A pop-up is a small window that appears while browsing a website. Marketers mainly use pop-ups for advertising and generating leads. You can easily create a free pop-up with SendPulse.

Pop-ups are controversial — the inventor of this technology has even publicly apologized for his creation.

If you use a window that pops up out of nowhere, it will surely interrupt the user experience, and potentially irritate your audience. Nevertheless, if a pop-up is to the point, it may be a functional addition to your website, able to assist users and move them down the sales funnel.

So, let’s discuss how crucial pop-ups may be for your business strategy.

Why are Pop-Ups Important?

  • Generate subscribers
  • Promote specific content
  • Reduce the bounce rate

Pop-ups are a multifunctional tool that can help you convert traffic on your website into marketing leads. Here’s a shortlist of a pop-up’s main functions:

  • Generate subscribers. Say your website has lots of visitors, and you have no idea how to involve them in communication with your brand. A pop-up subscription form where users can leave their email address does the trick. It allows you to grow your mailing list, build relationships with the audience via email, and speed up the buyer’s journey.
  • Promote specific content. Though the primary purpose of pop-ups is to generate leads, you can promote your e-book, guide, or case study relevant to the page the visitor is on. It will show your expertise in the field and help your audience solve their problems. For instance, you can share your harvest predictions for the next year on an agricultural blog.
  • Reduce the bounce rate. This metric shows you how fast a user leaves your site. To reduce the bounce rate, many marketers use a pop-up, asking to share an email address, a phone number, or other information to enable further communication. Such a pop-up usually appears when a user is about to close the tab or leave the website.

Let’s now have a look at some examples and visualize some functions of a pop-up.

Pop-up Examples

SmartBug. This pop-up looks natural because it has the same colors as the page it covers. It aims to move users to the next stage of the buyer’s journey — the nurturing stage. However, this pop-up is far from perfect since it doesn’t ask directly for an email address, but requires more clicks instead. Anything that makes signing up harder for the user will increase the chances of a bounce.

SmartBug pop-up

Wishpond. This pop-up is definitely designed to move the audience down the sales funnel. That’s why it offers to “Get Started” with the service just after the brief introduction to the content. This pop-up is here because the company wants to point out how they are going to help users from the start. This increases their chances of conversions.

Wishpond pop-up

Medium. This pop-up appears immediately after the page is loaded. The tone of the message is polite, and it looks like they are offering more value for signing up, although their rush is questionable.

Pop-up from Medium

Now that you have seen some examples, it’s time to move on and have some practice now!

How to Create a Pop-up Subscription Form

  1. Register with SendPulse
  2. Choose a pop-up style layout
  3. Customize the form
  4. Set up display conditions

Let’s follow this simple four-step instruction and create a pop-up that deals with the most popular goal — subscription.

Step 1. Register with SendPulse

SendPulse is a marketing platform that offers various channels for building relationships with customers and provides all the necessary tools to succeed. You can create wonderful pop-ups in less than half an hour, grow your mailing list, and send bulk emails to that list with SendPulse. Feel free to register!

Registration page at SendPulse

Step 2: Choose a pop-up style layout

Go to the “Subscription forms” tab in your account and choose “Create a new form.” You can choose between four layouts, including a pop-up template, like in the screenshot below.

Four layouts to choose from

Step 3: Customize the form

Choose the size of the form, add pieces of text to it, customize the button, colors, add a background image, etc. In the screenshot below, you can see a layout of the intuitive SendPulse subscription form builder.

SendPulse pop-up form builder

You can also create a multichannel subscription form to let users join your brand in Facebook Messenger and Telegram. You only need to drag the necessary messenger icon and add a link to a chatbot. Look at such a form below.

Multichannel subscription form

Step 4: Set up display conditions

Go to “Form options” and choose when your pop-up should appear, on which pages, and under which conditions. The screenshot below shows the available options.

Setting up the conditions for a pop-up to show up

So, now that you know how to create a pop-up with SendPulse, check some best practices that will help you create meaningful and effective pop-ups.

Pop-up Best Practices

  1. Only use pop-ups when necessary
  2. Enrich user experience, don’t interrupt it
  3. Make your pop-up visually lightweight
  4. Time pop-ups right
  5. Put the right incentive

We've collected a list of general pieces of advice, so here they are:

  • Only use pop-ups when necessary. Pop-ups do work. Though it’s not easy to make them work, it’s not easy to overcome the conventional concept that pop-ups are annoying. Use this method only for a good purpose. Say you have a page with tons of traffic, but people mostly bounce without reading your content to the end. In this case, a pop-up form is a solution that may bring your communication to the next level.
  • Enrich user experience, don’t interrupt it. Easier said than done, but still, there are plenty of ways to make pop-ups do the job without harming the user experience. Even if they read the page to the end, users are likely to leave once they find what they’ve been looking for. So, why not show a pop-up that enables communication via email? After all, it is a win-win for you and future customers.
  • Make your pop-up visually lightweight. It is essential to make the pop-up less abrupt. Remember the SmartBug example, when a pop-up looked almost equal to the content? To echo that style, choose the same background color as on the covered page, use small bits of text, and make the CTA button the same color as the links in the article.
  • Optimize your pop-ups for mobile devices. Proper mobile pop-ups are super important for converting mobile traffic. Responsive pop-ups designed for a desktop version of your website may not provide optimal mobile UX. In that case, it's necessary to create a mobile-first version that is optimized for mobile UX and progressively adapts itself to the desktop version of the website.
  • Time pop-ups right. There’s no one-size-fits-all strategy, except “test, test, and test.” If you decide a pop-up is worth adding, try different time frames for a pop-up to appear. Rely on real data, not on pure assumptions.
  • Put the right incentive. Use pop-ups that add value to the original content. For instance, when a user reads an article about materials for home improvement, it is really helpful to offer a video guide on how to start home improvement.

Congratulations, we hope you’ve learned something new today that will help you become a better marketer.

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