Century Digital Marketing
Main Characteristics of Pop-ups on Websites
Over the years, the use of this marketing strategy has been questioned due to its level of interference in the activity that people carry out on a website. For this reason, it is very important to know when to use it to achieve the best results without being invasive.
Being able to avoid invasive pop-ups is essential for any business that wants to be successful when it comes to capturing leads for its brand. There are many people who have ever been browsing a web portal and have seen pop-ups begin to appear without prior notice. These pop-ups are used to promote a product or service, or to capture the data of potential customers.
Timing is of the utmost importance when using this technique. Depending on the type of content that is being handled or treated on a website, it will determine how these pop-ups will behave. Avoiding invasive pop-ups is one of the fundamental questions that marketing teams around the world try to study to generate good results and a good user experience.
As you already know, a “pop up” is a pop-up window that appears on the screen when entering a web page. This window is displayed without notice and usually contains additional information, an advertisement, or an important Call to Action (CTA). The appearance of these windows can sometimes be very annoying for most people who surf the web. Therefore, it is important to avoid invasive pop-ups by determining the most appropriate time to launch them.
These are normally programmed to appear at a specific time or just after the user takes a certain action on the website. Those actions may include the following:
Scroll down with the mouse within the web page
Click on a specific point on the web page
Buying a product or service
Asking for information
Entering the website
The objective of pop-ups in the background is to capture user data, but it can also be subscribing to a newsletter, promoting a product or signing up for a service.
Advantages of using pop-ups:
Have a call to action in place
It is a clear, fast and simple message.
They help to achieve website, sales or potential customer acquisition goals.
Among the disadvantages of using pop-ups are the following:
They can become very annoying and invasive to users.
They increase website abandonment if they are not designed in a good way and launched at the right time.
Characteristics of pop ups
Show the product or service from the beginning: Otherwise, the person will close or leave the pop up behind as it is considered invasive. Being direct is key to this strategy.
Fit well with the user through a good text: Using an appropriate tone and a message according to the needs and objectives of the strategy is key to avoid invasive pop-ups. Similarly, it attracts the user to make a purchase or subscription.
Get to the point: In pop ups, the phrase "less is more" applies. The less information, the more attention the user will pay and the greater the probability of clicking on the CTA.
Use persuasive messages: It is proven in numbers that users prefer pop ups that persuade them to make a decision or try to convince them.
Follow the colors, shapes and design of the website where they are: We should not alter the appearance and branding at any time.
Include images: Images in pop ups attract more people's attention.
Offer services or products for a limited time: This strategy never fails and is widely used today. With this, users will consider carrying out the action in the shortest possible time.
Where and when should they appear
One of the purposes of this type of window is to convert users who visit a web page. As in any strategy, the moment and where they should appear is essential to achieve good results. As for the moment, it will always depend on the sector of the company and each type of target audience.
As for their location, they must be in a place where they are clearly visible. Therefore, the center of the screen is the best place for them to appear, but before the location, the timing is more important. There are pop ups that appear in the corners of web pages trying not to be so intrusive, they have a good effect to avoid invasive pop ups.
The truth is that each strategy must analyze where the use of pop-ups has the greatest effect, but in numbers, it is in the center of the screen where it has the best results.
1.- Pop up offers
Avoiding invasive pop-ups is the key, therefore, it should be used at a time other than at the beginning of a web page, since it is a type of information that can be displayed in the product description. For this type of pop-ups you can use the exit intent or the seconds of inactivity on the page. The first will appear when the user is going to leave the page in question, a message like this: "Now that you are leaving, you can enjoy a 15% discount on your cart."
The second has to do with the fact that the user can be in other windows looking at other options, but when they return to the company, they will find this great discount.
2.- Recruitment of subscribers
To attract subscribers for a certain web page, it can be used when the follower or user has reached the end of the page and they have already seen all the information they had to see regarding the products or services. This is where a pop-up stops being invasive and becomes a real plus. Using it at the top of the page can be considered negative and this should be discontinued to avoid invasive pop-ups.
3.- Informative pop-ups
In this case, nothing else should be shown when entering the news page, the newspaper or the blog. A pop up that appears upon arrival is a good idea because it allows the guest or user to know new and interesting information.
Many consider that the content that can be displayed in the pop-ups may be embedded within the information page. It may not be necessary to use them, but it is always good to know their potential and, in specific cases, they can be beneficial.