5 Tips for Pop-Ups for more Effective Demand Generation
Pop-ups are extremely effective demand generation tool.
But, if you are in the business for some time, you will know that Google updates have an impact on your website ranking.
And, if your SERP rankings are low, then you cannot drive an effective demand generation strategy.
One such update that Google came out with recently is about using intrusive interstitials.
Sorry, interstitials? What is that?
They are just a fancy name for pop-ups, page takeovers or anything that wants the users to part away with their information before they could resume access to your content.
For those of you who do not know, since the beginning of this year, Google has shifted to mobile first ranking and interstitials tend to disrupt user experience on the mobiles. This is the reason why Google changed its policy towards pop-ups as well.
So, let’s talk about a few ways you can use pop-ups for effective demand generation.
1. Do not use intrusive pop-ups
Google’s mobile penalty specifically target intrusive pop-ups.
As a general rule of thumb, any pop up that is spammy, difficult to exit, cover the entire screen or diminishes user experience, is considered to be intrusive. If you are using any such pop up on your website, you are not devaluing your page ranking on search engines; you are also not implementing an effective demand generation activities.
Ouch! But, what are intrusive pop-ups? A few examples of intrusive pop-ups are
- Pop-ups that cover the entire content and forces a reader to either sign up or exit to read further.
- Pop-ups that need to be passed through before users can see anything on your website
- Pop-ups that cannot be exited for some time.
Not sure if you pop up falls into these categories?
Well, if you are unsure, I recommend you stay away from any kind of full-screen overlays, welcome mats, and ad models. When possible, use top banners and slide in boxes because they do not disrupt UX too much.
Source: Search Engine Journal
2. Switch to timed pop-ups
If you want to use pop-ups and overlays, you should try to make them as less intrusive as you can.
So, first and foremost. say no to entry pop-ups. As soon as the user lands on your website, they should not be seeing a pop-up. It spoils user experience and many decide to exit right away!
Use timed pop-ups instead. Meaning, instead of displaying a pop up right away, you wait for a given timeframe (for example, until your use finishes reading a post).
This not only enhances user experiences and increases the chances of sign up, but it also results in more effective demand generation for your business.
Check the example of Behappy.me:
The pop up arrives when the user is likely to exit the website without making an order.
By the way, Google’s John Mueller confirmed that pop-ups triggered by exit intent are still allowed.
However, I say, limit the use and focus on not annoying the readers.
3. Use fewer form fields
We all know why pop-ups exist. Everyone wants the detail of their potential leads so they can nurture them and finally be able to sell to them.
But, a few companies take it to another level of “wanting to have information”
They will have at least 4-8 fields in their form. Asking for too many details is a definite pitfall. Users never want to fill in a lot of details to be able to access what’s behind the pop-up.
ImageScape reduced its contact form from 11 to 4 fields and increased its conversion rate by 120%.
A pop-up, as simple as this works wonders.
4. A strong call to action
To use pop-ups as an effective demand generation tool, it is important to use a strong call to action.
Sometimes pop-ups content get lost in the excessive design and content. The trick is to brand your pop up (see below for tips) and use a call to action pushes your visitor to take an action.
To brand your pop up
- Use your brand colors
- Use the same font families and weight
- Insert product visuals
Krewe is a good example of branding your pop up
Let’s look at one great example for the call to action button copy –
On Greetabl, a store that specializes in gifts, you will find a pop up which instantly clears on the value provided to its visitor along with using an action drive copy for the button – reveal my coupon code.
5. Opt for embedded alternatives
If you REALLY want to use popups for your websites, try out embedded alternatives. Not only is it non-intrusive, but it is also an effective demand generation tool. All you have to do is to break the content and insert the pop in the right spot.
Note: For deciding the right spot, look at web analytics to understand the exit point at your most popular posts. Read this post on how to use web analytics to generate more leads.
Try not to place it above the fold and design it in a way to attract the users. You can also integrate it at the end of each post and make use of content upgrades to generate leads.
There you go.
This post provides you 5 surefire ways to drive effective demand generation through the use of pop-ups. Test a few of these tactics and see what works for you. Optimized designed pop-ups are sure to drive people to purchase from you and that means? More profits, of course.
What is your experience driving effective demand generation using pop-ups? What is your best tip?