Pop-ups are a controversial topic, as many people think they are more annoying than useful. Nevertheless, pop-up windows are still a relevant lead generation tool that boosts the conversion of online stores and simple business sites. But it must be used with extreme care so as not to break trust relationships with the client.

So, what nuances to take into account when creating pop-ups and how to create them in general, we will tell in our today’s article.

Why use pop-ups?

Pop-ups are a great tool for attracting subscribers, promoting a product, providing technical support, and also informing the audience. They help increase sales, as they focus the attention of the target audience on the conversion action, which is confirmed by many practical cases.

The pop-up boom was in 2010-2012, and since then, user interest has begun to subside. To date, the attitude of users towards pop-ups is extremely ambiguous, because many hate them in general.

That is why it is worth approaching the creation of pop-ups very carefully so as not to set up the client negatively, but, on the contrary, redirect traffic to leads. In order for pop-ups not to annoy users of your site, you need to follow a few basic rules.

Best rules to follow when creating a pop-up window

Rule #1: The pop-up should be easy to close

Agree, it is extremely annoying when, in the process of reading an article or scrolling the feed, you face a pop-up, closing which becomes a task akin to searching for a treasure.

The rule is simple – your pop-up must have at least a cross to close the window.

Rule #2: Pop-up should look simple

One of the secrets of a successful pop-up sounds like “keep it simple”, or the simpler the better. Make sure that the pop-up window looks concise and the message is readable. Add one image, some text, an email field, and a button.

The less information you ask the user for in the first step, the more likely they are to go through the funnel. The first step in getting to know a brand should be the easiest. First, they will leave an email address, and after some time more advanced information that you need.

Rule #3: Make the pop-up match your brand

Very often, a pop-up window on a site is knocked out of the general interface and looks like a throwback to the entire ecosystem. To avoid such a mistake, we recommend that the design of all elements on the site is in tune with each other.

This is easy to do with the help of programs on the market. One popup tool might offer a variety of templates to suit your site, while another uses AI to analyze your page and suggest pop-up design options down to element placement and color scheme.

Also, take care of the tone of voice. A well-thought-out tone and style of storytelling and matching design elements will create a positive experience for site visitors so that they are more likely to take the targeted action.

Rule #4: Don’t use multiple pop-ups

Several pop-ups on the site may be interpreted by the user as spam. And the logical decision of the user will be either exit from the site, or less categorical – distrust of the content.

Such outcomes can be avoided by following a simple rule: one page – one pop-up.

Rule #5: Give the user time

You may wonder: what if during this time the user decides to leave the page? In this case, you can resort to such a type of pop-up window as exit-intent or exit pop-up. The window appears when the user decides to leave the page. The mechanism tracks the visitor’s mouse movement, and when the cursor goes beyond the top of the page, it displays a pop-up window.

Rule #6: Optimize your pop-up for mobile devices

Today, mobile devices account for roughly half, if not all, of all web traffic worldwide. Therefore, it is unnecessary to talk about the importance of mobile-friendly website optimization and all its elements.

Make sure your site pop-up looks and works great on both desktop and mobile devices.

Rule #7: Site position is important

The pop-up should not take up the entire user’s screen, and it should not be so small as to be completely invisible. The optimal size for a pop-up is medium, or in the form of a slider in the corner of the screen.

Rule #8: Offer something useful

If you were attentive when reading the article, then the pop-up on your site will look great, have good usability, but there is one “but”. The last and most important step is to offer the user something that will be relevant and useful.

Undoubtedly, a pop-up with a newsletter subscription is a great idea, but it hasn’t converted for a long time. The output in this case is a high-quality lead magnet in the form of:

• Promotional code for subscription;
• Useful content/gift for subscription;
• Extended trial period.

Remember, whatever you offer, do it well!

The above principles are not all that you need to consider in order to create converting pop-ups. However, they will help you avoid serious mistakes.

Collecting emails or converting visitors into leads through pop-ups is just one step in implementing marketing into your online business. Therefore, do everything in a complex and do it right. Good luck!