How do you capture leads and conversions with pop-ups?

Pop-ups are one of the most effective ways to capture leads and conversions on your e-commerce website. But how do you design and implement them without annoying your visitors or hurting your SEO? In this article, you'll learn some best practices and tips to create pop-ups that boost your sales and grow your email list.

1 Why use pop-ups?

Pop-ups are small windows that appear on your website, usually triggered by a specific action or time. They can serve different purposes, such as offering a discount, asking for feedback, promoting a free trial, or collecting an email address. Pop-ups can help you increase your conversion rate, which is the percentage of visitors who take a desired action on your website. Pop-ups can also help you build your email list, which is a valuable asset for your e-commerce business. You can use email marketing to nurture your leads, send them personalized offers, and encourage repeat purchases.

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Thomas Sanders

Experienced Sales Manager @ Multitech Site Services
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Pop-ups are not on my favourable side, I find them annoying and offer me nothing more than I can find very easily in other parts of the website. I would like to see what the conversion rate is on a pop-up, as I would assume it's not a true figure. Yes you could measure how many users filled in or agreed to what the pop-up had to offer, but you can't measure how many people were annoyed by it. I wouldn't imagine they are going anywhere soon, so best get use to them

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2 How to design pop-ups?

When designing pop-ups, it is important to ensure they are clear, concise, and relevant to your visitors. Additionally, they should match your brand identity and website design. An effective pop-up should have a catchy and compelling headline that speaks to your visitors' pain points or goals. The copy should be simple and direct, highlighting the value and urgency of the offer or request. An appropriate image should showcase your product, service, or incentive. The call to action should be a clear and specific verb that tells your visitors what to do next. Lastly, the close button should be easy to find and click but not too prominent or distracting.

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🇺🇦 Andriy Boychuk

Email Marketing Consultant
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When we created custom popup design per product category the conversion from web visitors to email subscribers tripled. The same message, the same offer but it was collection themed design.

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3 How to implement pop-ups?

Integrating pop-ups with your website and aligning them with your goals while respecting visitor preferences are important aspects to consider when implementing your pop-ups. Timing, frequency, targeting, and testing are all important factors to consider. Timing refers to when the pop-up appears on your website. Frequency is how often it appears. Targeting is who it appears to on your website. Testing is how you measure and improve performance. Generally, you want to avoid showing the pop-up too soon or too late, too often or too rarely, and to the wrong people. You can use tools like Google Analytics or Facebook Pixel to create and track segments, and tools like Google Optimize or Optimizely to run A/B tests or multivariate tests on your pop-ups. By testing different elements such as headlines, copy, images, call to action, timing, frequency or targeting you can compare the results and see what works best for your conversion rate.

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4 How to avoid pop-up pitfalls?

Pop-ups can be a great tool if used correctly, however, there are some common pitfalls to be aware of. For starters, your pop-up should not block the content or interfere with the user experience. It is also important to ensure that your pop-up follows the policies and guidelines of the platforms or browsers you use, as some browsers block pop-ups by default and Google penalizes websites that use intrusive pop-ups on mobile devices. Additionally, your pop-up should not ask for too much information or offer too little value. Make sure it is relevant and valuable to your visitors, and that it respects their consent and privacy. It is best to limit the information requested to only name and email address. Furthermore, ensure that you do not send unsolicited or unwanted emails.

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Jason Shepherd

The Real Heroes of Ecommerce | Writer & Creator
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For starters... "your pop-up should not block the content of interfere with the user experience" is the literal definition of a pop up. It's even in the name. So in that sense, it is a pitfall in an of itself. But they do work, so keep on popping on.. unless you are one of those marketers that add "no, thx, I want to pay full price," on the bottom. Then you should take a long look in the mirror and ask yourself if this is what 10-year-you wanted to grow up to be.

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5 How to optimize pop-up conversions?

Pop-ups can help you capture leads and conversions, but they are not enough to turn your visitors into customers. You need to follow up and nurture your leads with a well-designed email marketing strategy. To optimize your pop-up conversions, make sure you deliver the promise you made to your visitors. Utilize tools like Mailchimp or ConvertKit to automate your email delivery and confirmation. Additionally, segmenting your list based on visitor interests, needs, or behavior can be done through ActiveCampaign or HubSpot. Nurture your leads with valuable and engaging content that educates, entertains, or inspires them with tools such as Drip or Keap. Finally, use ClickFunnels or Leadpages to create and optimize your landing pages and checkout pages in order to convert leads with persuasive offers that solve their problems or fulfill their desires.

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Tommy Seilheimer

Founder: @seolevelup - 🚀 (Google Ranking Expert) #SEO #SMM #Dad #Drummer #VH1SurrealLife6 #Gamer #REKAP #SciFi #Cubs #Blackhawks #Bulls #Bears 🍕💻⚾🏒🎶🐶
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To optimize pop-up conversions: 1) Target specific audience segments. 2) Use well-timed triggers (exit-intent, scroll, time-based). 3) Clearly communicate value proposition. 4) Keep design minimal, CTA persuasive. 5) Optimize for mobile. 6) A/B test different elements. 7) Follow up with email marketing to nurture leads towards conversion.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Danilo Stern-Sapad

CEO at Blixo (YC S21) & Hyperion360 + Former CTO at FabFitFun
(edited)
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While this article mentions pop-ups, it is more accurate to say modals. Modals and pop-ups, although often used interchangeably, are not identical. Modals appear within the same browser window, providing a more user-friendly experience as there's no need to switch windows or tabs. Pop-ups typically open a new browser window, a practice sometimes blocked by browsers and penalized by Google on mobile devices. For e-commerce, modals are the preferred approach. They are used to improve conversion rates, build email lists, offer discounts, garner feedback, promote trials, request phone numbers, etc.

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How do you capture leads and conversions with pop-ups?

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1 Why use pop-ups?

2 How to design pop-ups?

3 How to implement pop-ups?

4 How to avoid pop-up pitfalls?

5 How to optimize pop-up conversions?

6 Here’s what else to consider

E-commerce

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How do you capture leads and conversions with pop-ups?

1

2

3

4

5

6

1 Why use pop-ups?

2 How to design pop-ups?

3 How to implement pop-ups?

4 How to avoid pop-up pitfalls?

5 How to optimize pop-up conversions?

6 Here’s what else to consider

E-commerce

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