To Pop or Not to Pop: Pop-up Ads and Conversion Rates
You’ve probably never heard anyone exclaim how much they love it when their screen is overtaken by pop-up ads. And everyone has their pop-up blocker enabled on their browser. So why do pop-up ads still exist? Because they actually do work.
Well-placed and well-timed pop ups can translate into higher click-through rates and conversions. You can even generate leads and blog subscribers with pop-ups. It’s important to make your potential customer feel confident enough in your company to click on it. To do that, you need to deliver on your promises.
You also need to treat a pop up ad with the same importance as any other piece of marketing collateral. The content of the message is just as important as a billboard on the highway. While someone passing that billboard might not pull up your website just because they saw the billboard, that few seconds of exposure can be the beginning of a chain of events, which might eventually end with them becoming a customer. In this context, a pop-up is about building relationships.
A pop up ad needs to be clear, concise, relevant, and offer something of value. Nobody has the microsecond of time it takes waste on a pop-up ad (to either click on or close it) to. So the biggest favor you can do for a potential customer is not waste their time.
Experiment with both pop up timing and placement. Utilize the mountain of data you can gather from your website’s activity to determine which combination works best for your online visitors. Maybe a ‘before you go’ type of ad generates the most interest? Or a static ad at the top of each page because consistency builds trust?
Pop-up ads walk a fine line between ‘don’t annoy me’ and ‘make me an offer I can’t refuse’ with consumers. A little research and data mining can help you find your site’s sweet spot.