Popups – one of the most controversial, yet the most effective website elements of a website when it comes to capturing the visitor’s fleeting attention.
But it isn’t just about capturing the visitor’s attention. It is all about what you do with it once you have their attention. Because in the end, if your business website has a goal, then you’re directing the visitor towards an action that adds up to it.
So how does your popup ensure it stimulates an action that is relevant to you?
This is where the strategy behind implementing as well as crafting a popup comes into play.
1. Create a strong popup headline
According to a post on Moz, about 80% of internet users never read a content piece beyond its heading. The same holds true when it comes to popups. No matter how less the content already is on your popup, it is important to understand that the visitor isn’t going to read beyond the main headline if it isn’t captivating enough.
Get to know your target audience a little better to know what they are looking for, what they relate with the most and what they are more likely to act on. Incorporating the same message and a similar language on the popup headline is your best bet at making them act.
2. Make them an offer
Your headline needs to be about what the value proposition you’re offering them. What are they going to get if they engage with your business or buy a product from you? Is there a special discount they could avail by sharing their contact information or a few deals that are custom made to suit their needs?
While putting down the offer on your popup, make sure it is highly contextual to your audience’s needs. It needs to be something they crave for if you want maximum results!
3. Localise as much as possible
The best thing your business could do for a prospect to turn him into a customer, is localise his experience. Be it the language the popup shows him the message in, the offer he has to make or for that matter, the slang it has to use!
The closer it is to your audience, the more relatable it becomes and higher are the chances for just a casual visitor to become your customer.
For instance, this campaign here uses the slang and hashtag #YOLO because the business website’s audience is the younger generation that uses the same a lot often. Also, since most of their target audience is based in Greece, the language used on the popup is Greek! (Read case study here)
4. Try different placements
What’s the first placement that comes to your mind when implementing a popup? The centre of your web page of course! But let’s be honest, it is just because you have seen all other websites doing the same and never really bothered to try different placements.
Popups need not be bang in the middle of all your content, you could have an engaging popup at the top, right, left or bottom of the web page, that will make its triggering a lot more natural. Yes, if your popup follows the flow of your content, it is more likely to be converted on. So don’t forget to test a few variations!
5. Make it really simple
A popup is a way to grab the ‘fleeting’ attention of a website visitor – which already means the visitor is short of time or interested in something that captured his attention and if he had to convert on your popup, it needs to be really quick.
So ensure the conversion process from your popup is really simple. Be it getting a special discount, make it as simple as entering an email address or just one click! The quicker it is, the better are the conversion rates.
6. Get visual with your message
Visuals are processed 80X faster by our brains and that’s exactly why businesses need to use them more while communicating with their target market. Incorporate a visual or two on your popup – it would not just make it look a lot better, but also help you get the message across quickly!
For instance, this popup here uses a bigger visual that half conveys the point already – by the time the visitor is reads the content at the bottom, he is ready to convert.
7. Encourage an action
Most of the popups we see implemented on business websites, use extremely general call-to-actions like ‘buy now’, ‘subscribe now’ and more. While sometimes they work perfectly, it is also a good idea to make them more compelling using a copy that complements the value proposition.
So apart from testing different colours, button types and its placement, also test different copies. Use a copy that reinforces what your headline has to say or the value proposition that you’re offering to the visitor – like a final push to make him convert.
8. Time it right
Want a prospect to interact with your business, or maybe even convert on what you have to offer? Then you need to reach out to him at the right time, with the right message and via the right channel.
While the channel is your website and the message you’re working on (above), Exit Bee’s smart bounce prevention technology takes care of the time. It tracks the visitor’s movement on your website closely and just when he shows an intent of leaving, it triggers your popup – not interrupting the natural flow of his website experience and yet grabbing his attention at the right time!
The right strategy and the right popup can get you a lot many customers from your website!