Popup is one of the email marketing tools to attract customers and increase orders and subscriptions. But you need to use it thoughtfully, otherwise, the popup will become intrusive advertising that annoys the user and destroys a trusting relationship with him. What popups are there, how to create and use them correctly so that sales grow – we will tell in the article.

What is popup

Popup is a window that appears on top of a website page. Often it completely takes away attention: until the visitor closes the ad, he will not be able to view the page. A well-thought-out popup organically fits into the functionality of the site, adding information to it.

The popup’s major weapon is its surprise. A properly set and designed popup does not annoy site visitors. On the opposite, the popup window piques the user’s attention without diluting the core content with irrelevant information.

A well-configured popup will help keep your visitors on the site, increase sales and increase loyalty to your company. With the help of popups, you can increase your sales up to 30%, raise your conversion rate up to 8-10%, and sometimes up to 50%!

Naturally, all this is only possible if the popup window is configured correctly.

Types of popups

Marketers really actively use this tool for completely different purposes, so they have adapted its appearance, time, and method of occurrence. There are 6 most popular popups in internet marketing today.

1. Welcome popup

Appears as soon as the user opens the site. 100% attracts attention, but there is a risk that the visitor will immediately close the page. Can be used to warn about site maintenance or other important information.

2. Popup while scrolling the page

Occurs when a visitor views a certain amount of the site. Usually in the settings they set 40-70% of the scroll for the window to appear. Used in cases where you need to offer the client to subscribe to updates or tell the user about some news.

3. Popup with time delay

Appears after a certain time with some kind of offer. But here it is extremely important to choose the right moment when the visitor is already interested enough and is not going to leave the site yet. Many experts believe that this is the 5th second of the reader’s stay on the page.

SumoMe chart showing the conversion rate depending on the window occurrence time

4. Question popups

Such popups are quite common and usually offer to subscribe to the newsletter, buy a course, give a review about a store or website. If you really want a response, then make the rejection buttons small and barely visible. Also, you can offer a gift (a small discount, a checklist, an invitation to a training webinar, and so on) in exchange for a response. So the chances will increase significantly.

5. Exit popup

Appears when the visitor is about to leave the site. This is a good way to keep a customer, but only if you offer something worthwhile and useful in return. Popup in the style: “Don’t leave so fast”, which does not bring any benefit to the visitor, it will only spoil the reputation of the site.

Popup design options

The most important principle of creating a popup is a simple and concise design. Do not load the popup window with a lot of information. It is better to be guided by the principle “the simpler the better.” A popup does not need a bright, flashy picture with acidic and contrasting colors. The design should be calm and consistent with the overall color scheme of the web page.

Make sure that the text in the popup is readable and unobtrusive. It is unlikely that anyone will read a long text-sheet, so try to convey the essence as succinctly as possible, fit everything in a few sentences.

Also important is the ability to quickly and easily close the popup window. So that the user does not have the desire to immediately leave the site when a popup appears, the popup window should have a special button with which the visitor can quickly close the ad. Typically, such a button is depicted as a cross or denoted by the word “Close”.

If a popup is out of line with the general style of the site and does not quite match the brand values, it is unlikely to fulfill its function. To avoid this discrepancy, the style and appearance of the popup should match the interface of the web page.

Brand values ​​or the so-called tone of voice should be taken into account when compiling the popup text. Narrative style can tell a lot, so all the components of a popup element: color, style, text, font, image, design should be combined with the overall design of the site and the emotional background of the brand.

Ways to create a popup

You can create a popup using automatic tools or manually. The most popular ways:

• Special services for creating popup forms. These include Hellobar, GetSiteControl, Keplerleads, and more. There is a wide range of such services to choose from. They are good because they already have ready-made solutions with popup templates. Of the disadvantages – such services are usually paid.

• Mailing services with a built-in popup form editor. These, for example, include Unisender, a service for launching popups and mailings (email, sms, Viber). Unisender is suitable for those who want to create a popup for the site without resorting to the help of developers. There are ready-made templates for different purposes: collecting contacts, sales, promotions and promotional codes. Of the important advantages – Unisender is free.

• Outsourcing (manual collection of popups). In general, you can create a popup yourself if you have layout skills. If not, find a layout specialist who will manually assemble the popup and add the code to the site. Of the minuses – this method will take more time and most likely will cost you more.

• Using plugins. There are various popup plugins with which you can put together the right ad. There are standalone plugins for WordPress like Ninja Popups for WordPress and Popups Generator. Of the benefits – using plugins it is easy to assemble a popup yourself.

Conclusion

Popup is a promising and useful business tool that allows you to quickly build communication with customers. Popups can increase website conversions, build a warm lead base, expand your customer base, and gather actionable insights. But they must be used carefully so that site visitors see not annoying ads, but a pleasant addition.