Before implementing a new digital solution, it’s always a good idea to run through a quick checklist.
What is the purpose?
How will this help my customers?
Will this enhance or detract from the purpose of a page, sales or profit?
Am I doing this because everyone else is, or because it’s genuinely useful?
Is there another way we could achieve the same result?
One thing I see time and time again is businesses jumping on the latest bandwagon without considering whether a tool or platform is the best way to achieve their goals.
Lately I’ve noticed an overwhelming trend towards website pop ups.
Chat bot pop ups. Newsletter subscription pop ups. Sales notification pop ups. Cookie acceptance pop ups. Full screen ad pop ups. Announcement bars pop ups. Splash pages (technically these pop down, but you get the idea).
All. Of. The. Pop. Ups.
Recently I scouted for some feedback of how shoppers view website pop ups. Here’s what came back.
“I hate it and it distracts me from shopping.” – LA
”I find it annoying, it doesn’t make me buy anything.” – LK
“I dont mind as it lets me see what other people are buying and what is trending on the website.” – FE
“I HATE them! I close sites down just for having them!” – THJ
“Nope nope nope. A turn off.“ – KOC
“I love it! I think it’s a great strategy to increase conversions – builds confidence that your website is worth buying from.” – SN
So although the majority consensus was no thanks, when done well and considering the user experience and purpose, pop ups can be helpful.
Here’s a few tips to ensure your chosen pop up isn’t resulting in a swift tab close.
Give value
Only use a pop up if you can confidently say you’re offering enough to justify the intrusion.
Follow through
If you’re asking for subscribers and offering a weekly newsletter, be sure to fire up the keyboard on the regular. If you’re offering a discount code, enter those digits in the back end. If you’re offering a chat help service, make sure it’s manned and your hours of operation are clear. Keep. Your. Promises.
Seduce me
An invitation into an inbox doesn’t come easy. Asking customers to hand over their details takes trust, and trust takes time. Make sure your pop up is delayed rather than appearing as soon as the website loads.
Clearly mark your exits
Make sure it’s clear and easy for the user to exit the pop up and return to using your site. Use contrasting colours, follow best practice by using an X in the top right corner so users know what to expect, and check the display on various devices.
This isn’t The Walking Dead
If a user closes a pop up, that should be the end of it. Under no circumstances should it regenerate on every page like an online zombie. However, some users close pop ups out of habit or before you’ve convinced them of your value, so it’s also useful to have a sign up section in your footer, or a dedicated page to fulfil this need.
Monogamy is in
Choose one pop up method and stick with it. Having too much happening on the website detracts from the information you’re trying to convey and can lower conversion rates.
How do you feel about pop ups? Let me know if you love em or loathe over on our Instagram page.
