14 Best Practices for Using Website Pop-ups

Best Practices for Using Website Pop-ups

What are the best practices when implementing website pop-ups?

To help you find effective ways to implement pop-ups for your website, we asked content marketing professionals and business leaders this question for their best insights. From personalizing pop-ups to the customer lifecycle to using an enticing sign-up phrase, there are several ways to best create and feature your pop-ups to get positive response from visitors to your website.

Here are 14 best practices these leaders follow to implement website pop-ups:

  • Personalize Pop-Ups to the Customer Lifecycle
  • Make Sure Your Pop-Up is in the Best Interest of Your Customer
  • Match Pop-Up Timing With User Behavior
  • Go for a Short-Timed Pop-Up
  • Be Creative With Your Pop-Up Message
  • A/B-Test Ahead of Time
  • Collaborate With Websites in Your Niche
  • Make Your Pop-Up Simple and User-Friendly
  • Let Your Email Pop-Up Appear Toward the Exit
  • Use Visuals for Your Pop-Ups
  • Keep Pop-Ups as Unobtrusive as Possible
  • Make Your Pop-Up Easy to Close
  • Avoid Leaving a Bad Experience With Your Pop-Up
  • Use an Enticing Sign-Up Phrase With Your Pop-Up

Personalize Pop-Ups to the Customer Lifecycle

A huge mistake I see across all industries is serving irrelevant popups to visitors who have already done the thing you’re asking them to do. For example, serving newsletter subscription popups to visitors who are already subscribed, serving content download popups to visitors who have already downloaded that content, serving free trial popups for visitors who are already customers. Not only is it very annoying to visitors, but it’s also a huge wasted opportunity to keep visitors moving along and engaged in the next step of the customer journey.

Personalize pop-ups to move them along to the next step. For example, get anonymous traffic to subscribe to the newsletter, get newsletter subscribers to join a webinar, and anyone else left to start a free trial.

Corey Haines, SwipeWell

Make Sure Your Pop-Up is in the Best Interest of Your Customer

Make sure that your pop-up is in the best interest of your customer and not yours.
In order for it to be enticing, it needs to address the #1 pain point of your ideal customer profile and offer a free solution to that problem. By reverse engineering your ICPs pain point, you will ensure that your pop up has a high conversion rate, isn’t annoying by leaving a bad user experience, and is highly relevant to your customer (the reason why they came to your website in the first place).

Shoaib Mughal, Marketix

Match Pop-up Timing With User Behavior

It’s crucial to test what timing and intents fit best when trying to convert users through pop-ups. For example, shooting out a pop-up to sign up for your newsletter as soon as a user opens a new page is probably going to get shot down. Depending on why users are visiting a site, companies can leverage event tracking, split testing methods, and buyer personas to create pop-ups that match users’ intentions, timing, and goals. Pop-up content that populates at the wrong time, or with content that isn’t relevant to users won’t help increase conversions.

Jason Panzer, Hexclad

Go for a Short-Timed Pop-Up

Your pop-up should be less disruptive and shouldn’t last more than four seconds. Visitors are on your page because of a goal they want to achieve; it may be reading your content, signing up for your service, etc. And it can become annoying if something is blocking them from achieving that goal. As much as you can, keep your pop-up simple and straight to the point and ensure that it takes a few seconds. Interested visitors will interact with your pop-up if they want to, and the duration of time won’t force them to interact with the pop-up.

Simon Bacher, Simya Solutions

Be Creative With Your Pop-Up Message

Many websites implement pop-ups when a user is on their site. Some appear right away, while others wait 30 seconds, or for the user to reach a certain section on the website for the pop-up to appear. While not instantly bombarding a potential customer is a good practice, what the pop-up says is even more important. The bottom line is that businesses want email addresses so that they can market their products and follow up with customers who didn’t purchase. Customers know this and so they are hesitant to add their email for fear of being spammed by emails all the time. I know, because I’m one of those people who are hesitant to give out my personal email to companies. 

Last year, we changed the wording on our pop-up and have seen a 3.5 to 4 % increase in submissions. Instead of “signing up” we have the user “receiving VIP Benefits”. People want that instant gratification feeling. They get it with our pop-up and receive a promo code. It’s the same functionality just worded differently.

Seth Newman, SportingSmiles

A/B-Test Ahead of Time

Be sure to utilize ab testing when implementing website pop-ups. Create two different pop-ups and then figure out which one will drive more clicks. Test out different background images, copy, layout, and the amount of time it is displayed for. Ideally, you don’t want a pop-up that never closes on its own, but it’s important to figure out if three seconds or thirty seconds yields better results. Ab testing will help you figure out which pop-up is most effective in improving your conversion rate.

Michael Bell, Manukora

Collaborate With Websites in Your Niche

Try to collaborate with websites that have a similar niche to you, it will help you significantly in finding a large potential customer base easily. People visiting the website will carry similar interests to that of the website, which will automatically indulge them in clicking the pop-ups. You are likely to gain more engagement through such kind of collaboration or paid promotion rather than showing your popups through a website that has a completely different niche than you. It is important to focus on the integration of interest to gain more and more leads at a faster rate without facing the loss of resources, which you might have to face if you go with a website with a completely different niche. It is because the people visiting the page are likely not interested in your popup. After all, currently, re is something else on their mind.

Jeremy James, Blue Water Climate Control

Make Your Pop-Up Simple and User-Friendly

Pop-ups are annoying, however, pop-ups on the website can encourage users one step closer – like the email sign-ups through coupons. This works because most people, when they see a coupon, are attracted to it and they want to try the product and experiment with how it works. This works for many companies who use a simple and user-friendly method. The pop-up gains the users through a simple email address space and at one click it drives to the conversion. Therefore, you acquire the visitor’s email address and make an influence with the exciting products of your brand.

Brigid Davey, Nimble

Let Your Email Pop-Up Appear Toward the Exit

The best type of popup for your website is the exit intent popup. It is not a good option to have a popup asking for your email address while you are still searching the site. It is annoying and can lead to increased bounce rates. A much better option is to have the email popup appear when the intent is already begun to exit the website. This way you can give them an offer and try to get permission to email them before they leave the site.

Doug Darroch, Renaissance Digital Marketing

Use Visuals for Your Pop-Ups

All information on the internet benefits greatly from the inclusion of images and other visual components. Lots of studies have found that they improve the overall appeal of websites, especially when they feature actual people. As an added bonus, visuals can help direct the focus of the user exactly where you want it to go. This includes window pop-ups. Yours will have a greater impact if you incorporate visuals. It adds a level of excitement, novelty, and interest to your marketing efforts, increasing their effectiveness. However, it is not necessary to always use full-size pictures. Some designs just need a more interesting background pattern or some brighter accent colors to really stand out.

Billy Parker, Gift Delivery

Keep Pop-Ups as Unobtrusive as Possible

I have A/B tested many different pop-ups. The best practice when implementing website pop-ups is to make it as unobtrusive as possible. To attain this, you need to set the trigger correctly, and I have found setting the popup trigger after they have been on a page for over 30 seconds is the best. If your trigger is too sensitive, the popup will just annoy the user, and they will bounce immediately.

Jordan Woolf, We Buy Houses in Bama

Make Your Pop-Up Easy to Close

When creating a pop-up, you want to make sure it provides value to the user and doesn’t disrupt their browsing experience. A best practice is to make sure you have an “X” button in your pop-up to allow users to close it if they want to. Creating an easy way out of your pop-up will make sure users aren’t annoyed by it, and they’ll be more likely to stay on your website.

Peter Beeda, fhalend

Avoid Leaving a Bad Experience With Your Pop-Up

Popups disrupt the user’s journey and can leave a bad experience. However, if the popup is genuinely valuable and offers the user something for free (that they’d otherwise pay for) you can expect incredible conversion rates. This is exactly what I did with Ticker Nerd, my investing newsletter that has since been acquired. All pages had a popup that promised to show visitors the investing process. And we did exactly this. We broke down exactly how we surfaced interesting stocks. Our emails were often reopened up to 10 times in some cases.

Luciano Viterale, Luciano Viterale Consulting

Use an Enticing Sign-Up Phrase With Your Pop-Up

A great popup should have the following: 

– specific timing (does it show after 2 seconds, 5 seconds, 10 seconds, or on exit)
– a great image or offer
– a first name and email field
– something other than “subscribe to my newsletter” 

There is nothing more unappealing than “subscribe to my newsletter.” Pop-Ups should entice others to sign up. For example, “Grab my free Mailchimp Cheat Sheet!” sounds a lot more exciting than “subscribe to my newsletter.”

Emily Ryan, Westfield Creative

9 Benefits of Outsourcing Email Marketing Initiatives

Benefits of Outsourcing Email Marketing Initiatives

What is one benefit of outsourcing your email marketing initiatives?

To help you appreciate the benefits of outsourcing your email marketing initiatives, we asked marketing professionals and business leaders this question for their best insights. From bringing in fresh perspectives to your initiatives to getting highly personalized email marketing, there are several benefits that you could gain from outsourcing your email marketing to experienced professionals.

Here are nine benefits these leaders gain from outsourcing their email marketing initiatives:

  • Bring in Fresh Perspectives to Your Initiatives
  • Save Costs on Recruiting and Training of In-House Team
  • Ensure High Quality Writing
  • Improve Response Rates With Professional Expert
  • Free Employees for Other Productive Tasks
  • Reduce Cost Through Selective Outsourcing
  • Guaranteed Email Delivery
  • Free Your Time to Focus on Higher-Level Business
  • Get Highly Personalized Email Marketing

Bring in Fresh Perspectives to Your Initiatives

Getting a fresh perspective on your initiative. While internal marketers are already familiar with brand voice and directives, someone from the outside will be able to look at the company messaging from a different point of view. Outsourcing marketing initiatives can be an advantageous strategy because they can think outside the box. While they may need time to get up to speed with brand information, the outsider’s point of view can better assess the needs of the average consumer. Getting a fresh perspective is key.

Stephen Skeel, 7 Wonders

Save Costs on Recruiting and Training of In-House Team

Building a team of in-house email marketers will require precious time and resources — resources that could be put to better use in other areas of your organization. Your HR teams will need to work twice as hard to fill new roles, train the new hires and track their progress. Outsourcing these email marketing campaigns to seasoned experts is way more affordable than handling this mammoth task yourself and the best part — you’ll have the desired results without any guesswork or experimentation.

Harry Morton, Lower Street

Ensure High Quality Writing

We all have our fields of expertise and if writing is not one of yours, then outsourcing your email marketing initiatives is a wise choice. You can have great products and services, but if you do not know how to catch the attention of your reader with your writing, or how to properly guide the recipient into your sales funnel, then it will matter little about the quality of your offerings. 

Having a skilled writer craft your subject lines, engage the reader from the first sentence of your content body, and know how to get your most important message across in the fewest amount of words, will be critical in your success. In outsourcing your email marketing initiatives to skilled professionals, you will ensure that the content of your promotional efforts is of the highest quality, and could be the difference between further engagement or having a sales opportunity slip away.

Matt Miller, Embroker

Improve Response Rates With Professional Expert  

The effectiveness of an email marketing campaign is directly related to campaign-specific conversion metrics used to monitor a campaign’s performance. Metrics such as click to open rate ratios, unique click rates, and hard and soft bounce rates, among many other forms of engagement, are monitored to optimize the success of a campaign.

Outsourcing your email marketing initiatives to specialists leads to increased efficiency, and detailed, strategic, and well-written campaigns. This tasks professionals with an abundance of expertise and experience in monitoring key metrics, A/B testing, and developing specialized email copy, which is bound to increase response rates.

Datha Santomieri, Steadily

Free Employees for Other Productive Tasks

Employees can be more productive with their workday instead of focusing on the build of email marketing campaigns. This can be extremely time-consuming and employees can be using their time in a more effective way. Outsourcing allows workers to focus on content strategy while an outside agency goes right to the experts who may be more efficient in delivering the assets and the build. It’s a win-win on both sides.

Jodi Neuhauser, Ovaterra

Reduce Cost Through Selective Outsourcing

Outsourcing can be beneficial financially because you do not have to outsource all your marketing. If you just need assistance with one part of it, you can find people to do so. For instance, if you already have a great email template but need someone to help with the copywriting aspect, you can outsource for that so that you do not have to pay someone for all other parts of your marketing emails. Take advantage of the freedom to choose exactly what you need to outsource so that you can still keep some of your email marketing resources in-house and save money.

Nick Shackelford, Structured Agency

Guaranteed Email Delivery

In an email marketing campaign, the deliverability of emails plays a major role in the success of the campaign. There are a lot of factors such as being blocked by ISPs, emails landing in spam folders, A/B testing for headlines so that they don’t get flagged by spam filters, etc. If you are trying to do this with an in-house team or by yourself this can be a challenge.

Outsourcing to email marketers or firms who constantly do campaigns and are always up to date with the latest trends and updates will help ensure that your emails reach the audience’s inbox. This can be a major factor in the success of your campaign. It can also ensure that the graphics and images don’t get striped in the delivery and your email marketing campaign can convert the prospects to customers.

Tiffany Homan, Rental Property Calculator

Free Your Time to Focus on Higher-Level Business

One benefit of outsourcing your email marketing initiatives is that you can focus on the higher-level aspects of your business. You no longer have to worry about the nitty-gritty details of managing your email list, sending out emails, and tracking results. Instead, you can focus on making sure that you are providing an excellent product or service to your customers and clients. This will help them become more loyal fans who will continue to recommend your company to their friends and family members.

Chad Rubin, Profasee

Get Highly Personalized Email Marketing

Personalized messages are one benefit of outsourcing your email marketing campaigns. Due to a lack of time and money, many businesses see the value of personalized emails but do not implement them within their own operations. When you outsource, providing knowledgeable prospects and other employees with 1:1 tailored experiences is hassle-free. Make your email campaign stand out from the competition by adding customization down to the smallest details.

Implement an email campaign that would produce a measurable return on investment by utilizing the prospect’s existing information. Someone needs to spend time and expertise on doing this. An efficient email campaign is the result of hours of steadfast work, from setting up automated behavioral triggers in the mail to carefully selecting extremely enticing photos. The best course of action for email personalization is outsourcing. Your consumers will feel appreciated and receive exactly what they need thanks to those targeted emails.

Raviraj Hegde, Donorbox