
If the popup page is not blocked due to a poor browser configuration then the popup gets covered behind the main window and won’t come back up again after the user closes it.
New page popups are also poor on compact screens of today’s mobile devices.
This type of popup, however, stays open even when the web user goes to a different website on the main window.
These type of popups aren’t commonly used because there aren’t many cases of their effective usefulness.
2. In-Browser Pop Up
These days in-browser popups are the most commonly used type of popup.
These popups are the small dialogue boxes that appear either along the side in the form of a chat box, as a floater on the side or as a tiny text box when one hovers their cursor over a “trigger” word.
These types of popups are far more effective than new page popups and are less distracting and disruptive than full page pop ups.
Here are some of the benefits in-browser popups offer:
A. They are compact and only fill up a small part of the on screen page
B. Does not necessarily enforce a user into taking action or click it to open.
C. Acts as a single, stand-alone element
D. Its content is context dependent, with the content in the pop up relating to the content either of the page or “trigger” word
Such popups are great for subscriptions, remote, on-demand chat help, and free download offers in line with other relevant contents on the page.
3. Full Page Pop Up
Full page popups make users cringe as they cover the whole page and prevent users from reading the content or navigating the website unless an action on that popup is taken first.
These are common for subscriptions and appear when a user is about to navigate away from the website.
Full page popups are almost always overused and misused by advertisers and third parties and have contributed to a bad online experience for users.
Due to Full Page Popups disruptive, distracting nature you should only use such popups sparingly.
Anything other than enforcing license agreements and payment processing is over-kill, and won’t go down well with the site users.
Pop Up Advantages
Now you understand each type of pop up has its purpose and place.
Here are some of the advantages pop ups have in general:
1. Attention grabbing
2. Important information reminders
3. Retain users on the page for longer and stop them from exiting
4. Engage visitors in a manner that encourages interaction
5. Interrupt “attention blindness” of users
6. Increases conversions
7. Collection of information to be used as a stepping stone for sales and marketing conversions
8. Gateways that require information in order to proceed forward
Pop Up Disadvantages
No matter what popup you decide to go with it’s going to have its advantages regardless of the way its used.
Some of the top disadvantages include of using pop ups include:
1. Popups are super annoying.
There is no question about it, the vast majority of website visitors find them annoying and unwelcomed.
Some web users will be so annoyed by them that they will immediately close the site once the pop up appears.
2. Popups are distracting and confusing.
In addition to popups being super annoying, they can also distract, confuse, frustrate and scare site visitors if they have irrelevant messaging.
If the messaging appears at the wrong time on the buyer’s journey or appear on the wrong page of the website it’s going to work against the site by distracting the user from taking action.
3. Popups lower user experience along with your SEO rankings.
Some popups can slow down your website’s load time which annoys and frustrates users.
Impatient, time-crunched site visitors are more than likely to exit your site only to visit a competitor’s site if the page doesn’t load quickly.
Page load speed is also a major ranking factor Google and Bing uses in their page ranking algorithm.
Slower loading websites won’t appear high in the search results which means less traffic to your website.
Your popup selection should rests upon variety of factors including but not limited to your website buyer’s journey, target market, your brand and its objective, not to mention the strategy you must also match with the purpose of your selected popup.
While popups are not generally welcomed by your consumers, they can be an effective way to boost marketing and sales campaigns only if you use them appropriately.
Today, you have read about the three main types of popups, each having its purpose as well as its very own pros and cons.
If you’re thinking of implementing a popup on your website, take time and consider the purpose it will serve and goal it will have, including it’s messaging contents, size and location on your web page.
You must always keep your user’s experience first when rolling out a popup.
If you need help with implementing popups on your website or need additional help in other areas of your marketing or SEO campaign we are only a click away.
At Brains.ie, we are experienced in online marketing campaigns including website, mobile development along with any customisations, we’d be glad to help you with your needs.
We would like to know your thoughts on this subject.
What popup did you select for your website?
Why not let us know?
We’d love to hear from our readers just like you!