In this day and age, the attention span of a customer has dropped significantly due to the fast-paced world around them. In fact, many sources claim that you have seven seconds to capture the customer’s attention, and if you have not hooked them by then, they have already moved on. This means that if your content, product or visuals have not already sparked an interest, you will need to find another way to reach out to that customer.
This is where pop-ups come in. Consider it your second or an even third chance at winning over that customer. With a visually attractive and interesting call-to-action, you can hook that visitor back in and convert them to a sale. We took a look at the pitfalls that you should avoid and how you should be implementing them on your site.
Don’t Be That Guy!
We all know that you are enthusiastic about convincing people that they need to stay on your site; explore a little more, browse a bit, actually check-out. But if your pop-ups are resembling the needy girlfriend checking up on your every move, you will put the customer off. There are a few things to keep in mind about pop-ups:
They are annoying
Let’s face it, no-one enjoys being interrupted while they are working, browsing, or just taking a look around a site. So when a huge block pops up, covering vital information, or even follows the visitor around when they are trying to scroll, you can expect your bounce rate to increase.
They slow down the loading of the page
Large, intrusive pop-ups slow the loading of the page making it even more frustrating to browse a site. 47% of visitors expect a site to load in two seconds, so if this is being hindered by a pop up that is further slowing the loading of the site, visitors are less likely to click on them.
So, What is the Solution?
Pop-ups can be used effectively if you optimize them to not only suit your website but catch the visitors attention with something useful. Keep in mind that you are using these to convert a visitor into a customer.
It’s All About the Look
Make sure that the pop-up is as unobtrusive as possible, while still attractive and sleek. It should match the website, while subtly drawing attention to its offering. Try and make the call to action the same color as elements of the site to align the branding. Use beautiful yet simple imagery that will draw the visitors attention to click on it. The content should include bold, simple headlines with a catchy tagline to grab the visitors attention.
Lastly, pay attention to how it is introduced on your site. Does it slide in from the side? Is it centered, yet easily closable? Can the visitor continue with their browsing on the site while it is still open on the side to get to it later?
Rewards for Everyone
People click on pop-ups that offer some kind of benefit. Whether it be a discount, free delivery or even signing up to a newsletter with content that will positively impact the visitor. Make sure that the benefit is immediately highlighted with a strong, bold tag-lin. E.g. 20% off your next purchase or FREE delivery on your second purchase,
Keep it Simple
If your pop-up is a form for the visitor to fill in, make sure that there are a minimal amount of fields to complete within the form. Opt-ins, especially for the company newsletters, will usually only require the visitor’s email address. It makes it more appealing for customers if they avoid time-consuming forms.
Timing is Everything
A mistimed pop-up can put a customer off rather than encourage them to click through. Pop-ups are most effective when you either enter or exit a website. A welcome message upon entry with an offer will entice the visitor to stay on the site longer and go through with check-out.
Should the customer be leaving the site, without checking out, a discount, free delivery or even just a reminder that their cart is still full will make the customer think twice.
A segment to Create the Right Message
Not all visitors are on your site for the same reason. Some are first-time visitors, while others might have clicked through a few times and even made purchases. So why should they all be seeing the same pop-up with the same offers?
There are options of pop-ups that you can choose for your website to show different visitors different messaging. Should a repeat customer be browsing, and choose to exit the site, a pop-up can appear to offer them a discount on their next purchase. A brand new visitor can be offered an opt-in for a newsletter, while return visitors need never need to see that again.
Personalization is Key
It is fairly straightforward to keep track of who has visited your site. With simple tools, you are easily able to have visibility of visitors and see who are regular customers. So, why not personalize messaging? Capture customers with surprise and delight by knowing their names and a bit about them to target messaging directly at them. The process of creating these personalized pop-ups is actually easier than you think, and you can learn how to integrate your mailing list into the tool here.