What’s the value of pop-ups in marketing?
It’s not uncommon to hear this kind of thing: “Pop-ups are so annoying and distracting.” In that context, is it still useful to use pop-ups in your marketing strategy?
Fear not: the pop-up isn’t dead. Used in all kind of promotion, the pop-up remains an essential tool for delivering your message. Keep reading to know more!
What’s the value of pop-ups in marketing?
According to SumoMe’s research, the pop-ups’ conversion rate can be as high as 3.1% on average, 9.3% for the top-performing ones.
And there are three good reasons for these numbers:
- The pop-up can’t be ignored. When a pop-up shows to a visitor, and unlike the banner your have on your sidebar or your footer, it cannot be ignored. Whether they will complete the experience by clicking the CTA or closing the pop-up, the message you want to deliver will stick with them. Provided, of course, that your text complies with the best practices, which we describe below.
- The pop-up delivers a valuable message. When used to promote useful content to your visitors, the pop-ups are bringing value. Discounts, high-quality piece of content (ebook, white paper,…), events or more, you can spread your message in just a few seconds.
- The pop-up is customisable. You can target a particular audience with your pop-up based on the visitor’s action (did they close it? Did they click it?) and the page they are on, for example.
3 successful pop-up examples
Promote a piece of content
Imagine: you just created the best ebook. It would be a shame if it stayed on its landing page with no visitor. Instead, use a pop-up to advertise it to your visitors when they land on your homepage, or when they visit a related product page or blog post.
In the following example, the Ducray brand promoted its face diagnosis through various promotional pop-ups on specific pages of its website.
After clicking on the pop-up, the visitor was redirected to a landing page in order to participate in the test proposed by Ducray. At the end of the test, the results were displayed as well as a call-to-action redirecting them to the treatment routines.
Help your visitors navigate your website: they won’t find your brand new ebook, white paper, video,… unless you let them know about it. A pop-up is certainly one of the best ways to promote it, as they can’t miss the information.
It is also a great way to promote your interactive marketing campaign or your upcoming webinar, and redirect the visitors to a landing page or mini-site ?
Advertise a discount
Imagine: you land on an e-commerce website and you discover there’s a discount on their catalogue. Wouldn’t you like to know there’s a discount before making the purchase?
In the following example, ELLE Belgium magazine announced a 20% discount on the catalogue of its partner, Cameleon, which visitors could use at a specific event, provided they filled out a form to receive it.
Not only the discount is an excellent way to get the details of the visitor (by adding a form to get their email for example), the pop-up allows the visitor to be informed about an offer as soon as possible when visiting your website.
Advertise a demo
Imagine: you’re about to leave a website you found interesting, and they offer you a demo to use their tool. Wouldn’t you be interested, even a little bit?
According to PR Newswire, 92% of your website visitors aren’t ready to buy just yet. With this kind of incentive, right before they close your website’s tab, you will increase the chances they contact you or fill in your demo form.
Pop-Ups marketing: best practices
It is important to remember that your pop-up shouldn’t be annoying to your website visitor. And to create a great pop-up, here are some best practices to follow:
- The message should be relevant to the page the visitor is on;
- Be direct on the value you’re delivering. Is it a discount? An ebook? A game? Be as straight as possible;
- Have an exciting headline;
- Use bright colours or an image to attract the visitor’s attention;
- Use a CTA inviting the visitor to the next step;
- Make it easy to close the pop-up. The closing button (often represented by an “X”) should be visible;
- And make sure the popup won’t show again to the visitor during the same session.
Want to get started with pop-ups? Why not using the Qualifio platform to create great pop-ups that convert? Have a look at our Promotional Pop-Ups and start creating now.