Pop-Ups Are Back—But That’s Not a Bad Thing

In the marketing world, pop-up ads are sometimes controversial. The reason, of course, is that web users don’t like pop-ups. According to a 2013 survey, pop-ups were considered the most annoying type of advertisement among 70% of internet users. However, pop-ups are making a comeback due to new and innovative ways they’re being used. As a matter of fact, studies have shown increases in leads and conversions when pop-ups are used—so it may be worthwhile to begin experimenting with them again!

If you decide to design pop-up ads for your business, here are some things to consider to make them more effective:

• Pay close attention to your headline copy. You only have a moment before they click that “X,” so make sure that it’s compelling, large enough to catch their attention, and that the colors don’t clash.
• Ensure that the text is to-the-point, and that it resonates with your target. Split-test messaging, if you can, and see which version gets more interaction.
• Use strong calls to action, like “Download the eBook Now!” or “Sign Me Up for Your Newsletter.” Web users like being given direction.
• Make it easy for a user to close your pop-up. One of the most irritating types of pop-ups are the ones that don’t seem to go away. If you rely on these types of ads, you risk alienating people from viewing your site altogether.
• Test your pop-ups frequently. Experiment with the type of pop up, the colors and textures you use, shapes and sizes—you never know which one will be the most effective.

Finally, check out our recent blog post “Pop-Ups: The New (and Right) Way to Use Them.” There are five common pop-ups, and each has its advantages. This post walks you through what these pop-ups are and how they’re being used to generate web leads today.