Business owners from all backgrounds and all industries are interested in getting more conversions on their website. For some businesses, that means collecting email addresses to build a subscriber list. For others, that means closing more sales.
Whatever your intentions, you might be able to boost your conversion rate with the help of pop-up ads. But as we all know, and have personally experienced, pop-up ads can be incredibly annoying.
So how can you capitalize on the benefits of a pop-up ad without irritating or turning off your audience?
Pop-up ads have had a negative reputation for some time, and admittedly, it’s a bit deserved. Pop-up ads used to be everywhere. They also looked and operated much differently than they work today. When you visited a website, you might be instantly bombarded with several separate windows or separate tabs. They would be calling to you to click here with flashing lights and obnoxious messages. Even worse, when you went to close the window, you might be tricked into clicking an X that takes you to a different website.
Since then, a combination of anti-spam practices from major tech companies, pop-up blockers and public opinion have caused the death of traditional pop-up ads. These days, pop-up ads are much more tasteful, presenting users with an image or a simple offer within the window they’re already using.
Today, pop-up ads are a double-edged sword. On one hand, research demonstrates that pop-up ads can be highly effective in boosting conversions. The average pop-up is seeing a conversion rate of three percent, and high-performing pop-ups are getting rates of 60 percent or more. If used effectively, a good pop-up ad can instantly make your site more valuable.
On the flip side, a poorly made or poorly placed pop-up ad can harm your reputation and cause distress for your visitors. In some cases, the ad can make users bounce, forcing them to leave before they even begin to engage with your brand. In other cases, users may simply walk away with a worse impression of your company.
How can you use pop-up ads effectively on your website, without turning people away?
These are some of the best strategies.
If you follow these strategies, your pop-up ads should be considerably less annoying and more effective. That said, every brand is going to need something slightly different. Make sure you accurately and objectively measure the effectiveness of all your ad copy. And be willing to make adjustments if your results leave something to be desired.