Pop-ups work. Here’s how to make them less annoying
In general pop-ups, whether sold to advertisers or used to convert subscribers – increase conversions. They can also provide information that the audience may not find on their own, such as a special subscription offer that otherwise would be hidden behind the subscribe button.
However, pop-ups can also be annoying to visitors: Only 21% of visitor found them helpful, while 23% dislike them, according to a study by JustinMind.
So how can publishers make their pop-up strategies less annoying? The key seems to be how pop-ups are used.
Here’s what the research shows factors in:
A desktop pop-up should be 500×400, mobile pop-up should be 375×660 to optimize registrations. Larger desktop pop-ups can look like the publisher is shouting at the visitor.
• The right timing
Wait a bit. 90% of pop-ups have higher conversion rates after 4 seconds.
A pop-up that appears just as the visitor is finding an entry point to read something on the page is perceived as more interruptive.
• Tailor to specific content
If the user is accessing events, promise events alerts. If the user is accessing product reviews, promise they will be the first to know if they sign up for the email.
Niche publishers have an advantage over more generalized publishers in that their content – and the newsletter updates – is already specialized for an exclusive audience, however the principle is the.
• Include something special
Along these lines, add a helpful e-book on the subject matter. Informational ebooks alone have shown to convert at the rate of 2% plus, or 2 per 100 unique views.
The type of content depends on the media. A media that review restaurants could give a recipe e-book for what 10 local chefs food at home – after four seconds, of course!
• Express the unique benefit
Even if there is no offer, nich media provides information readers can’t find anywhere else.
The readers is visiting the niche publishing site for a reason, understand what motivates them and make a promise in return for a sign-up. See ten great ideas for increasing pop-up registrations that all convey a unique value proposition.
•Use a conversational voice and great visuals.
Pop-ups are like advertisements. How can you make them fun, and stress free? Tampa Magazine shows a great image of a beach. CQ shows a guy in a suit standing in a swimming pool.
•Use cookies to limit their use per visitor and consider an interstitial offer
A softer way to attract a sign-up is to embed a form as an interstitial in the middle of an article, a tactic used by Digiday. The advantage is that the offer waits until the visitor has spent some time reading and article and includes it inside the text – unlike waiting for them to click on a subscribe link elsewhere.
In summary, publishers can’t remove all pop-ups and maintain the same conversion rates, but they can work to make them as appealing as possible.
