Pop-ups can be annoying for consumers, but if delivered effectively, they are an essential part of any digital marketing strategy.
There is a perception that pop-ups are ineffective due to being intrusive, obstructive, and hampering to a browsing experience. They often block the section of text you are trying to read and sometimes cannot be easily closed.
However, these ineffective pop-ups are poorly executed: they don’t have the right message, design or functionality, and don’t meet the customer at the right stage. This is where conversion rate optimisation is key.
If you have any doubt in your mind that pop-ups should still be part of your marketing strategy in the 2020s, let this fact percolate in your mind; we have worked across clients that have seen lead generation uplifts of up to 1,000% with effective A/B/n and multivariate testing tactics.
Simply put, pop-ups should be a part of your CRO process.
1. Establish your objectives
Let us start by stating the obvious; you do not need a pop-up for everything. In-fact, the first question you should be asking yourself is, “what value is this going to drive for my audience?” If the answer is very little, then you are likely creating a bad user experience.
Be strict on your objective whilst being critical of your website at the same time.
If you are creating a pop-up to drive into a certain sales funnel, then why isn’t your website able to fulfil that journey anyway? If you are aiming to improve your lead generation numbers, will your customer want to see a pop-up at this stage?
When we talk about bad pop-ups, we are talking about pop-ups that serve no purpose. Every pop-up should add value to the customer experience, rather than be an irrelevant distraction.
