How to Intelligently Use Pop Ups to Increase Conversions

Sep 25, 2014

A pop up is a small window promoting a specific call-to-action (CTA) offer that literally “pops up” on top of the content on your web page. When used incorrectly or indiscriminately, pop ups can irritate visitors to the point that they actually leave your website. On the other hand, carefully designed and judiciously placed pop ups can increase conversions by more than 50 percent for CTAs such as newsletter signups, free audits, and whitepaper downloads.

Pop ups can deliver more conversions than the traditional CTA button or sidebar opt-in form, and are frequently used to introduce a new product or service offering, promote a special event or sale, build an email list, and publicize breaking company news and events.

pop up calls to action

Not all Pop Up Plug-Ins are Created Equal
Before you plunk down money for a pop up plug-in, do your homework to make sure that the plug-in you choose offers the options that matches your requirements. If you have a WordPress-based website, you might consider the WP Super Popup. This is a robust plug-in that allows a variety of options and configurations including

  • The ability to import content from a URL, create the content with a WYSIWYG editor, or paste the content in using HTML code.
  • Customized pop up window height and width.
  • Customized frequency of appearance. You can set the pop up to appear every so many days, or for the first so many visits by a given visitor based on an embedded browser cookie.
  • Customized pop up delay and speed. The pop up can be configured to appear within so many seconds of a visitor landing on the page.
  • Page appearance scheduling. The pop up can be set to appear on all pages or only on specific pages.
  • The ability to create a preview of the pop up before going live.

Using Pop Ups for Maximum Effectiveness
Your goal is to minimize the annoyance of displaying the pop up on every page and to every visitor while maximizing the opportunity of increasing your conversions.

Display your pop up only on selected posts or pages. Ideally, your pop up should relate contextually to the content of the page it appears on. For instance, someone visiting your webpage about furnace maintenance would be very receptive to a pop up offering a free 10-point safety inspection of their furnace.

Consider displaying your pop-up only to first-time visitors or only every so many visits. This will reduce the number of frustrated visitors who get “popped” every time they visit your site.

Set your pop up to display only to visitors who have previously interacted with your site. These visitors will be much more likely to respond to a new CTA offer.

Remember to keep your pop up’s header short and to the point; visitors should be able to read it in no more than 2 seconds before they make the decision to either close out the pop up or complete the form.

Be sure that your pop up software cookies those visitors who have signed up so that they don’t get pestered again the next time they visit your site.