Website pop-ups are a common tactic used to, for a variety of reasons, attract the attention of visitors. Pop-ups appear automatically without any intervention by the user. The content of pop-ups can vary widely, from opt-in forms intended to generate leads, to news updates or messages, to third-party advertisements designed to drive traffic to another website (making money for the site owner).
Some pop-ups appear when triggered by certain user events. These events could include hovering the mouse over a specific area of the page, scrolling down, or several minutes of inactivity. These techniques force the user to view the pop-up.
Many web users find pop-ups intrusive, irritating and off-putting, and they have a long-lasting association with spam, malware and other unwanted web content. When implemented well, however, pop-ups can have some benefits for your website, including increased subscriber counts, boosted conversion rates and improved customer relationships.
Branding and web design strategies are always changing. As customer trends change, business owners and web hosts need to adapt. In the modern Internet era, is it still worth including pop-ups on your website? Read on to find out more.
Advantages
Professional and cleanly implemented pop-ups can have positive effects on your website’s lead generation, conversions and overall performance. Some advantages include:
Visibility
Pop-ups are the first thing visitors will see when they arrive at your site. You have full control over that first impression. Pop-ups are 50% more effective than banner ads in attracting the attention of users. As a bonus, the pop-up cannot be ignored, as the visitor must interact with it before it disappears.
Custom website pop-ups
Pop-up ads are completely customisable, meaning you won’t have to compromise on style or branding. You can also customise your visitors’ user experience (UX) by dictating what they’ll see and what they can click on.
Increase in conversions
According to recent studies, pop-ups are 13 times more likely to generate clicks and subscription opt-ins than standard banner ads. Adding a well-designed pop-up to your website is an effective way to increase followers, boost your subscriber count and market your products or services. If, for instance, you’re an SEO company hosting an upcoming SEO training session, you can get the message out to your followers by installing pop-ups. If used well, a pop-up like this would attract web enthusiasts, professionals and amateurs alike.
Instant customer feedback
Pop-ups are an effective way to solicit quick, easy feedback from your customers. If you install a pop-up on your FAQ page, for example, visitors can easily get in touch with you if they have any concerns, inquiries or complaints. This way, you can instantly gauge how customers feel about your products or services and quickly solve any problems that visitors may have faced.
Disadvantages
While pop-ups can help with website conversions, poorly implemented ads can also drive visitors away and decrease your site’s reputation. Some disadvantages of website pop-ups include:
Turning off website visitors
If not implemented correctly, pop-ups can drive your audience away. Pop-ups that take up the entire page can encourage visitors to close their browsers altogether, while hidden exit buttons can cause distrust and compel audiences to stop visiting your site.
Intrusiveness
For some visitors, pop-up ads feel intrusive and forced. Users may find the ad distracting, as it detracts from the site’s main content. This may cause visitors to leave your site, leading to higher bounce rates.
May Seem Like Spam
Multiple pop-ups scattered all over your site will seem spammy, causing your brand’s reputation to drop. Pop-ups, too, are commonly associated with spreading viruses, which can deter visitors.
Pop-up blockers
All popular web browsers now come equipped with pop-up blocking technology, so many of your site’s visitors may not even see your pop-up content.
So, are website pop-ups worth it?
Overall, pop-ups can have positive results for your website if implemented correctly—but there’s a very thin line to tread. Pop-ups that are too large, too numerous or too distracting can drive visitors away from your site and increase your bounce rates dramatically. When done well, however, pop-ups can increase your subscriber count, drive conversions and highlight important information.
For advice on how to effectively use pop-ups, contact a digital marketing company such as Design Point to speak with an expert.