Website pop-ups, a feature that strikes fear into most users, an obstructive element that spoils the viewing experience and adds unnecessary frustration. Everyone has come across website pop-ups at some point while browsing the web, more now than ever with the recent advent of GDPR back in May 2018; bringing an unending barrage of cookie and privacy notices every time a website is accessed that hasn’t been previously visited.
Alternatively, for a digital marketer or business owner, pop-ups can be great! A way to push a time-sensitive deal or promote a new range of products, the uses for them are limitless and can really add value to a website, as well as to marketing efforts when utilised properly.
But there’s a fine line that has to be struck when using pop-ups on a website, so we’ve collated the 5 best practices to consider when integrating pop-ups within a website. Whether as part of a strategic marketing plan or to just help accentuate the website further, website pop-ups can be a great ally to any campaign!
1. Don’t be obstructive
There is nothing more irritating to website users than a pop-up that blocks their WHOLE view, completely taking them away from the content they were engaging with. Pop-ups should be subtle, but still visible. They should also be kept towards the side of the page or at the bottom, this way the users view isn’t blocked, and they can still read the information that’s being shown to them.
2. Keep it on brand
Nothing looks worse on a stunning, slick website than a poorly designed pop-up that looks completely different to the on-site branding and style. It’s important to design pop-ups around the existing brand identity, by doing this it looks more natural and users are much more likely to want to engage. Consistency is essential in this area in order to promote a professional business image.
3. Get to the point
When writing content for pop-ups, it’s critical to get straight to what the user needs to do. Having a long-winded, vague message that doesn’t tell the user what to do with the information they’ve been given will just result in impressions that don’t convert into action. Give users a short, snappy statement that tells them EXACTLY what action they should take upon seeing the pop-up.
4. Don’t ask for too much
Most users don’t like to give out unnecessary information, so if details are required, make sure it’s only those that are absolutely essential. Don’t ask for someone’s telephone number, name or birthday if they are only signing up for a Newsletter, just ask for their email! Users are much less likely to give their personal information if a lot is being asked of them, especially if what they are receiving doesn’t require it.
5. Be flexible
Now more users access content on the go than ever now, it’s essential that pop-ups work seamlessly across a wide range of devices. Just like the website it is being shown on, it should be fully responsive and adaptive to the device it’s on, whether it’s a smartphone or a tablet, pop-ups should be easily readable and formatted correctly.
No matter what you plan to use pop-ups for within your marketing efforts, it’s essential to make sure that they are conveyed clearly, with a clear direction and without taking away from the users’ experience.
Do this and you are well on the way to optimising your pop-ups for success and driving valuable conversions!
From all of us here at topclick, we wish everyone a prosperous 2020!
The Topclick Team