What has a 73% disapproval rating
but can increase email signups by nearly 14%, grow leads by 162%, and convert
more than 3% of viewers? If you guessed pop-up ads, then you deserve a cookie!
These counterintuitive facts are
why the despised pop-up ad will never go away. MarketingLand
took a look
at why pop-ups have become an entrenched part of a
successful integrated marketing strategy, the power they wield over site
visitors, and how to make them work for you.
The short answer for their
continued dominance is that pop-up ads work. These ads have a well-earned
reputation because they disrupt the user experience. While searching or
shopping, an ad appears that takes over a large part of the visible space on
the site, forcing the user away from their desired activity. By the same token,
though, this is precisely why they continue to work.
Most of us experience banner
when on websites. This selective disregard for extraneous
information may be conscious or unconscious, but it means that users simply
aren’t seeing typical online ads. Pop-ups defy this obliviousness, interrupting
the user experience and demanding attention.
The problem with pop-ups isn’t the
format or even the intrusion; it’s that they are seldom used effectively. For
years they have been abused to spread viruses and scams, making the public wary
of clicking on them. But by determining the best ways to provide value to users
without creating unnecessary frustration or difficulty, integrated marketers
can use pop-up ads for business success.
The most significant thing that a
marketer can do to ensure pop-up efficacy is to provide value to users. Keeping
in mind that you are starting at a disadvantage because pop-ups are proven to
be irritating to users, make sure that whatever you are offering to them is
good enough to offset
Appeal to users and improve their
experience on your site by ensuring that their visit is positive. Give them
something that they want or will appreciate in exchange for putting up with an
Ways to Add Value
Most website visitors first
encounter your site while doing research. They want to see what’s an offer and
how it can benefit them. Consider using pop-ups to offer something that
encourages them to act.
– Grab user attention with an offer that will tempt them to move from window
shopper to shopper. You can use the pop-up ad as a lead collection tool and ask
them to provide their email in exchange for a generous discount, giving you
plenty of new opportunities to engage with them.
Offers—Use your pop-up ad to entice users with special content like
whitepapers, e-books, articles, etc. Again, you can use the ad for lead
generation with the promise of special or limited information only available to
your mailing list.
—Nobody wants to miss out on a deal, so create a sense of
urgency with your pop-up ad. This could include early access to tickets for an
event, or combine it with a discount that is only good during a limited timeframe.
With the right strategy in place, pop-up ads can
become more than an irritant on your website. Avoid being pushy or using the
ads for any reason other than to court visitors. Make sure that you are
offering relevant value to your audience, not distracting them without a good
reason. If enough integrated marketers follow this methodology, perhaps some of
the stigma around pop-up ads can be dispelled.