As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Pippity is mentioned in chapter 8 – Create an Expert Platform. Enjoy the below post from Nicky Hajal from Pippity.
Popups are one of the most controversial tactics in the online-marketing arsenal.
On the one hand, readers sometimes find them intrusive. On the other, they are incredibly effective at engaging your audience and building your (incredibly valuable) email list.
I always encourage site owners to think carefully about using a popup and if it fits for their audience and their goals – you should do the same.
If you do decide to give a try, you’ll benefit immensely from the following 6 most effective ways I’ve learned to use a popup without pissing off your readers.
1. Popup Bars
The number one complaint about your average popup is that it completely interrupts the reader as they’re reading your content and, I’m sure you’d agree, it can be annoying.
One of the best ways to avoid this is to implement a popup bar. Instead of the typical popup that takes up the entire screen, a popup bar appears through a small portion along the top or bottom of the screen, not impeding the reader’s flow at all.
Popup bars are a great way to catch the attention of your site’s visitors without completely interrupting them as they read your post.
2. Open Popup at the End of Your Article
If you do decide to go for the traditional popup, there are still options available that don’t interrupt the reader.
One of the best is to trigger the popup only when they’ve reached the end of an article.
This can mean that that you’ll have less popup impressions but conversions are often higher since they’ve actually been able to read your content (way too many sites show a popup before the visitor has even read a single word).
Showing the popup at the end of an article is a great way to not drive away readers as they’re reading and to instead capture their email as they’re thinking about how much they enjoyed your content.
3. Open Popup As the Reader is About to Leave the Page
Sorry to break it to you but the reality is that all readers will leave your site eventually. The worst case scenario is that they forget about you and never return.
An effective strategy to prevent this is to have a popup appear as their mouse leaves the page – say, to close the tab or hit the back button.
This is another approach to engaging a reader at a convenient moment that doesn’t interrupt them and it can be incredibly effective at turning one-off visitors into long-term fans.
4. Target Popups to the Reader
Instead of barraging all traffic to your site with a popup, you can also set your popup to only appear on certain pages or if they are referred from a particular website.
This allows you to target the content of your popup only to those who would be interested and leaves the rest alone.
Even more than that, you can use this technique to craft popups that really get the person on the other end – the importance of this can’t be understated when trying to create a connection with completely anonymous people online.
If you do guest posts, that is a great opportunity to target a popup specifically to visitors referred from that site relating to the interest that brought them there in the first place.
5. Make a Solid Offer
Remember that you are asking for something when your popup appears in front of a reader – you should give them a good reason to share their contact information with you.
Think carefully about what your audience needs from you and how you can begin providing it in a substantial way from that first interaction.
If what you’re giving is addressing a real need of your audience, they’ll be excited, not annoyed, when your popup appears.
6. Keep an Eye on Your Analytics
Once you’ve got your popup setup, keep an eye on how it’s performing and the effect it’s having on your readers.
Good popup plugins will allow you to see not just how well your popup is converting but also how long the popup is staying open for and how long visitors stay on the page after they’ve closed the popup.
If you’re noticing it’s driving away readers, review the tips above and try A/B testing a different variant of the popup that’s more friendly to your readers.
Every once in awhile It can be tricky to balance keeping all of your customers happy and cold-hard results. Opt-in popups are without a doubt one of those circumstances.
Implementing the tips above, though, will take you a long way in giving your site’s visitors a great experience while making sure you’re doing all you can to grow business with an opt-in popup.
Nicky Hajal is the co-founder and developer of Pippity, an opt-in popup plugin for WordPress that was designed from the ground-up to convert traffic without annoying site visitors.