6 Steps for Creating Pop-Ups Effective for Demand Generation


There is a myth: website pop-ups are dead.


We have no other way to say this, so we will just say it – They are not. Some marketers believe it has, but IT HAS NOT (loud and clear!)


Why do marketers and many business owners think they are dead? Because (apparently!) they are annoying!


They are annoying to see. They are annoying because they interrupt whatever the reader is doing.



Ok.. get it. They are annoying. Anything else? No.


Because the statistics show otherwise.

According to Sumo, some pop-ups see conversion rates as high as 50.2%! But the average conversion rate of the very best pop-ups was 9.28%. To put that into perspective, if you get even 150 visitors per day to your site you’d have 418 signups in a month.

Pop-ups work and in this post, we will look at a few factors that are important to make all of your pop-ups effective for demand generation.

1. You offer should be valuable (for example, it should resolve a pain point)

We have established that website pop-ups are an effective way to drive demand generation. But, even before you start working on building a pop-up, you need to decide the kind of offer you will be presenting to the readers.


Why is this an important step?


Because you want to have an irresistible offer. Readers find a pop-up on every other website that they visit and if you don’t have an enticing offer, they will either pass or exit the website altogether. For example, if your offer gives away something that is already available online without having to part away with contact information.


In short, the only reason pop-ups create noise is that of the offer being presented. If your offer is good enough, your visitors will find value.


A 2013 survey says that 70% of internet users rated irrelevant pop-ups as the most annoying type of advertising, putting them on a par with lottery scams. They’re intrusive and sometimes infuriating, but they’re also impressively high-converting.


So, what does an irresistible offer contain,


  • You promise something valuable to them in exchange for their information. It has to resonate with them and shouldn’t be something they do not care about


  • If possible, try to create a sense of urgency.


  • Conversion copy that indicates why they should download or buy. For example, how does it save them money or time or how it is something they should know before the onset of 2019.



The best way of doing this is to put yourselves in the shoes of your customers and ask yourself


  • Who are they? [Your buyer persona should cover this]
  • What motivates them?
  • What are their pain points or problems that they are facing?
  • How is your offer different from that of your competitors?
  • How does utilizing the pop-up offer resolve their pain points?

2. Make it attractive

If you have an attractive offer, but an unattractive design to look at, your pop-up will not convert well.


Wondering what makes a pop-up unattractive? While there are many factors, a few known ones that make any pop-up annoying is when


  • It is not customized
  • Don’t fit with the look and feel of the website
  • Uses tacky fonts and images
  • Uses unwanted or slang words
  • Looks different from the branding of the website
  • the popup has no exit button
  • You have set up multiple pop-ups that scream “spam” and, the list goes on.


But, when you work on the next pop-up, ensure that you


  • Use an attractive image (for example, 3D image of your book or images of the type of people who will enjoy your product or service)


  • Include the logo and branding of your website. It makes the pop-up and the website look connected

Use the kind of language and tone your audience connects with

3. Write copy that is compelling and converting

That brings us to the third most important factor to make pop-ups effective for demand generation – copy.


With an attractive design and an offer, you can still fail to lure your potential buyers. Wondering, how? (of course, the title gave it away!)


If you have a bad copy and by bad we mean copy that is not conversion focused. You can read this article to lean conversion copywriting.


A few basics you want to consider are


  • Use simple and jargon-free language
  • Personalize the offer
  • Use storytelling to attract the readers
  • Use emotions


Demand Generation Trends

4. Think about time and display

So, you are done with the copy, designing and the offer. What next?


It is time to think WHEN would you want your customers to see and experience the pop-up display?


Timing is extremely important for pop-ups to work effectively and generate demand.  You have two options –


  • First, you can have the pop-up show only after the visitor has spent a few minutes of on the website. The goal is to ease the visitors into the offer


  • Secondly, you can show up the pop-up just before the visitor is going to leave the website (without purchasing or taking the desired action). The goal is to lure them back by giving an additional offer or value.



5. A/B test your pop-up

Always (and, we means always) build a second version of the pop-up. Implementing an A/B test campaign is an easy way to boost the effectiveness of the pop-up and understand what resonates with your audience the most.


When you implement an A/B campaign, try to change any of these things (but, make sure you do not change too many elements. It is important to know what change worked) –


  • Headlines
  • Button size, font, color and copy
  • Images
  • Timing
  • Copy

6. Measure, evaluate and adapt

Once the pop-up goes live, you will need to measure and evaluate the effectiveness and make adjustments. Focus on metrics such as emails collection, CTR, and actual conversions.


There you go.


If you follow these 6 steps, you will almost always build a pop-up that is effective for demand generation.


Questions? We would love to hear from you!




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Kartik Jha

Author Kartik Jha

Digital Marketing Manager of Only-B2B.com with 4.5+ years of experience in Internet Marketing.

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