Is there a place for website pop-ups in marketing for manufacturing? The answer is yes. Pop-ups work because they grab attention and demand action. However, while marketers believe they are an effective way to generate leads, the people who encounter website pop-ups will say that they’re annoying.
That being said, if you’re going to use pop-ups, do it so well that people, rather than be irritated by them, won’t be able to resist them. Here are some best practices that should help:
Offer Only One Value Proposition
People are annoyed by pop-ups enough. The last thing you want to do is confuse them by trying to fit too many offerings in one pop-up. The faster they understand your message, the better. Make sure your visitors understand the offer or value proposition of your popup immediately.
People see pop-ups all the time. Get creative that grabs the attention and has them focusing on the offering right away. This is where it pays to know your audience and what their preferences are and what they would find interesting.
Perform Mobile Testing
It's already reached the point where more people browse on their mobile devices than they do on a desktop. Make sure that your pop-ups are displaying well on mobile. Make sure they're not just working correctly but also close easily.
Use One Pop-up at a Time
Most people can tolerate one pop-up. So if you're using a pop-up plugin, don't go crazy with pop-ups and have them more than one running at a time. You don't want to upset your visitors and risk them never coming back.
Timing is Everything
The timing of your pop-up is crucial. Approach your visitor too soon, and you could scare them off. Try too late, and they've already decided to leave. Obviously, the "perfect time" will vary from website to website.
To determine the right time for you, take a look at your analytics. What is the average time spent on your website? Best practices say that setting the timing to 60% of the average time spent on site is the most effective. However, it's still best to dive into your analytics to see which time has worked best historically.
Have a Clear and Compelling CTA
Expertly craft your call-to-action (CTA) as it's your last chance to make an impression. Its copy, design, and even location can make all the difference between gaining a new lead or losing another opportunity. This is where testing multiple CTAs can help you nail which one will be most effective.
As controversial as pop-ups are, no one can argue that they don't work. The trick is to do them well and creatively offering your visitors something they cannot refuse. And that can best be achieved when you know who your target market is and what their immediate needs are.